HOW TO OFFER SUCCESSFUL MOBILE SERVICES Stanislav Rejthar, T-Mobile Czech Republic a.s. Mobile Internet Portal Strategies,...
Agenda Customer focus User experience 21 May 2008 Stanislav Rejthar / Offer Successful Mobile Services Attractive service ...
Agenda 21 May 2008 Stanislav Rejthar / Offer Successful Mobile Services Attractive service idea Successful   Mobile Servic...
Get the first visit right <ul><li>Future is mobile, but mobile internet is not a necessity,  so far </li></ul><ul><ul><li>...
Customer insight essential to value adding <ul><li>Detailed service usage statistics to comprehend trends </li></ul><ul><l...
Usability is critical <ul><li>Don‘t fight the mobile internet </li></ul><ul><ul><li>Do understand it </li></ul></ul><ul><l...
Test services on the real devices <ul><li>Support full range of devices </li></ul><ul><li>Test your services on the real h...
Relevancy driven by personalisation <ul><li>Degrees of personalisation (by technological complexity) </li></ul><ul><ul><li...
Win-win scenario is crucial <ul><li>Engage in mobile ecosystem </li></ul><ul><li>Find partner with know-how you need </li>...
Checklist <ul><li>Get the first visit right </li></ul><ul><li>Ask for feedback </li></ul><ul><li>Make usability testing </...
THANK YOU [email_address] 21 May 2008 Stanislav Rejthar / Offer Successful Mobile Services
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How to Offer Successful Mobile Services

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Critical success factors to make an idea fly as a mobile service. (London 21st May 2008)

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  • Stanislav Rejthar / Offer Successful Mobile Services 21 May 2008
  • Stanislav Rejthar / Offer Successful Mobile Services 21 May 2008
  • Stanislav Rejthar / Offer Successful Mobile Services 21 May 2008
  • Stanislav Rejthar / Offer Successful Mobile Services 21 May 2008
  • Stanislav Rejthar / Offer Successful Mobile Services 21 May 2008
  • Stanislav Rejthar / Offer Successful Mobile Services 21 May 2008
  • Stanislav Rejthar / Offer Successful Mobile Services 21 May 2008
  • Stanislav Rejthar / Offer Successful Mobile Services 21 May 2008
  • Stanislav Rejthar / Offer Successful Mobile Services 21 May 2008
  • Stanislav Rejthar / Offer Successful Mobile Services 21 May 2008
  • Stanislav Rejthar / Offer Successful Mobile Services 21 May 2008
  • How to Offer Successful Mobile Services

    1. 1. HOW TO OFFER SUCCESSFUL MOBILE SERVICES Stanislav Rejthar, T-Mobile Czech Republic a.s. Mobile Internet Portal Strategies, London 21st May 2008
    2. 2. Agenda Customer focus User experience 21 May 2008 Stanislav Rejthar / Offer Successful Mobile Services Attractive service idea Successful Mobile Service T he customer is the only person qualified to specify what Quality means. * * http://www.isixsigma.com/ , ** Krug, Steve Don‘t make the customer think.** Engage in ecosystem.
    3. 3. Agenda 21 May 2008 Stanislav Rejthar / Offer Successful Mobile Services Attractive service idea Successful Mobile Service Customer focus User experience Partnership
    4. 4. Get the first visit right <ul><li>Future is mobile, but mobile internet is not a necessity, so far </li></ul><ul><ul><li>Customer will either embrace your service value now </li></ul></ul><ul><ul><li>Or wait till the next generation service come </li></ul></ul><ul><li>Lack of feedback doesn‘t mean satisfaction </li></ul><ul><ul><li>„ The mobile Internet is a new thing. Consumers will only use it if they find that a given service has value to them. If it doesn't, they will simply refrain from using it. “* </li></ul></ul><ul><li>Run pilot s with friendly customers </li></ul>21 May 2008 Stanislav Rejthar / Offer Successful Mobile Services *Luca Passani, WURFL
    5. 5. Customer insight essential to value adding <ul><li>Detailed service usage statistics to comprehend trends </li></ul><ul><li>Benchmark the stickiness of your service </li></ul><ul><ul><li>How many times a month you expect to see one user? </li></ul></ul><ul><ul><li>„ Unlike on their PCs, mobile Internet users are less interested in browsing and more focused on accomplishing a specific task. “* </li></ul></ul><ul><li>Reliable services simple to navigate with relevant and fresh content gather repeated usage </li></ul><ul><ul><li>Regular automatic page validation </li></ul></ul><ul><ul><li>Regular user experience checking </li></ul></ul><ul><ul><li>Ask for feedback within your service </li></ul></ul><ul><ul><li>Marketing research </li></ul></ul>21 May 2008 Stanislav Rejthar / Offer Successful Mobile Services * www.mmaglobal.com, Understanding Mobile Marketing
    6. 6. Usability is critical <ul><li>Don‘t fight the mobile internet </li></ul><ul><ul><li>Do understand it </li></ul></ul><ul><li>Create service that looks simple </li></ul><ul><ul><li>Prototype </li></ul></ul><ul><ul><li>Make a roadmap and introduce features step-by-step </li></ul></ul><ul><ul><li>Don‘t kill customer with plenty of features </li></ul></ul><ul><li>Fast loading pages are a MUST </li></ul><ul><li>Guidelines – requirements for the portal partners </li></ul>21 May 2008 Stanislav Rejthar / Offer Successful Mobile Services
    7. 7. Test services on the real devices <ul><li>Support full range of devices </li></ul><ul><li>Test your services on the real handsets used by customers </li></ul><ul><ul><li>No emulator </li></ul></ul><ul><ul><li>No other mobile network </li></ul></ul><ul><li>Outsource testing </li></ul><ul><ul><li>Partner certifies quality </li></ul></ul><ul><ul><li>Constant quality assurance </li></ul></ul><ul><ul><li>More launched services </li></ul></ul><ul><li>Business owner should use service daily </li></ul>21 May 2008 Stanislav Rejthar / Offer Successful Mobile Services
    8. 8. Relevancy driven by personalisation <ul><li>Degrees of personalisation (by technological complexity) </li></ul><ul><ul><li>0° – One structure optimised to mass of customers </li></ul></ul><ul><ul><li>1° – Customer made personalisation </li></ul></ul><ul><ul><ul><li>E.g. preferences, bookmarks </li></ul></ul></ul><ul><ul><li>2° – Explicit business rules by service provider </li></ul></ul><ul><ul><ul><li>E.g. Segment Young  Music has higher importance than News </li></ul></ul></ul><ul><ul><li>3° – Implicit behavioural personalisation </li></ul></ul><ul><ul><ul><li>E.g. Google search – you even don‘t notice personalisation , and yet you expect getting exactly what you are looking for </li></ul></ul></ul><ul><ul><li>∞ ° – Mind tuning </li></ul></ul><ul><ul><ul><li>Handset offer s you right what you want thanks to telepathy (sci-fi  ) </li></ul></ul></ul>21 May 2008 Stanislav Rejthar / Offer Successful Mobile Services
    9. 9. Win-win scenario is crucial <ul><li>Engage in mobile ecosystem </li></ul><ul><li>Find partner with know-how you need </li></ul><ul><li>Understand his business model </li></ul><ul><li>How to approach a mobile operator: </li></ul><ul><ul><li>NO: „Don‘t charge for access as it cost you nothing – let access for free so that customers can pay to us.“ </li></ul></ul><ul><ul><li>YES: „We‘d like to use integrated pricing, what solution does your network support?“ </li></ul></ul><ul><ul><li>NO: „We have a product for you that will raise the data traffic within your network.“ </li></ul></ul><ul><ul><li>YES: „ We have a product for you that will raise customer loyalty.“ </li></ul></ul>21 May 2008 Stanislav Rejthar / Offer Successful Mobile Services Mobile operators Platform vendors Handset manufacturers Mobile search engines Content providers
    10. 10. Checklist <ul><li>Get the first visit right </li></ul><ul><li>Ask for feedback </li></ul><ul><li>Make usability testing </li></ul><ul><li>Fast loading pages are a must </li></ul><ul><li>Test services on real devices </li></ul><ul><li>Enable personalisation </li></ul><ul><li>Make yourself compatible with partner‘s business model </li></ul><ul><li>Don‘t fight the mobile internet </li></ul>21 May 2008 Stanislav Rejthar / Offer Successful Mobile Services
    11. 11. THANK YOU [email_address] 21 May 2008 Stanislav Rejthar / Offer Successful Mobile Services

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