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Mobilize Your Customer Interactions Paul Griswold, Air2web TASSCC Conference – August 2, 2010 Air2web at a Glance

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Mobilize Your Customer Interactions Paul Griswold, Air2web TASSCC Conference – August 2, 2010 Air2web at a Glance Mobilize Your Customer Interactions Paul Griswold, Air2Web TASSCC Conference – August 2, 2010 Air2Web at a Glance • Mobile Experience Air2Web provides • Founded in 1999 turnkey mobile • Fortune 1000 customer base solutions that reduce • Global Delivery the cost of customer • Offices in Atlanta & Mumbai care and increase the • Expertise and focus effectiveness of • Mobile customer care targeted marketing • Mobile marketing & campaign management campaigns • Professional services Air2Web provides one platform to satisfy all of your mobile requirements across the breadth of your business ©2010 Air2Web, Inc. |2 Gartner – State of the State #6 Mobile and Wireless #7 Unified Communications ©2010 Air2Web, Inc. |3 Agenda • Today’s mobile landscape • What can you do with mobile? • Technical implementation details • Mobile in the big picture ©2010 Air2Web, Inc. |4 why mobile? TODAY’S MOBILE LANDSCAPE ©2010 Air2Web, Inc. |5 Why You Need a Mobile Strategy [ what most people don’t leave home without ] ©2010 Air2Web, Inc. |6 The US Mobile Landscape • 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 “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 ©2010 Air2Web, Inc. |7 [sources: CTIA, Pew Foundation] iPhone The iPhone is an incredible device • Nearly 60 million units sold • 28% of the smartphone market share • 200,000 apps in the app store 4% overall • Over 1 billion apps downloaded market However… 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 ©2010 Air2Web, Inc. |8 [sources: Nielsen, Apple] The Four Faces of the Mobile Phone [100% of subscribers] [96% of subscribers] [43% of subscribers] [22% of subscribers] Voice SMS Mobile Web Mobile Apps ©2010 Air2Web, Inc. |9 [source: Nielsen] SMS is The Most Pervasive Mobile Activity ©2010 Air2Web, Inc. |10 Why SMS works 4 96% 97% minutes Time after Percent of Open rate of SMS receipt within mobile users messages which SMS who have SMS (compared to 16- messages are capability 24% of email) typically read 6.6 80% trillion SMS messages Percentage of predicted to be 18-29 year olds sent in 2010 who use text (up 20% from messaging 2009) ©2010 Air2Web, Inc. |11 [sources: eMarketer, Pew Foundation, Portio Research] WHAT CAN YOU DO WITH MOBILE? ©2010 Air2Web, Inc. |12 Hierarchy of Mobile Interactions 2-way, self service to provide data to end user upon request and/or in context 2-way, interactive messaging to collect end user data & answer pre-defined queries of mobile value time-sensitive, one-way messaging pre-addressed, static, one-way, bulk messaging ©2010 Air2Web, Inc. |13 Batch alerts Commercial Example Government Example Upgrade Offers Renewal Notices YSP: You have only TX: Your SNAP 20 minutes remaining benefits have been on your pre-paid cell renewed. Effective plan. Please call July 14, your 888-333-3333 and LoneStar Card use code DJ84Z to balance was: get 2-for-1 minutes. $238.57. ©2010 Air2Web, Inc. |14 Batched alerts – technical details • Text file containing messages to be sent is created from existing system • (s)ftp usually used; files can be encrypted • Scheduling can be used ©2010 Air2Web, Inc. |15 Real-time alerts Commercial Example Government Example Outage Notifications Appointment Reminder CableCo: We are TX: reminder: you experiencing have an application technical difficulties in renewal appointment your area. We Friday at 3. If you expect your service to can’t make it, please be restored by 4pm. call 888-333-4444. ©2010 Air2Web, Inc. |16 Real-time alerts – technical details • Existing application triggers message • Messages sent via an application programming interface (API) • Email notifications can often be converted to SMS to avoid programming ©2010 Air2Web, Inc. |17 Static 2-way interactions Commercial Example Government Example Store locator Office locator Text your zip code to MYSBUX Text your zip code to TX211 Nearest Starbucks: Nearest HHSC office: 302 W Forrest & Park Central, 7718 NINTH ST, DALLAS, Forest Lane, Dallas, TX, TX,75208. (214) 942-2323. 75230, 214-369-3228. http://maps.google.com/4829 http://mobile.starbucks.com/s jfsuj94920 tarbucks?Id=75402 ©2010 Air2Web, Inc. |18 Static 2-way interactions – technical details • 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 ©2010 Air2Web, Inc. |19 Dynamic 2-way interactions Commercial Example Government Example Account Inquiry LoneStar Information YSP: Your balance is TX: Your LoneStar $123.43. Your last balance is $123.45. payment was posted The last deduction on July 29. Your next was $13.30 on July payment is due on 30. The next addition August 30. to your card will be $200.00 on August 1. ©2010 Air2Web, Inc. |20 Dynamic 2-way interactions– technical details • Information in existing back- end system accessed to provide response • Personalized response for each user • Useful to consumers and cost-effective for organizations ©2010 Air2Web, Inc. |21 HOW ARE MOBILE PROGRAMS IMPLEMENTED? ©2010 Air2Web, Inc. |22 The Need for SMS Aggregators Tier 1 Mobile Providers Other Mobile Providers 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 ©2010 Air2Web, Inc. |23 Air2Web’s Messaging Platform Tier 1 SMS Aggregator Customer Message Bluegrass Metro (100+ AT&T T-Mobile Dobson Cellular PCS others) ©2010 Air2Web, Inc. |24 You need a lot more than an aggregator • 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 ©2010 Air2Web, Inc. |25 Configuration-based approach • 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 ©2010 Air2Web, Inc. |26 Impact on existing architectures • 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 ©2010 Air2Web, Inc. |27 Security considerations • 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 ©2010 Air2Web, Inc. |28 MOBILE IN THE BIG PICTURE ©2010 Air2Web, Inc. |29 How mobile fits in • 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 ©2010 Air2Web, Inc. |30 What about apps? • 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 ©2010 Air2Web, Inc. |31 [source: Gartner] 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 ©2010 Air2Web, Inc. |32 Key Takeaways • 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 ©2010 Air2Web, Inc. |33 thank you! questions? Paul Griswold Air2Web [email protected] ©2010 Air2Web, Inc. |34.
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