Voice Mail Strategy Chile

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Information about Voice Mail Strategy Chile

Published on January 16, 2009

Author: rcastanon

Source: slideshare.net

Voice Mail & Call Completion Workshop Santiago, Chile - June 2008

Introduction Market Status and Major Trends VM Market Research Chile market analysis VM Usage Analysis Analysis and recommendations Case studies Business Case Summary/Q&A

Workshop Goals Share our experience and insight regarding Voicemail and Call Completion. Analyze current status of Voice Mail and Call Completion at . Identify areas for improvement and opportunities for increasing revenues. Share with ideas for new services that will support a comprehensive Call Completion strategy. Discuss potential next steps.

Share our experience and insight regarding Voicemail and Call Completion.

Analyze current status of Voice Mail and Call Completion at .

Identify areas for improvement and opportunities for increasing revenues.

Share with ideas for new services that will support a comprehensive Call Completion strategy.

Discuss potential next steps.

Introduction Market Status and Major Trends VM Market Research Chile market analysis VM Usage Analysis Analysis and recommendations Case studies Business Case Summary/Q&A

VM is One of the Most Frequently Used VAS Voicemail is one of the most successful value-added services ever introduced*: Worldwide, voicemail enjoys a 50% average penetration and represents 3% to 10% of mobile operators’ revenues. On average, subscribers receive 2-4 messages per week. High-end users receive 1-3 messages per day. *Comverse internal research.

Voicemail is one of the most successful value-added services ever introduced*:

Worldwide, voicemail enjoys a 50% average penetration and represents 3% to 10% of mobile operators’ revenues.

On average, subscribers receive 2-4 messages per week.

High-end users receive 1-3 messages per day.

Market Trends iPhone hype has created demand for Visual Voicemail solutions The ability to create and deploy services with a superior visual experience is becoming a key market differentiator. It is expected that visual interfaces will become becoming a de facto standard. Moving to enhanced mailbox concept Multi-access, single store Next Generation Voicemail* Key improvements include immediate delivery, visual inbox and single click access. *Voice Mail market research by Synovate, 2008. Bob Smith 00:44 02/02/03 10:15 Jessica Grimes 01:02 02/02/03 11:20 07978 7789210 00:12 01/02/03 20:18 Options Back Inbox 12 3 New

iPhone hype has created demand for Visual Voicemail solutions

The ability to create and deploy services with a superior visual experience is becoming a key market differentiator.

It is expected that visual interfaces will become becoming a de facto standard.

Moving to enhanced mailbox concept

Multi-access, single store

Next Generation Voicemail*

Key improvements include immediate delivery, visual inbox and single click access.

Major Trends – Call Completion Worldwide, an average of 60-70% of missed calls result in slam down. Traditionally, call completion has focused on the called party. In the last two years, operators have successfully introduced new services such as MCC, NM and VVM. Focus is on improving user experience and a comprehensive strategy that addresses both the calling party and the called party.

Worldwide, an average of 60-70% of missed calls result in slam down.

Traditionally, call completion has focused on the called party.

In the last two years, operators have successfully introduced new services such as MCC, NM and VVM.

Focus is on improving user experience and a comprehensive strategy that addresses both the calling party and the called party.

Latin America – Market Status Market Maturity Level for Call Completion is evolving from Introduction to Growth stage Most operators in LA have adopted Missed Call Alert. MCA is included in most VM RFP’s. Operators introduced basic A party notification ~2 years ago. There is a need for a comprehensive Call Completion strategy in Latin America Slam down at regulatory prompt represents an opportunity for operators to improve call completion and increase voice revenues. Until now, emphasis has been on “B” party solutions: Voice Mail, Missed Call Alert.

Market Maturity Level for Call Completion is evolving from Introduction to Growth stage

Most operators in LA have adopted Missed Call Alert.

MCA is included in most VM RFP’s.

Operators introduced basic A party notification ~2 years ago.

There is a need for a comprehensive Call Completion strategy in Latin America

Slam down at regulatory prompt represents an opportunity for operators to improve call completion and increase voice revenues.

Until now, emphasis has been on “B” party solutions: Voice Mail, Missed Call Alert.

Market Status and Major Trends Product Based Strategy Latin America Voice Mail ECC WHC “ A” Party Services “ B” Party Services Call Completion Strategy Europe Asia Latin America NM MCC

Latin America – Major Challenges Introduction of regulation prompt – impact in call completion. Slam down at regulatory prompt is >80% Busy/Unreachable – calling party tends to hang up and redial No answer - user might send SMS; less likely to redial Busy with call waiting – scenario overlaps with No Answer For Missed Call to be effective, it must cover all scenarios. In some cases, slam down at regulation prompt does not trigger MCA. An effective CC approach must include both A and B parties. Regulation Environment User Behavior Call Flow

Introduction of regulation prompt – impact in call completion.

Slam down at regulatory prompt is >80%

Busy/Unreachable – calling party tends to hang up and redial

No answer - user might send SMS; less likely to redial

Busy with call waiting – scenario overlaps with No Answer

For Missed Call to be effective, it must cover all scenarios.

In some cases, slam down at regulation prompt does not trigger MCA.

An effective CC approach must include both A and B parties.

Introduction Market Status and Major Trends VM Market Research Chile market analysis VM Usage Analysis Analysis and recommendations Case studies Business Case Summary/Q&A

Methodology & Sample Size Research Agency SMarketing, a leading research company Method CATI system interviews (to home telephone, mobile phone numbers not considered). Country Mexico Location Mexico City, Monterrey and Villahermosa Target Mobile phone owners. The interviewees were naturally random selected from 18 to 54 years old, to observe the representative user profile distribution and conformation. Language Spanish (native) Interview length 20 minutes Time period March – April 2007 Interviews Mexico City 125 Monterrey 125 Villa Hermosa 125 Interviews Full Users 75 Retrievers 75 Depositors 75 Non Users 150

Subscribers Voicemail Segments “ I mainly use voicemail to leave messages for other people” “ I mainly use voicemail to retrieve (check/listen to) messages left for me” “ I use voicemail to leave messages for other people and to retrieve messages left for me” “ I do not use voicemail at all – either leaving or retrieving messages” DEPOSITORS RETRIEVERS FULL USERS Subscribers are defined as those who use/ don’t use some aspect of voicemail … NON USERS

“ I mainly use voicemail to leave messages for other people”

“ I mainly use voicemail to retrieve (check/listen to) messages left for me”

“ I use voicemail to leave messages for other people and to retrieve messages left for me”

“ I do not use voicemail at all – either leaving or retrieving messages”

Preferred Method of Communication When Can’t Get Through… Q. 7.- Which one of these statements best describes you? -D & F- (%) 0% 20% 40% 60% 80% 100% 75* 75* 150 DEPOSITORS FULL USERS 23 21 25 43 43 44 3 3 4 9 11 7 21 23 20 Total In General, SMS is preferred over Voicemail I prefer leaving a voicemail message over written message/ multimedia message/if I can't get through I prefer using SMS over voicemail if I can't get through I prefer using MMS over voicemail if I can't get through I know that the person I'm calling can see they have a missed call through caller ID so I Don't leave or send a message I will try to call the person again if I can't get through

Reasons for Preference Q7 More immediate Easier Less expensive Less personal More personal More reliable Don't want to talk to machine Other Prefer voicemail to SMS/MMS/Mobile email Prefer SM S to voicemail Prefer to call again % N=35 N=65 N=32 74 63 37 20 49 54 20 3 40 48 43 15 29 57 22 6 Voicemail values: immediate, easier, more reliable 50 53 22 19 59 63 28 3

Barriers for Depositing Voicemail Messages Q. 20. Which of the following reasons describe why you Don't LEAVE VOICEMAIL messages for others? -R & NON- Multiple response Base: 37 41 35 38 33 40 40 31 44 46 51 44 56 52 58 Total Retriever Non User 225 75 150 Person I’m calling does not retrieve messages straight away I use another communication mechanism Don’t know who I’m leaving the message for The warning message reminds me that my call will have a cost Don’t want to speak to an answer machine Guaranteed delivery is the main barrier The regulatory message is NOT a leading barrier

Barriers for Retrieving Voicemail Messages Q. 22. Which of the following reasons describe why you Don't retrieve voicemail messages left for you? -D & NON- Total 225 Depositor 75* Non User 150

Increasing Deposits Willingness to leave messages if… Q. 21.- Please use the scale below to state if you would be more or less likely to leave a voicemail message for others if… -ALL- Be much more willing to leave the message (100) Be slightly more willing to leave the message (75) Be neither willing nor unwilling to leave the message (50) Be slightly unwilling to leave the message (25) Be much more unwilling to leave the message (0) Average rating Immediacy , guaranteed delivery & Personalization are key issues 11 5 6 5 6 4 1 2 18 10 5 7 33 24 26 29 32 62 57 58 83.13 84.33 81.4 67.53 0% 20% 40% 60% 80% 100% If you heard the phone owner name instead of the automated warning If you knew that the person you're calling will hear the message immediately If you knew that your call will be returned If you knew that the person you're calling will receive an immediate phone warning, after leaving your message. 375 375 375 375

Increasing Retrievals Willingness to retrieve messages if… Q. 23.- Please use the scale below to state if you would be more or less likely to retrieve a voicemail message if... - ALL- Pricing, ease of use & more info on voicemail are key issues 5 4 5 5 2 2 3 3 9 9 14 11 23 28 33 41 61 57 46 40 77.0 77.9 82.5 82.7 0% 20% 40% 60% 80% 100% Pricing was lower Easier to retrieve a message I had more information about the features of voicemail I had more information about the benefits of voicemail Much more likely (100) Slightly more likely (75) No more likely or unlikely (50) Slightly less likely (25) Much less likely (0) Average rating

Depositors, Retrievers and Full users are distinctive groups Immediacy Other communication vehicles Lack of personalization Regulatory message. Don’t see value of retrieving SMS as a substitute Don’t know who left the message Too long to retrieve. Immediacy Guaranteed delivery Personalization Ease of use Depositors - Main barriers for depositing Retrievers - Main barriers for retrieving Major ways to increase penetration & usage

Immediacy

Other communication vehicles

Lack of personalization

Regulatory message.

Don’t see value of retrieving

SMS as a substitute

Don’t know who left the message

Too long to retrieve.

Immediacy

Guaranteed delivery

Personalization

Ease of use

Introduction Market Status and Major Trends VM Market Research Chile market analysis VM Usage Analysis Analysis and recommendations Case studies Business Case Summary/Q&A

Chile – Mobile Demand Chile is one of the most evolved mobile markets in Latin America It is expected that Chile will reach ~100% penetration in 2008. The Chilean market is well ahead of the Latin American market average, which is expected to reach ~100% by 2012. Source: LATIN AMERICA MOBILE DEMAND - June 2008, Pyramid Research

Chile is one of the most evolved mobile markets in Latin America

It is expected that Chile will reach ~100% penetration in 2008.

The Chilean market is well ahead of the Latin American market average, which is expected to reach ~100% by 2012.

The iPhone hype Although the iPhone has not been launched yet, it is capturing the attention of the market. May 7, 2008 – America Movil announces it will distribute the iPhone in LA June 11, 2008 – Telefonica announces it will also distribute the iPhone The iPhone has stimulated the mobile data market by more than twice the average user. The iPhone should have a positive effect for mobile Internet services for all operators. ” Pre-iPhone Latin America: The High-End Handsets Market”, Yankee Group Research, Inc., 2007

Although the iPhone has not been launched yet, it is capturing the attention of the market.

May 7, 2008 – America Movil announces it will distribute the iPhone in LA

June 11, 2008 – Telefonica announces it will also distribute the iPhone

The iPhone has stimulated the mobile data market by more than twice the average user.

The iPhone should have a positive effect for mobile Internet services for all operators.

Chile – Market Dynamics Source: LATIN AMERICA MOBILE DEMAND - June 2008, Pyramid Research MOVISTAR and EPCS are closely tied in first and second place. Claro is third and also has a lower ARPU but the introduction of the iPhone can change its position in the market.

iPhone Competition – Operators Operators not launching iPhone are looking for ways to compete. Strategies for competition include VI apps as well as handsets The Voyager by Verizon, made by LG is the strongest competitor. Sprint announced at CTIA the launch of the Samsung Instinct. AT&T itself has the LG VU as an option to the iPhone. It is expected that in Latin America pricing will be a key competition strategy.

Operators not launching iPhone are looking for ways to compete.

Strategies for competition include VI apps as well as handsets

The Voyager by Verizon, made by LG is the strongest competitor.

Sprint announced at CTIA the launch of the Samsung Instinct.

AT&T itself has the LG VU as an option to the iPhone.

It is expected that in Latin America pricing will be a key competition strategy.

Response to the iPhone iPhone Instinct Voyager Operator AT&T Sprint Verizon Handset vendor Apple Samsung LG Touch screen Yes Yes Yes Icon based menu Yes Yes Yes Launch Jun-07 Jun-08 Nov-07 Wi-Fi Yes No GPS Yes Yes Yes Camera 2 megapixels 2 megapixels Video recording No Yes Yes 3G No Yes Yes MMS No Yes Yes Music player Yes Yes Yes Music Store iTunes Sprint Music Store V Cast music store Stereo Bluetooth No Yes Yes IM No No Yes Visual Voice Mail Yes Yes Threaded SMS Yes Yes Price $600 $299.99* $299.99

Introduction Market Status and Major Trends VM Market Research Chile market analysis VM Usage Analysis Analysis and recommendations Case studies Business Case Summary/Q&A

VM Usage and Call Completion Voice Mail usage in Latin America: 51% of subscribers generate no revenue from incoming calls. 34% generate revenue from incoming calls but have low voice activity (deposit/retrieval) 14% generate at least one voice deposit per week 1% generate 3 or more voice deposits per week Chile Regulation prompt – yes VM penetration ~70% Slam down rate ~70%

Voice Mail usage in Latin America:

51% of subscribers generate no revenue from incoming calls.

34% generate revenue from incoming calls but have low voice activity (deposit/retrieval)

14% generate at least one voice deposit per week

1% generate 3 or more voice deposits per week

Chile

Regulation prompt – yes

VM penetration ~70%

Slam down rate ~70%

Voicemail Usage Segmentation - Worldwide Source: Worldwide Averages from Operators Marketing Workshops, Internal Name, 2006 No Voicemail 42% Mass Users ~29% Light Users ~21% Heavy Users 8% Voicemail Usage 3+ messages per day 0.5-3 messages per day <0.5 message per day

Latin America Voicemail Usage Segmentation Source: EPCS Voicemail statistics Non Users 51% Light Users ~34% Mass Users ~14% Heavy Users 1% Voicemail Usage 3+ messages per day 0.5-3 messages per day <0.5 message per day

Voice Mail Revenue Generation Three segments make up 24% of subscribers and generate ~95% of total Voice Mail revenue. Mass users (F), generate the most revenue as a group Heavy users (G) generate the highest revenue per user Light Users (E) have low voice mail usage but represent a significant source of revenue. Approximately half of total subscribers generate no significant revenue. Non Voicemail users generate no revenue, however, they generate significant traffic into the voice mail system. In addition to this segment, we have ~30% of subscribers that are not provisioned in the voicemail system.

Three segments make up 24% of subscribers and generate ~95% of total Voice Mail revenue.

Mass users (F), generate the most revenue as a group

Heavy users (G) generate the highest revenue per user

Light Users (E) have low voice mail usage but represent a significant source of revenue.

Approximately half of total subscribers generate no significant revenue.

Non Voicemail users generate no revenue, however, they generate significant traffic into the voice mail system.

In addition to this segment, we have ~30% of subscribers that are not provisioned in the voicemail system.

Voicemail Usage Segmentation Source: Worldwide Averages from Operators Marketing Workshops, Internal Segments Revenue Contribution Mass Users ~52% Light Users ~8% Heavy Users 40% Voicemail Revenues No Voicemail 42% Mass Users ~29% Light Users ~21% Heavy Users 8%

Revenue Generation by Segment *Based on Charged seconds of usage. EPCS VM statistics.

Traffic Generation VS Revenue Generation

Revenue Generation per User *Based on Charged seconds of usage. EPCS VM statistics.

Call Generation per User *Based on Charged seconds of usage. EPCS VM statistics.

Total Revenue Generation per Segment *Based on Charged seconds of usage. EPCS VM statistics.

Introduction Market Status and Major Trends VM Market Research Chile market analysis VM Usage Analysis Analysis and recommendations Case studies Business Case Summary/Q&A

Market Segmentation – VM users Young Professionals Visual Voicemail – tech savvy, trendy, high income Non users MCC & Notify Me - price sensitive, immediacy, A party solution Corporate Users Premium Voice Mail – efficient, multi access, immediate delivery

Segmentation based solutions Usage ARPU Segment Plan Call Completion Visual VM Goal No VM Low Youth Prepaid WHC/NM MCC “ A” Party services, price sensitivity. Light Users Low Youth Prepaid WHC/NM MCC “ A” Party services New and exciting, trendy services. Mass Market Medium Youth Prepaid WHC/NM Mass Market Medium Young professionals Prepaid WHC/NM VM 2MMS New services that don’t require high end handsets. Make traditional services exciting and trendy, increase VM usage. Heavy Users Medium/High Youth Postpaid WHC/NM Heavy Users Medium/High Young professionals Postpaid WHC/NM 3G Mbox Loyalty, for subscribers that may want the iPhone but don’t want to switch. Heavy Users High Corporate Users Postpaid WHC/NM Client VVM Corporate solutions such as Blackberry or high end handsets like Nokia N95.

Heavy Users User profile High ARPU and VM revenue Large number of deposits and retrievals. Tend to be postpaid, includes business users. Opportunities This segment can benefit from improved UI and address business needs. Services Premium Voice Mail with Visual Voicemail, Web Access, MTE Call Return allows immediate connection with one key access.

User profile

High ARPU and VM revenue

Large number of deposits and retrievals.

Tend to be postpaid, includes business users.

Opportunities

This segment can benefit from improved UI and address business needs.

Services

Premium Voice Mail with Visual Voicemail, Web Access, MTE

Call Return allows immediate connection with one key access.

Premium Voice Mail for Heavy Users Features Multi-access – Client access, 3G Mailbox, VM2MMS, Email Improved User Interface, Immediate delivery Web access for Self Provisioning Multi-access: Client, MMS, 3G, PC, Email, Web & Text

Features

Multi-access – Client access, 3G Mailbox, VM2MMS, Email

Improved User Interface, Immediate delivery

Web access for Self Provisioning

Multi-access: Client, MMS, 3G, PC, Email, Web & Text

Young Professionals – Smartphone Users User profile They are more likely to be male Aged 25-34 High Income Have a college degree Opportunities Leverage iPhone hype. Services Premium Voice Mail with Visual Voicemail, 3G Mailbox

User profile

They are more likely to be male

Aged 25-34

High Income

Have a college degree

Opportunities

Leverage iPhone hype.

Services

Premium Voice Mail with Visual Voicemail, 3G Mailbox

Visual Voicemail - Client Access Enhanced user experience Friendly and intuitive interface Access and manage messages in any order Scan messages for caller, date, time, urgency and more Subscribers can now easily browse, reply, forward, record and send messages Combines email-like message management capabilities, SMS-like instantaneous quality, and expressiveness of voice Client-based voicemail synchronized with the network store

Enhanced user experience

Friendly and intuitive interface

Access and manage messages in any order

Scan messages for caller, date, time, urgency and more

Subscribers can now easily browse, reply, forward, record and send messages

Combines email-like message management capabilities, SMS-like instantaneous quality, and expressiveness of voice

Visual Voicemail - 3G Access On-the-fly mailbox information presentation Mailbox status Message header: type, date, time, etc. Email-like interface allows users to access and manage messages in any sequence Dynamic and innovative Video User Interface Client- free Visual Voicemail for 3G users

On-the-fly mailbox information presentation

Mailbox status

Message header: type, date, time, etc.

Email-like interface allows users to access and manage messages in any sequence

Dynamic and innovative Video User Interface

Visual Voicemail - Email Access Simple & intuitive Increased stickiness Supporting brand & user satisfaction Users access voice, video, and fax messages conveniently: Email as well as traditional voice/ video mailbox Messages & Notifications Delivered to Your Personal Email +972528774536 +972528774536 +972528774536 +12126458377 +972528774536 +972528774536

Simple & intuitive

Increased stickiness

Supporting brand & user satisfaction

Users access voice, video, and fax messages conveniently:

Email as well as traditional voice/ video mailbox

Mass Users User profile Contributes significant revenue from voice deposits. This group has potential for increased revenues from both voice deposits and additional services . Opportunities Strategy should focus on increasing usage. New exciting services can be attractive to youth segment. Services VM2MMS Call Return *Based on Charged seconds of usage. EPCS VM statistics.

User profile

Contributes significant revenue from voice deposits.

This group has potential for increased revenues from both voice deposits and additional services .

Opportunities

Strategy should focus on increasing usage.

New exciting services can be attractive to youth segment.

Services

VM2MMS

Call Return

Visual Voicemail - MMS Access Visual Voicemail experience for mass market. Voicemail messages are pushed immediately to the handset as MMS Single-click to listen to messages Voice messages can be enhanced with pictures, logos. Fun, Visual, Push Experience of Voice Messages as MMS

Visual Voicemail experience for mass market.

Voicemail messages are pushed immediately to the handset as MMS

Single-click to listen to messages

Voice messages can be enhanced with pictures, logos.

Call Return Increasing Voicemail Usage & Call Return Rate Call Return allows users to return a call to the person that left them a message during the retrieval session or at the end of the message Single key press operation At the end of the Call Return session the user returns to the voicemail

Increasing Voicemail Usage & Call Return Rate

Call Return allows users to return a call to the person that left them a message during the retrieval session or at the end of the message

Single key press operation

At the end of the Call Return session the user returns to the voicemail

Light Users User profile Occasional users represent a moderate source of revenue but no consistent VM usage . Opportunities This group has potential for increased revenue from new services. Strategy should address pricing issues and call completion services for both A and B parties. Services Multimedia Call Completion Who Called & Notify Me

User profile

Occasional users represent a moderate source of revenue but no consistent VM usage .

Opportunities

This group has potential for increased revenue from new services.

Strategy should address pricing issues and call completion services for both A and B parties.

Services

Multimedia Call Completion

Who Called & Notify Me

Highlight topics Why don’t they use Voicemail? Immediacy Control Price perception Image and Majority – simply call again SMS for specific communication needs What do they do instead?

Immediacy

Control

Price perception

Image and

Majority – simply call again

SMS for specific communication needs

MCC Service Description Immediate, guaranteed message delivery to handset Lets callers send expressive voice messages to non-Voicemail subscribers

MCC Service Flow Voice Message “ Hi Mark, Michelle here, I was wondering what you are doing tonight?” Instead of network prompt, Michelle hears the MCC service prompt Voice message pushed to Mark’s handset. Receipt SMS Michelle (A Party) Mark (B Party) “ Hi, this is a new express service. Don’t hang-up, record your message now for instant delivery.” Mark plays Michelle’s voice message. Michelle is calling Mark “ Hi Mark, Michelle here, I was wondering what you are doing tonight?” Mark is unavailable & has no VM

MCC Service Flavors Flexible retrieval methods MMS SMS Michele is calling Mark, Mark is unavailable & has no VM, Michele is routed to the MCC service MMS push to handset 1 SMS notification & (free) dial-in 2

Non Users User profile Tend to be young, prepaid subscribers Generates traffic but no significant revenue. Most calls end in slam down with no billable SOU. Opportunities Strategy should focus on generating revenue from otherwise missed opportunities. Comprehensive call completion strategy that addresses both A and B parties. Strategy should address price sensitivity. Service Who Called & Notify Me

User profile

Tend to be young, prepaid subscribers

Generates traffic but no significant revenue.

Most calls end in slam down with no billable SOU.

Opportunities

Strategy should focus on generating revenue from otherwise missed opportunities.

Comprehensive call completion strategy that addresses both A and B parties.

Strategy should address price sensitivity.

Service

Who Called & Notify Me

Who Called Service description Notifies the CALLED PARTY of all the calls he missed while his phone was UNREACHABLE or BUSY* AND when there is no voicemail message ‘ A’ calls ‘B’ ‘ B’ is unreachable Once ‘B’ becomes reachable ‘ B’ is notified via SMS about his missed calls * Who Called on Busy is recommended when call waiting is not supported Was looking for you 2 times, Last time at 03/012 at 09:54 Press “Send” to call This information is brought to you FREE by John Yu Options Back Reply

Notifies the CALLED PARTY of all the calls he missed while his phone was UNREACHABLE or BUSY* AND when there is no voicemail message

Notify Me – Service Flow: Unreachable 1 Alex is calling Lynda, who is Unreachable (out of coverage, out of battery, turned off the phone) 2 The moment Lynda becomes available, Alex gets an SMS notification: Alex Lynda ------- Lynda -------- The Number you tried to call +972548769543 is now available Press “send” to call Options Exit

Notify Me - Service Flow: Busy Alex 1 Grandma is calling Alex, who is busy on another call (Busy, Call Waiting) 2 The moment Alex becomes available, Grandma gets an SMS notification: Grandma ------- Alex -------- The Number you tried to call +972548769543 is now available Press “send” to call Options Exit

Case Studies WHO CALLED, NOTIFY ME, CALL RETURN

WHC&NM – Telecom Serbija Case Study for WHC & NM Target Market: Entire network subscribers 2M Pricing: Free of charge Service Offering: Automatic (no booking needed) SMS notification Busy & Unreachable situations Results 12% Return Call due to Notify Me service 15% ARPU Increase

Automatic (no booking needed)

SMS notification

Busy & Unreachable situations

12% Return Call due to Notify Me service

15% ARPU Increase

WHC&NM – Telecom Serbija VMS+WHC +NFM P ea k/hour traffic per month VMS+WHC VMS+WHC+ NFM+CM

Call Return – European Operator Tier1 European Operator Deployed Call Return to all subscribers The Results: The results of the new feature showed that 10% of the voicemail messages generate Call Return More than 25% of subscribers use the service

Tier1 European Operator

Deployed Call Return to all subscribers

The Results:

The results of the new feature showed that 10% of the voicemail messages generate Call Return

More than 25% of subscribers use the service

The Need Voicemail revenue declining Large non-Voicemail segment generating lower call completion revenue Search for ways to maintain Call Completion revenue Improve Voicemail Messaging solutions Call Completion alternatives

Voicemail revenue declining

Large non-Voicemail segment generating lower call completion revenue

Search for ways to maintain Call Completion revenue

Improve Voicemail

Messaging solutions

Call Completion alternatives

Considerations Offer additional call completion services To address the reasons they do not like Voicemail To address A-party preferences To address more uncompleted calls To increase revenues in addition to Who Called Approach the non-Voicemail segment with new services Subscribers need to explicitly request to deactivate Voicemail Main reasons: Does not like Voicemail Think it is an “Old-fashioned” service Perceive the price as too high Think it is too complicated to listen to messages Opportunity: Large non-Voicemail segment (66%)

Offer additional call completion services

To address the reasons they do not like Voicemail

To address A-party preferences

To address more uncompleted calls

To increase revenues in addition to Who Called

Subscribers need to explicitly request to deactivate Voicemail

Main reasons:

Does not like Voicemail

Think it is an “Old-fashioned” service

Perceive the price as too high

Think it is too complicated to listen to messages

The Solution: MMS Voice Courier Address the preferences of non-Voicemail users “ Cooler” service with “Cool” prompt A voice messaging Call Completion alternative to Voicemail Offered to “Voicemail Deactivators” Do not like Voicemail and think it is an “Old-fashioned” service Perceive the price as too high Think it is too complicated to listen to messages Simple and intuitive delivery MMS message directly to the handset Free retrieval Free of charge to B-Party

“ Cooler” service with “Cool” prompt

A voice messaging Call Completion alternative to Voicemail

Offered to “Voicemail Deactivators”

Simple and intuitive delivery

MMS message directly to the handset

Free retrieval

Free of charge to B-Party

Target Segments Auto-activated Segment Service provided automatically to a selected group of non-Voicemail subscribers , with higher potential to use the service Have MMS-enabled handsets which support AMR Voicemail “Deactivators” Service offered as an option Users calling the Customer Service IVR, asking to deactivate their Voicemail are offered an immediate alternative, differentiated from Voicemail General Public Other non-Voicemail subscribers Choose to register to the service Various registration means (IVR, Web, SMS, Customer Service)

Auto-activated Segment

Service provided automatically to a selected group of non-Voicemail subscribers , with higher potential to use the service

Have MMS-enabled handsets which support AMR

Voicemail “Deactivators”

Service offered as an option

Users calling the Customer Service IVR, asking to deactivate their Voicemail are offered an immediate alternative, differentiated from Voicemail

General Public

Other non-Voicemail subscribers

Choose to register to the service

Various registration means (IVR, Web, SMS, Customer Service)

Deactivation Analysis For Auto-activated Users Deactivation rate grows smaller from week to week… 2 months from service activation, 88% are still active!

Self Registration vs. Automatic Activation By end of February 2007 : Target the correct segments and offer them the service automatically 1.3% of non-Voicemail subscribers enrolled to the service… While only 12% of Auto-activated subscribers deactivated the service Active Non-active

By end of February 2007 :

Introduction Market Status and Major Trends VM Market Research Chile market analysis VM Usage Analysis Analysis and recommendations Case studies Business Case Summary/Q&A

Call Completion Presence Map South Africa Mexico El Salvador Chile Argentina Guatemala Germany Romania Portugal Netherlands Ukraine Spain France Macedonia Czech Switzerland Colombia Nicaragua Serbia Australia Uruguay Taiwan Sweden New Zealand Russia Brazil Mozambique Nigeria Cameroon UK Italy Botswana Indonesia Malaysia Honduras Jordan Ivory Coast Morocco Rwanda Mali Hungary Peru Austria Bulgaria China Greece Croatia Albania Who Called Notify Me Multimedia Call Completion Over 250M Licenses Sold to More than 130 Customers Worldwide

Thank you Raúl Castañón Martínez PRODUCT MARKETING [email_address] www.comverse.com

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