At our most recent MEX conference we ran a workshop session which brought together 6 experts from across the mobile industry value chain to describe the process of building an MVNO (mobile virtual network operator). Each workshop leader examined a specific area, ranging from consumer research to customer service, while the audience was able to pose questions to the assembled panel as the session unfolded.
An MVNO was chosen as it represents the creation of a complete customer experience, incorporating all of the elements which combine to form an overall impression of a mobile service in the user’s mind.
The following is extracted from our 32 page report on the MEX conference, which includes complete coverage of all the event’s sessions as well as access to the presentations. The report is available for purchase for GBP 395 + VAT at http://www.pmn.co.uk/mex/report.shtml.
Scott Weiss, CEO, Usable Products Company, talked about consumer research. He described focus groups, online surveys and usability testing.
Focus groups solicit opinions from a targeted audience through open ended questions.
They…
Online surveys provide quantitative results from focus group results. It critical to perform the same survey across different proposed regions. It’s important to know when to change business approach – don’t drive a survey to justify a bad business idea.
Surveys should have…
Usability testing produces performance data about the user interface.
Most testing is qualitative. Usability is quantitative.
Usability testing allows comparison of products and established practices.
Sofia Svanteson, Head of Research & Development, Ocean Observations described what goes into defining a device. There are seven categories…
Geoff Kendall, CTO, Next Device, described how the ‘right’ user interface is critical. Currently, data content and device features are crammed under the same user interface. This leads to confusion, frustration and the user not being aware of what’s actually on the device. Performing tasks requires too many actions. Sometimes these actions are across many applications.
How to improve the UI…
Options for customising the UI…
The handset UI is the primary means to cultivate the customer relationship.
Lars Becker, Chief Operating Officer, Player X, described the issues involved with content partnerships.
Issues…
Good content tends to be…
Peter Baldwin, CEO, MSX, talked about MVNO differentaion.
What is a key differentiation? What are the critical services? What are typical vertical solutions?
Areas of Vertical Mobile Data Services…
Other vertical areas include gambling and seniors.
Factors in choosing an operator partner include…
Device considerations include…
Custom Phones take too long to produce and are generally too expensive. However this is improving with ODMs now supplying 100,000 units. Software customisation is limited by device capabilities (WAP, J2ME, Symbian, Windows Mobile). Server infrastructure issues include billing, CRM and Data services (ASPs).
Doug McCullum, Managing Director, Olista, talked about service adoption management.
There is currently a shortfall between users registered for data services and those using them. Many users try new services over time but give up because it doesn’t work. There’s a huge gap between customer awareness and subsequent ‘addiction’. An adoption stage is missing. Users’ problems go unnoticed. There are almost no calls to customer care. Problems are found too late.
Service adoption management is proactive monitoring to detect and eliminate problems, perhaps even performing proactive customer care.
Points from the panel/discussion…
Extracted from our 32 page report on the MEX conference, which includes complete coverage of all the event’s sessions as well as access to the presentations. The report is available for purchase for GBP 395 + VAT at http://www.pmn.co.uk/mex/report.shtml.
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