creating enhanced customer experience_naveed ahmed choudhury
TRANSCRIPT
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Create Enhanced Customer Experience:through delivering more value with your apps & contents
Naveed Ahmed ChoudhuryVAS & Innovations, Marketing
Citycell, Bangladesh
April 26,2011
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www.citycell.com c20010. Pacific Bangladesh Telecom Limited. All Rights Reserved
• Trends in Telecom industry
• How to provide more value
• A case of a localized app
• How to create a steady supply of localized apps
• Take aways
Outline
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www.citycell.com c20010. Pacific Bangladesh Telecom Limited. All Rights Reserved
Trends impacting Telecom
Two major trends:
•Growth of Mobile Internet
"Mobile is going to be the next big Internet phenomenon…”
Source: Eric Smith, CEO Google, Financial times, May 07
•Convergence of Telecom and other industries:
• Internet & Media
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www.citycell.com c20010. Pacific Bangladesh Telecom Limited. All Rights Reserved
Convergence of industries: an example
• Facebook used via mobile phones
• Input from mobile handset
• Distribution of services through
network
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www.citycell.com c20010. Pacific Bangladesh Telecom Limited. All Rights Reserved
Trends are leading to major outcomes
• Competition from Non-operator players
• Diverse competitors e.g. Nokia, Apple, Google etc.
• competing for new opportunities
• New opportunities e.g. mobile applications
INTERNET ACCESS SERVICES
+
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www.citycell.com c20010. Pacific Bangladesh Telecom Limited. All Rights Reserved
Mobile Apps market: the potential
• The size of Mobile apps market globally
• US$ 4 billion in 2009*
• 4 times growth by 2013*
*source: Wireless
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www.citycell.com c20010. Pacific Bangladesh Telecom Limited. All Rights Reserved
How are we approaching apps market?
• Traditional approach
• A large number of apps are provided by CPs.
• Focus in often on quantity, not necessarily on
quality/relevance/usefulness of apps.
CustomersTelecom
Operators
Content
Providers
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www.citycell.com c20010. Pacific Bangladesh Telecom Limited. All Rights Reserved
Need to focus beyond the ‘quantity’
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www.citycell.com c20010. Pacific Bangladesh Telecom Limited. All Rights Reserved
How to provide more value through apps
Focus beyond ‘generic’ apps
Focus on providing localized apps(and content)
Build a steady stream of supply for localized apps(and
content)
Focus on apps which are useful & relevant
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www.citycell.com c20010. Pacific Bangladesh Telecom Limited. All Rights Reserved
A case of a localized app
Stock update application
• Launched in 2007.
• Key features
• latest information on local stock market
• trends of selected shares in graphs
• Sends sms alerts for price increase/decrease
• Premium price: 150 tk/month
• VAS ARPU (blended) was 20 tk.
• Over 40% of users surveyed said
• They are willing to pay higher price.
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Delivering more value through apps:
Developing localized apps
with
local developers
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www.citycell.com c20010. Pacific Bangladesh Telecom Limited. All Rights Reserved
Connecting main actors of ecosystem
By connecting main actors ,operator is enabling the growth of
• Application users’ (end user) market
• Application developers’ community
Local developers
driving Innovation
in apps landscape
Operators have the
infrastructure
Consumers : have
a need for
localized apps
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www.citycell.com c20010. Pacific Bangladesh Telecom Limited. All Rights Reserved
Engaging developers
• Understanding the developers
• Reaching them
• Developing an engagement
framework
• Framework includes
• Commercial model (revenue share, purchase
etc.)
• Commercialization process
• IPR ownership etc.
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www.citycell.com c20010. Pacific Bangladesh Telecom Limited. All Rights Reserved
Towards commercialization
• Set up a portal ‘right’
• a portal to network, collaborate and
innovate
• Open-up Telco APIs(SMS, MMS,
Charging, LBS)
• App development & showcasing
• Feedback from developers’
community
• Commercialization
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www.citycell.com c20010. Pacific Bangladesh Telecom Limited. All Rights Reserved
Key learnings
• Apps development is beyond CORE BUSINESS of
operators. So the operator takes the ‘Enabler’ role.
• Gain trust with developers’ community.
• Involve developers to drive portals.
• Communicate success stories.