Case Study: Mobile Operator

A mobile operator is looking to drive more traffic with current data services to capitalise on the investment in Service Delivery Platforms. Currently services can be accessed through the operator's mobile portal, and visibility of new services is through advertising on the home screen. The operator's portal enables some 3rd parties to develop and link to smaller sites where content and data services can be subscribed to by the user.

In this case study we consider MPhone an Operator who is looking for additional solutions to push uptake of existing data services and allow a greater involvement of 3rd parties in development of new services.

The Challenge

The MPhone WAP portal has been found to be used by 25% of the subscriber base with the home screen having the most page views. Services which are 2 pages deep into the portal are occasionally found and the time required for the average user to find the information they want is 2 minutes.

MPhone wishes to target different segments of the market and reach more users to drive data revenues. They have decided to use iOTA On-Device Services and design five differently branded iOTA Messenger clients. The initial services that are bundled in with each Messenger are determined based on the market segment and current portal usage.

MPhone find they are able to reinvigorate existing services which have been difficult to find, by making them more visible on the device through iOTA Messenger Service menu.

MPhone has created a Service Search portal and invited 3rd parties to develop services independently. The content for these services is hosted by the 3rd party, while MPhone is able to manage the service testing and visibility through the iOTA Mobile Services Platform.

The MPhone mobile client is made downloadable through the mobile portal and an agreement with a Device Manufacturer has been established to pre-install the client in new mobile devices.

The Results

MPhone has seen an increase of data traffic by almost 80% within the first 2 months. The Service Search portal enabled them to create a developer community embracing new types of services which users can choose to make available on their client.

By providing the users with the power to easily choose their services, MPhone was able to see a huge uptake in data services that generates extra revenues.

Although MPhone is targeting to launch more applications to drive usage, the iOTA On-Device Services has become a core application which will always be there to cover the mass market.