Case study of 1,400 person, 9 country beta program run by MobilEvolution.

1. Case Study
Beta program for integrated wireless device and web service
Overview arrangements with network operators in countries
where the Company does not hold an equity
MobilEvolution provided an end to end beta program,
stake. Under the terms of these Partner Network
including strategy, planning, and execution to a major
Agreements, the Company and its partner networks
European wireless carrier. The beta program was the
co-operate in the development and marketing of
largest ever undertaken by our client.
global services under dual brand logos.
During the course of the trial, MobilEvolution
At 31 December 2008, based on the registered
staff had thousands of interactions with trialists,
customers of mobile telecommunications ventures
uncovering hundreds of bugs, user experience issues,
in which it had ownership interests at that date, the
and feature enhancement requests. Feedback from
Company had 289 million customers, excluding paging
those interactions was aggregated, analyzed and
customers, calculated on a proportionate basis in
presented to the client in the form of prioritized
accordance with the Company's percentage interest in
recommendations.
these ventures.
Due to an imminent launch date, planning and
executing all phases of this program quickly was Business Challenge
critical. Trial participant makeup was diverse, The challenge was to
including 1,400 internal and external trialists in nine plan and execute the • Company’s largest beta
European countries, and across a number of operating largest beta program
• Trial began within 1 week
companies. A new device, web client, and web service the company had
of start date
were all evaluated during the trial. run. We also needed
• Trialists in nine countries
to hit a time window
Client Profile to plan and complete • Trial ran during active
development
the six week-long
Our client is the world's leading mobile
testing period within
telecommunications company, with a significant
90 days, when the
presence in Europe, the Middle East, Africa, Asia
product was scheduled to launch. The product was
Pacific and the United States through the Company's
under development during the whole span of the
subsidiary undertakings, joint ventures, associated
trial, leading to unanticipated device and website
undertakings and investments.
behaviors. In addition, internal and external trialists
The Company’s mobile were spread across nine European countries. Finally,
subsidiaries operate prioritized recommendations based on feedback and
• World’s leading wireless technical support cases needed to be provided to the
company under a single brand
name. During the marketing and development organizations each week
• Global operations so that they had time to adjust prior to launch.
last two financial
• 289 million customers years, the Company
has also entered into
24916 SE 133rd Way, Issaquah, Wa 98027 • www.mobilevolution.com • +1 (206) 274-7472
© 2010 MobilEvolution, Inc. All rights reserved.

2. Solution feedback website.
Once an agreement was reached, planning and Data collected from these listening systems was
content development began immediately. Within ten aggregated with data collected by the technical
days of the notice to proceed, MobilEvolution had a support team, analyzed, and distilled to the ten most
Program Manager on the ground in Europe full time critical issues that needed to be addressed. This
for a month. information was provided the client’s development
team twice a week in the form of prioritized
MobilEvolution
recommendations. In all, the trial panel identified
notified prospective
• Program management nearly 250 bugs, hundreds of user experience issues,
trialists of their
• Content development and logged over a hundred feature requests.
participation in the
• Trialist surveys trial and scheduled Technical support was also available throughout the
• Technical support kickoff events in each trial for 12 hours a day via local telephone numbers,
• Incentive program country. Then we email, instant messaging, and via a web-based trouble
logistics prepared the agenda ticketing system. Each support interaction was
• Forum moderation and presentation captured in a tracking system. Then as we discovered
• Data analysis materials for each support trends, MobilEvolution developed training
of the events. In materials to help trialists avoid problems before
addition, we they occurred; OTA configuration tools; FAQs to
developed a welcome kit which was provided with help trialists self-resolve issues; and knowledgebase
each phone, including a setup guide, a letter from articles to ensure that all support staff handled
company executives, and information on how to problems consistently and efficiently.
contact technical support.
During kickoff events, trialists received their phones,
Business Benefit
learned about the service, and participated during The obvious benefit
a step by step training on how to sign up for and of this program -
• Identified bugs
configure the service. Technical representatives were identifying and fixing
present at each kickoff event to help trialists work issues prior to product • Focused marketing
messages
through any problems they encountered. Kickoff launch - is only one
events were completed in all nine countries within of the many benefits • Created vocal avocates
three weeks of the first event. our client realized as a • Contributed to product
result of this beta trial. roadmap
Once trialists had a functional service on the web The development team • Prepared technical
and their mobile phone, MobilEvolution began a was able to address support
communication regimen, contacting them every other many of the bugs and • Prepared training teams
day via email or SMS. Each communication directed feature enhancements
them to perform a service-related task. Then once identified prior to
a week, we surveyed trialists via a web-based survey launch. High priority issues that were not addressed
platform to ask them about their experience. We also have been incorporated into the product roadmap
regularly included questions regarding their overall and will be available in future releases. Focusing
satisfaction with the service. Trialists were able to development effort based on user feedback helps the
share their experiences via a moderated newsgroup, development team have the greatest impact.
monitored email box, the support team, and a

3. Communication with development and company needs.
Management during the trial regarding status and
results happened early and often. The communication Training
style was to present a brief executive summary, Training targeted for the audience. Whether the
including recommendations for the top ten actions audience is internal business users, a partner channel,
that should be initiated each week, backed by full sales or technical support staff, MobilEvolution can
details. This format allowed executives to get a sense design, develop, and deliver web- and instructor-led
of progress at a glance and deep dive into any specific training to improve performance and drive down
issue they wanted to explore more fully. costs.
Excitement grew towards the product launch date Content Development
as issues and opportunities to improve the product
Relevant, understandable content for your audience.
were identified, fixed, and communicated back to the
MobilEvolution content developers understand sales,
organization. By the time the launch announcement
technical support, business, and consumer issues.
was made, our client’s customer-facing teams were
Our team of mobile experts helps plan, develop, and
advocates of the product and well versed in its
release training, marketing, and technical materials
features and benefits.
that have impact.
Internal and external trialists were regularly surveyed
Consulting
on net promoter-type questions. This feedback
helped the marketing organization focus and test their Consulting with a bias towards action. We examine
messaging prior to presenting it to the public. and help improve business processes to leverage the
information end customers provide every day. We
Many of the trialists selected for this project were can also help ensure sales, product, and support
influential in the European wireless community. teams are in sync.
These trialists provided input and saw the product
improve as a result of their feedback. In many cases, Technical Support
they became personally invested in and outspoken Technical support as a means to an end. Your
advocates of the product. customers are telling you every day what they love
and what you need to improve. MobilEvolution’s Tier
About MobilEvolution III support engineers solve your customer’s problems,
Founded in 2008, MobilEvolution helps clients in the then help your business avoid the problem in the
wireless industry identify and address gaps between future.
their customer’s expectations and their experience.
Please contact us if you would like to learn more
MobilEvolution staff have deep wireless experience
about MobilEvolution or our services.
and expertise in developing web- and device-based
tools, sales enablement programs, content, technical
support, and consulting services.
“Listen. Learn. Evolve.” is the MobilEvolution mantra,
and we keep that concept at the heart of our projects.
We help our clients listen to their customers, learn
from the information hidden in the data, and evolve
their product or service to meet their customer’s