The document discusses how to offer successful mobile services. It emphasizes focusing on the customer experience, usability testing services on real devices, and enabling personalization. It also stresses the importance of partnerships within the mobile ecosystem and ensuring services are compatible with partners' business models. The key is to get the first customer visit right, ask for feedback, make services fast and easy to use on mobile, and test extensively on actual devices.

1. HOW TO OFFER SUCCESSFUL MOBILE SERVICES Stanislav Rejthar, T-Mobile Czech Republic a.s. Mobile Internet Portal Strategies, London 21st May 2008

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. Agenda 21 May 2008 Stanislav Rejthar / Offer Successful Mobile Services Attractive service idea Successful Mobile Service Customer focus User experience Partnership

4. Get the first visit right Future is mobile, but mobile internet is not a necessity, so far Customer will either embrace your service value now Or wait till the next generation service come Lack of feedback doesn‘t mean satisfaction „ 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. “* Run pilot s with friendly customers 21 May 2008 Stanislav Rejthar / Offer Successful Mobile Services *Luca Passani, WURFL

5. Customer insight essential to value adding Detailed service usage statistics to comprehend trends Benchmark the stickiness of your service How many times a month you expect to see one user? „ Unlike on their PCs, mobile Internet users are less interested in browsing and more focused on accomplishing a specific task. “* Reliable services simple to navigate with relevant and fresh content gather repeated usage Regular automatic page validation Regular user experience checking Ask for feedback within your service Marketing research 21 May 2008 Stanislav Rejthar / Offer Successful Mobile Services * www.mmaglobal.com, Understanding Mobile Marketing

6. Usability is critical Don‘t fight the mobile internet Do understand it Create service that looks simple Prototype Make a roadmap and introduce features step-by-step Don‘t kill customer with plenty of features Fast loading pages are a MUST Guidelines – requirements for the portal partners 21 May 2008 Stanislav Rejthar / Offer Successful Mobile Services

7. Test services on the real devices Support full range of devices Test your services on the real handsets used by customers No emulator No other mobile network Outsource testing Partner certifies quality Constant quality assurance More launched services Business owner should use service daily 21 May 2008 Stanislav Rejthar / Offer Successful Mobile Services

8. Relevancy driven by personalisation Degrees of personalisation (by technological complexity) 0° – One structure optimised to mass of customers 1° – Customer made personalisation E.g. preferences, bookmarks 2° – Explicit business rules by service provider E.g. Segment Young  Music has higher importance than News 3° – Implicit behavioural personalisation E.g. Google search – you even don‘t notice personalisation , and yet you expect getting exactly what you are looking for ∞ ° – Mind tuning Handset offer s you right what you want thanks to telepathy (sci-fi  ) 21 May 2008 Stanislav Rejthar / Offer Successful Mobile Services

9. Win-win scenario is crucial Engage in mobile ecosystem Find partner with know-how you need Understand his business model How to approach a mobile operator: NO: „Don‘t charge for access as it cost you nothing – let access for free so that customers can pay to us.“ YES: „We‘d like to use integrated pricing, what solution does your network support?“ NO: „We have a product for you that will raise the data traffic within your network.“ YES: „ We have a product for you that will raise customer loyalty.“ 21 May 2008 Stanislav Rejthar / Offer Successful Mobile Services Mobile operators Platform vendors Handset manufacturers Mobile search engines Content providers

10. Checklist Get the first visit right Ask for feedback Make usability testing Fast loading pages are a must Test services on real devices Enable personalisation Make yourself compatible with partner‘s business model Don‘t fight the mobile internet 21 May 2008 Stanislav Rejthar / Offer Successful Mobile Services

11. THANK YOU [email_address] 21 May 2008 Stanislav Rejthar / Offer Successful Mobile Services