Example offerings for the spontaneous moments: Done and Win

Moments of hope, desire or unease make peoples’ willingness to pay suddenly skyrocket, these moments represent an opportunity for the telecom industry to bring new offerings to the market. In part 3 we looked how you can go about packaging offerings for planned moments – Wow and Flow.

Here, in part 4, we will dig deeper into the spontaneous moments – Done and Win – and show you examples of market offerings that help you target these moments. How do they deliver value, how are they different, and how do you get them to market? Let’s have a look.

Spontaneous moments are all about letting users access your services whenever they feel they need them. They let you capture people in the very moment their willingness to pay spikes but also requires the ability to deliver these services on the fly.

The core of Done offerings is straight forward. It’s about offering accelerated upload or download of large files, in the moment when people really need it. The basic function can be the same for everyone, but it can then be packaged and priced to appeal to specific target groups.

Win offerings, on the other hand, are all about providing the assurance that the users crucial moment will work flawlessly. Target a specific situation that the user finds important and give them a guarantee that their connection will work perfectly for that purpose. Make it easy for users to activate right when they need it.

Done moments are all about using differentiated connectivity to speed up time-consuming processes and helping people get things done faster. Let’s look at how we can use this idea to create an offering for a photojournalist caught in a moment.

“What a shot! One of my best. If I can get it out first, the newspapers will be all over it. This could be my big breakthrough. I’ve got to get it uploaded, now! It’s a big file. I hope it goes fast this time. Please, please, please! …Yes! … Aw, come on! … Nooo! Why?”

The photojournalist Done prop

This Done offering needs two parts: First, a way to set up a differentiated connectivity connection that ensures that the user can get very high file upload speed – on demand. Second, a “trigger”, often an app, that lets the user start the accelerated file upload, whenever they need it.

What makes this offering different?

Have you ever stared at progress bar waiting for an important file to be uploaded? One second, it’s fast, the next it’s frustratingly slow. For photojournalists working in the field, upload time is money. It can be the difference between their photo making it to the front page or ending up unsold. Your differentiated connectivity offering lets photojournalists capture the moment and share it with distributors and publishers faster – at a time when every second counts – helping them stay at the head of the news cycle.

How do I bring it to market?

The key is to give photojournalists the choice to use the power of accelerated 5G when – for a price – and make it very easy for them to access it. Add an upload acceleration “button” to your regular app, or build a new one, where photojournalists can pre-program destinations to upload their files to. The first dedicated devices for direct upload from cameras have also hit the market, making hardware bundling possible. To promote your offering, find the places they gather: forums, photo fairs, industry events. Maybe you’d want to sponsor a news photo award?

What else could I do?

Photojournalists are only one of the potential targets for Done offerings. A low hanging fruit would be to create a similar service to video recordings. Airport visitors, eager to send important files or download entertainment before boarding, are another possibility. It could even be turned into a machine-type-communication service, for accelerating firmware and software updates over the air. If seconds count, you’ve found a moment.

Win moments use differentiated connectivity to assure users that their special moments will be a resounding success. Let’s see how this could help an executive secure an important business deal.

“Out of a meeting and into a taxi. Two hours until my flight. The traffic is crazy. At this rate I won’t have time to take the meeting from the airport. I’ll have to do it in the cab. What if the connection suddenly acts up? It’s the deal of the year. I can’t mess this up.”

The Business Executive Win prop

There are two main pieces of this Win offering. A differentiated connectivity connection that ensures that users can get the level of performance they need, when they need it the most. And an in-app button through which the “performance boost” can be activated.

What makes this offering different?

When you’re trying to close an important business deal, an unstable connection is the fuel for nightmares: glitches, frozen video or choppy audio. Even if these issues are very rare, sometimes the stakes are too high, and you only have one shot at getting it right. This Win offering lets business users upgrade instantly to a differentiated connection, with guaranteed QoS that lets them experience smooth, interruption-free video conferencing, wherever they are. Let the user decide which meetings are important enough to motivate an added cost.

How do I bring it to market?

Make this win offering available to your existing business subscribers, as an on-demand pay-per-use offering, accessed via your app. This boosts the uptake and lets you deliver a clear business value that sets your B2B offerings apart from B2C. If you want to, you can also bundle your top tier subscriptions with 2, 5 or 10 hours of assured meetings per month, but avoid “all you can eat” to show that it’s a value worth paying for. Taxis, airports, hotels – the locations where these moments happen – are the perfect spots to promote this offering.

What else could I do?

You don’t have to target executives or even go at it yourself. In part 2, we showed how you could reach the same market using video conferencing partners and APIs. Gamers, influencers and journalists are other segments you could target with Win offerings. To them, the must-win Esports game, the unexpected celebrity encounter or the breaking piece of news are just as important as that business meeting. All are win moments that you can turn into a success – with differentiated connectivity.