Marketing services
When an end-user gets a new handset or SIM card, the window of opportunity opens for the mobile operator to sell new services. The end-user enters a short evaluation period, a sort of honeymoon with his new mobile phone and/or operator. He or she will spend some time exploring the device, getting familiar with the user interface, browsing the user manual and the operator website, glancing through marketing material. Upon finishing this short period, typically no more than 2 weeks, the end-user will choose which device functions and services he feels comfortable with. The rest he will take for granted, the window closes for quite some time.
Therefore, the opportunity for mobile operators to attract customers to new services, to increase revenues per user (ARPU), is shortly after getting the new mobile phone. Then, chances are optimal that the customer is receptive to explore his new device. Pointing these customers to the Qelp application using email, SMS or website routing in that specific period, delivers a clear uptake in experimenting and buying mobile data services. Through the Qelp application, mobile phone specific “how to” instructions are provided to the end-user with step-by-step instructions like the examples below.
How to send a picture – Samsung Innov8
Sending a picture or multimedia message with audio or even video has still not become a massively used service. There are many issues affecting the slow uptake of MMS, one of them being that creating and sending a message is often much more difficult then an SMS, a text message. One of our clients Blyk has detailed experience with the challenges of MMS. As almost each phone has its unique user interface with icons and menu structures, it isn’t simple for users when switching to another phone.
How to watch TV – Nokia N96
Having a TV in your mobile phone is a quite new experience. Using DVB-H technology or streaming video, there are many channels available to the end-user. Seeing is believing, by demonstrating the functionality and possibilities, the end-user learns what to expect and how to operate the service.
How to send email – HTC S710
Sending email from a mobile phone is not (yet) like sending an email using MS Outlook, Gmail or Hotmail. For some users mobile email emerges as an alternative to MMS by adding pictures. Yet, how to attach a picture or pick an address from the mobile phone contacts for example, requires understanding the menu structure of each specific phone. In a mobile phone specific use case, we show the end-user the different functions as step-by-step instructions with screenshots.
How to surf the internet – SE W610i
Surfing the internet with a mobile phone requires understanding the phone’s browser. Like on the PC, there are many different browsers available. Each one with a different method to enter a URL or click a link depending on the keyboard, keypad and touch screen capabilities of the phone. Saving favourites, bookmarks, or finding the mobile version of a website requires some learning, specific for each phone. The end-user needs to get comfortable with what traffic, sports, financial or other information he can find. And how to use Google, how to find the mobile portal of his own operator, check the balance of his subscription/pre-pay balance or even login to his bank account.