Internet Done Right in 10 Ways

Internet Done Right in 10 WaysAchieving profitable growth from Internet for the small screen in a rapidly maturing and highly competitive market Praveen Rajan Head of Mobile Internet, DiGi Telecommunications 4th Annual Mobile VAS Summit 27 April 2010, Singapore

5 Things About Malaysia

5 Things About DiGi

What’s the Secret Formula to Profitable Growth?

We Usually Start with a Simple “R2D2” Solution

… but End Up with Complex “Death Stars”

So, Here’s 10 Things That Have Worked For Us

1 Unified Experience for GPRS / EDGE / 3G Consider branding your network – we called ours Turbo 3G

1 Unified Experience for GPRS / EDGE / 3G Consider using “3G” to refer to Small Screen – all other terms are confusing

1 Unified Experience for GPRS / EDGE / 3G

2 Peace of Mind Pricing in Products Exponential growth in usage with daily max charge

2 Peace of Mind Pricing in Products Exponential growth in usage with monthly max charge

2 Peace of Mind Pricing in Products Significant growth in roaming usage with daily max charge

2 Peace of Mind Pricing in Products Simplify communications for everyone – per MB pricing for roaming

2 Peace of Mind Pricing in Products

3 Video is the Hero Build your own recommendation services – every click can drive more $

3 Video is the Hero

4 Push the Right Smartphones Incentivize users to replace legacy phones with smartphones

4 Push the Right Smartphones Smartphones will drive more Mobile Internet usage Majority of Phones are Not Suitable for Mobile Internet What’s the % of Smartphones in Your Base?

4 Push the Right Smartphones Talk to users about mainstream services when selling smartphones

4 Push the Right Smartphones

5 Simplify Settings & Signup Rethink your APN strategy – customers don’t understand it 1,400,000 1,298,676 1,200,000 D a 1,000,000 t a 839,568 800,000 U s a g 600,000 e 408,153 ( M 400,000 B ) 200,000 6,326 4,808 8,182 - Jul-09 Aug-09 Sep-09 Oct-09 Nov-09 Dec-09

5 Simplify Settings & Signup SMS activation works well as a Call to Action across all mediums

5 Simplify Settings & Signup

6 Create a Strategy for Newbies Recommend sites & apps for new customers in your network

6 Create a Strategy for Newbies Associate freebies with relevant local content & show them what it means

6 Create a Strategy for Newbies

7 Reinforce Mobile Internet in Core Products Make Mobile Internet a core feature in Prepaid & Postpaid products

7 Reinforce Mobile Internet in Core Products New users will try it when it’s in their face

7 Reinforce Mobile Internet in Core Products

8 Be Upfront About Speed & Fair Usage Consider NOT shouting theoretical speeds

8 Be Upfront About Speed & Fair Usage Protect your network early ahead of the smartphone boom Big Screen Consumption Small Screen Consumption

8 Be Upfront About Speed & Fair Usage

9 Harmonize with Big Screen Sell Big & Small as separate products – improvise the sales script

9 Harmonize with Big Screen

10 Maximize Mainstream Services Use brands that your customers recognize & exploit itOut of Home

10 Maximize Mainstream Services Use radio creatively – adopt mainstream brands to excite users Tweet Tweet FacebookingRadio

10 Maximize Mainstream Services Remember your “call to action” on print adsPrint & Advertorials

10 Maximize Mainstream Services Associate the Internet with recognizable brands & social networks The Mobile Phone is the Internet’s New HomeTV Commercials

10 Maximize Mainstream Services

(Think R2D2) Summary Make it Easier APN strategy, signup, settings, pricing Mainstream Services Facebook, YouTube, don’t reinvent content! Smartphones iPhone & the rest + replacement strategy

Questions?

Internet Done Right in 10 Ways

by Praveen Rajan on Aug 29, 2011

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Internet Done Right in 10 Ways — Presentation Transcript