The Belgian mobile data market is growing strong, but still it’s far away from being mature or mass market product.How can we as Belgacom stimulate grow?By creating a portfolio of handsets and offers that support mobile data.However, we noticed that this is not sufficient enough: working on market education & development together with added value creation is key.
Some examples of what we did in the past on Market education:This leaflet was distributed in the shops some time ago and is a good example: it explains what android is, shows a handset, shows the offer.
The backside of the leaflet, shows the customer what he can do with his device, by showing some interesting applications.
Same message inthe shop and Bizz magazines: every 2 months, these magazines are distributed towards our various sales channels.This example gives the same message as before: what is android , some handsets that support android and in this case also an application
Another example on market education is a getting started guide, as the previous examples are more towards education before purchase, this guide helps the customer during the setup and the first usage. Many things seems very logical for everybody in this room, but for most people outside, this is not common knowledge.
On the “male” part of Skynet, also known as Skynet Jack, education was done via app reviews, explaining and showing how the apps work.These are just some of the examples what we did the last few years about education and stimulation the market to purchase and use smartphones.
All good so far, but we wanted to take the mobile smart phone user experience a step further by creating Belgacom apps: not any apps, but apps that create added value for Belgacom/Proximus customers.For this reason, we focus on two important axes in development: The first category are care & ease apps, these applications focus on providing self servicing tools to the customer. These are very important to improve the overall the customer satisfaction.The second category are converged applications, yes, I know there is that buzz word again, but still they really are: the applications provide the customer an additional view on existing products but optimized (in the case of apps) for mobile usage. Let me show you some examples:
A very good example of a care & ease application is our first Proximus mobile application called “Hello Proximus”, it allows the customer to manage his mobile data usage by providing him his the status of his usage and (in a pré android 1.6 era) the function to switch off his connections. We really learned a lot of this app in various domains.Yes, you’ve seen it right this is not the “Hello Proximus” as you know it, it’s an update that we’ve been working on. We listen to our customers and their comments.End last year we’ve launched the iPhone version of this app, but it’s not a copy, it has specific functions for the iPhone.
Another scope is the new 1207-1307 app that will be released within a few weeks.It has the same core functionalities like the web version (find contact details of people, business by name, activity or number), but optimised for mobile usage and using the advantages of the mobile with functions like geo-localisation and augmented reality browsing.This is very good example of a converged application.
You see, we can create some nice and useful apps for our customers. But at the end we have the same problems as any of you developers here in the room: how to get my app noticed between the thousands of other apps? How to get my app known in the public? This is very difficult with this fast moving application market. We think we’ve found a solution for that:
Therefore we’ve created the “Belgacom Apps Guide”.What is it? Our idea is to centralize all these apps in a single app, that will be used to communicate towards the customer. In this app, an new user will find a selected section of apps he needs to get started with his new handset. But also advanced users will discover new apps, that otherwise are not that easy to be found. The goal is show local relevant content. What isn’t it? It’s not a new store, we won’t sell apps. It’s not a copy of what’s available in the market stores.With the lessons learned from previous launches and thanks the comments that we’ve received, we’ve created the first of a new generation of Belgacom apps. One of the unique features is the left – right handed navigation trough the app. They days that a part of the screen is covered by your thumb are over.
Basically there will be three sections:App of the week: each week we will highlight an appBelgacom applications: the customer will find all application that are launched within the Belgacom group.Belgacom selection: the user will find a selection of local relevant apps divided per category.
Ok, nice. But what has this to with me as developer?The Belgacom Apps Guide will be used a the tool to communicate towards the customer, meaning when a new Belgacom app is launched, we will mention that it is available via the “Belgacom Apps Guide”.These are some of the Go-To-Market actions that are foreseen in the near future.
Still, what’s in it for me?Send us your apps, we’ve created the platform, but it needs to be populated.We’re looking for local relevant and for Belgacom customers relevant applications that stimulate mobile data or educate the market.If you’re interested, talk to us: My colleague Nicolas Cuvelier and myself will be here all day or you can contact us via the shared mailbox:Mobile. Applications@belgacom.be
Belgacom Mobile Applications - Werner Pandelaere, Belgacom - droidcon.be 2011
Belgacom Mobile <br />Applications<br />Werner Pandelaere<br />
Mobile Data Stimulation<br />Key Development Factors<br />Belgian mobile data market is growing strong, <br />but not yet mature or mass market<br />Market <br />Education <br />& Value Creation<br />+<br />+<br />+<br />Device<br />Offer<br />Infrastructure (Network … )<br />2<br />
Create added value<br />Mobile Apps Development<br />Care & Ease<br />Tools to enhance the customer satisfaction and interaction with the end-users.<br />Converged services<br />Offer services via various channels: same experience, but optimized for that channel. <br />8<br />