Challenge & Selection

In 2010, Smart Communications, the leading telecommunications company in the Philippines was  struggling to convert subscribers from regular call and SMS services into mobile data. I was part of the  marketing team and was tasked to influence subscriber behavior towards mobile internet use.

With the competitor network having the younger subscribers who are part of higher socio-economic  class, converting them to mobile data users was relatively easier.

Majority of Smart subscribers still relied heavily on WiFi at home or FREE WiFi in public spaces. Although  there was a need for internet on-the-go, that was outweighed by their fear of being overcharged and  billed an exorbitant amount. They also did not know how to go about activating and using internet on  their phone.

There was room to educate them properly to address their fears through proper use and rate charging  of mobile internet.

For this challenge, a learning launch strategy was employed. This controlled type of pilot launch allowed  us to get feedback right away and improve the product before launching to a bigger base.

Application

To activate more mobile data users, a low priced sachet mobile data offer was made. Due to the lower  price entry barrier, it was perceived that subscribers would be more open to avail and try it out. They  would be less averse in using mobile internet products in the future.

Facebook49 was launched, it’s a 30-day Facebook only mobile internet access for as low as P49, other  apps and sites will be charged the default rate of Php5/15 minutes.

Since it was a pilot launch, it was limited to SMS subscription channel and only offered to subscribers  who are part of a certain lower end rate plan.  Promotions and communications also remain targeted so  as not to confuse the rest of the subscriber base who are not allowed to avail.

It was a good thing that it was launched to a small base first, feedback was received that there are  charges from other apps due to background refresh and accidental use from browser. To address this  dissatisfactory user experience, a paywall was created which disables connectivity to apps and sites  outside of Facebook, when trying to access they will be redirected to the paywall wherein they can avail  other mobile internet offers that are compatible for use in apps and sites outside of Facebook. This  paywall is activated as soon as the subscription to the offer goes through. It ensures that there will be  no unnecessary charges and there is transparency in use of mobile internet.

Insight & Approach

Because of the learning launch, I realized the importance of having a fast and efficient feedback  channels. Although there are efforts in building insights-based products around the customer, there is  still merit in receiving actual feedback as the product is used.

I also realized the importance of reacting right away, if dissatisfaction is left unchecked it will lead to  churn of subscribers and negative brand equity which may cause ripples in social media platforms and in  personal circles.

Next time, given a challenge such as this, I would probably do a learning launch within a much smaller  base. I’d like to keep close contact with them to efficiently gather insights and possible improvements  before rolling it out to a bigger audience.

