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The author:(作者)qqpublished in(发表于) 2014/6/11 10:46:36 Change the rules： history of the most powerful virtual operators，
Change the rules: the history of the most powerful virtual operator giffgaff, virtual operators, carriers, call packages, data plan-IT news Change the rules: history's most powerful virtual operator
Have you ever thought about the future communications free of charge, or you can define a piece of one of your own communications network? In the United Kingdom, a virtual network operator called giffgaff, is become a demon in the eyes of the company, which is undergoing a full transparent test, a directly participatory way, at very low prices or even free calls, doing business with Internet traffic.
At Home the most prominent position, to users of muzzle flash "we control everything": we are not a consumer, we are a member company, we have everything under control and work together to create a better mobile lifestyle. This is a model of how wonderful and amazing, we invite TI media Senior Telecom writer @ I was brother-in-law to give a detailed explanation:
Giffgaff, United Kingdom mobile operator's eyes was a "Monster". Because it does so in a transparent way, but you just can't imitate operates its own MVNO (mobile virtual network operator) business. It was based on an O2 Marketing Director Gav Thompson had a Flash, has now become a United Kingdom mobile market a little subversive.
Let us back in 2008, it was at the Web 2.0 Conference in San Francisco, brand strategy Director of O2 (Director of Brand Strategy) is the Obama campaign moved the successful application of a policy of social networks. He thought, why not use social networking to build a stylish mobile communications brand, for the new generation of Internet services? He quickly wrote in the notebook "inter", "simple" and "fairness" (mutual, simple and fair), as basic principles of the future new brand communications company, and the new company was named "2O" to reflect the parent company "O2" relationship.
Returned to the United Kingdom, Gav Thompson was not satisfied with their selection of the "2O" by that name. Ads made him realize his career for many years, and as simple as possible is one of the keys to success. Fair reciprocity (mutuality) is the core of company values, so dig deeper, he chose the Scotch in synonymous words in English: giffgaff, as the new company brand.
In April 2009, giffgaff in the United Kingdom was formally established and officially released a beta service on November 25 of that year. In the early days, it only has 16 employees, including 4 senior marketing staff, 3 additional IT staff. No call center, no store, not selling recharge cards, no big advertising budgets, only sites across all marketing channels, 100% online operations. Such a minimalist, low-cost MVNO began his business trip.
Giffgaff product system is extremely simple, at first only charges for the SIM card only plans, prepaid, no contract, no terminals, online recharge. Up to now, giffgaff product system is still very simple tariff plan is divided into three types: Goodybags (General set), Blackberry Plans (BlackBerry packages) and Gigabags (data plan).
Goodybags (General set) from entry level, from 5 pounds, 2.5-5 each rose one notch. Starting from 12-pound packages, giffgaff provides unlimited data service, while his parent company O2 and competitors EE did not provide unlimited packages. Package unlimited, giffgaff similarly severe traffic use control measures-customer traffic patterns, and to be controlled according to the fair use principle. When customer traffic usage patterns interfere with other users ' use giffgaff email will alert customers to change their patterns of use. If it is found that incorrigible, giffgaff will terminate the service to this customer, and is no longer open to him unlimited packages. Giffgaff criterion to judge the traffic usage patterns are not made public, it only promises to receive reminder messages on user accounts for all users who are not only to 1%.
It is worth pointing out, all package Subscriber in the network giffgaff after three months, you can enjoy free calls within the network preferences. However, each call must be hung heavy after 60 minutes, otherwise do not qualify for free offer. In addition, net foreign words per minute (not giffgaff user dials), within the network giffgaff customers are given 1 minute call duration.
Blackberry Plans (BlackBerry packages) will take care of all the common packages on the basis of a monthly increase of 2.5 pounds.
Gigabags (data plan) only three classes, 500MB,1G and 3G.
In terms of basic tariff, giffgaff indeed much lower than at other carriers: voice unit price of several other one-third, SMS is one-second, the flow is one-fifth.
Traditional brand in developing market entry strategies (go-to-market Startegy), will clear an segments. Giffgaff and not aimed at any one traditional market segments, but willing to participate in community building on the Web-oriented, willing to interact with strangers, and are willing to contribute their time, and derive a sense of participation and affirmations of this group of people.
Giffgaff active community users, the youngest 13 year old, and the oldest 77 years old, income and occupation vary. Some enthusiastic fans even 7 days a week, 6 hours a day is active in community forums. Such a group of dedicated fans makes the giffgaff Community dynamic. There are giffgaff user uptime is not much, but hard to recommend to friends around giffgaff products and unique experience. Of course, giffgaff user has come a lot just because of low prices.
Company Home most prominent position, giffgaff user's own teeth for tone is unique in "we control everything". (The figure below. TI-media translation: we are not a consumer, we are a member company, we have everything under control and work together to create a better mobile lifestyle. ）
Giffgaff at Home also put social networking related content to attract users to keep an eye on the company's official account of a variety of dynamic, so as to allow new users to be a member of the community.
Giffgaff's competitiveness is at the heart of building customer communities. Long before the official mobile service, giffgaff on opening their own communities, and encourages registered users to Exchange. The giffgaff community members as a funder of these early signs, than ordinary members of the community and gave them more privileges and a higher degree of honor. Giffgaff's customer service is largely carried out by community members helping each other's way.
The statistics from 2012, giffgaff online and the number of customers is far ahead of the United Kingdom from other carriers. Giffgaff received more than 1100 a month's advice and ask questions, and its parent company O2 less than its number of advisory questions received 1/10. In such a vast amount of consultation, with an average response time of 7 minutes, 24 minutes average resolution time. Customer is almost a moment can be satisfied with the online solution. Behind this work was only 12 full-time employees. Same answer tens of thousands of articles a month consult Sky, relying on 100 full-time employees, can do to an average of nearly 2.5 hours to respond to the user's consultation, for nearly two hours to solve the problem. As for other operators, problem solving all of your time in the more than 10 hours on average.
Eventually, 90% customers of these questions will be resolved within 1 hour. 25% of customers at least once a month and post a new, over 40% customers during the first 6 months and get the giffgaff community participation and mutual assistance activities of cash prizes. 1% most active customers spent 9 hours at a community forum every day. One of the giffgaff community members (they are called giffgaffer) by answering questions received cash rewards more than 13,000 pounds, he has to pay his college expenses.
Giffgaff community is not just customer service platform, it has also become a crowdsourcing platform for product design and service innovation in an orderly fashion. To date, giffgaff community receives more than 10,000 ideas, including more than 500 more than has been achieved, 17, is being carried out. Conversion, on average one out of every 3 days ideas are implemented.
In product innovation ideas to get community approval, giffgaff laboratory based on new ideas for design products and selected members of the community for beta testing to verify that the functions and requirements and correct, and found use in the bug. After testing is complete, innovative products into Community open to all members for a brief commercial trials of (usually 3 months). If popular, the number of users reaches a certain benchmark, may be made subject to a formal catalog, otherwise it'll be removed.
The middle of 2013, giffgaff decided to sell more smartphone models. To choose what brand and what type, the question referred also to the community. In just over a week, giffgaff has received more than 5,000 valid questionnaires, and selection of 22 new phone goes on sale.
New tasks for the customer and also community-based marketing and promotion are inextricably linked. All customers can be acquired by introducing new customers to 5 pounds reward for being introduced to new users but also from 5 pounds. Giffgaff members pages while browsing, you can as an individual SIM card ordering page to share with their friends, or you can directly fill in the address of someone sending a free SIM card. Therefore, giffgaff user growth is basically rely on social networks to all 25% from the old users in the user recommended, 5% from social media.
Giffgaff community members not only designed the tariff information tools, even giffgaff on the Apple mobile app – igaff is done free of charge by members of the community development.
Correspond with community members actively to contribute their wisdom, 2012 giffgaff customer feedback resources amounted to 2.9 million pounds.
Community involvement also plays an active role in preventing customer churn. Once before, at a community forum post customers within 12 months of his turnover rate will be lower than the customers never had 31%; community forums across more than 5 pages of customer 41% reduction in the wastage rate within 12 months; won the reward-customers within 12 months of the loss by 52%.
The final run, giffgaff community service has achieved a high degree of customer recognition. In 2012, customer satisfaction survey,giffgaff NPS (NET user recommended value) up to 75 per cent, much higher than the traditional telecommunications operator, complete and comparable to Internet service providers like Google and Apple . (Business meaning about NPS, see my long tweets at 2013-8-11 09:18: http://weibo.com/1909367514/A4daBf8uf)
Giffgaff innovation model appeared, it attracted the attention of the industry. In the first year of official business in 2010, it will get Forrester Research International Groundswell Best New Brand in award,2011 years award,2012 years has won the Mobile Industry Award. It can be said that giffgaff growth all the way along with the recognition of the industry.
Giffgaff as a special operation mode of virtual operators, his customer number is not very large, and by the end of 2012, the number of users to reach 800,000. Giffgaff's business model has gained an initial success, but O2 is still not going to copy this pattern to O2. O2 customers needs vary widely, many customers are not used to using online channels or community service, so it will not accept giffgaff's service. The most important thing is, after O2 customers paid, most of these customers tend to choose high quality high-fee products, modeled on giffgaff mode only makes stocks the customer's value decreases, O2 does not copy giffgaff's business model.
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