by Ray Greenan, Global Marketing Director, Symantec
If you step back and look at mobile carriers and what they offer, you will see that they are catering to both enterprises and consumers alike as consumers are bringing their own technology into the workplace. Mobile device users always want the latest and greatest – whether it is a 4G network, applications, more bandwidth, music, or mobile banking. Users want the best not only for their own personal use, but for business use as well. We want to be able to place orders like we do on our laptops, but with a handset and the ability to use the device at the cash register like we do our cash or credit cards. This is what I like to call retail with a twist.
If you step back and look at mobile carriers and what they offer, you will see that they are catering to both enterprises and consumers alike as consumers are bringing their own technology into the workplace. Mobile device users always want the latest and greatest – whether it is a 4G network, applications, more bandwidth, music, or mobile banking. Users want the best not only for their own personal use, but for business use as well. We want to be able to place orders like we do on our laptops, but with a handset and the ability to use the device at the cash register like we do our cash or credit cards. This is what I like to call retail with a twist.
With so many applications and features to make our lives easier by using our
mobile devices, carriers can no longer say they have the best network, device or
app – everybody has them. So what is left for the service provider to
differentiate themselves from their competition? It is the user experience.
Since the playing field has been leveled for mobile devices, the most important
thing carriers can do is focus on the user experience to create loyalty and
drive revenue. Providers know that you have choices, so they need to manage your
experience in a positive way to prevent customer churn. Research has found that
it takes a provider an average of two years to cross over into the line of
profit with a new customer. By driving revenue through extra services and going the extra mile for customers, they can shorten that line. According to Forrester research on mobile app design, it is important to know your customer personas, and take a walk in their shoes. The concerns of a busy business professional will differ from those of a 17-year-old music lover. When we as consumers feel we are getting value, options, worry-free connectivity, and the price is right, we tend to be more loyal because we feel we are being taken care of. It is what I like to call “the Nordstrom experience.”
The Nordstrom Experience
So you may be thinking, “What in the world is the Nordstrom experience?” Well, when you are in that premium department store, you know you will be treated well, the product quality is superior to anything else, and the store is bright and clean. You know if you have a problem it will be resolved quickly, and to your satisfaction. For this experience, you are willing to spend a premium because you know it will always meet your expectations. This is why communications service providers must drive to this type of model. When the playing field is level, making the user feel special and unique will help put you ahead of the competition.
Another way to help customers focus on quality is to eliminate their worry. We
live in an always-connected world, so most of us have a device in our pocket or
handbag just like we would a wallet or keys. The mobile device has taken on that
exact same identity in our lives. When we are thinking about what we want in a
device – good connection, no dropped calls, choice of apps, access to money
payment services, location-based services, social media – we want it all at the
press of a button. Users may want the experience to be simple, easy, and
worry-free, and feel safe in knowing that their identity is safe. Users may also
want messaging in a mobile world that allows them to check their bank account or
health records with no privacy concerns – they don’t want to worry about someone
getting their data when they hit a button on their phone.
Strategy Analytics in their March 2010 report indicate that at the end of 2009,
almost 530 million users browsed the mobile web on their handset. They expect
this number to rise to over one billion by 2015. When using a mobile device, we
don’t want to have to think about if it is secure or not – if there is malware
or a virus that can take down their whole system. We want to know that when we
have a mobile device it always works –no virus, no problems. Just like when we
get in our cars – when we turn the key, we don’t want to worry if it will start.
Partnering With a Security Vendor
This is where service providers can partner with a security vendor that enables
them to provide secure access to their customers’ devices and services.
Consumers want their devices to be secure, but they don’t want to have to think
about it – they want all of that taken care of behind the scenes. If customers
want to make a call, send an email, or buy something online, they want to do so
with security and privacy already handled. In addition, according to a Symantec
mobile survey conducted earlier this year, end users don’t fully realize the
potentially sensitive nature of the information stored on mobile devices such as
your smartphone.
It is important for service providers to remember that security software
specifically designed for smartphones can stop hackers and prevent
cybercriminals from stealing information or spying on users when using public
networks. It can also eliminate annoying text and multimedia spam messages, and
detect and remove viruses and other mobile threats before they reach the user.
It is also imperative that all software is up-to-date. Mobile devices need to be
managed and monitored - this will protect the device from new variants of
malware and viruses that threaten a company’s critical information by
compromising employees’ mobile devices.
With the proper attention and focus service providers can stand out from the competition and give their customers what they need – a secure device that allows them to do what they want, all at the push of a button – always on, always available, and always secure.
With the proper attention and focus service providers can stand out from the competition and give their customers what they need – a secure device that allows them to do what they want, all at the push of a button – always on, always available, and always secure.
About the Author
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Ray Greenan, Global Marketing Director, Symantec
Communications Service Providers, is responsible for strategy and
implementation of Symantec marketing solutions designed to help
Communication Service Providers transform their networks and businesses
to deliver new applications and services to their customers in a secure
and reliable way. Prior to his current position, Greenan spent 14 years at IBM where he held multiple positions including Marketing Program Director for the IBM Green Data Center group which focused on Green Technology and Sustainability for the Utility market and its customers. He also held the position of Power Marketing Program Director responsible for strategy and execution of marketing programs for the Greater China Region for IBM’s Power Architecture and IBM’s membership within Power.org. Greenan was awarded a Masters in Business Administration in Management Information Systems from Manhattan College, where he also received his Bachelor of Arts in English. He has also earned certification from NJIT for Sustainable Design and Green Technology. |
