Mobile vikings wallet -Vlerick MFM Workshop 'Mobile Banking and Payments’
THE TIMES! THEY ARE! A-CHANGING! 1! 2! COMMUNITY! CONNECTED! Social networks, Smartphones, tablets,crowdsourcing, blogs, CONNECTED! 1+2! COMMUNITY" location-based-services,content communities, ! COMMUNITY! CONNECTED!identities.! strong Mobile Vikings" Mobile Vikings! is an ! is a! operator empowered! community-driven! community! operator! Flickr – ol’pete! Flickr – Phink Sherbet Photography!
THE! VIKING! PARADOX!WHAT DOES ! THIS MEAN ?! Flickr – obscura!
Sales Staff MarketingNo Sales staff. The Viking model uses the community as its sales force and is based on No traditional mass media marketing budget. All communication is based on viralMGM (member get member). More than 80% of our new customers are referrals from marketing using social media.!other members.! THE COMMUNITY DRIVEN MODEL!No Sales Offices, No Prestigious HQ Help DeskOnly online sales is possible.! Viking Helps Viking (via Twitter, Facebook, ...). Only 13 FTE serve 150.000 members, without usage of IVR. Although this is very low for a mobile operator, MV’s help desk is perceived as the best in the market. !
THE VIKING IS IN CONTROL!Central position – key in our sales and marketingstrategy. A Viking is our member, not ourcustomer.! DNA : VIKING POINTS! The DNA of the Mobile Vikings model is translated into a community currency, the VikingPoints. Once earned (e.g. MGM, Help Desk 2.0) they allow our members to top up their mobile internet subscription or pay for additional Viking services.! Flickr – NathanaelB!
Mobile Vikings : Prepaid mobile voice and data.! Additional value added services are studied and brought to the market. !VikingSpots VikingTalk VikingCardInternet-based VoIP service Cobranded prepaidplatform where enabling the MasterCard,members connect smartphone to call empowered by athe community to any number over mobile app andlocal retailers and Wifi or 3G.! targeted toshare experience.! youngsters and e- Flickr – thejuniorpartner! shoppers.! Flickr – Jay Morrison! Flickr – benwatts!
WHERE DO WE STAND NOW AND TOMORROW! (in a nutshell)!
WHERE DO WE STAND NOW AND TOMORROW!REVENUES! +145.000 members in 3.5 years! +2,8 MEUR revenues/month! High ARPU! Low churn! member revenue growth! growth! (rev per month)!
Conversation Company! Mobile Vikings has not only a lot of followers on Twitter but we communicate a lot with our customers > 19.000 tweets.! Average reach of 65.000 people with one tweet.! In Facebook we do also have >23.000 fans but more important is the daily conversation with the users! There are lot of articles in the online and printed Press over the concept of Mobile Vikings. Even books about social media have chapters talking about this concept. And new books from different authors are coming soon.!
One million likes on Facebook? So what?! Thomas Baekdal, a well known Danish blogger specialized in social media but without any links to us, recently published an interesting study on how to measure success on Facebook. Indeed, brands such as Coca Cola, Red Bull doing mainly traditional mass media marketing, also are doing well in getting fans, with tens of millions of fans. Even when taking into account market size and reach, these traditional brands are doing very well. And then comes this interesting quote :“However, if we instead compare fans with how many who interacts with the brands today, the result is quite different. Now, all the top players in getting peoples attention, are suddenly at the bottom. On the other hand, Walk of the Earth, Sarah Blackwood, Mobile Vikings and Brooklyn Museum are doing a fantastic job engaging with their audience.“ This indicates that, although we are a small and local player, our model is quite disruptive, even in today’s world.! Source: Thomas Baekdal: http://www.baekdal.com/insights/one-million-facebook-likes-so-what/!
Love Brand : same product, different perception! Finally it is interesting to see that the perception of the Mobile Vikings brand is totally different from the Base brand, although both use the same KPN network.!
VikingWallet Linked with a prepaid card! Integrated eCommerce payment! (one click payment)! Access to balance and history of own services! Mobile Viking VikingTalk VikingCard Partner ecosystem! VikingSpots (3rd party loyalty,! payment, …)!Linked with an NFCtag/sticker to facilitate!identiﬁcation and Open innovation viaauthentication! developer community! Near or long future!
PARTNER ECO SYSTEM!Mobile Vikings is not about technology nor products. Mobile Vikings is about bringing mobile technology and products to the market using a unique marketing model.Therefore we rely on partners for providing us with the necessary building blocks or services.! MNO! FINANCIAL INSTITUTION! TECHNOLOGY PARTNER! RETAILERS & BRANDS! DEVELOPERS!