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Mobilize Your Customer Interactions Paul Griswold, Air2Web TASSCC Conference – August 2, 2010

Mobilize Your Customer Interactions

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Mobilize Your Customer Interactions. Paul Griswold, Air2Web TASSCC Conference – August 2, 2010. Mobile Experience Founded in 1999 Fortune 1000 customer base Global Delivery Offices in Atlanta & Mumbai Expertise and focus Mobile customer care Mobile marketing & campaign management - PowerPoint PPT Presentation

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Page 1: Mobilize Your Customer Interactions

Mobilize Your Customer InteractionsPaul Griswold, Air2WebTASSCC Conference – August 2, 2010

Page 2: Mobilize Your Customer Interactions

©2010 Air2Web, Inc. |2

• Mobile Experience• Founded in 1999• Fortune 1000 customer base

• Global Delivery• Offices in Atlanta & Mumbai

• Expertise and focus• Mobile customer care• Mobile marketing & campaign

management• Professional services

Air2Web at a Glance

Air2Web provides turnkey mobile solutions that reduce the cost of customer care and increase the effectiveness of targeted marketing campaigns

Air2Web provides one platform to satisfy all of your mobile requirements across the breadth of your business

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Gartner – State of the State

#6

#7

Mobile and Wireless

Unified Communications

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• Today’s mobile landscape

• What can you do with mobile?

• Technical implementation details

• Mobile in the big picture

Agenda

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TODAY’S MOBILE LANDSCAPEwhy mobile?

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Why You Need a Mobile Strategy

[ what most people don’t leave home without ]

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• Mobile phone penetration is 87%, exceeding that of cable television, internet access and PCs in the home

• Of the 270 million mobile phones currently subscribed, over 96% of them are SMS capable

• Over 84 billion text messages are sent each month

The US Mobile Landscape

“In the mind of the US consumer, mobile is not an emerging channel. It’s a fact of life. It’s a digital life link throughout the day. For the consumer, mobile is not optional.”

- Patrick Moorehead, Director of Emerging Media, Razorfish

[sources: CTIA, Pew Foundation]

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The iPhone is an incredible device•Nearly 60 million units sold•28% of the smartphone market share•200,000 apps in the app store•Over 1 billion apps downloaded

iPhone

4% overall market share • iPhone represents only 4% of the overall

mobile phone market• 40% of iPhone users have an income of

over $100,000 per year• The most common activity on the iPhone

is sending text messages[sources: Nielsen, Apple]

However…

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The Four Faces of the Mobile Phone

[96% of subscribers]

[43% of subscribers]

[22% of subscribers]

[100% of subscribers]

Voice SMS Mobile Web Mobile Apps

[source: Nielsen]

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SMS is The Most Pervasive Mobile Activity

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Why SMS works

96%Percent of

mobile users who have SMS

capability

4 minutesTime after

receipt within which SMS

messages are typically read

97%Open rate of SMS

messages (compared to 16-

24% of email)

80%Percentage of

18-29 year olds who use text

messaging

6.6 trillion

SMS messages predicted to be

sent in 2010 (up 20% from

2009)

[sources: eMarketer, Pew Foundation, Portio Research]

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WHAT CAN YOU DO WITH MOBILE?

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Hierarchy of Mobile Interactions

2-way, self service to provide data to end user

upon request and/or in context

valu

e of

mob

ile

2-way, interactive messaging to collect end user data & answer pre-defined queries

time-sensitive, one-way messaging

pre-addressed, static, one-way, bulk messaging

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Upgrade Offers

Batch alerts

YSP: You have only 20 minutes remaining on your pre-paid cell plan. Please call 888-333-3333 and use code DJ84Z to get 2-for-1 minutes.

Commercial Example

Renewal Notices

TX: Your SNAP benefits have been renewed. Effective July 14, your LoneStar Card balance was: $238.57.

Government Example

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• Text file containing messages to be sent is created from existing system

• (s)ftp usually used; files can be encrypted

• Scheduling can be used

Batched alerts – technical details

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Outage Notifications

Real-time alerts

CableCo: We are experiencing technical difficulties in your area. We expect your service to be restored by 4pm.

Commercial Example

Appointment Reminder

TX: reminder: you have an application renewal appointment Friday at 3. If you can’t make it, please call 888-333-4444.

Government Example

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• Existing application triggers message

• Messages sent via an application programming interface (API)

• Email notifications can often be converted to SMS to avoid programming

Real-time alerts – technical details

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Store locator

Static 2-way interactions

Nearest Starbucks: Forrest & Park Central, 7718 Forest Lane, Dallas, TX, 75230, 214-369-3228. http://mobile.starbucks.com/starbucks?Id=75402

Commercial ExampleOffice locator

Nearest HHSC office: 302 W NINTH ST, DALLAS, TX,75208. (214) 942-2323. http://maps.google.com/4829jfsuj94920

Government Example

Text your zip code to MYSBUX Text your zip code to TX211

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• User requests information using a keyword, followed by some sort of identifier (like a zip code)

• Lookup performed against a relatively static data set

• Information requested is returned in a matter of seconds

Static 2-way interactions – technical details

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Account Inquiry

Dynamic 2-way interactions

YSP: Your balance is $123.43. Your last payment was posted on July 29. Your next payment is due on August 30.

Commercial Example

LoneStar Information

TX: Your LoneStar balance is $123.45. The last deduction was $13.30 on July 30. The next addition to your card will be $200.00 on August 1.

Government Example

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• Information in existing back-end system accessed to provide response

• Personalized response for each user

• Useful to consumers and cost-effective for organizations

Dynamic 2-way interactions– technical details

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HOW ARE MOBILE PROGRAMS IMPLEMENTED?

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The Need for SMS Aggregators

7-Eleven Speak Out Wireless • Airlink Mobile • Alaska Communications Systems • Alaska Digitel • Alaska Wireless • Amerilink Wireless • Appalachian Wireless • ASTAC • BeyondMobile • Blue Wireless • Bluegrass Cellular • Broadpoint • call4care • Cap Rock

Cellular • Cellcom • Cellular One Bermuda • Cellular One Montana • Cellular One of East Arizona • Cellular One of East Central Illinois • Cellular One of East Texas • Cellular One of Northeast Pennsylvania • Cellular One of San Luis Obispo • Cellular South •

Centennial Wireless • Chariton Valley Wireless • Cincinnati Bell Wireless • Clear and/or Clearwire • Clear Talk • CloseCall America • Commnet Wireless • Consumer Cellular • Cordova Wireless • Corr Wireless • Cory's Mobile Tech Support • Cricket

Communications • Cross Communications • Dobson Cellular • DTC Wireless • Eclipse Mobile • Edge Wireless • Einstein Wireless • Epic PCS • GCI Wireless • Golden State Cellular • GoPhone Prepaid • GTC Wireless • Helio • i wireless • Immix • Indigo Wireless •

i-wireless • Jitterbug Wireless • Jolt Wireless • KTC • Leap Wireless • Liberty Wireless • Locus Mobile • Long Lines Wireless • Lucky Wireless • MetroPCS • Mid-Tex Cellular • Movida Wireless • NEP Wireless • NET10 • Nex-Tech Wireless • nTelos • Page Plus Cellular • Pine Cellular • Pioneer Cellular • Plateau Wireless • PlatinumTel Prepaid Wireless • Pocket Communications • Pure Mobile • Pure Prepaid • Pure TalkUSA • ReadyMobile • Revol Wireless • Shaka Mobile • Simmetry • SouthernLINC • Stelera

Wireless • STI Mobile • Straight Talk • Syringa Wireless • TerreStar • Thumb Cellular • TracFone Wireless • Trumpet Mobile • Túyo Mobile • U.S. Cellular • Union Wireless • Viaero Wireless • Virgin Mobile USA • West Central Wireless • Westlink • Working Assets

Wireless • XIT Communications • Xtreme Mobile

Other Mobile Providers

Tier 1 Mobile Providers

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Air2Web’s Messaging Platform

Tier 1 SMS Aggregator

T-MobileAT&T Dobson Bluegrass Cellular

Metro PCS

(100+ others)

Customer Message

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• Sending the message is the easy part

• For truly useful programs, you have to get the data out of your existing back-end systems

• Some approaches require custom code, which can take months and cost lots

• Other approaches can re-use existing integration techniques and require no new code

You need a lot more than an aggregator

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• Uses web services

• Can often re-use the services created for the website

• No new code (and associated costs)

• New services can be set up in a matter of hours

Configuration-based approach

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• SMS application providers are generally Software-as-a-Service• Hosted platform• Communication performed over secure channels• No new servers or software to procure, deploy, or maintain

• Existing web services re-used for mobile

• Application provider handles all delivery considerations

Impact on existing architectures

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• SMS used by major financial institutions every day• Balance inquiries• Information lookup• Alerts

• Use various tricks to not expose sensitive information• Never send full account numbers• Never send personally-identifiable information

Security considerations

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MOBILE IN THE BIG PICTURE

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• Mobile (especially text) is evolutionary, not revolutionary

• Compliments web and IVR• Provides some of the same information as mobile• Limited to short, text-based interactions

• Pro-active notification mechanism• Pennies each• Easy to set up

How mobile fits in

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• Apps definitely have their use

• Consider the type of information you want to provide or collect• Short interactions: better for text• Longer interactions: better for

apps

• Consider the platforms

What about apps?

[source: Gartner]

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Mobile web is a useful alternative to apps

• Focused on quickly providing relevant information to the mobile user

• Rich user interface allows more complex interaction

• Lightweight and fast loading

• Optimized for a variety of phones

• Direct links to pages via SMS

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• The mobile channel provides tremendous opportunity to provide customer service and reduce costs

• There are a variety of services that can be provided, from simple notifications to fully-interactive 2-way programs

• Implementation does not have to be difficult or time-consuming

Key Takeaways

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Paul GriswoldAir2Web

[email protected]

thank you!questions?