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Social media & mobile applications strategy for mobile operators / carriers
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Social media & 'app' strategies for mobile operators. This set for reading

Social media & 'app' strategies for mobile operators. This set for reading

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  • The Conversation Prism
  • For customers
  • For partners
  • internal
  • Lifetime Value can also be increased by turning Advocates into Champions without compromising their CRV.Sprint (U.S.) used cross and up-selling to Advocates with bundled products and discounts to customers signing one-year contracts. Average CLV increased approximately US$110, a 61% improvement.See How Valuable Is Word of Mouth? By V. Kumar, J. Andrew Petersen, and Robert R LeoneThe objective here is to capture and capitalize on Operator’s customers social behavior by monitoring and leveraging their CRV with Operator partners.
  • Each existing customer's referral value (CRV) includes an estimate of the lifetime value of any type-1 referrals—people who would not have become customers if they had notbeen referred. Alsoinclude the value of type-2 referrals - people who would have become customersanyway, with the value of a type-2 referral is the savings in the cost of acquiring the new customer, since no direct marketing effort was needed to get them.
  • OptusMobile broadband- $30 / month for mobile broadband up to 6 Gb with free Facebook accessMobile: -$79 for free iPhone & Social networking access and 2Gb dataTelstra $49 cap with 500 Mb data on N97Virgin Mobile $49 cap for iPhone16 with 2Gb data
  • Partners are Ad Agencies, Advertisers, Retailers / Merchants and Content partners
  • With commoditization of voice & data, and competition from IP players, Mobile needs innovative ways to differentiate and increase profits. This can be accomplished through the delivery of highly relevant (personalized) and co-branded services. This attracts or builds new user groups which become new customer segments.
  • Key trends to capture subscribers & create new consumer segments
  • Use internal platforms and tools, with 3rd-party providers to develop a world-class ecosystem to enable, measure and monetize consumer conversations
  • Buy-in or Partner for Apps and Product knowledge. This releases in-house resources for higher-value local partnerships and Operator-specific apps.Allows Operator to focus on leveraging its key strengths of Brand and Customer relationships.
  • With commoditization of voice & data, and competition from IP players, Mobile needs innovative ways to differentiate and increase profits. This can be accomplished through the delivery of highly relevant (personalized) and co-branded services. This attracts or builds new user groups which become new customer segments.
  • Capture CRV and increase revenue from partners using Operator’s Social Media platformsDeliver the right branded message at the right moment or location
  • Capture CRV and increase revenue from partners using Operator’s Social Media platforms
  • Deliver the right branded message at the right moment or location
  • Vision

Social media & mobile applications strategy for mobile operators / carriers Presentation Transcript

  • 1. Social media&Applications
    Social Media – what it means to mobile operators
    CRV – the key revenue opportunity
    Vision – Goals – Strategies – Tactics
    Jonathan Adams
  • 2. Social Media is not new...
    1995 2000 2005 2010
  • 3. ...but the scale and opportunity to profit from Social Media is new.
    The Conversation Prism http://www.briansolis.com/2008/08/introducing-conversation-prism/
  • 4. Social dimensions
    • from high-trust interaction to transaction
    1,000,000
    10,000
    1000
    100
    Personal
    Social
    Informational
  • 5. Monetizing Social Media
    At its simplest level businesses monetize Social Media by:
    Attracting new fans and followers
    Encourage those people to engage or buy
  • 6. What role does Operator play?
    Operator needs to become the key provider of Social Media services and monetization, with a mix of internal and 3rdparty platforms, applications and services.
    How do we get there?
    Vision – Goal – Strategies – Tactics
  • 7. Vision
    Operator, the Social Network
  • 8. Vision
     
    “I can share more with my friends and family”
  • 9. Values
     
    Operator:
    Makes sharing easy
    Encourages creativity
    Rewards loyalty
  • 10. Vision
    Operator is the leading social media operator in the region, delivering valuable, measurable commercial results.
    “Mobileco makes it easy for our customers to communicate positive information about our products and services to others; and for us make relevant and valued offers”
  • 11. Vision
    Operator is the essential partner for delivering high-value, measurable CRV and services for Agencies, Advertisers, Merchants and Content partners
    Provide a world-class ecosystem to enable, measure and monetize consumer conversations
  • 12. Why?
    Opportunities for the mobile operator:
    Mobile media consumption device
    Mobile at point of need (retail / location opportunities)
    with
    Applications
    > Attract and Retain = increase Customer Lifetime Value
    Social Media
    > Recommendations = new Customer Referral Value
    >Transactions = new Customer Referral Value
  • 13. Customer Referral Value
    This is the core metric that represents real revenue and monetization of the Operator customer base.
    We createnew value for and from our customers, retain the customer relationship, and monetize social networks which are increasingly being provided free by mobile operators.
    Data is not the end product – it is the merchant and transactions. Transactions & CRV scale, data plans are capped.
    Secondary Values: Brand Advocacy Quotient, Sentiment, Conversation (Mind) share. These are values for which advertisers are also willing to pay.
    See How Valuable Is Word of Mouth? By V. Kumar, J. Andrew Petersen, and Robert R Leone
    hbr.org/products/R0710J/R0710Jp4.pdf
  • 14. Goals
    Capture CRV
    Right message, Right moment
  • 15. Getting there
    NOW
    Social Media is a usage driver – sticky applications yields more data revenues & ‘social’ handset sales – drives demand for mobile internet packages.
    Problem: Commoditization of data – arrival of capped data plans.
    NEXT
    Align Social Media activity with partner brands and objectives.
    Facilitate sharing, recommendations and transactions, then align and measure consumer Social Media activity with real-world results.
  • 16. Our Goals
    Capture CRV and increase revenue from partners using Operator’s Social Media platforms
  • 17. Our Goals
    Deliver the right branded message at the right moment or location
  • 18. Strategy
    Leverage trends
  • 19. Key trends to capture subscribers & create new consumer segments
    Key trends defining digital life
    Openness & interoperability
    Relevance (Personalization)
    Social Networking & Trusted relationships
  • 20. Trend1. Openness & Interoperability
    Strategy
    Create an ecosystem & APIs to bring together:
    Developers, Merchants, Partners (Agencies, Advertisers)
    Provide tools & guidelines to build the applications
    Monetize the in-house platforms as a gateway for Merchants, Agencies, Advertisers and Content Partners
  • 21. Trend2. Personalization
    Strategy
    Personalize based on the user’s individual behaviors and personas:
    Deliver updates and recommendations based on their behavior, time and location
    Its been tried and tried, but try again!
  • 22. Strategy
    With implicit authentication from phone/ipad, enable trusted interactions, recommendations and transactions
    With too much information, filter content through people I trust and talk to.
    The right contacts at the right time based on customer behavior, time and location.
    The trusted authentication gateway for social network access, branded apps, content, services.
    Trend3. Social Networking & Trusted relationships
  • 23. note…
    Don’t try to beat the market with a competing marketplace…
  • 24. Tactics
    Ecosystem & APIs
    Co-branding & Partnerships
    Unique Consumer Products
    New Customer segments
  • 25. 1. Ecosystem & APIs “Innovate from the outside”
    Strategy
    Widening App platform to be a community for developers to maximize 3rd party opportunities.
    Open the application platform for services and billing
    Seed the local application market - Application Challenges.
    APIs for wholesale & business markets
    e.g. Facebook for BlackBerry is 10th biggest FB download @ 18 MAU
    In-fill with in-house applications
    Develop strategic partnerships with brands, and industry development programs
  • 26. 2. Exclusive / Unique apps
    Treat apps as we treat content – drivers to subscription & retention.
    Compete with co-branding to deliver the ‘best’ or most popular apps.
    Bundle exclusive app packages on Operator handsets.
    Creates the user base to monetize with partners.
  • 27. 3. Co-branding with consumer brands.
    There is a major opportunity to capture users with branded marketing apps
    This follows the mobile portal experience.
  • 28. Remember the Goals
    Capture CRV and increase revenue from partners using Operator’s Social Media platforms
    Deliver the right branded message at the right moment or location
  • 29. Example 1 - capture CRV
    Establish Operator media-zones with partner cafes and retailers. Provide this as a ‘free’ (existing network) high-bandwidth zone for smart/social Operator phone users. Is effectively a ‘permission marketing zone’.
    Scenario: You are in a partner café redeeming your café points for a free coffee and reading a free newspaper online (authenticated in the partner media zone).
    You read a review on credit cards in the personal finance section.
    Your iPhone buzzes.
    An offer arrives for a pre-approved card and a bonus points transfer. You click to accept.
    Operator and the publisher share the $100 acquisition fee.
  • 30. Example 2 – right message at the right time
    Scenario: You are a reading a friends positive comments of a new restaurant at the end of the day (sentiment analysis).
    Your iPhone buzzes.
    A coupon arrives in your mobile inbox with a 2-for-1 offer for meals of $50 or more. The coupon has directions, telephone booking link and a count-down code that expires in 3 days, nudging you to act.
  • 31. Next steps – map opportunities
    Market research, find out who are your smart / social media customers
    Competitor & Gap analysis
    Engage in cross functional development team (marketing, products etc)
    Dedicated business sponsors
    Have accountability and ownership
    Iterative development process
    Sanity check business case at milestones for any
    development more than 2 months
    User testing, BRT
    Collate and measure customer data
    Speed - Time to market is paramount
  • 32. Vision
    Operator is the essential partner for delivering high-value measurable CRV and services for Agencies, Advertisers, Merchants and Content partners
    Provide a world-class ecosystem to enable, measure and monetize consumer conversations