LoSai The Missed Call Notification Service

Transcription

1 ober 16 th 27 th VMA Annual Meeting LoSai The Missed Call Notification Service

2 Saritel Service factory of Telecom Italia 610 employees, circa 180 Millions of revenues Three streams of activity: Platform Development & Service Integration, Managed IP Services and Customer Interaction Services 2

3 Saritel IT Telecom Italia Wireless services The activities: The results: Service design Development Integration Implementation LoSai by TIM i -TIM Uni - TIM Script - TIM The basis: Short messaging Networking & management Multi Media Messaging Voice services & mobile Internet Wap services 3

4 The Italian Market 4 operators, 50,000,000 users, more than 90% penetration, average price for 1 minute of air-time is 0,20, average expense per month per user is 24 Strong pre-paid customer base, 44% of the users spend less than 16 per month, around the 10% of the users own two or three SIMs, the average monthly expense of multi SIMs owner is 38 Young users, circa the 50% of them is less than 34 years old. Source: Osservatorio Mobile Internet Luiss Guido Carli Ericsson - Eurisko 4

5 TIM - Leader in the Italian Market First operator in Italy market with more than 24 mln customers A market share of 46,2%, stable in the last 12 months 333 mln revenues in the 1H02 Leadership in innovation thanks to its unique advanced services 2001 LoSaidiTIM 4888PayForMe 4444 i-tim Voice VMA 27th Annual Meeting 5

6 LoSai - Do you know that every 3 calls your customers answer each day there is at least one other which is NOT SUCCESSFUL, because of customers mobiles being switched off or in a low network coverage area? 25% try to extend these figures on a customer base of more than 20 mln units!!! 75% Failed Succesfull A revenue opportunity missed!!! 6

7 LoSai Why a new service? Voice Mail is perceived as a Hig Value service by professional users. (+). What about consumers? (-) Professionals (Heavy user) Adults (Medium/Low users) Youth (Medium/Low users) I don t loose important calls (business opportuinities) I know the reason why I ve been called I can select calls I want to answer I have to pay for the deposit and the retrieval of messages (It doesn t matter how much = low reaction at price reductions) I feel obliged to call back It doesn t capture all calls (Callers often do not leave any msg) 30% VMS TIM 70% Target for an alternative service 7

8 LoSai the goals Recover traffic otherwise lost Stimulate usage of the low spending customers Differentiate TIM against competitors 8

9 LoSai - the service When customer is unreachable PCK Info retrieved by mobile via SMS TIM free message, the customer you have dialled is unavailable... LoSai has received for you the following calls: 08/11 From h10.21 As soon as customer is back available 9

10 LoSai the Marketing Mix Target: All GSM pre and post- paid customers (non users of Voice Mail services) Activation: Provisioned by TIM to all non VMS users; subscribers can de-provision or re-activate the service by calling toll-free numbers (customer care or IVR) Price: No charge for access and use of LoSai Communication No mass-media campaign. Users informed through one to one media: SMS, Customer Service and Impressive effect of WORD OF MOUTH! 10

11 LoSai the launch LoSai was officially launched on March 27 th 2001 After 6 weeks from the launch, we noticed that: More than 88% of customers pre activated kept the service (*) Good comprehension of LoSai among the target, despite very low advertising pressure Satisfaction levels excellent (greater than 80%, particularly among non user of VMS) (*) Quite satisfied Very satisfied Overall are you satisfied with LoSai? (*) Source: Survey led in May 01 (TIM CC) on a cluster of customer using LoSai for a month 11

12 LoSai customer satisfaction Main reasons for satisfaction: Easy way to receive numbers 46 I never loose my calls Quick & Easy to use Price (free) Overall Customer Satisfaction: 82%! Privacy 7 Service interface is is more more appreciated than than pricing!!!! 12

13 LoSai usage About 20% of the users receive LoSai Short Messages everyday. 60% % of Losai user reached by SMS 50% 40% 30% 20% 10% 0% >20 Among them 47% receive LoSai Messages more than once per day (*). Number of SMS/day 1 LoSai SM = AV 1.14 numbers captured (tot. calls captured/tot SMS sent) (*) Source: BIT May

14 LoSai Analyzing effects on revenues Customers using LoSai report calling back (*) (*) :: All All phone numbers captured (23%) Only Only some of of them (67%) None (17%) Positive effects on ARPU (growth in number of calls/minutes-> More revenues) (*) Source: Survey held in May 01 (TIM CC) on a cluster of customer using LoSai for a month 14

15 LoSai How to improve it? Objectives Maximize the revenues from traffic recover Differentiate the service from the upcoming imitations by competitors Maintain an excellent level of customer satisfaction Service innovation: Display names of the callers, instead of telephone numbers High interest among LoSai users (88%) Opportunity to increase Call Back rate If you could display names and not only numbers, would you call back. 3% I don t know 42% A larger amount of numbers 3% A smaller amount of numbers 52% The same amount of numbers LoSai has received for you calls from: Marco h

16 LoSai. And New LoSai New LoSai di TIM The features New LoSai is a SAT based service, included in InteractiveSIM 64K : the enhanced multiservice SIM launched in April. New LoSai allows customers to: Display names instead of numbers as recorded on SIM SDN Call back the caller in just two clics Keep a list of the last ten calls captured by LoSai LoSai got new calls for you. OK? Fred John Paul Laura Date: 20/10/ am Call now? 16

17 New LoSai and InteractiveSIM 64K New LoSai was the key driver for marketing the enhanced SIM to consumers About 50% of customers reports that first reason for renewing their SIM is the New LoSai application (*) Opportunity for cross selling of the VAS Kit included in Interactive SIM 64K Multiple & Group SMS TIM PayforMe I-TIM Voice & SMS Interactive SIM 64K is available for all new subscribers (Pre & Post paid) All customers can turn to Interactive SIM paying 12 Launch supported by: ¾ TV commercials focused on new Losai application (show mpeg) ¾ Footer in LoSai Short Messages Avg number of SIM upgrade/month increased of 50% since the launch of InteractiveSIM VMA 27th Annual Meeting 17

18 LoSai. and competitors Competitors launched a similar service in the 1H02: MyWind by WIND Service free of charge available also to VMS user; Subscriber are notified of the availability of the service via SMS; to subscribe they must place a call to an IVR. Chiamami (call me) by Vodafone Omnitel Service free of charge available also to VMS user as a complement (empty calls); Subscriber provisioned by the operator; desactivation by calling a free IVR 18

19 LoSai side effects What about Voice Mail? Are you going to use Voice Mail again? Customers willing to turn from Voice Mail 20% 20% to losai (about 40%) concentrate in the Light User of Voice Mail cluster. 10% 33% 17% I won't I will Probably Maybe Probably not One year later we compared the rsults of the survey with actual customer behaviour: Voice Mail Churn much lighter than predicted Good VMS revenue/per user (*) Source: Survey held in May 01 (TIM CC) on a cluster of customer using LoSai for a month 19

20 LoSai side effects There several more achievements Telcos could get by using PCK. Some examples could be: Cross selling stimulation Complementing the Voice Messaging service Differentiate your services according to different needs from the target, enhancing the customer s perception for Voice messaging offering anyway a tool to recover traffic. 20

21 LoSai optimizing positioning of VMS 21

22 LoSai new functionalities SIM toolkit application It allows the subscriber to be notified with the name of the user who tried to call instead of the MSISDN, searching the name within the SIM address-book Integration with Unified Messaging platform A unique distributed platform will be able to provide the customers with a wide range of messaging services, from Missed calls Notification to , from VMS to U.M. with flexibility and economies of scale deriving from the integration. 22

23 The Smart Platform Smart Platform HLR IVR Directory PLMN MSC WAP WEB server Mail server SMSC SS7 TCP/IP 23

24 The Smart Platform Personal Call Keeper Mobile Auto Provisioned DB World Wide SM Enabler Application Manager Data base Message Handler Node Manager Smart Platform Kernel HP INS7 SCP TCP / IP SMNP Adapter ISUP Adapter MAP Adapter UCP Adapter SMPP Adapter XML Adapter 24

25 The Smart Platform Mobile Auto Provisioned Data Base: Billing Gateway SMSC MPS HLR/VLR MAPDB Application server MAPD retrieves data regarding the users profile from the different network elements, offering interface towards external applications. Improve network efficiency with the ZLE model, reducing the signaling traffic, reduce the implementation time for new services, open the network to external service providers through a safe interface. 25

26 The Smart Platform World Wide Short Message Enabler: SMSC WWSME WWSME allows your customers systems linked to your SMSC to reach, and be reached by, other operators subscriber. Increase the user base of your SM based VAS, increasing the SM traffic, and differentiate your offer to corporate for community SM based services. External server 26