Last updated: 20 March 2014
Gemalto’s Cloud Backup meets subscribers’ needs to back-up, store and secure their contacts, wherever they are. And for the operator there are many benefits. When it comes to implementing personal cloud services, there are four main areas that MNOs should address. Over the coming weeks on the Gemalto Telecoms blog, we’ll be drawing on field experiences from across the globe to highlight best practise, show results and give recommendations on how mobile operators can improve service performance.
We’ll be sharing tips on:
– Preparing and improving the footprint of a mobile service
– Increasing user awareness and focusing on user experience
– Implementing actions to drive usage
– Leveraging user behaviour to improve performance
Preparing and improving the footprint of a mobile service
In short, if mobile operators are not absolutely prepared, and totally ready to invest in Cloud Backup, they should avoid doing so until the right structure is in place. Mobile operators will have to invest in the SIM on a large scale to secure a maximum footprint on a personal cloud back-up solution. Therefore, a low investment could lead to a very low penetration and limited return on investment.
In emerging markets, for example, mobile operators simply can’t expect an exciting ROI based purely on post-paid users (even if they have the adequate solution). For handset-based solutions, if devices aren’t equipped to manage personal cloud services, mobile operators won’t see much uptake.
Without a handset configured properly, no end user will be able to use the service based on the data channel. Essentially, with no real installed base plan (subsidies or data consumption) in place, regardless of the SIM or handset equipment, mobile operators will have a few chances to influence mobile services usage.
There are numerous ways to improve the footprint of a mobile service. If you’re a mobile operator, here are some ideas on how it could be achieved:
– Think about a common technology, device or equipment feature that reaches a maximum amount of end users and won’t evolve too quickly
– Identify the size that the service requires for a SIM-based service, as well as whether it implies additional direct or indirect distribution investment (i.e. a vendor incentive on a service sale)
– Review your service strategy regularly, based on the points above, as this directly impacts the choice of your business case. Ensure you adopt the most relevant strategy at the right time and always imagine alternative scenarios
Once you’ve defined the strategy and business case, it’s time to concentrate on user awareness and experience, which we’ll explore in the next post of this series. Do you have any questions on personal cloud services? Let us know using the comments box below.