Presentation in IQPC conference "Customer Insight in Telecoms" in Berlin on 22.5.2012

1. Utilising mobile media and customer insight to
improve loyalty and profitability
Juha Meronen, Blyk
@_wideangle
Berlin, 22.5.2012
1 © Blyk torstai, 10.1.2013 Blyk

2. Part I: Sun shine, spring flowers
and…
A Perfect Service Fairy Tale!
2 © Blyk torstai, 10.1.2013 Blyk

3. The Perfect Service would be easily discovered and people would
love to discuss about it
3 © Blyk torstai, 10.1.2013 Blyk

4. The customer experience would include several wow-effects
and even the smallest details would be taken care of
4 © Blyk torstai, 10.1.2013 Blyk

5. The user would be in the driver's seat in privacy matters and
the data benefits would be shared across the stakeholders
http://www.waze.com
5 © Blyk torstai, 10.1.2013 Blyk

6. The consumers would be emotionally and rationally
locked-in - instead of the usual lock-in methods
6 © Blyk torstai, 10.1.2013 Blyk

7. Eventually the Perfect Service needs to have the business
model right as well and benefit from the loyal users
Discovery
Experience
Control
Recurrence
Monetization
7 © Blyk torstai, 10.1.2013 Blyk

8. Part II: Lizards, onions and ...
Common traps to avoid!
8 © Blyk torstai, 10.1.2013 Blyk

9. There is a wealth of services, applications and sites for the
consumer to choose from - and to forget!
9 © Blyk torstai, 10.1.2013 Blyk

10. Small details and issues in the service might ruin the whole
experience – Think about the whole customer lifecycle!
10 © Blyk torstai, 10.1.2013 Blyk

11. Too often the consumer is given only two options to choose
from: Take it or Leave it!
11 © Blyk torstai, 10.1.2013 Blyk

12. The initial interest to the service can be quickly ramped up –
but providing a service is a marathon rather than a sprint event!
12 © Blyk torstai, 10.1.2013 Blyk

13. The monetization method should be clear from the beginning.
Otherwise it will feel like an add-on for the consumers
13 © Blyk torstai, 10.1.2013 Blyk

14. Part III: Blyk, Mobile media
and the Operators
14 © Blyk torstai, 10.1.2013 Blyk

15. Blyk engages subscribers with their real passions and
interests - entertainment, sport, fashion...NOT handsets,
top-up and tariffs. It’s like a magazine delivered to the
inbox
15 © Blyk torstai, 10.1.2013 Blyk

16. Blyk works with together with the local operator, delivers mobile media for
its subscribers in order to create attachment to the operator
16 © Blyk torstai, 10.1.2013 Blyk

17. The media content is of interest for the subscribers and the
advertisers. The themes range from sports and music, from polls to
competitions
17 © Blyk torstai, 10.1.2013 Blyk

18. Blyk has a great advantage: Access to the Inbox, which is to be
taken advantage of but not over-exploited
18 © Blyk torstai, 10.1.2013 Blyk
Picture: Metro International (http://www.metro.lu/photo_library)

19. The information is flowing smoothly between the stakeholders
to create common benefits to be shared
Benefits:
Benefits: Right audience targeted
Churn propensity, with the campaigns,
Operator cross/upsell opportunities, Responses to campaigns Brands
(share of the ad/media
benefits)
Data: Media Agencies
Demographics,
(Telecom usage patterns,
Location information) Ad Agencies
Blyk
Data:
Expectations, market
perspective, Campaign
performance and other
feedback
Benefits:
Targeted campaigns, Data:
offers and competitions Responses to campaigns
19 © Blyk torstai, 10.1.2013 Member Blyk

20. There are several ways to gather understanding of customers'
preferences and interests
Option 1: Data analysis Option 3: To the point question at
the right time
l
trave
Option 2: Explicit profiling in advance
20 © Blyk torstai, 10.1.2013 Blyk

21. Learning about the customers is crucial to success. Question is
an extremely powerful means of understanding your customers
better!
Materialistic wishes
-> More offers in the media
delivery
Abstract and social wishes
-> More social good related
campaigns
21 © Blyk torstai, 10.1.2013 Blyk

22. Responses to simple questions may reveal powerful things
about the subscribers – How likely they are to churn, for
example!
22 © Blyk torstai, 10.1.2013 Blyk

23. From the analytics and insight perspective Blyk utilizes simple
and straightforward methods to create value for stakeholders
1. Responses from the members are
worth of gold
2. Data is best fresh
3. Improve media efficacy
4. Loyalty is about getting all
service elements right
23 © Blyk torstai, 10.1.2013 Blyk

24. Creating loyalty is about getting all service elements right
Discovery "Easy to be discovered, lot to be talked about"
Experience "All details right, in all customer touch points"
Control "Letting customer be in driver's seat on privacy matters"
Recurrence "Positive stickiness to your service"
Monetization "Having a clear and communicated business model"
24 © Blyk torstai, 10.1.2013 Blyk

25. Thank You!
Juha Meronen, Blyk
juha@blyk.com
@_wideangle
25 © Blyk torstai, 10.1.2013 Blyk

26. About Blyk
Founded in 2006, Blyk is a
mobile media company that
works with operators to
strengthen and monetize their
relationship with subscribers
A pioneer in permission-based
marketing, Blyk’s operator
partners include Everything
Everywhere (Orange and T-
Mobile) in the UK and Aircel in
India. For more details please
see www.blyk.com
26 © Blyk torstai, 10.1.2013 Blyk