Driving Usage of Value-Added Mobile Services: Industry Report

Driving Usage of Value-Added Mobile Services

Product Type: Market Research Report
Published by: Yankee Group
Published: December 2006
Product Code: R388-2314

Description

Mobile service providers continue to be obsessed with finding the next killer application. When existing services do not achieve immediate success, they are frequently neglected or even discarded as service providers (SPs) turn their attention to the next sexy service that comes along. Fast and relentless technological innovation fuels this trend.

This approach to driving usage of value-added services (VAS) is flawed. SPs can learn from their history of failure. They should adopt a product lifecycle management (PLM) philosophy when introducing and managing services. However, they must combine the PLM approach with a customer-centric view of the fundamental barriers to higher VAS penetration and usage.

Table of Contents

I. Introduction: MMS: A Case Study with Valuable Lessons
II. PLM: A Service Provider Perspective: Ideation, Creation and Launch; Marketing Fundamentals: How to Define the Target Group
III. Adoption Process: A Customer-Centric Perspective is Required: Can’t Use the Service; Can Use, but Don’t Want to; Can and Want to, but Choose Not to
IV. Post-Adoption Stage: Increase Usage and ARPU; Upgrade Active Users to Other VAS; Increase Customer Satisfaction and Brand Image
V. Conclusions and Recommendations: Recommendations for Service Providers
VI. Further Reading

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