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Maximising Return From the Online Channel in Mobile Markets

Mobile network operators (MNOs) and service providers use multiple channels to market their services and service their markets. The contribution made by the online channel to a mobile network operator's overall marketing and customer service activity may be much greater than would be indicated by the volume of online sales and this should be recognised in how it is prioritised compared with other channels that may be used.

What is the main purpose and function of the online channel? As well as customer support, it can be used for gaining new customers and winning add-on business, selling new handsets and accessories to existing customers and for attracting visitors' roaming business. Assigning the right level of priority to the online channel as a whole and then the right level of emphasis within the online channel will impact on an operator's costs and profitability in a fundamental way. MMD believes the evidence shows that the online channel is a vital component in most mobile network operators' channels to market, but that there is wide variation in how well different MNOs use it.

This report documents research covering a range of MNO web sites, to highlight both best practice and examples of common failings in their effectiveness as an online channel. Evaluation of these case-study examples leads to conclusions and recommendations on how best to develop the online channel that should be required reading for any MNO seeking to maximise their return in this area.

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Table of Contents


1
Overview
1
2
Introduction
2
2.1
Background to the Report
2
2.2
Report Content
2
2.3
Currency and Conversions
3
3
The Online Channel
4
3.1
Defining the Online Channel
4
3.2
Online Channel Rationale
6
3.3
Online Channel Basics
7
4
Online Channel Examples
9
4.1
Introduction
9
4.2
The Web Site
9
4.3
The Site as Shop Front
14
4.4
Selling Handsets and Packages
23
4.4.1
Selling Handsets
24
4.4.2
Selling Packages and Tariffs
29
4.4.3
Closing the Sale
35
4.4.4
Cancelling Orders
37
4.5
Selling Extras
39
4.5.1
Add-ons and Accessories
39
4.5.2
Airtime Top-ups and SIMs
39
4.5.3
Music, Tones, Games and Bundles
42
4.6
Real Time Interactivity
43
4.6.1
Live & Virtual Chat Services
44
4.6.2
Call Me Services
48
4.7
Other Online Communication
49
4.8
Selling Roaming Services to Users and Visitors
51
4.9
Loyalty Initiatives, Promotions and Innovations
52
4.10
Checkout
56
4.11
Account Management and Customer Care
58
4.12
Support
61
5
Key Findings
65
5.1
Achieving and Sustaining Best Practice
65
5.2
Selling and Shops
65
5.3
Supporting Users
66
6
Recommendations
68