Smartphones + 3G = the perfect storm?Wouter Deelman, June 10, 2010

Confidential and proprietary

“Mobile” will never be the same …2

Yesterday’s user experienceNetwork-centered

I need a

phone that

works in the U.S. as

well

Todays’ user experienceDevice-centered

I need a

device to stay

in touch with my

facebook

friends

3

Confidential and proprietary

Device and app players emerging as competitors

Customer

KPN, Vodafone,T-Mobile, Orange

Google

Nokia, Apple, HTC

Voice, SMS, Internet

Search + advertising,Gmail, Apps, calendar,contacts, Maps, navigation, Android, Google Nexus, Google Voice

App stores, includingmusic, navigation and other media content

4

Confidential and proprietary

Agenda

Introduction

Mobile market perspective

Threats and opportunities

5

Confidential and proprietary

About Qelp

Image: Google Street View

Marketing & customer selfcare appsOperator specific, device centricPicture/experience basedApplication + contentTraffic from Google, social mediaEnd-to-end, 24/7 managed servicesCarrier-grade

6

Confidential and proprietary

Customers are mobile operators and MVNOs

7

Confidential and proprietary

Agenda

Introduction

Mobile market perspective

Threats and opportunities

8

Confidential and proprietary

Tipping point in online marketing & service is nearing

20%

Innovators Early

majorityLate

majorityLaggard

s

Smartphone penetration

3G Internet usage

Early adopters

Storm of device and application issuesService = FAQs

Marketing = Banners Device, application based segmentation

Platform = Call center Online On-device

9

Confidential and proprietary

Smartphones are already dominating support in NL

2009installed

base

2010January

sales

2009supportissues

Q1 2010supportissues

15%25%

32%

47%

85%75%

68%

53%

Source: GfK (sales) and Qelp (support issues)

Smart phones

Other phones

10

Confidential and proprietary

Underlying problem: each phone is different

11

Confidential and proprietary

More types of handsets

More “smart” devices

Firmware upgrades

Second hand phones

SIM-free phones via other channels

Device fragmentation continues to increase

12

Confidential and proprietary

Configuring a phone for mobile internet…

20 minutes ofoperator cost,

subscriber agony

“OK, let’s try

that again.”

13

Confidential and proprietary

…customers looking beyond the operator for help

Help from youroperator

Help via aGoogle search

Help viaFriends, blogs/fora

Help viaManufacturers

Help viaMobile retailers“Time

to

switch

operat

or?”

14

Confidential and proprietary

59% Of smartphone customers rely on Google for help

Smart phones Other phones

59%

27%

21%

39%

20%

34%

Via Google

Via operator

Sources of traffic to Qelp selfcare application, March 2010

Referring sites

15

Confidential and proprietary

Agenda

Introduction

Mobile market perspective

Threats and opportunities

16

Confidential and proprietary

3G/Smartphones will catapult support need/costs

Series1

25%5%

60%

20%

2%

15%

5%

30%

2010 201215-20%2 million

Smartphone shareCustomer base

30-40%2.2 million

Series1 0.4

2.1 1.1

5.4

Call center

Online

Support channel usage% of customers

Estimated support costEuro million

Euro 7per contactEuro 0.25per contact

Euro 8per contact

Euro 0.20per contact

Bestpractice

Averagepractice

Bestpractice

Averagepractice

Best Average Best Average

17

Confidential and proprietary

SALES DIALOGUESUPPORT DIALOGUE

But online selfcare is also an upsell opportunity

START

FINISH

Example:25% of visitors to page on Internet settings clicked on a link about more information on faster connection speeds

“click”

“click”

“click”

“click”

“click”

“click

”

“click”“click”

Easieronline than

in a callcenter

18

Confidential and proprietary

Picture-based selfcare impact: > 80% users delighted.

Visualizing device

specific, step-by-step user

instructions

19

Confidential and proprietary

Applying SEO on customer support is still new territory

20

Confidential and proprietary

...let customers help each other

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Confidential and proprietary

Is your smartphone strategy storm proof?

Wouter Deelmaninfo@qelp.comwww.qelp.com+31 (20) 820 2240

Picture-based selfcare boosts customer satisfaction.

Quality selfcare is an upsell opportunity!

Apply SEO, social media, funnel optimization.