5: Consumer service innovation
Messaging services
Webphone and mobile instant messaging: Optimus and Ericsson
The Optimus webphone and mobile instant messenger services deliver an innovative fix-mobile convergence concept to mass market customers. The services were designed to provide a brand new set of functionalities, supported in a unique convergence integration, which delivers mobile communications on the PC, as well as instant messaging on the mobile.
The webphone allows customers to communicate not only with other webphone PC applications, but also with any public telephone network in the world, using voice calls, video calls, SMS and MMS messages, instant messaging, voicemail and videomail.
The user can decide at any time to receive the communications on the PC or on the handset.
The mobile number is used as the single common identifier for all the incoming and outgoing communications, both on the handset or on the PC, and PC and handset share the same prepaid credit, or postpaid account.
Optimus became the first operator to launch a mobile IM service that combines the Windows Live community and the operator’s own community in the same application. Webphone and mobile instant messenger use an IMS core network solution.
Optimus has seen an impressive take up by customers.
Location-based services
Cross-carrier location-based directory search: Rednano and Acision
In December 2008, SPH Search, the company behind rednano.sg, Singapore’s local search and directory engine, and Acision launched Rednano Locate, Singapore’s first cross-telco mobile location-based directory search service targeted at the mass market.
With Rednano Locate, users can obtain localised keyword search results at their fingertips anytime, anywhere. Beyond just getting directory information from more than 120,000 businesses, users can view maps of a location they are looking for or directly dial the given contact number of the retailer.
SPH Search conceptualised the free service utilising its comprehensive content repository while Acision designed and implemented the back-end infrastructure as well as the client user interface on the handsets in collaboration with its partner, Seeker Wireless, the location-based technology company.
Although mobile marketing is still in its infancy, it holds a tremendous promise for the future as a mechanism to deliver a tailored and targeted campaigns to the consumer. Acision has facilitated SPH Search to leverage the mobile channel to enable users to have localised search results. The deployment reaffirms that success in mobile marketing depends on bridging the divide between the marketing world and the mobile world, in a largely targeted and relevant manner.
Information services
Ask Us Anything service: The Number 118 118 and MX Telecom
The commercial launch of ‘Ask Us Anything’ by The Number 118118 introduced an innovative mobile service to a mass consumer audience, driving major volumes of non peer-to-peer data traffic through mobile networks.
AUA services by The Number are active in the UK, Ireland, Italy, France and Switzerland. The success of Ask Us Anything in Europe has led to the recent launch of kgbkgb in the United States, which is being promoted through a massive TV advertising campaign.
MX Telecom provides mobile data delivery infrastructure and management platforms to a wide array of partners. The Number 118118 has worked with MX Telecom since 2003, and uses these technologies to power its rapid response service, Ask Us Anything.
Ask Us Anything by SMS assists customers in situations where traditional voice calling may be difficult or unsuitable. Texting 118118 enables customers to ask a question and let 118118 agents complete the search before replying with timely, useful and entertaining answers.
MX Telecom’s automation technology means the cost-per-question handling and processing times are reduced, so the anticipated speed of delivery to end users’ handsets is often exceeded.
Transparent pricing has attracted consumers to the service, while flexible billing control and intelligent use of topical keywords has enabled effective, time-sensitive promotions.
Banking services
ZAP mobile banking service: Zain
ZAP is the most comprehensive and accessible package of mobile banking services ever offered. It allows customers in Kenya, Tanzania, Uganda and Nigeria to access their money faster and more conveniently.
Zain partnered with leading international and regional banks including Citigroup and Standard Chartered to launch Zap, which will allow Zain customers in the four countries to use their mobile phone to:
- pay bills and pay for goods and services;
- receive money and send money to friends and family;
- send and receive money to bank accounts;
- withdraw cash;
- top up their own airtime account or top up someone else’s;
- send airtime to Zain customers in East Africa;
- manage their bank accounts.
Zap provides customers with increased security and flexibility, reducing the need to carry cash and ensuring payments between friends and family remain secure. A password is needed for each transaction and the service is protected through a state-of-the-art security application.
Zap is alo included as part of Zain’s pioneering One Network service, meaning that customers will be able to send to other Zain customers across Kenya, Tanzania, Uganda and Nigeria.
The service is supported on all handsets including ultra low-cost handsets which Zain is successfully rolling out across the continent.
Transport services
Mobile NFC chipcard ticketing for public transport: Mobilkom Austria, Nokia and ÖBB
Mobilkom Austria worked with the Austrian railway operator ÖBB — and with support from Nokia — on an NFC pilot project, launched in January 2009.
This project takes a crucial step in NFC mobile ticketing by putting the solution on a smartcard for the first time.
Mobilkom Austria has developed a comprehensive application that covers the entire process from ticket ordering, purchase and controlling to validation, thereby once again significantly increasing user-friendliness for passengers and conductors alike.
Reinhard Zuba, head of marketing at Mobilkom Austria, commented: “The third award in a row shows that innovation really is a driving force at Mobilkom Austria. The award serves as recognition for our work and honours all of our employees.”
Nearly 2,000 NFC mobile phone tickets were ordered by the trial customers from January to March 2009.
Tickets are no longer delivered via SMS, but rather are loaded onto the NFC chip of the mobile phone. From there, the ticket details can be read out directly by the conductor with a single touch. For the customers, this has the advantage that tickets can be checked by the conductor even while the customer is making a call or when the mobile phone is switched off.
Ringtone services
Video ringtone service: Avea and Vringo
In late 2008, Vringo and Avea launched the world’s first carrier-led video ringtone subscription service in Turkey. The service, launched within Avea’s popular youth platform Patlican, brought Vringo’s video ringtone application and a library of more than 4,000 video ringtones exclusively to Patlican members.
In addition to providing high-quality video ringtones, Vringo’s service gave Patlican users a number of innovative twists on the traditional ringtone formula. With Vringo’s proprietary application, Patlican users were able to send each other video ringtones just by calling — a first for the mobile industry.
Avea and Patlican supported the Vringo launch with a robust marketing campaign, including out-of-home, TV, print, web and mobile advertising. The carrier plans to roll Vringo out across its broader subscriber base later in the year.
Avea plans to expand the Patlican video ringtone program to all of its 11+ million subscribers, achieving a new milestone for this emerging medium.
Mains charging
Universal charging solution: Orange, the GSM Association and Nokia
The GSM Association and 17 leading mobile operators and manufacturers have committed to implementing a cross-industry standard for a universal charger for new mobile phones. Through the initiative, the mobile industry will adopt a common format for mobile phone charger connections and energy-efficient chargers, resulting in an estimated 50% reduction in standby energy consumption, the potential elimination of up to 51,000 tonnes of duplicate chargers and the enhancement of the customer experience by simplifying the charging of mobile phones.
By 2012 a universal charging solution will be widely available in the market worldwide and will use micro-USB as the common universal charging interface.
Further, by January 1 2012 the majority of all new mobile phone models available will support a universal charging connector and the majority of chargers shipped will meet the high efficiency targets set out by the Open Mobile Terminal Platform, the industry body which developed the technical requirements behind UCS.
The initial group of companies which have joined the UCS initiative include 3 Group, AT&T, KTF, LG, Mobilkom Austria, Motorola, Nokia, Orange, Qualcomm, Samsung, Sony Ericsson, Telecom Italia, Telefónica, Telenor, Telstra, T-Mobile and Vodafone.
Solar charging
Mobile handset with solar charger: Digicel, ZTE and Intivation
In February 2009, ZTE and Caribbean operator Digicel, with solar technology innovator Intivation, announced and demonstrated the Coral-200-Solar, the world’s first low-cost solar-powered mobile phone.
Since early 2008, Digicel has been providing low-cost or free solar chargers to customers in many markets where electricity supply may be irregular or nonexistent.
The launch of the Coral-200-Solar with an integrated solar charger has the potential to change Digicel’s customers’ lives. An estimated two billion people have limited or no access to electricity.
The populations of many emerging markets in which Digicel provides cellular services will benefit greatly from having access to a mobile handset that can be powered by the sun, or by electric power when it is available.
The Coral-200-Solar, made by ZTE, uses proprietary technology from Netherlands-based innovator Intivation to convert sunlight to electrical power with world-leading levels of efficiency.
Tom Bryant, Digicel’s group vice president for distribution and procurement, commented: “Solar-powered handsets are clearly the way to meet the needs of power-challenged users across the globe. While the idea of solar-powered handsets has been around for some time, it has taken the leadership of Digicel and the technology and manufacturing skills of its partners ZTE and Intivation to make the Coral-200-Solar handset a reality.”
Services catalogue
Customisable mobile products and services catalogue: MTS and Paragon
Paragon Software and Mobile TeleSystems’ catalogue project is a customisable, single-point directory of seven most essential applications and services, developed by Paragon exclusively for MTS subscribers.
The MTS catalogue contains dictionaries, weather forecasts, foreign exchange rates, email tools, newsfeeds and Kaspersky antivirus software.
All these services are provided free of charge with subscribers only having to pay for the GPRS traffic.
During the first two months after the launch of the service, nearly 27,000 MTS subscribers took advantage of the new service — approximately 3,500 a week. The traffic for those interactions increased by 124%.
Today, many Russian customers use this service regularly and find it to be an invaluable application portal for their mobile devices.
The companies will continue to cooperate, offering an increasing variety of new services and products tailored to specific needs of their customers.
The MTS catalogue will be further modified to support new mobile platforms and devices coming to the market.
In June 2009, the MTS catalogue, adapted to support the new device, was offered to all Nokia N97 purchasers in Russia and the CIS. Similar telecom services can be developed for mobile users worldwide.
Broadband services
Mobile WiMax phone and video service: Yota and Microsoft
Yota developed the first 4G mobile phone, in partnership with Microsoft. Called the Max 4G, it is the first GSM + mobile WiMax mobile phone to be launched in Russia.
It is available to all Yota customers and is installed with Microsoft Windows Mobile 6.1 software. This solution offers Yota’s mobile customers innovative mobile services by giving them faster connections with the same range of applications that they use on their computers in their homes and offices.
Now they can effortlessly have all their computing power in the palm of their hands. “We are delighted that Yota chose the power of the Microsoft Windows Mobile platform to launch their mobile services,” said Denis Dubois, Microsoft’s mobility team unit lead for CEE and the CIS.
“With the new Windows Mobile 6.5 launch, we expect even more close alignment with Yota as we enrich the consumer experience on Windows phones.”
Video services
MyWay IPTV service: Smart Digivision and SeaChange
India’s most ambitious IPTV rollout has gained ground on an uncommonly aggressive scale since launching earlier this year. With an eye toward 54 cities and over three million homes, MyWay IPTV is already within reach of 15 cities including Delhi and Hyderabad.
It’s the creation of Smart Digivision, leveraging massive network operators BSNL and MTNL. SeaChange International provides the IPTV and VoD systems, middleware/software and services foundation from back office through to subscriber experience in home.
Kapil Dev Kumar, COO of MyWay, sees the opportunity to rapidly surpass the limitations of competitive, incumbent TV services with an array of high value subscriber applications.
“We’re going very wide and very deep with on-demand, time-shifting, SMS, travel booking, gaming and much more.”
From the outset, Smart Digivision architected its IPTV business for flexibility, namely ensuring a rapid path for ancillary service introductions despite the goal to scale to millions of homes.
While area launches continue across India, tracked on www.MyWay.in, a range of applications are being conceptualised and tested to ensure meaningful lifestyle enhancements for subscribers.
In the near term, MyWay will add conveniences such as train seat reservations, banking and other commercial services, and globally anticipated applications like pause/restart live TV.
Video calls
T video call centre: SK Telecom
SK Telecom has redefined the concept of a next-generation customer service centre as the wireless operator unveiled the world’s first video customer service center, the T Video call centre, in November 2008.
The newly added video function allows its customers to both hear and see what they are inquiring about on their mobile phone. Today about 500,000 calls are made to the video call centre each month.
The highly efficient service has resulted in a decline in agent calls from 40% to 15%, saving operating costs and reducing call handling time by 13% on average — about 20 seconds per call.
Calls are now completed in 130 seconds on average at the centre, compared to using the traditional system.
“T Video Call Center marks a differentiator for SK Telecom in many ways,” said Yung Kyoo Park, senior vice president in the customer oriented management office at SK Telecom.
“Future enhancements like an enlarged service screen and the new FAQ section will lead to greater convenience and a faster response. Improved data transmission speed and video function quality will accelerate the provision of high definition services. The centre can also be expanded to help accommodate the hearing impaired as a good corporate citizen.”
Customer service
Customer service advisor desktop: Telefónica O2 and Jacada
O2’s Synergy unified desktop project undertaken with Jacada has had a significant impact on the quality of interaction with the 20.4 million customers who contact O2’s customer service centres.
Synergy provides advisers with a simplified, automated desktop that presents an intelligent view of all relevant customer data and the processes required to support various call types — all at the appropriate time during the call.
This has significantly improved advisor efficiency and the customer experience, as advisors are able to focus more on customers’ needs and less on systems.
In addition to the resultant improvements in customer and agent satisfaction, O2 has enjoyed considerable operational efficiency improvements, which have driven substantial cost savings.
This initial success of the Synergy project in the prepay and postpay call centres has led O2 to sign an enterprise licence agreement with Jacada.
This will allow the company to roll out the project across the whole O2 customer service team, enabling it to achieve the objective of maintaining world class customer satisfaction levels and turning more of its people and customers into fans of O2. This project is ongoing.
New media
Shape-shifting media: BT and Real Time Content
ShapeShifting media is an inventive response to the opportunities created by IPTV networks. The bidirectional nature of IPTV supports interactions from viewers that will result in the delivered content adapting to their preferences, on the fly.
Both technical and conceptual innovation was required; one technical challenge has been allowing an assembly of media clips to be dynamically composited and rendered to a real time video stream.
The conceptual challenge has been developing ways of conceiving, and representing stories that can be adapted on the fly — to be shape-shifted — without losing a strong sense of narrative.
The innovations have enabled a range of experimental new media genres such as interactive screen drama, personalised news and personalised documentary.
Real Time Content is now at the vanguard of this innovation. This spin-out company from BT offers interactive online video advertisements for companies including Nationwide and Manchester United.
With the raw case studies and prototypes developed, and a proven business opportunity established, BT and Real Time Content are keen to see the production world embrace the concept and to deploy the ideas against well known content brands.
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