Marketing Mobile Services

• What are the emotional and rational drivers of brand affiliation and loyalty?
• Sustaining corporate identity across regions/global markets and developing localised relevance for increased subscriber acquisition and retention
• Maintaining brand uniformity in your campaign message via different media and determining the optimum media mix for establishing/enhancing your brand
• How effective are partnerships and co-branding proving to be? (the potential gains and pitfalls)
• How can operators differentiate themselves by the range and depth of services they offer in line with brand ethos?

• How to quantify or generate metrics to measure the effectiveness of brand awareness on driving customer loyalty
• Avoiding churn by ensuring brand objectives are reflected by Customer Experience virtues/devices/means
• Harnessing CRM as a means to enhance brand image and loyalty – aligning brand message with the requirements and values of key customer segments
• Communicating your brand message at every point of customer interaction, i.e. delivering a consistent ethos through your advertising and direct customer contact
• Can consolidation of global brands strengthen or dilute brand impact vs. independent national brands in a given domestic market?

• Scrutinising markets conditions for pre-pay and contract customers to ensure efficient service optimisation given:
  • local market experience
  • international insight
  • customer behaviour
  • market behaviour
• Examining the dynamics of the low-end user and developing voice (and data bundles) services to meet objectives of:
• acquisition
• retention
• migration
• product uptake
• usage stimulation
• increased revenue
• Ensuring that your strategic positioning and brand values are supported by your pricing strategy
• Developing marketing strategies which effectively communicate your price/market positioning when delivering new products
• comparing your value proposition with competitors
• marketing your prices for optimum product uptake
• Developing mobile services other than voice that will stimulate increased usage from lower-tiered users over the medium to long term (MMS/data/music/etc)

• Examining the existing dynamics and characteristics of the Ugandan market
• Determining the right marketing message in consideration of:
  • multiple languages
  • illiteracy
  • unfamiliarity with technology or self care CRM
• Outlining the origins and business model of the village phone product and communicating the benefits to the end user
  • marketing and educating the users to use the village phone
• Addressing how non-global players can leverage national pride to win localised brand affiliation and loyalty
• What have been the successes achieved to date – evaluating the effectiveness of our unique brand and strategy within the Ugandan market

• Outlining and addressing the key requirements of your corporate subscriber base
  • Delivering on price
  • QoS and service performance (network quality)
  • Customer care and customer experience
  • Innovation and provision of new services
• Targeting high value corporate customers and reinforcing retention strategy by addressing individual requirements and needs
• Optimising and combining billing and data warehousing mechanisms to enhance customer experience
• Extracting key data metrics to deliver real time and proactive marketing campaigns to support retention and increase ARPU

• What are the reasons for slow uptake of mobile data services by business customers?
• Identifying where the greatest potential for uptake lies
• Corporate
• SMEs
• Identifying the key data applications to target at the business market and developing specific marketing campaigns
• mobile email
• mobile internet; off-portal provision of IP access?
• Creating pricing incentives to encourage data services adoption among your business customers

• Developing key value propositions (MobileXpress and FMC) and extolling the benefits to our customers
• Examining the differences between multi-national vs. corporate / SME customer requirements
• Outlining initiatives to drive customer acquisition (e.g. academies, trial incentives, ROI, video based presentations, round tables) - case study examples of success
• What are the technology requirements necessary to enable wireless VoIP and will enterprise solutions erode operator minutes?

• Examining the demand for total telecoms solutions among corporate and SME customers
• Establishing customer communication requirements in terms of:
  • fixed telephony
  • mobile solutions
  • IP
  • broadband
• Educating the corporate markets as to the benefits of the FMC offering
• Differentiating your integrated service in a progressively competitive market
• Will the provision of total telecoms increase loyalty among corporate clients?

Informa would like to invite you to join speakers and delegates at an informal drinks reception whereby you can discuss the day’s issues in a relaxed atmosphere

• Quantifying the size and revenue potential of the youth segment
• Understanding young people by analysing the drivers that influence the group’s purchase of mobile products and services
• How should you segment the market according to age and buying behaviours, and how will this market change over time as a result of service/product availability?
• Which age and purchasing group will your brand/offering be most relevant to?
• How can you competitively position your offering against all other forms of youth spending?
• What value does your brand bring to your mobile service when engaging the youth segment?

• Aligning lifestyle interests and brand orientation to drive synergies between youth interests and increased usage of mobile services and products
• Drilling down further – what segments within the youth bracket are more profitable to target than others?
• Adoption of innovative technologies - promoting uptake of 3G and data services to the under 25s market
• Analysing the marketing channels which illicit the greatest response to your youth focused campaigns
• Marketing games and interactive applications to appeal to a specific youth demographic – and pricing them accordingly

• Translating the Extreme brand appeal to mobile applications and services with the support of a major handset manufacturer
• Outlining the design process with the end user in mind
• Combining wide coverage with durability to reflect the Extreme ethos
• Utilising the Extreme mobile platform to support subscriber relevant marketing initiatives and VAS
• Exploiting the Extreme lifestyle to capture increased ARPU/AMPU whilst minimising churn by delivering a consistent and dedicated service

• Analysing the mobile phone's status as the most crucial social networking device and the extent to which the youth segment will adopt community based services
• Developing internet networking concepts for the mobile medium - building an addictive and compelling platform to increase data usage and ARPU
• How can influential members of a community help push viral and word of mouth (WOM) campaigns to drive usage of advanced services?
• Examining the extent of these influencers/evangelists as a powerful means by which to aid in WOM and peer to peer marketing beyond your initial subscriber base

Informa would like to invite you to join speakers and delegates at an informal drinks reception whereby you can discuss the day’s issues in a relaxed atmosphere

• Role of marketing in the mobile industry – is marketing in the lead?

TOPIC: TRADITIONAL MARKETING INTELLIGENCE VS. ‘DATA USAGE INTELLIGENCE’
“But we already know our customer – we have a data warehouse!”

• How actionable and relevant is the information operators get from their existing internal resources?
• Beyond voice and simple SMS data evaluation: embracing change; can insight from new data sources provide operators with better means to manage customers and services?

TOPIC: REDEFINING THE MARKET PLACE GIVEN THE CHANGING COMPETITIVE LANDSCAPE
“Ya-who?”

• Examining new challenges and issues e.g. competition from broadband players, fixed-mobile convergence, IP, new media and content services
• Looking back or ahead – the importance of predictive analysis

• When did this happen, and how big is big?
• User insights: losing the battle for the most valuable customers
• Hidden churn: the false assumptions on discovering and preventing churn in the multiple subscriptions market segment
• Winning the customer over every day – gaining a share of subscribers, mind and hearts
• Realistic targets - assessing performance when your best customers are also with your most dangerous competitor

• Delivering real time marketing campaigns with interactive response mechanisms to increase usage/loyalty
• Managing the issues of user privacy and communication frequency - avoiding mobile spam and delivering focused marketing initiatives
• Accounting for ROI - what metrics and systems can be put in place to effectively measure campaign impact
• Analysing methods of delivery and determining which subscriber segments react most readily to SMS vs. MMS vs. WAP push
• Describing successful mobile operator campaign case studies, e.g. Orange Wednesdays

• Examining the wealth of data emerging from customer insights, data mining, and profiling
• Determining models to isolate customer satisfaction and predict loyalty and churn threats
• Up-sell and cross-sell: determining purchase intent through comparative analysis
• Harnessing the potential of communities and social networking: new resources, new insights, and new headaches
• Influencers and early adopters: developing launch programme contingency plans via concept testing of new products or services
• Evaluating the effectiveness and performance of marketing and advertising in the telecoms environment

• What is the optimal operator use of price incentives to drive voice and data services uptake and usage?
• Can you encourage data service uptake by educating subscribers about data pricing?
• How do you quantify the effectiveness and long-term value of introductory price offers for targeted customer acquisition?
• How do you price games and entertainment services to drive uptake, and what are the most valid revenue share models?

• Mobile data services market potential
  • The key to increasing mobile data revenues: additional active users
• How to increase mobile data service uptake
  • understanding adoption barriers
  • Timely insight per user and service
  • Informed, proactive CC and marketing initiatives
• New proven approach to achieving proactive, real-time, per-user adoption management
• Real world examples: operators driving uptake and increasing the adoption of active users

• Understanding the market and technological drivers that have determined the evolution toward Context Awareness (CA)
• Examining the different network types that can exploit CA (GSM, WiFi, RFID)
• Developing CA as an enabler for innovative mobile services and increased subscriber usage
  • what are the relevant parameters for CA: location, time, activity, user profile
  • how can CA contribute toward Telco services: some examples
• Understanding how to implement Context Awareness: what are the technological elements required?
• Outlining the business models for the successful adoption of context aware based services

• Enhancing your marketing strategy by creating a sticky platform for enjoying mobile music
• Can mobile music be used as a means to attract new customers and reduce churn?
  • marketing mobile versions of core music products
  • highlighting ubiquitous distribution and utilising integrated marketing
  • establishing creative marketing partnerships for purposes of merchandising and programming
• What are the best marketing and promotional vehicles for mobile music services?
• With full track download will operators become the vendor of choice for music singles?
• Is there potential for operators to differentiate themselves as exclusive sources of specific tracks?
• What does the content provider offer the operator as a partner and how best can this partnership leverage the influence of the provider’s brand?
  • joint marketing
  • access to CRM and data on customers
  • improvements in reporting
  • real time/daily sales flashes
  • bringing mobile distribution in line with physical sales/online sales

• Determining why gaming and gambling are both key revenue sources when defining a mobile entertainment offer
  • Examining why casual games seem to suit mobile gaming more than complex games
  • Developing campaigns to target teenage males as a key audience for mobile gaming
  • Girl power; why are women generally ignored where gaming is concerned even though they are high users of casual games?
• Analysing the extent of price elasticity playing a strong role in adoption
• Enabling access to games:
  • handset design for functionality and easy access to games
  • games being more easily discoverable
• Keep it simple stupid; following the internet model to secure success in game distribution and usage

• Outlining today’s market status and emphasising what the user wants in terms of quality, content and pricing (pre and post DVB-H roll out)
• What are content providers offering to operators to differentiate themselves from the competition?
• Are existing business models / revenue shares (in particular DRM) a barrier to new and compelling content reaching mobile?
• Utilising popular TV to innovate mobile usage behaviour – provisioning of exclusive ‘mobisodes’, news casts and channels

• Exclusivity not making sense – how do the operator and content provider collaborate?
• How can operators harness the direct to consumer (D2C) proposition?
• IP access – where does off-portal provision sit when considering open access vs. a walled garden?
• Adult content; can operators effectively harness this growing market without alienating conservative subscribers or degrading brand impact?
• Enabling provision of undiscovered content from small niche suppliers – realising the potential of proprietary or subscriber generated content
• Why super-distribution needs to take off – i.e. passing content onto friends and developing revenue models to exploit P2P content share
  • person forwarding content pays
  • free partial view part of the product/content with payment required for full access

• Outlining the pros and cons of providing a handset subsidy and analysing its impact on customer expectation when selecting an operator or tariff
• Determining the optimum level of handset upgrades to provide
• Examining the benefits of operator branded handsets and what role they play in satisfying customer loyalty
• What alternative non-handset offers exist or could be developed to readily substitute the handset subsidy?
• Devising a strategy which slowly reduces the handset subsidy without being visible to customers
• Redefining the retail environment to examine impact of commission based selling structures that are bound by handset incentives

• Examining the different ways of understanding customer behaviour and collecting data of pre-pay customers?
• Devising and developing a lifestyle driven programme that delivers immediate value to consumers and helps operators understand their customer
• Hutch Tuesdays - case study
  • Context of the operator - pre-pay, 16 million subscribers growing at 50%
  • Challenge of marketing to the illusive pre-pay customer base
  • How did Hutch develop a program for an on-going relationship?
  • Outlining the concept of Hutch Tuesday promotion
  • What data was collected?
  • Developing an understanding of customer behaviour, how was the data used?
  • Examining the findings and identifying potential gains for other operators
• Describing other case studies - Virgin Mobile, Orange and others

• Assessing the potential of direct marketing as a key driver for delivering personalised advertising
  • delivering SMS/MMS advertorial content without being intrusive or interpreted as mobile spam
  • achieving/enabling consumer marketing preference
• Can location based services be optimised to take further advantage of developing targeted marketing initiatives?
• What data exists and what systems are available to extract and ensure targeted promotion of goods and services?
• Where and how should limits be placed in maintaining optimal customer experience – can permission based filters develop an accepted level of targeted direct marketing initiatives for either operator offers or co-branding opportunities of FMCG?
• Can mobile operators be more effective in using SMS and MMS as a direct marketing tool? What is the evidence around the world?

• Aligning all customer interaction with branding and mission statements to optimise acquisition and retention of customers
  • from time of registration survey tastes and habits
  • service usage; call pattern monitoring, community membership, etc
  • billing; updates on minutes, on savings offers, etc
  • complaints/queries CRM
  • response to marketing material, marketing channels
• Enabling the needs of innovative campaign development by incorporating data feed/analysis
• Striving for real time customer intelligence – overhauling the data warehousing of customer records and usage patterns to feed into near real time monitoring systems
• Analysing customer behaviour and reinforcing elements of customer interaction – refreshing points of acquisition and retention with schemes that enhance and continually improve customer experience

• Overcoming the biggest challenge to solving an operator’s data issues:
  • consolidating data repositories and record management
  • utilising data mining techniques to extract time relevant triggers and customer service indicators
• Employing business intelligence systems to develop an operator’s ability to transform the customer experience and deliver measurable benefits
  • impacting the core of your organisation by refining your knowledge processes and systems
  • exploiting customer service data to enhance CRM and service offerings
• Building an adaptive infrastructure based on open standards network elements enabling communication between proprietary solutions
• Managing the total customer experience with a proactive approach
• Maximising customer intimacy through leverage of real time network centric customer data to develop push services

• Identifying the challenges for the operator given lack of customer contact
• Building uptake in customer life cycle management programmes to increase ARPU and customer loyalty
• How did TDC create profiled relations to identify and involve customers who like to set their own permission levels?
• Automating subscription check to increase cross and up-sale opportunities
• How can an operator use controlled conversion of customers to increase ARPU across the portfolio?
• Leveraging the multi-service operator dynamic to compete and overcome single service providers
• Examining the demands imposed by implementation and exploring the critical learnings gained in the process

• Defining customer lifetime value and understanding how to calculate it
• How to maximise CLTV and ROC (return on customer) for each segment
• Creating effective strategies to build customer loyalty and to create up and cross-selling opportunities
• Exploring case studies of successful digital customer relations to drive CLTV and reduce churn

• Examining the unique combination of real time needs based relationship marketing, multiple touch points, business intelligence and use of software to increase ARPU and AMPU
• Outlining the business idea in brief (Telco-CLM 1:1) and the overall commercial process via CLM programs - what are the opportunities and benefits to be had?
• Optimising media spending by cost efficiently handling the possibility of personalised communication for a large customer portfolio
• Facilitating dynamic segmentation and constantly reviewing customer behaviour to reposition personalised communication
• Explaining why the Telenor/Sonofon key customer programme is an ongoing automated programme and not a campaign - what have we learnt and what has been achieved to date?

• Building one view of the customer throughout the entire organisation for exacting data accuracy
• Building one view for the customer via all touch points to ensure an amenable customer experience
• Outlining the subscriber centric mentality:
  • enhancing visibility into the subscriber and owning the subscriber relationship
  • examining the need to control and manage subscriber value dynamically
• Achieving higher customer satisfaction and opening new revenue opportunities to up-sell subscribers

• What makes the gay community an attractive segment: disposable income, technology
• How to develop a brand that suits the various groups within the community?
• Developing services targeted to the gay customer: voice, content, dating service
• Building effective marketing strategies to reach the gay community: where and how to communicate with the target customers?
• Moving on to new micro segments: which other groups in society could be seen as possible next steps?