Internet Done Right in 10 Ways

Presentation on DiGi's best practices. Presented at the Mobile VAS Summit in Singapore. 27 April 2011

Transcript

1. Internet Done Right in 10 Ways Achieving profitable growth from Internet for the small screen in a rapidly maturing and highly competitive market Praveen Rajan Head of Mobile Internet, DiGi Telecommunications 4th Annual Mobile VAS Summit 27 April 2010, Singapore
2. 5 Things About Malaysia
3. 5 Things About Malaysia
4. 5 Things About DiGi
5. 5 Things About DiGi
6. What’s the Secret Formula to Profitable Growth?
7. We Usually Start with a Simple “R2D2” Solution
8. … but End Up with Complex “Death Stars”
9. So, Here’s 10 Things That Have Worked For Us
10. Consider branding your network – we called ours Turbo 3G Unified Experience for GPRS / EDGE / 3G 1
11. Consider using “3G” to refer to Small Screen – all other terms are confusing Unified Experience for GPRS / EDGE / 3G 1
12. Unified Experience for GPRS / EDGE / 3G 1
13. Exponential growth in usage with daily max charge Peace of Mind Pricing in Products 2
14. Exponential growth in usage with monthly max charge Peace of Mind Pricing in Products 2
15. Peace of Mind Pricing in Products Significant growth in roaming usage with daily max charge 2
16. Peace of Mind Pricing in Products Simplify communications for everyone – per MB pricing for roaming 2
17. Peace of Mind Pricing in Products 2
18. Video is the Hero Build your own recommendation services – every click can drive more $ 3
19. Video is the Hero 3
20. Push the Right Smartphones Incentivize users to replace legacy phones with smartphones 4
21. Push the Right Smartphones Majority of Phones are Not Suitable for Mobile Internet What’s the % of Smartphones in Your Base? Smartphones will drive more Mobile Internet usage 4
22. Push the Right Smartphones Talk to users about mainstream services when selling smartphones 4
23. Push the Right Smartphones 4
24. Simplify Settings & Signup 6,326 4,808 8,182 408,153 839,568 1,298,676 - 200,000 400,000 600,000 800,000 1,000,000 1,200,000 1,400,000 Jul-09 Aug-09 Sep-09 Oct-09 Nov-09 Dec-09 D a t a U s a g e ( M B ) Rethink your APN strategy – customers don’t understand it 5
25. Simplify Settings & Signup SMS activation works well as a Call to Action across all mediums 5
26. Simplify Settings & Signup 5
27. Create a Strategy for Newbies Recommend sites & apps for new customers in your network 6
28. Create a Strategy for Newbies 6
29. Reinforce Mobile Internet in Core Products Make Mobile Internet a core feature in Prepaid & Postpaid products 7
30. Reinforce Mobile Internet in Core Products New users will try it when it’s in their face 7
31. Reinforce Mobile Internet in Core Products 7
32. Be Upfront About Speed & Fair Usage Consider NOT shouting theoretical speeds 8
33. Be Upfront About Speed & Fair Usage Big Screen Consumption Small Screen Consumption Protect your network early ahead of the smartphone boom 8
34. Be Upfront About Speed & Fair Usage 8
35. Harmonize with Big Screen Sell Big & Small as separate products – improvise the sales script 9
36. Harmonize with Big Screen 9
37. Maximize Mainstream Services Use brands that your customers recognize & exploit it 10 Out of Home
38. Maximize Mainstream Services Use radio creatively – adopt mainstream brands to excite users Tweet Tweet Facebooking Radio 10
39. Maximize Mainstream Services Print & Advertorials Remember your “call to action” on print ads 10
40. Maximize Mainstream Services TV Commercials The Mobile Phone is the Internet’s New Home Associate the Internet with recognizable brands & social networks 10
41. Maximize Mainstream Services 10
42. (Think R2D2) Summary Mainstream Services Facebook, YouTube, don’t reinvent content! Make it Easier APN strategy, signup, settings, pricing Smartphones iPhone & the rest + replacement strategy
43. Questions?