YOC / KRAFT Foods
YOC was tasked with creating a mobile campaign to promote the launch of Kraft Foods' new instant coffee, Jacobs 3in1/2in1. It was to be integrated with traditional media to provide consumers with an uncomplicated way to order samples via mobile, whilst minimising sampling wastage levels and associated costs through accurate targeting and tester self-selection.
The main objective of the mobile campaign was to place product samples amongst early adopters, who are considered to be innovation savvy and opinion leaders. It was also important that the campaign maximised the reach of the target group and increased conversion rate of sample requests, while at the same time decreasing product distribution costs. Measurement needed to be simple and transparent. Kraft also wanted to gather data to develop a customer database.
YOC created a mobile advertising and sampling campaign, integrating a mobile call to action with online and traditional TV and print media. Shortcodes and key words were promoted across traditional print and TV ads, inviting consumers to send an SMS to the campaign shortcode. Consumers could directly respond and request a product sample by sending a one word text message. Participants were then sent a WAP push link to the mobile sampling portal where users could enter personal details to receive a sample. Alongside traditional media promotion, banner ads for the sampling campaign were placed on the Vodafone portal on the Nokia, Sat1, Pro7 Mobil MTV, Viva and YOC.mobi sites.
Following MMA guidelines, the campaign placed choice and control in the hands of the consumer. Promoting the mobile campaign through traditional media gave users an opportunity to interact with the brand and request a sample if they were interested in the product.
The ‘3in1 / 2in1' campaign enabled almost 500,000 samples to be placed directly amongst the target group. Over 450,000 customers registered with Jacobs during the promotion, making the mobile sampling campaign one of the largest and most successful ever. More than 80,000 users registered their details to be used for future permission based marketing.
Some 0.4 per cent of users who saw the television advert ordered a product sample via the mobile. The campaign saw high responses from users of mobile portals that were led directly from mobile banner advertising to the mobile registration portal. Almost 650 banners were placed on selected portals relevant to the target group and these achieved a click-though rate of more than 3 per cent. 250,000 text messages were sent to the opted-in YOC Community members who were part of the defined target group. Thanks to the detailed profiling and selection of community members, 10.6 per cent responded and YOC distributed more than 26,000 samples to these respondents.
Telus, the largest telco in western Canada and the country's second largest overall, underwent a five-year program to transform its back office systems and OSS processes. The company focused on retiring its old systems and constructing a new, integrated approach to customer and service management with new systems and software as replacements.
Telus merged its mobile and fixed arms in 2005 to reduce costs and, eventually, to provide fixed/mobile converged services. Telus wanted to roll out triple play services (voice, DSL broadband and IPTV) aimed at the residential market. To cope with the dramatic rise of new and converging services it was apparent that the operator needed a more sophisticated OSS system. And, as many telcos have discovered, without efficient provisioning and assurance it can be difficult to deploy and support complex, but low, margin services profitably.
Telus decided it was more economical to go for outright replacement of its OSS environment, since integration and optimisation would be more expensive.
Part of that bold approach was to sign a deal with OSS specialist NetCracker Technology to supply and support its inventory and fulfilment systems. The new technology replaced Telus' legacy systems and integrated with the provider's service activation, network management and billing applications.
For managing legacy and next generation network resources, NetCracker provides resource inventory with outside plant, discovery and reconciliation, and design and planning modules. Its modules include asset management, which focuses on resources and equipment lifecycle management, and order management, for receiving and processing of customer orders.
Telus uses NetCracker software in both its enterprise and mass market businesses as it introduces new, advanced services: advanced Layer 3 services such as MPLS and VPLS on the enterprise side, and triple play on the mass market side. The NetCracker architecture involves one central database handling everything with different processing ‘instances' developed for different services.
Instead of installing technology first and designing processes to control it, Telus has taken a process-lead approach by developing a forward-looking set of processes and bending the technology to work with the processes, rather than the other way around.
The key was to focus on their inventory systems first so they had a single view of the customer for a growing list of products from the service representation right down to the physical network.
Ultimately, the development of the service layer through its OSS transformation has helped the company migrate to its next generation network.
Gavitec AG / Spanair
Spanair wanted to find a cost effective and efficient means to expedite its passengers' experience when travelling. They turned to Mobile Marketing Association member Gavitec AG, a subsidiary of NeoMedia Technologies, to help them to create a completely paper-free ticketing process via a system of mobile boarding passes that passengers could access from their mobile handsets during check-in and boarding.
The campaign set out to achieve two key objectives. The first was to reduce costs for check-in and boarding procedures. The second was to expand and streamline Spanair's customer service by providing customers with a flexible, convenient and innovative way to check-in for their flights.
Taking into account the day-to-day convenience that mobile provides to users, Gavitec sought to create an entirely paperless ticketing service. The service was enabled by EXIO scanners and followed the IATA publication of a mobile boarding standard based on 2D barcodes. Instead of a paper boarding pass, passengers received a 2D barcode directly to their handset via text message (MMS, EMS or SMS). The message then functioned as both a ticket and a boarding pass. Prior to travel the 2D bar code was scanned at the airport check-in desks and security points and validated via an online database, reducing waiting time for passengers.
Spanair is the first airline in Spain to offer its passengers a mobile check-in facility. The mobile system implemented by Gavitec reduced distribution and operational costs and positioned the airline as an environmentally friendly carrier. The system increased customer satisfaction, allowing passengers to reclaim time that would usually be spent waiting around by shortening cheque-in queues and providing a convenient and efficient means to board their flights. The mobile ticketing system also allowed Spanair to improve its customer relationship management methods and develop a number of customer-centric strategies through data collection on passenger flying habits, providing a new channel for one-to-one direct marketing.
Using the EXIO scanners, the system is now running in eleven Spanish airports, initiating a service that could save the airline industry up to $500million each year. With the widespread installation of the streamlined and convenient service across Spanish airports, Spanair estimates that some 10 per cent or 800,000 of its passengers will make use of the mobile boarding pass facility during 2009.