Convergence Corner - Wireless Archives

CRM: Putting the RM Before the C

2012-02-28T19:28:07Z

Verizon and AT&T both began using terms like 4G and LTE in their advertising well in advance of network and device rollouts, preparing customers for the next great thing in communications. Remember the HTC Thunderbolt ad that was initially launched without the “coming soon” moniker at the end? (http://tmcnet.com/59102.1)

Every time I saw it, I confirmed my decision to wait for the thunder to come in order to trade in my BlackBerry, rather than escaping early on the ferry to Steve Jobs’ iLand. It’s a decision I would take again.

But, what I also wondered as I watched the two top American wireless carriers boast about their new networks, was are they neglecting what may well turn into a key customer segment for them – the Baby Boomers?

We dedicate a tremendous amount of editorial real estate to interactions with customers once they have purchased products and how to retain them. Yet, we sometimes neglect the fact that, in order to offer quality customer service and care, we must first acquire customers. There is customer relationship development to be done before any CRM can happen.

Which brings me back to the Baby Boomers. Those of us in the tech world know LTE, 4G, WiFi, Droid, App, and all the other terms and acronyms that go along with today’s mobile services. But unless you follow the space to some degree, you’re not going to know what they are.

So, when I saw this Saturday Night Live skit poking fun at Verizon, I thought back to the first 4G commercials. How can you sell a product when your buyer doesn’t know what it is? How do you build a relationship and turn a prospect into a buyer when he doesn’t know what you are selling or how it will help him? Here’s the SNL skit: http://tmcnet.com/59101.1.

Yes, more smartphones and tablets are being purchased by younger generations, and to a large degree, they are much more in tune with the latest tech trends and language than their parents. Which is precisely why mobile operators must focus on those parents, making sure they understand what the latest technologies mean to them. They already see what their kids are doing with their Motorola RAZRs, the younger, more exciting siblings to the originals many parents are still using. But they don’t have use cases to which they can relate.

So, operators have to find those use cases and approach this market segment with them. It might be about keeping in touch; or it might be about playing a role in their kids’ education; or it might be about following local sports organizations; or it might be about avoiding long lines and creating the best possible amusement park experience.

It could be just about anything – but they have to be depicted as simple, personal, logical use cases, not as chilling acronyms and eye-glazing tech lingo.

The fact is, at some point – the sooner the better, so operators can reduce spending – we’re operators will seek to shut down legacy networks completely. But, not until the strong majority of legacy subscribers have voluntarily migrated to newer technologies. Anything else would be damaging. In order for that to happen – before operators can shut down their legacy networks – they will have to convince Baby Boomers they want to be on LTE networks.

But, they can’t do it by creating an “old person’s nightmare,” as SNL referred to the scenario. Rather, they need to understand that in a BYOD world, where devices, services, and applications are all very personal, so, too, must be customer relationship building, retention, and acquisition efforts.

The theory extends to all businesses. By building the right pre-sale scenarios, providing the appropriate education, and setting the appropriate expectations, customer relationships begin at a much higher level and, even when challenges arise, they will be more likely to be tolerant as they are overcome. Furthermore, beginning the relationship building process in advance of the actual sale is likely to have a positive impact on overall revenue.

Making Sense of the BYO WiFi Device Party

2011-10-04T03:35:01Z

When it was first introduced, the iPad was predicted by many to become a laptop replacement. While many use their iPads and other tablets in lieu of their laptops in many situations, the prophecy was far from accurate.

Think about it: As you head off for the office each morning, how many devices do you bring with you that will soon connect to your corporate WiFi network? Very likely at least two, if not more. You have your tablet along with your iPhone or Android or other WiFi-enabled smartphone, and you likely have a laptop either with you or waiting for you at the office. And depending on your corporate policies, you may even have separate business and personal smartphones.

Instead of replacing existing technology, the mobile explosion has, instead, brought supplemental devices into corporate WiFi environments, with users looking to have the most convenient devices for every situation.

It’s not a bad situation, since it allows users to be more proactive and efficient in their activities, ultimately leading to increased revenue.

But, for IT managers, the onslaught of WiFi-enables devices can be a headache, as they now have to deal with a multitude of devices – different platforms, different brands, some corporate owned and some personal.

From managing authentication and permissions, to installing and updating applications and corporate resources, to deploying appropriate security measures, to simply ensuring proper design and deployment of WiFi networks, IT staff can have their hands full in today’s mobile mayhem.

The number of WiFi devices in corporate environments is only going to grow – in addition to an iPad, you’ll start seeing more and more Android tablets, perhaps some BlackBerry Playbooks, even some Amazon Kindle Fires – and who knows what else. And let’s not forget the imminent launch of the iPhone 5, which is sure to bring new users to with wonderful world of WiFi.

Knowing this, IT staff and managers would be wise to have a firm handle on how to effectively manage this influx of WiFi devices and the ensuing traffic they will bring to corporate WiFi networks.

To get started, I invite anyone who has a role to play in deploying or managing WiFi networks to join me for a Webinar designed specifically to address the BYO wireless device party we’re all a part of. I’ll be joined by Keyur Shah from Aruba Networks, which specializes in enterprise wireless infrastructures, and Keith Broadbent from Carousel Industries, a technology consultant and integrator experienced in helping businesses assess and deploy the right technology for their needs.

I look forward to seeing you for the event, Tuesday, October 4, at 2pm EST. Register here. (If you’re not able to make the live event, be sure to register for the archived version.)

Got In-flight WiFi? Hipmunk Knows

2011-06-30T03:51:58Z

Ubiquitous is the term we hear quite often beside WiFi – though often it goes hand in hand with wishful thinking. While WiFi availability has come a long way in the past year, it is anything but ubiquitous.

That said, as nice as it sounds, I don’t know if the concept of WiFi-everywhere is a true necessity – a convenience, perhaps, for people who are in a never ending contest to gather more Facebook friends and Twitter followers than everyone they know.

Still, there are certain places where WiFi availability is much more than a convenience, allowing users to conduct business away from their desks and offices. In fact, in some instances – like airplanes – the lack of WiFi on flights has become the polar opposite of convenience. Travelers are stuck in an oversized sardine can and presented with several hours with which to be productive. But alas, no WiFi.

For the mileage whores out there – those who stick to the one or two airlines with which they have accumulated massive points or miles – there is little recourse, though they do gain the benefits of flight awards and elite status. But, for those who are more flexible with their choice of airlines, there’s an easy way to choose you airlines, thanks to Hipmunk.

Looking past the goggle-wearing rodent mascot that first catches your eye, Hipmunk provides a simple interface for checking which airlines offer WiFi-enabled flights, based on your departure and arrival airports and dates (the previously mentioned mile mongers can even select their preferred airline to see which flights will have WiFi).

Search results can be sorted by a variety of factors: price, duration, departure/arrival time, non-stops only. The default sort value is Agony, a combination of price, duration, and number of stops. (click on the image to enlarge)

Users can select each leg of their trips, then are presented with a summary of the selected flights and one-click access to the selected airline’s website for purchasing tickets – yes, the selected itinerary has already been selected.

While in-flight WiFi may not be a necessity for everyone, there’s a good chance anyone who has experienced it will be shelling out to Gogo repeatedly. And for those travelers, Hipmunk offers a convenient mechanism for choosing flights that will allow them to stay in touch and remain productive, whether via email or Facebook.