MyOperator
Delivering the next generation of messaging services
Today’s mobile operators are putting increasing emphasis on establishing relationships with their customers. Nowhere is this more the case than in the anonymous, high-churn world of pre-pay. The range of channels available include retail outlets, call centres, IVR and online. But is the mobile phone itself being used to its maximum capability given its centrality in the operator-consumer relationship? Broca’s unique patented technology harnesses the popularity and immediacy of SMS in order to deliver SAMS – Secure Advanced Message Service. This offers the operator a new handset-based channel which enables an unprecedented richness of relationship with the consumer.
Overcoming barriers to deepening the customer relationship
Establishing a relationship with the consumer invariably relies upon some form of registration process. Where it is not possible to achieve this as part of the sales experience, for example in a retail outlet, it is then up to the consumer to go through that process, usually online. Even with incentives, only a small proportion of consumers actually complete registration. They are likely to miss out on a range of benefits such as special offers while the operator misses the opportunity to increase the customer’s loyalty and reduce the costs of service.
Customer registration via the handset is possible via other means such as through an operator’s WAP portal. This offers security risks as sensitive customer data can be acquired maliciously through the use of cell interception technology. This is a particular concern where payment details are captured in contexts such as age verification. Additionally, the user experience is often poor with inconsistent GPRS signal availability and lengthy waits for pages to load.
SMS consistently gets through even where a GPRS signal is unavailable. And consumers do respond to SMS. Engaging via SMS is something they are happy to do when otherwise unoccupied, such as queuing or travelling. Broca’s market research pilots in the mobile industry in Europe suggest a far higher level of response rates for Broca’s advanced SMS format than for traditional methods such as plain SMS or email.
The “MyOperator” Solution
Broca’s SAMS platform offers an operator-branded handset portal which exploits SMS as its communications bearer. The “MyOperator” solution is based upon a small Java applet on the handset that could be positioned as a soft key with the operator logo. The menu, structure and form design are all entirely configurable. The consumer can open the application or it can be opened by an inbound SMS from the operator. Message formats and the application menu are controlled by the operator which has the ability to create and edit message formats using the Broca Studio. New formats can be sent to the application via SMS.
Broca’s patented key-cycling protocol ensures that all sensitive customer data is both PIN protected and encrypted. This ensures that no data can be gleaned from the handset if it is lost or stolen – Broca messages in the customer’s inbox are protected by a PIN. Over-the-air interception will similarly fail to yield any meaningful data since the message content is encrypted using conventional algorithms locked within Broca’s patented key-cycling protocol.
In addition to the security benefits of SAMS, Broca’s advanced message formats make data entry a quick and simple experience for the consumer. Where appropriate, drop-down lists are used so that the consumer is able to scroll through the list to select the correct option. Data entry through text fields is accelerated by configuring fields for alpha or numeric text (or a combination of the two) as required.
Operator benefits
Customer Registration – rather than direct consumers to the website, a SMS message can be sent to the phone which will wake up the application and invite the consumer to register. The quick and simple process will drive up registration levels. Email details can be captured so that the consumer can also be engaged online.
Payment Details – whether as part of an account registration process or for one-off payments, Broca’s patented key-cycling protocol ensures that the consumer’s details are kept secure both on the handset and over the air. The user-friendly “form” structure of messages makes the data capture process very simple.
Pre-Pay Top-Up – Broca’s technology can be used to eliminate zero credit and stimulate additional usage. Consumers can pay either using a pre-registered payment card or enter their payment details each time depending on operator policy. Rather than asking the consumer to remember a specific syntax (e.g. TOPUP_PIN_AMOUNT_CVV), Broca’s technology makes the data entry as simple as possible. The request is sent automatically so that the consumer does not need to remember a short-code. The operator can stimulate top-ups through sending SAMS messages to the handsets with low-balance alerts or promotional offers.
Service – consumers can be driven towards self-service through the “MyOperator” application. The consumer can open the application and use a “Contact me” form to send a request for contact with some details of the issue. This reduces costly inbound calls into the call centre and allows a targeted response back to the customer by email or phone as appropriate
Market Research – operators need feedback from consumers, particularly at the points in the customer life-cycle that may trigger churn such as handset repair or contract renewal. The handset is an ideal vehicle for research and Broca has demonstrably shown in operator and handset manufacturer research programmes that its technology yields extremely high response rates. The SAMS platform is particularly well-suited to consumer panels as new surveys can be designed readily using the Broca Studio and sent out via SMS.
Loyalty Scheme – the “MyOperator” application can support administration of a loyalty scheme. This can be the vehicle for incentives to stimulate activities such as top-up or participation in surveys.
Sales – due to the ease of taking payment details, it is possible to use SAMS messages for direct sales whether for handsets, accessories, content or anything else. Special offers can be promoted via SMS which will wake up the “MyOperator” application and stimulate a quick response.
Contact: sales@brocaplc.com