Martin Geddes on Ideas at #eComm

October 28, 2009

in Location & Context, Mobility, Strategic Foresight, VoIP

“Today we’ve got missed calls, tomorrow the phone will tell you why you should call back.” Martin Geddes, Head of Strategy, BT Design says in his keynote address at Ecomm Europe09, that he will present some ideas (his own).  The era of minutes in telephony is gone. Goodbye minutes, hello moments. When a global business platform helps to make users more efficient. Goodbye minutes.

The party is over. revenue for voice and SMS both declining in the UK.. starting to decline. Not just price competition. Eg going to BBM. New uses… new needs present a huge opportunity to replace the minute model.

Case Study Voice Mail:
He got a voice mail from the UK taxman. Typical of the interaction. He’s playing a voice mail. Container for the message. Medium of the message. Poor quality of the message audio. Then the message content a sequence of business objected coded into the voice. Then the container option. Special bonus got the wrong number to call back. Voicemail is a poor channel for communication.

1. Ineffective. Relies on me to write down all these details. Remebering to act on it. Etc.
2. Poor customer experience. Before even arrive I am unhappy. It is highly inefficient. Paid someone 1minute to craft this voice mail. Have to pay someone to re authenticate me. It is also an insecure process. No reason for why I should call them.

Case Study Social Media:
At BT using social media to reach customers. Have had over 17000 interaction on Twitter. It is proving to be a very successful channel. Overwhelmingly positive response to this channel. There are limitations to this channel as a customer support channel.

Problems.
Using a consumer channel. that may be inappropriate.
2. Systems limitations. Maybe alright for consumers at 140 characters. Followers etc may be inappropriate.
3. Security of private data.
4. Timeliness of the data. eg can poll every 15 minutes. So increases the cost and reduces customer satisfaction.

What’s the real need. Must return to making communications simple and easy. Realities.
1. Services must be free. Delivery to be free.
2. For enterprises. Minutes waste time and therefore minutes. Time on the phone is undesirable.
3. Increasing complexity of interactions. Enterprises always use multiple channels. Eg people went to a branch. Still adding to the range. The internet is providing a greater range of means to communicate with those customers. Comms will migrate to the channels that offer the best reach and effectiveness. Consumers go for free and enterprises will go for depth and breadth.

To reinvent the telecom business.

1. Uses existing channels more effectively. (Phweet example used – suggests bundling)
2. Five ways to make Voice Mail more effective.
a. insert update and delete API’s.
b. HD audio… record locally and then provide via visual voicemail.
c. personalize the interactions. eg time, location,
d. Make the container smart. eg press hash to call the center back.
e. make communications multi-modal. start bundling.

What about social media.
a. enterprise customer experience.
b. service level agreeements
c. enterprise support
d. enterprise features.
e. multimedia message for b2c interactions
f. federated identity
g. security and authorization features
h. real-time customer intelligence.

Create new channels for interacting.
Today “Missed Called”
Tomorrow: People who want to talk to you and why”

Revenue opportunities.

Connect, Interact, Transact. Charge for the process outcome. Eg Paypal for voice! Could you create the full transaction inside the voice mail? Solving this problem will create a global race to solve. Platform is required to solve and it is too complex for any one player to aggregate together all these api’s, dataprofiles.

Stages in evolution.

1. Messages for everyone
2. Minutes…. are everywhere
3. Megabytes… for Everything
4. Media… for Entertainment.
5. Moments (new!) … future for the enterprise.

Blog post generally paraphrased from what Martin said and slide notes at EcommEurope09

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