Providing a better customer experience_Naveed Ahmed Choudhury
1. Understanding the integration between social media & communication
devices
to provide a better customer experience
Naveed Ahmed Choudhury
Head of Data Innovation & Applications
Citycell, Bangladesh
July 27,2011
2. www.citycell.com Pacific Bangladesh Telecom Limited.
• Trends in Telecom industry
• Opportunity with Social media
• Leveraging on Social media
• Providing better customer experience
Outline
3. www.citycell.com Pacific Bangladesh Telecom Limited.
Trends impacting Telecom
Two major trends:
•Growth of Mobile Internet
"Mobile is going to be the next big Internet phenomenon…”
Source: Eric Smith, CEO Google, Financial times, May 07
•Convergence of Telecom and other industries:
• Internet & Media
4. www.citycell.com Pacific Bangladesh Telecom Limited.
Convergence of industries: an example
• Google used via mobile
phones
• Texts to be searched are
typed from mobile handset
• Distribution of services
through network
5. www.citycell.com Pacific Bangladesh Telecom Limited.
Trends are leading to major outcomes
• New opportunities e.g. integration with
internet based services such as Social media
• Overlap/competition from Non-operator
players e.g. Nokia, Apple etc.
INTERNET ACCESS SERVICES
+
6. www.citycell.com Pacific Bangladesh Telecom Limited.
The opportunity with Social media
• The ratio of fixed to mobile internet likely to be higher in emerging
economies.
• In emerging economies, mobile internet shall drive uptake of internet
services.
• Social media is one of the services poised for high uptake.
7. www.citycell.com Pacific Bangladesh Telecom Limited.
Social media: an exciting phenomenon
• Social media is all about communicating and connecting,
facilitated by technology.
• Facebook
• The average user spends 7 hrs/month on Facebook.
• Mobile facebook users are twice as much active as non-mobile
users.
• The 18-24 age group only contributes 16% of the total mobile traffic. The 25-34
age group are behind 34% of the traffic.
• While the 35-54 age group contribute 36% of the total mobile traffic to social
networks.
• More than 1 million developers using Open API platform.
• LinkedIn
• 3 million new users/month
• Four-square, a leading location-based social network
• telling people where they are, encouraging meet-ups
8. www.citycell.com Pacific Bangladesh Telecom Limited.
Local Social media
• Local social media
• www.somewherein.net
• a Bangladeshi blogging and local social network
• 11 pages visited and 30 minutes spent on site per visit on
average.
• Local social media can add value to daily life of general people.
• Overall blogosphere
• 77% of Global internet users read blogs
Source: Nielsen 2010, Forrester
9. www.citycell.com Pacific Bangladesh Telecom Limited.
How operators can leverage on social media
• Facilitating access to social media
through small screens
• Co-branding
• Social media as a communication
channel
• With customers
• With general people for communicating
CSR activities
• Understand customer needs & wants in
terms of products/services.
• Carrying out surveys
• Mobile advertisement
• Mobile only community MyGamma started
in Africa
• 27.4 billion advertisement banners served
in 2009
10. www.citycell.com Pacific Bangladesh Telecom Limited.
Need to remember
To drive the uptake of social media in mobile phones, good
customer experience is needed.
Device is the tool to deliver the social media services. Focus
on Device management is a key factor in creating good
customer experience!
So the experience of accessing and using social media from
small screens should be made simpler, easy and relevant.
11. www.citycell.com Pacific Bangladesh Telecom Limited.
What should operator do?
• Offer mobile friendly sites of social
media
• Offer apps catering to
• all platforms e.g. Symbian, J2ME etc.
• Facebook is offering app even for BREW
platform.
• Offer thin clients
• with only the most useful features
• Have SMS-based services for local
social media
• Reduce steps in apps download
• Pre-install apps in devices
• Security
