DEPLOYING A 100% DIGITAL CUSTOMER EXPERIENCE FOR … · 2018-01-29 · DIGITAL CUSTOMER EXPERIENCE...
Transcript of DEPLOYING A 100% DIGITAL CUSTOMER EXPERIENCE FOR … · 2018-01-29 · DIGITAL CUSTOMER EXPERIENCE...
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DEPLOYING A 100%
DIGITAL CUSTOMER
EXPERIENCE FOR
MILLENNIALS
ERIC MORHENN, LOTUSFLARE
Confidential and Proprietary
LotusFlare Overview
Mobile Growth is our passion.
LotusFlare was founded in 2014 by former mobile executives from Facebook who helped Facebook reach a
billion users on mobile. We bring this growth expertise and ‘OTT Playbook’ to mobile operators. We build
products to help operators deliver engaging, intuitive digital experiences for their customers.
LotusFlare is backed by some of the world’s leading VC companies.
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LotusFlare Customers
Increased ARPU by 25% Reduced churn by 22% Reduced call-center traffic by
17%
Operators working with LotusFlare have
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Winning Subscribers on Digital is Vital
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Source: KPCB 2017 Internet Report
Importance of Mobile and App Engagement
• Mobile Usage had tremendous growth from “less than 1 hour” in 2011 to “greater than 3 hours” in 2016
• Mobile Usage has become the biggest portion – 55% – of Digital Media Usage
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Why Traditional Businesses Must Go Digital
Personalized, contextual and real-time offers leads to better
monetization
A large percentage of operating cost of a traditional business is
marketing, retail and customer support - going digital can significantly
reduce these cost
Personalized and contextual experience leads to better customer
satisfaction
Better Customer
Experience
Higher Top Line
Lower Operating
Cost
6
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Rich communications
Transparency
Order…Done
Control
Personal media
Premium, yet accessible
Access, not ownership
Millennials: A My-Now Digital Experience
Complexity
Instruction manuals
Friction
Bill shock
Loyalty to utility brands
Born between 1980-2000 Millennials are roughly 30% of global
population. Digital natives and in prime spending years.
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What OTT Players Have Done
• What do these companies all have in common?
– A great product
– A hyper-focused growth team and growth discipline across their organizations
• Growth team and discipline were pioneered by Facebook in 2006
– The largest team inside Facebook and is responsible for growing Facebook to its current size
1.5B ActiveUsers
300M ActiveUsers
400M ActiveUsers
1 B Riders500,000stays / year
800 MillionUsers
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Operators Lagging Behind in Delighting
MillennialsMeanwhile, users are increasingly disappointed by the experience provided by their mobile
operators.
60% 83%Of customers are
dissatisfied with their mobile operator
experience and would switch if given a chance
Of customers would buy more products if
reliability and speed of problem resolution
were improved
48% 6-8xDecrease in average
ARPU for mobile operators across the
world since 2006
Projected growth in mobile data usage 2016-
2022
Accenture Digital Report 2016 Accenture Digital Report 2016 Strategy& PwC Ericsson
This helps explain why mobile data prices and ARPU are eroding in spite of an explosion in
data usage.
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Traditional MNO
• Digital experience is a after
thought
• Heavy in CapEx, relies on physical
infrastructure and hardware
• High cost of experimentation
(due to fixed costs)
• Requires significant number of
people to run the service
• Costs incurred regardless of the
number of users
• Focus on network speed,
coverage and selling minutes and
megabytes
Successful DNO
• 100% digital experience
• Low development fee, cloud based
infrastructure
• Low cost of experimentation due to
pay-as-you-grow model
• Innovative features including
customizer, data control, data
buyback, chatbot, VOIP & messaging
platform
• OTT player Growth framework
• Open API for easy integration with
Digital Partners
• Fast iteration
Traditional MVNO
• Lack of focus on digital
experience
• Compete on cost and focus
on sub-prime market
• No product differentiation -
capability and user experience
relied heavily on MNO
LotusFlare Digital Network Operator
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Digital Network Operator™ – The Future of Telecom
Business Impact.
Remove friction for
top-ups, buying MBs,
music, videos. Reduce
cost of traditional
customer support and
retail channels
State-of-the-art.
DNO includes
innovative features:
customizer, data
control, data buyback,
chatbot, VOiP,
messaging.
100% Digital.
Users sign up, choose
and customize their
plans all online, without
visiting a store or
engaging with an
agent.
DNO enables a 100% digital journey for operators and customers
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Case Study 1: Tapp (Digi Malaysia) User Journey
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Case Study 2: Ookyo (Maxis)
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Ookyo – 100% Digital Experience
Account settings Member get member programHome page feature other
Unlimited packsBuying additional packs
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Call History
• Missed calls
• Incoming calls (VOIP,
PSTN)
• Outgoing calls
• No Answer calls
• Dialer pad
• Available credits in $
and minutes
• Dialer pad
• In-progress call
duration
• In-progress caller
name/ID
• In-progress caller
name/ID
• Dialer pad access
• Mute and speaker
control
• Bluetooth control
• Call status
• Accessible active calls
at status bar
• Mute and speaker
control
• Hang-up capability
Advanced Voice and Messaging (Optional)
Dialer PadIn – Progress
Call PanelIn – Progress
Call Status Bar
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DNO Product Component (Notifications)
Status Bar Application Popup
Configurable in the portal
Deep link supported:
actionableFlexible: HTML
based
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Rewards
System
• Point wallets - Redeem Points
• Milestone wallets - Milestone & Badged
• Direct Rewards (core product, voucher / QR)
Referral
Program• Code Based
• Referee enters referrer’s code to activate reward for both parties
Usage-Based
Rewards
• Usage / Activity – i.e. 6 months anniversary, 10th add-on, total top-up
50 USD
• Daily spin
• Random award – just because
DNO Product Component (Rewards)
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Growth Product Component (Rewards)
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Operator Portal
As part of DNO LotusFlare provides the operator with a portal. This is the portal UI for an operator to create a user segment.
The segment is then used to create targeted campaigns.
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User Management
Product Catalog
Order and Subscriber
Mgmt
Reward / Loyalty
LotusFlare Product Stack
Dynamic Product Platform
Chatbot /KB
Notification Engine
BSS / OSS
Network
Operator Digital API
Growth Services and Platform
Gro
wth
Dig
ital
Netw
ork
O
pera
tor
Back
en
d
Infr
ast
ruct
ure
Contextual
Engagement
Platform
LF Digital BSS
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Launching an App is not DIFFICULT
Getting millions of users to engage and keep coming back to the app is the
real CHALLENGE – tackling this problem is what we mean by
GROWTH
Launching an App is not DIFFICULT
Getting millions of Millennials to engage and keep coming back to the app is
the real CHALLENGE – tackling this problem is what we mean by
GROWTH
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# of Total Downloads % Total Mobile App
1,000,000,000 - 5,000,000,000 0.00200%
500,000,000 - 1,000,000,000 0.00100%
100,000,000 - 500,000,000 0.01200%
50,000,000 - 100,000,000 0.01900%
10,000,000 - 50,000,000 0.17300%
5,000,000 - 10,000,000 0.21400%
1,000,000 - 5,000,000 1.31200%
500,000 - 1,000,000 1.22300%
100,000 - 500,000 5.76700%
50,000 - 100,000 4.00700%
10,000 - 50,000 8.23500%
0 - 10,000 79.03600%
Driving Engagement on Mobile is Hard
98.7% of mobile apps have
less than 1MM downloads
5%
23%
77% of users deleted apps in
first 3 days of download
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1. Growth is NOT ONLY about Analytics
2. Growth is NOT about one-time hacking
Growth is a framework based on first principle to help your product succeed and
grow.
Leverages the OTT Playbook.
Our Approach to Growth
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• Define North Star Metric
• Identify and implement appropriate analytics technology
• Determine the stage of product-market fit
Measure and Understand
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Growth Pillars and Growth Funnel
Growth
Analytics /
Data Science
Product /
Engineering
Marketing
Awareness
Acquisition
Activation
Retention
Tra
ditio
nal M
ark
etin
g
Gro
wth
Team
-W
ho
le F
un
nel
Monetization
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MAU(t) = new(t) + retained(t) + resurrected(t)
MAU(t - 1) = retained(t) + churned(t)
MAU(t) – MAU (t-1) = New(t) + Resurrected(t) - Churned(t)
Increase ARPURevenue(t) = MAU(t) × ARPU(t)
Acquire new users Resurrect stale users Reduce churn or retain
Acquire New Users
Resurrect Stale Users
Reduce Churn
Increase ARPUGROWTH
Growth Accounting Formula
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Growth activities are different depending on which growth stage your product is in.
Understand the Stages of Growth
Measure and Understand
Finding Product-market fit
Scaling Growth
Monetize
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Determining the Stage of Product
30%
40%
50%
60%
70%
80%
Jan/17 Feb/17 Mar/17 Apr/17 May/17 Jun/17 Jul/17
% o
f U
sers
Re
tain
ed
fro
m P
revi
ou
s M
on
th
Retention Curve to Determine Product-market Fit Level
Post Product-market Fit
Pre Product-market Fit
Grow your product!
Fix your product!
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Finding the Right Benchmark
20%
45%
70%
95%
% o
f St
ill A
ctiv
e
Time
Retention Varies by Product Market
Social Apps: ~60%(Facebook, Instagram, SnapChat)
Productivity App: ~35%(Evernote, Dropbox)
E-Comm: 25%(Dollar Shave Club, Birchbox, Ipsy, Taobao)
Customer Care App: ~39%North American Mobile Operator
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Finding Product-market Fit
Getting feedback from users to understand what’s working and not
Finding a segment of users for whom your product has good retention
Getting users to experience core value aha! moment sooner
Tune product so retention parallels to the x-axis
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Scaling User Growth
Iteratively create hypothesize, prioritize, implement, test, and refine ideas
Improve product to increase core value
Add growth features to create acquisition loop and retention loop
Create the right organizational structure to support growth efforts
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The Growth Stack
Retention / Engagement
Acquisition
Monetization
App Store
Optimization
Content
Marketing
Performance
Marketing
Influencer
MarketingCross-sell
Activation
(aha moment)
Lifecycle
Marketing
Activity
Notification
Community /
SupportResurrection
ViralityNetwork
Effects
Content
Indexing
Revenue Model
Development
Payment
ProcessingPricing
Ad Inventory
Management
Event Tracking
Campaign
Measurement Cohort Analysis
User
SegmentationA/B Testing
UX / UI
CLTV ModellingGrowth
AccountingRetention Curve
Analytics
Product Loyalty / Rewards
App Performance
Contextual
Trigger Engine
Deep Linking AttributionAB Test Framework Analytics Platform
User Psychology Transactions
App Store
Analytics /
Intelligence
App Usage
Analysis
Chabot
Push Notification
Platform
User Satisfaction
and Negative
Engagement
North Star / Check
Metric
Leverage
Existing
Channel
Technology Life Cycle Platform
Mark
eti
ng
/
Op
era
tio
ns
Pro
du
ct /
En
gA
naly
tics
/A
ct S
ci
Growth Team
Rest of Organization – with Growth Discipline
Org
Str
uct
ure
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Example: App Store Optimization (ASO)
Screen shots of out
date.
Lacks video
Many users don’t touch apps with less than 3.5 star
rating
More 1 star than 5 star reviews
User complaints left unanswered
Text out date. Lacks keywords
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On The Horizon
BlockchainRoaming fraud detection, loyalty tracking
Exploring how emerging technologies can be used to improve operator and customer
experience.
eSIM
Big DataCustomer 360, Churn prevention, credit scoring, 3rd party API
eSIMEnhanced UX, acquisition, loyalty
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LotusFlare works with operators to create 100% digital customer experiences and apply a proven OTT Growth framework to mobile
apps.
LotusFlare Executive Summary
Proven Business Value
Time to Market 60% faster
Data ARPU 22% increase
Call Center Traffic 17% reduction
Churn 25% reduction
Telco Grade Software
• 100% software solution with no HW
needed
• Integrates with existing BSS / OSS
• API integration and 3GPP compliant
• Single on-line platform for operator to
create, market, sell and service digital
Growth
Deploy OTT playbook pioneered
by Facebook to drive mobile
acquisitions, engagement and
monetization. Instill OTT Growth
mindset and KPIs in organization.
Digital Network Operator
Order SIMs via app, advanced
voice and messaging, app based
pricing, un-used data buybacks,
care via chatbot, rewards &
loyalty, Google PlayStore
integration
What We Do
Making Digital Awesome