| NOTAS: | "Mobile self-service apps present a good way for telcos to improve customer experience while reducing their cost to serve. Mobile self-service apps are often explored in the context of high smartphone penetration markets in North America, and Western Europe, but there is an untapped opportunity for mobile self-service applications in the emerging markets of Africa, Asia, and South and Central America. Many consumers in emerging markets use feature phones for their first experience of the Internet. Mobile phone usage and the frequency and duration of transactions initiated by feature phones and smartphones are set to increase, but these interactions will place greater demand on telcos' service and support structures, and potentially damage the relationships they have with their most valuable customers.
SIMs and handsets are often sold separately to network usage in emerging markets, and this can make it difficult for telcos to engage with the customer. The relationship is often more transactional, as the handset is viewed as a functional rather than lifestyle-enhancing tool. This makes it difficult for mobile network operators (MNOs) to personalize services and deepen the relationship. However, if deployed correctly, mobile self-service apps can provide a potential solution to this MNO dilemma. MNOs need to guide customers through a discovery process and educate them about the benefits of mobile self-service apps. This will benefit MNOs by diverting a portion of inbound call volumes away from call centers, and it can be used as a service discovery tool to add immediacy and proactivity to wider customer engagement. This report reviews the challenges and opportunities for MNOs in "mobile-first" economies to adopt the value-added services of mobile self-service applications." |
