Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Beyond minutes how to sell value added services to mobile customers


Published on

As basic connectivity becomes a commodity, telcos are turning to a vast array of services−from movies and music to mobile app stores−in an effort to differentiate themselves and boost their margins. But designing and operating a content ecosystem is entirely different from selling devices and plans. In this webinar, we discuss how communication service providers can successfully integrate the two into a compelling and coherent customer experience.

Published in: Technology, Business
  • Be the first to comment

  • Be the first to like this

Beyond minutes how to sell value added services to mobile customers

  1. 1. Elastic Path Software Inc. Beyond Minutes: How to Sell Value-Added Services to Mobile Customers Featuring: David Chiu, Digital commerce strategist at Elastic Path SoftwareElastic Path™
  2. 2. Introducing Elastic Path Software Digital Commerce for Innovators • We help the world’s biggest brands sell digital goods and services • We provide a flexible digital commerce platform and expertise in commerce strategy and implementation • #1 ecommerce blog • For more on-demand digital commerce resources Path™
  3. 3. Overview • Rise of value-added services (VAS) • Post-sale versus subscription VAS • Integrating VAS into your offering • VAS partnershipsElastic Path™
  4. 4. Rise of value-added services (VAS)Elastic Path™
  5. 5. The changing landscape for CSPs Traditional telco ecosystem The new “frenemies”Elastic Path™
  6. 6. The CSP scenario beyond 2015 Source: Forrester Research, Inc. December 2011Elastic Path™
  7. 7. The business challenge • Flat growth due to market maturity and saturation • Commoditization of traditional services • Erosion of revenue, margin, brand differentiation How nontraditional VAS can help • Generate supplementary revenue streams • Strengthen overall offering with desirable products • Create value for subscribers through content partnerships • Entrench CSP strengths into the content value chain • Help create a reason for consumers to choose youElastic Path™
  8. 8. Telco opportunities to 2015 Source: Gartner, Inc. September 2011Elastic Path™
  9. 9. Post-sale versus subscription VASDevice and plan selectionElastic Path™
  10. 10. Post-sale VAS are apps and one-off purchases • Need to be a subscriber first • Useless for non-customers • Appropriately segregatedElastic Path™
  11. 11. Post-sale VAS are apps and one-off purchases • Need to be a subscriber first • Useless for non-customers • Appropriately segregatedElastic Path™
  12. 12. Post-sale VAS characteristics • Minimal impact on acquisition • Post-sale is an ecosystem play • Beyond the scope of this webinar • Understand their characteristicsElastic Path™
  13. 13. Post-sale VAS confusion • Not a customer? a customer? a customer? • Not • Not • Not a customer? • Makes sense• Makes sense• Makes sense • Makes sense • Not a customer? • This is useless • Can’t do this yetElastic Path™
  14. 14. Pre-sale VAS = subscription services • Ongoing, recurring service • Highly marketable • Used to differentiate offering • Moves CSPs away from being a bit pipe • Much easier than an ecosystem playElastic Path™
  15. 15. Subscription VAS is where you want to be • Orange provides the audience, billing, and analytics firepower • Before: 25K subscribers • After: 1.2M+ subscribersElastic Path™
  16. 16. Key differences between post-sale and subscription VAS • Post-sale VAS has a low and declining impact on acquisition with the preeminence of full-featured walled garden ecosystems (Amazon, Apple, Google) • Pre-sale VAS in the form of subscription services are compelling products that can: – Be a powerful differentiator for commodity plans – Build consumer awareness and trust for CSP brands – Positively affect both conversion and ARPU – Be relatively easy to deploy with the right partnersElastic Path™
  17. 17. Integrating VAS into your offeringsElastic Path™
  18. 18. Mixing post-sale and subscription VAS • Directory listing of all services • Mixed metaphors • No clear CTA for any of themElastic Path™
  19. 19. Mixing post-sale and subscription VAS • No way to Subscription VAS underutilized to convert • add VAS • Too late • Umm, now what? • Could compel and differentiate • Wasted as a post-sale serviceElastic Path™
  20. 20. Subscription VAS as standalone product • Plans • Add-on services • WiMP (music service) • Unintuitive/clunky CTAs • Text to get more information • Link to external registrationElastic Path™
  21. 21. Subscription VAS as a plan add-on • Relatively clear call-to-action • Link exits the purchasing flow • Could be integrated even furtherElastic Path™
  22. 22. Subscription VAS as a plan feature • The plan itself now has a USP • No additional thought required • CSP is part of content value chainElastic Path™
  23. 23. Subscription VAS as the star of the show • Fantastic value proposition • Clear, compelling offeringElastic Path™
  24. 24. Creating the reason for customers to choose you • The key value propositionElastic Path™
  25. 25. VAS partnershipsElastic Path™
  26. 26. Integrated CSPs have an inherent advantageElastic Path™
  27. 27. White-label subscription VAS offeringElastic Path™
  28. 28. Co-branded subscription VAS offeringElastic Path™
  29. 29. Co-branded subscription VAS offeringElastic Path™
  30. 30. Co-branded subscription VAS offeringElastic Path™
  31. 31. Summary and takeaways • Subscription services like streaming music are becoming the format of choice for consumers • Plays perfectly into carriers’ traditional strengths in recurring billing, analytics, and customer care • Subscription VAS are easier to implement than post- sale ecosystems, which are dominated by the Big 3 • Be selective and aggressive integrating subscription VAS directly into your service offerings – pre-sale • Subscription VAS positively impacts acquisition, ARPU, and consumer perception of CSP brandsElastic Path™
  32. 32. Questions For more on-demand digital commerce resources 1.800.942.5282 (toll-free in North America) www.elasticpath.comElastic Path™