qelp - smartphones and 3g internet: the perfect storm?
Post on 13-Jan-2015
727 Views
Preview:
DESCRIPTION
TRANSCRIPT
Smartphones + 3G = the perfect storm?Wouter Deelman, June 10, 2010
Confidential and proprietary
“Mobile” will never be the same …2
Yesterday’s user experienceNetwork-centered
I need a
phone that
works in the U.S. as
well
Todays’ user experienceDevice-centered
I need a
device to stay
in touch with my
friends
3
Confidential and proprietary
Device and app players emerging as competitors
Customer
KPN, Vodafone,T-Mobile, Orange
Nokia, Apple, HTC
Voice, SMS, Internet
Search + advertising,Gmail, Apps, calendar,contacts, Maps, navigation, Android, Google Nexus, Google Voice
App stores, includingmusic, navigation and other media content
4
Confidential and proprietary
Agenda
Introduction
Mobile market perspective
Threats and opportunities
5
Confidential and proprietary
About Qelp
Image: Google Street View
Marketing & customer selfcare appsOperator specific, device centricPicture/experience basedApplication + contentTraffic from Google, social mediaEnd-to-end, 24/7 managed servicesCarrier-grade
6
Confidential and proprietary
Customers are mobile operators and MVNOs
7
Confidential and proprietary
Agenda
Introduction
Mobile market perspective
Threats and opportunities
8
Confidential and proprietary
Tipping point in online marketing & service is nearing
20%
Innovators Early
majorityLate
majorityLaggard
s
Smartphone penetration
3G Internet usage
Early adopters
Storm of device and application issuesService = FAQs
Marketing = Banners Device, application based segmentation
Platform = Call center Online On-device
9
Confidential and proprietary
Smartphones are already dominating support in NL
2009installed
base
2010January
sales
2009supportissues
Q1 2010supportissues
15%25%
32%
47%
85%75%
68%
53%
Source: GfK (sales) and Qelp (support issues)
Smart phones
Other phones
10
Confidential and proprietary
Underlying problem: each phone is different
11
Confidential and proprietary
More types of handsets
More “smart” devices
Firmware upgrades
Second hand phones
SIM-free phones via other channels
Device fragmentation continues to increase
12
Confidential and proprietary
Configuring a phone for mobile internet…
20 minutes ofoperator cost,
subscriber agony
“OK, let’s try
that again.”
13
Confidential and proprietary
…customers looking beyond the operator for help
Help from youroperator
Help via aGoogle search
Help viaFriends, blogs/fora
Help viaManufacturers
Help viaMobile retailers“Time
to
switch
operat
or?”
14
Confidential and proprietary
59% Of smartphone customers rely on Google for help
Smart phones Other phones
59%
27%
21%
39%
20%
34%
Via Google
Via operator
Sources of traffic to Qelp selfcare application, March 2010
Referring sites
15
Confidential and proprietary
Agenda
Introduction
Mobile market perspective
Threats and opportunities
16
Confidential and proprietary
3G/Smartphones will catapult support need/costs
Series1
25%5%
60%
20%
2%
15%
5%
30%
2010 201215-20%2 million
Smartphone shareCustomer base
30-40%2.2 million
Series1 0.4
2.1 1.1
5.4
Call center
Online
Support channel usage% of customers
Estimated support costEuro million
Euro 7per contactEuro 0.25per contact
Euro 8per contact
Euro 0.20per contact
Bestpractice
Averagepractice
Bestpractice
Averagepractice
Best Average Best Average
17
Confidential and proprietary
SALES DIALOGUESUPPORT DIALOGUE
But online selfcare is also an upsell opportunity
START
FINISH
Example:25% of visitors to page on Internet settings clicked on a link about more information on faster connection speeds
“click”
“click”
“click”
“click”
“click”
“click
”
“click”“click”
Easieronline than
in a callcenter
18
Confidential and proprietary
Picture-based selfcare impact: > 80% users delighted.
Visualizing device
specific, step-by-step user
instructions
19
Confidential and proprietary
Applying SEO on customer support is still new territory
20
Confidential and proprietary
...let customers help each other
21
Confidential and proprietary
Is your smartphone strategy storm proof?
Wouter Deelmaninfo@qelp.comwww.qelp.com+31 (20) 820 2240
Picture-based selfcare boosts customer satisfaction.
Quality selfcare is an upsell opportunity!
Apply SEO, social media, funnel optimization.
top related