Case Study:T-Mobile Retail Personal Coverage Check Kiosk

Joe Wong, Integral GISSean Alexis, T-MobileApril 18, 2007

Agenda

1. Introduction2. T-Mobile’s coverage story 3. Retail kiosk functional needs4. Explore technologies5. Hardware requirements6. Issues and resolutions7. Post launch customer feedback

T-Mobile’s Personal Coverage Check

Objectives of T-Mobile’s Personal Coverage Check

1. Improve wireless shoppers’ perceptions of T-Mobile’s coverage by changing the game and making our coverage maps more relevant and personal

2. Increase shoppers’ satisfaction by making the coverage evaluation process engaging and entertaining

3. Build trust with shoppers by being honest about our coverage and signal strength

4. Reduce churn by setting new customers’ expectations for T-Mobile’s coverage

Strategy

1. Develop a family of coverage communication tools that leverage T-Mobile’s investment in EMA infrastructure (Web, Compass & Kiosk)

2. Use Compass in assisted sales interactions to inform shoppers of the coverage they’ll experience in the locations where they’ll use their phones

3. Enable self-directed shoppers to explore T-Mobile’s coverage offering by using an interactive multimedia kiosk in T-Mobile retail stores

Compass usability improvements

Compass received a facelift in 2005

1. The all green color palette enables us to present a more positive portrayal of T-Mobile’s coverage

2. We replaced “Great, Good and Fair” with a consumer friendly measurement for signal strength

3. The mouse-over text communicates the relationship between signal strength and environments in which customers can make and receive calls

4. The addition of 850 roaming coverage significantly increases the size of T-Mobile’s national footprint

5. The layout changes make it easier to read the map and print the page

Before the launch of the kiosk, we did not have an in-store PCC solution that enables self-directed shoppers to evaluate our coverage

Self-Directed Shopper

Assisted Shopper

In-Store

Outside Store

3D PCC Kiosk

t-mobile.com PCC

3D PCC Kiosk

Compass

Personal Coverage Check kiosk functional needs

3D PCC must enable shoppers to evaluate T-Mobile’s coverage in an fun and engaging way

1. True to the charter of PCC, the kiosk will help shoppers evaluate T-Mobile’s coverage in the locations where they will use their phones

2. 3D PCC will combine EMA coverage data with digital mapping innovations such as 3-dimensional views and aerial photography to give shoppers a unique experience

3. 3D PCC will enable shoppers to fly from any location in the U.S. to any other location through a 3-dimensional environment that displays T-Mobile’s signal strength

4. The kiosk will use audio and video media in addition to the 3-dimensional mapping application to convey coverage information in a compelling and entertaining way

5. The look and feel of 3D PCC will be consistent with Compass and PCC on the web; it will use the same color scheme, icons and underlying data

Development timeline

July

Applicationdesign

Developcreative

brief

Integral GIS

Nanonation

Integrated Marketing

Development of multimedia content

August September October

Application developmentand testing

Applicationdeployment

User interfacedesign

Create kioskfixture prototypes

Ship and install fixtures

Launch of

3D PCCpilot

Applicationdevelopmentand testing

Potential GIS Technologies for the Kiosk

1.ESRI’s ArcGIS Explorer

2.ArcGIS Engine 9.2 with Globe Extension

3.ArcGIS Engine 9.1 with Globe Extension

4.Google Earth

5.Microsoft Virtual Earth

Hardware Used

PC Specifications

CPU Speed: 3.0 GHz or higher

Processor: Intel Pentium with Dual Core Technology

Memory/ RAM: 2 GB of RAM, upgradeable to 4GB of RAM

Video Card: An OpenGL 1.1 or above compliant video card, with at least 512 MB of video memory or higher.

Disk Space 1: At least 250 GB NTFS or higher Serial ATA

Sound: 32 Bit PCI or higher

DVD-Rom Drive: 16x or higher

Displays

32 inch plasma display

15 inch touch plasma display

Implementation and Deployment Challenges

Implementation Challenges

1. Design Challenges

2. Consuming EMA web services

3. Kiosk software integration with Nanonation’s technology

Deployment Challenges

1. Compliance with network security standard

2. Kiosk hardware and software installation

Consumer Feedback

Research objective: evaluate the impact of the PCC3D kiosk on the in-store experience

Methodology:

Exit surveys in 5 test and 5 control stores

Total surveys completed: 1009

Key Findings:

Detailed coverage information is very important to the vast majority of shoppers activating wireless service, therefore, it is not surprising that there is substantial interest in the kiosk

Almost half of shoppers aware of the 3D PCC kiosk used it (47%)

Half of shoppers who used the kiosk did so without assistance from sales reps

Ratings of the 3D PCC Kiosk were in the 80% range Top 2 Box. Unique, easy to understand, feel comfortable and providing specific info were rated highest

Questions?