Utilising mobile media and customer insight to improve loyalty and profitability

© Blyk torstai, 10.1.2013 1 Blyk

Juha Meronen, Blyk @_wideangle

Berlin, 22.5.2012

Utilising mobile media and customer insight to improve loyalty and profitability


Part I: Sun shine, spring flowers and… A Perfect Service Fairy Tale!


The Perfect Service would be easily discovered and people would love to discuss about it


The customer experience would include several wow-effects and even the smallest details would be taken care of


The user would be in the driver's seat in privacy matters and the data benefits would be shared across the stakeholders

http://www.waze.com


The consumers would be emotionally and rationally locked-in - instead of the usual lock-in methods


Eventually the Perfect Service needs to have the business model right as well and benefit from the loyal users

Discovery

Experience

Control

Recurrence

Monetization


Part II: Lizards, onions and ... Common traps to avoid!


There is a wealth of services, applications and sites for the consumer to choose from - and to forget!


Small details and issues in the service might ruin the whole experience – Think about the whole customer lifecycle!


Too often the consumer is given only two options to choose from: Take it or Leave it!


The initial interest to the service can be quickly ramped up – but providing a service is a marathon rather than a sprint event!


The monetization method should be clear from the beginning. Otherwise it will feel like an add-on for the consumers


Part III: Blyk, Mobile media and the Operators


Blyk engages subscribers with their real passions and interests - entertainment, sport, fashion...NOT handsets, top-up and tariffs. It’s like a magazine delivered to the inbox


Blyk works with together with the local operator, delivers mobile media for its subscribers in order to create attachment to the operator


The media content is of interest for the subscribers and the advertisers. The themes range from sports and music, from polls to competitions


Blyk has a great advantage: Access to the Inbox, which is to be taken advantage of but not over-exploited

Picture: Metro International (http://www.metro.lu/photo_library)


The information is flowing smoothly between the stakeholders to create common benefits to be shared

Ad Agencies

Data: Demographics, (Telecom usage patterns, Location information)

Benefits: Churn propensity, cross/upsell opportunities, (share of the ad/media benefits)

Benefits: Targeted campaigns, offers and competitions

Data: Responses to campaigns

Benefits: Right audience targeted with the campaigns, Responses to campaigns

Data: Expectations, market perspective, Campaign performance and other feedback

Blyk

Member

Operator

Media Agencies

Brands


There are several ways to gather understanding of customers' preferences and interests

Option 1: Data analysis

Option 2: Explicit profiling in advance

Option 3: To the point question at the right time

travel


Learning about the customers is crucial to success. Question is an extremely powerful means of understanding your customers better!

Materialistic wishes -> More offers in the media delivery

Abstract and social wishes -> More social good related campaigns


Responses to simple questions may reveal powerful things about the subscribers – How likely they are to churn, for example!


From the analytics and insight perspective Blyk utilizes simple and straightforward methods to create value for stakeholders

1. Responses from the members are worth of gold 2. Data is best fresh 3. Improve media efficacy 4. Loyalty is about getting all service elements right


Creating loyalty is about getting all service elements right

Discovery

Experience

Control

Recurrence

Monetization

"Easy to be discovered, lot to be talked about"

"All details right, in all customer touch points"

"Letting customer be in driver's seat on privacy matters"

"Positive stickiness to your service"

"Having a clear and communicated business model"


Thank You! Juha Meronen, Blyk [email protected] @_wideangle


About Blyk Founded in 2006, Blyk is a mobile media company that works with operators to strengthen and monetize their relationship with subscribers A pioneer in permission-based marketing, Blyk’s operator partners include Everything Everywhere (Orange and T-Mobile) in the UK and Aircel in India. For more details please see www.blyk.com

Business

Utilising mobile media and customer insight to improve loyalty and profitability