MarketingBeyond

MobiChitter--Best Website in Town for Twitter Mobile Chitter Chatter

Calling all mobile geeks, mobile marketers, advertisers, mobile developers: MobiChitter, a new site featuring mobile tweets launched today. MobiChitter combines all the best tweets and conversations found on Twitter's MobileBeyond, MobiChirp, MobiMarketing and MobiChitter.

Everytime users refresh the pages, new mobile content appears. MobiChirp, a little bird that loves his iPhone, G1 and BlackBerry, along with Hopper, Chopper and MobiGeek, got so excited today, they made a video of the MobiChirp choir.

Why only chatter when you can chitter? Check Out MobiChitter.

eBay Deluged by iPhone Sellers Dumping Product Quickly

As reported on Mobile Telephone Marketing and her on MarketingBeyond in 2008, iPhone sellers continue dumping 1st and 3G versions of the iPhone on eBay WorldWide

Anticipating a new, more powerful OS and, possibly, new iPhone, sellers are creating a frenzy on ebay with over 4,000 units now for sale.

Read the full story on IM-Mobile.

Why are There So Many Mobile Blogs?

Mobile blog posts these days are growing like roosters in Kauai (another story, Google it.)

Speaking of Google, my quick "mobile blog" search 30 seconds ago revealed over 6 million! Top entry on page one is, naturally, The Official Google Mobile Blog, followed by the Mobile Phone Blog, described as:

• #1 Mobile Phone Blog. An Insiders Perspective on the Mobile Phone Industry, smartphone hardware, iPhone and Android applications, opinions on cell phone content, reviews of mobile games, critiquing new firms in the market and the health of the global wireless industry.

Amazing. Mobile blog readers can stop right there. Between Google and Mobile Phone Blog, you'll have 0 time left for reading the other 6 million.

Just in case you have a spare moment, you surely want to visit Anthony's Mobile Blog, despite his announcement that his employment elsewhere may indicate bias; so he's ended the posts, although he occupies position three on Google's first page:

This would be my last posting on Antony’s Mobile Blog. I will not blog here anymore.

• Why do I decide to stop blogging here? As some of you may know that I am currently working in one of the mobile phones manufacturers. Although I have written disclaimer in the About page that everything written here is purely my personal rants, there might still be a conflict of interests. People may think that this blog is related to the company where I’m working.
• In order to avoid any further conflicts, it’s better if I just close the chapters of this blog.
• PS: I am still maintaining two other blogs, i.e. Antony’s Life Blog and S60Tips.com. The first one is about my life (unless you know me in person, this may not be interesting for you). The second one is about tips, tricks and tutorials of using S60 phones (a.k.a. multimedia computers).

I think every mobile blog should have "tips and tricks." Goes along nicely with the picture of Anthony's sleeping cat (probably tired of the blog posts). Since I don't know Anthony, I'll skip his life blog.

If you're a night owl and need a glass of warm milk and more mobile blog stuff to sleep, don't miss Jason Langridge's Mr. Mobile Blog, which he describes as: A blog dedicated to everything to do with Mobile technology, solutions and applications. (Wikipedia could probably use his expertise.)

However, there's an alternative for blog readers who are tired reading more smartphone reviews, industry news, Engaget snippets that entice anger from its readers and such: MobileBeyond.

MobileBeyond is my "mobile journey," with a promise to avoid the usual two line Twitter tripe, "why I hate this mobile phone" crowd and "let me tell you everything you need to know about things mobile" bloggers.

You'll find two flavors of MobileBeyond. If you like podcasts on mobile marketing and advertising, then click on over to my podcast site. But if you like hard-core, tell-it-like-it-is blog posts, you'll love the new MobileBeyond.

For example, where in the mobile blogosphere will you find blog titles like this one?:

Wire-Less in a Mobile Age: The Threat of Cybercrime and Sabotage

Now, there's a post that should draw from a well diversified audience. Forget the latest iPhone app, go to MobileBeyond, as Paul Harvey used to say, for "the rest of the story."

Fellow mobile bloggers--all six million of you--"live well and prosper."

P.S. Like in an ice cream store, buy two scoops and follow MobileBeyond on Twitter. Goes well with a glass of warm milk.

Letter to Dan Hesse at Sprint: Salesmanship and Customer Service

(A podcast version of this post is at MobileBeyond.)

November 22, 2008

Dear Dan:

Today, Dan, I walked into one of your stores--the one at Newpark Mall in Newark, CA, not far from my home. I'm a Sprint customer, qualify for a phone upgrade and thought I'd check out a few of your phones that caught my eye of late: The BlackBerry Curve, HTC Diamond Touch and even the Instinct--your "iPhone Killer"--although I'm not heavy into multi-media or touch-based keypad phones.

Dan, let me be candid. If you're wondering why you're losing millions of customers to AT&T, Verizon and T-Mobile, it's because you haven't trained your staff how to sell and offer superior customer service. You haven't even conveyed to your staff a sense of urgency in our economically troubled times.

When I walked in the door, four--that's FOUR--Sprint employees were cracking jokes and having a great time behind the counter. I yelled out "Hi" to everyone, got a slight acknowledgment I existed and started playing with the BlackBerry Curve. (The demo Curve's screen, by the way, was full of finger prints and looked like it hadn't been cleaned in a week.)

Not one of your employees approached me. I looked at several phones, thought about upgrading and signing another two year contract, then walked out the door.

Meanwhile, excited T-Mobile salespeople at the kiosk outside your Sprint store were actively soliciting business from people walking near the kiosk. I heard one say: "Hey, would you like a free phone?" Further down the mall thoroughfare were TWO AT&T kiosks. Positive, excited salespeople were showing off shiny new phones from your competitor. Down further was Verizon's kiosk with a giant BlackBerry Bold display and sharp-looking employees showing off Verizon's line-up.

You know, Dan, I was almost tempted to stop by each of those kiosks, if only to listen to how excited, positive people offer superior salesmanship and customer service. But time was passing and I had to leave the mall.

Dan, just so you know I'm not knocking Sprint alone, read by blog post on AT&T: "Training Retail People People to Become Marketers and Delight Customers." In the post, I relate a negative experience I had at an AT&T store. Or, if you're in the mood for some humor, take a look at my blast against Verizon: "News Release: Verizon Wireless Announces $99 'Talk All You Want' with Rollover Plan."

Sprint is running some VERY cool online flash videos of your phone line-up and expensive broadcast and print advertising portraying Sprint as the leader in wireless technology. So, I'm very sorry to see that, having spent millions of dollars on quality advertising, you would allow its impact destroyed by your retail employees. It doesn't make sense.

Here's what should have happened today at your Sprint store:

1. A pleasant, well-dressed trained Sprint sales rep meets me at the door
2. Through a series of questions and rapport building, the rep makes me feel comfortable and helps me find several phones that meet my needs
3. The rep answers all my questions and skillfully handles my objections by presenting features and benefits of the phone, the plan and Sprint as a quality company
4. The rep closes the deal with appropriate statements and quesitons ("this phone does meet your needs, yes?")
5. The trained sales rep upsells me at the counter with accessories, phone insurance, a better voice and data plan
6. After handling the transaction, the Sprint rep gives me a business card, asks me to call him/her at any time if I have questions, thanks me for buying from Sprint, walks me to the front of the store, thanks me again for my business and wishes me well

Dan, I know you have a training program in place for your sales reps. But you disappointed me today. You made me feel that, just maybe, I made the wrong decision going with Sprint. Your reps' lack of care, attention and professionalism didn't jive with your cool, high tech ads. I walked out the door feeling negative about Sprint.

I know you're working hard, Dan, to turn the company around. You're moving ahead with WIMAX and other new telecom technologies and services. But, today, Dan, you disappointed me.

I thought you would like to know.

Regards,

Brian

 

Social Media Advertising: Is FaceBook an Effective Marketing Tool?

Yesterday, MobileDiscoveries, Innovative Communication Solutions' e-commerce mobile and portable gadget store, started advertising on FaceBook. With Google charging $5+ per click for electronic items, we thought we'd give FaceBook a try.

For our first day, the click-through-rates varied from .02-.04  with GPS devices and Lenovo notebooks generating the higher number. While some say this is horrible and FaceBook users are only a bunch of kids clicking away, we don't have enough conversion data yet to calculate our ROI.

One feature that attracted us is the use of keywords representing member interests. I thought I'd share a few of our online ads and keywords with you so you can better determine if social media site advertising is worth a try.

Unlike advertising on Google, Yahoo or Microsoft, FaceBook provides an opportunity to choose very specific keywords and phrases matching FaceBook member interests. Here's the ad copy and associated keywords for ads with the highest CTR's:

 

Lenovo V200 12 Notebook

12 inch WXGA notebook features
a Core 2 Duo processor with Intel
graphics, 1GB memory, Corel and
XP Pro. 10% off at MobileDiscoveries.

Keywords: You are targeting people between 18 and 50 years old in the United States who like Bluetooth, Business, Business Development Manager, Computers, computing, Electronics, engineer, my laptop, Marketing Consultant, Marketing Director, Marketing Executive, Marketing Manager, Microsoft, The Notebook, Programmer, Sales Consultant, Sales Executive, Marketing and Sales, Sales Representative, Software Engineer, Travel, or Windows Live Messenger.

Here's a GPS placement:

GPS Navigation

MobileDiscoveries features
handheld and vehicle GPS units,
map software, cases and
other accessories at
great prices. Visit us soon.

Keywords on this one: You are targeting people between 18 and 50 years old in the United States who like Apple Computers, Autos, Computers, Electronics, Gadgets, Going On Vacation, my laptop, mobile phones, Sales Consultant, Sales Manager, Marketing and Sales, or Sales Representative.

We used more specific keywords in this Garmin GPS device that's geared for active lifestyles. This ad also identified 3.5 million FaceBook members matching the keywords, a million or so higher than the first GPS ad above:

Garmin Edge 605

Bikers. Add maps and get
motivated. This GPS enabled
cycle computer comes
loaded with everything
you need. MobileDiscoveries

Keywords: You are targeting people between 18 and 45 years old in the United States who like Anything Outdoors, being healthy, Bike Rides, Bikes, Computer, Computer Games, Cycling, Dirt Bikes, Electronics, Exercise, Exercising, Friendship, Gadgets, Garminchipotle Cycling Team, Going On Computer, Going On Vacation, The Great Outdoors, Health And Fitness, Health Nutrition, healthy living, Losing Weight, mapping, Maps, Men's Health, Mountain Biking, Outdoor Activities, Outdoors, Playing On The Computer, Relaxation, Relaxing, Riding My Bike, Street Bikes, Streetlight Manifesto, Weight Watchers, or Workout.

We started thinking about the product's features and benefits, then came up with a few keywords that seemed applicable to the demographics of our target audience. As you start typing keywords, FaceBook suggests words and phrases to use. Beneath the keyword section, FaceBook shows the total number of members who have indicated these interests in their profiles. Try doing that on Google or Yahoo.

As of a moment ago, in our second day of FaceBook advertising, we've generated over 300,000 impressions, 86 clicks and an overall CTR of .03. Again, It's too early to assess the results. But we've run Google ads with 0 clicks based on 50,000+ impressions. So at least we're getting potential customers to visit our site on a very small budget. (Average CPC is 33 cents.)

Here are the other ads currently running:

Personal Internet Radios
Garmin Geko 201
Nokia E62 10% Off
GPS Gadgets Galore
Never Get Lost
Portable DVD Players
Podcasting for Business
GPS Navigation
Portable Electronics

Our experience with FaceBook will naturally determine how we allocate our advertising budget. However, I like the narrow targeting, low CPC and ability to test dozens of ads simultaneously.

Oh, our daily budget? $20

 

ShopZilla and NexTag's Advertising Cash Cow: "Keep the Donut Machine On"

Ever hear the story of the donut machine that couldn't be turned off?  That's the situation at ShopZilla/Bizrate, NexTag and other so-called "shopping services"--the place you go for comparison shopping on the Web.

My recent experience with both advertisers, promoting MobileDiscoveries, my consumer electronics site, is a case in point. Each site attempts to list thousands of products available from online merchants to drive business to their E-Commerce sites. ShopZilla and NexTag charge per click, based on minimum bids associated with product categories. Computers, peripherals and other electronics items carry the highest minimum bids.

The online shopping cartels have created cash cows in the the Web shopping industry where the donut machine can't quickly be turned off. Unlike search engine advertising, which permits pausing campaigns--no donuts there--shopping service advertisers must submit "product feeds" to the sites, wait days for product categorization, fund a draw account (a hefty $700 for NexTag and $100 for Shopzilla/Bizrate), then bid on product placement. 

Like Google, Yahoo and other online advertisers, merchants who place the highest bids get listed in prime positions. Unlike the search engine advertisers, however, it takes ShopZilla and Nextag from 24-36 hours to make any changes--whether bids, campaign pausing or product listing updates. As a result, hundreds of clicks, priced from 15 cents up and averaging  85 cents, continue mounting for days, despite merchants' attempts to stop them. The donut machine can't be turned off.

ShopZilla has two programs, a "continuous" program that keeps replenishing ShopZilla's coffers, as shoppers click away, and a "monthly budget" plan. However, ShopZilla's monthly plan doesn't stop when the budget is reached. If clicks are excessive--as with my campaign--the charges continue creating a negative balance that accrues with additional clicks until ShopZilla can remove the product listings. This method differs 180 degrees from search engine companies that  "stop the press" when your budget is exhausted.

NexTag and ShopZilla argue they don't have the technical ability to immediately pause campaigns, change bids or product information. However, I find it very convenient that ShopZilla and NexTag in the Internet age avoid technology that would stop the donut machine in midstream. One sales rep at NexTag told me "we're working on it." But until then, money flows into the online shopping engine coffers unabated.

In terms of customer service, NexTag is virtually unreachable. Customer service never responded to my queries except with boiler-plate emails. And I finally had to engage American Express to investigate and get my deposit back. That got NexTag's attention, generating a short NexTag customer service survey. Not good.

ShopZilla provides better advertiser support, but the account reps have to follow the company line on maximizing revenues and profits.

Complaints from merchants and consumers abound on the Internet about the shopping services. NexTag clocks in at over 82,000 while ShopZilla receives only a mere 42,000. BizRate takes the prize at over 353,000, with many complaints related to its $100 survey promotions. Click rate fraud, as with Google Yahoo and others, is also a hot discussion topic.

The donut machine is alive and growing at ShopZilla and NexTag.

Used 3G iPhones on eBay: "I Found it in the River"

eBay continues its lead as the "go to market" haven of iPhone users selling off their devices. As of August 30th, they're nearly 4,800 listings for V1 and V2 iphones. 3G iPhones clock in at 1,688 out of which 162 are listed as "used."

Sellers ditching their used 3G iphones are a curious lot. I reviewed 45 listings due to close today and found, among sellers who would reveal, multiple reasons for eliminating this prize jewel from their lives.

Most iPhone listings on eBay remind me of the grade school crayola generation--sloppy listings thrown together in minutes with blurred pictures and misspelled words. If the listings were for any product other than iPhones on eBay, few buyers would ever review the offers, let alone buy the phones. But presentation quality with the iPhone crowd doesn't seem to matter to buyers unable to obtain iPhones through retail channels.

23 of the 45 sellers wouldn't reveal their reasons for selling, although listings alluded to potential reasons: unlockability, firmware problems, lots of white 16GB models and dropped calls or slow 3G data downloads. One seller said he bought the iPhone due to "an emergency at work," while some sellers talked about locked phone problems with FIDO and Rogers in Canada.

iPhone sellers, who revealed their reasons for selling, spoke about "wanting another phone," touch screen data entry, reception/dropped call problems, needing money or the complexity of the device.

The "damaged iPhone" owners were in abundance today. 9 of the 45 sellers listed phones with cracked screens, SIM plates missing and the biggest problem: water damage. Here are a few stories reported in the listings edited for brevity:

"This iPhone didn't make it a week before it was dropped on a tile floor, shattering the protective glass and the case. Since the accident, I can get the phone to power up only sporadically, and only with some prodding. When I can get the phone to turn on (50% of the time), all areas of the touch screen seem to work, permitting normal operation...I cannot vouch for the phone sending/receiving any data, though, and I have not tested any calling functions."

""I purchased the iPhone from AT&T...used it for about 2 1/2 weeks and then I dropped it in the sink as I was rinsing off the dishes. The iPhone did not come into contact with soap, chlorinated or salt water."

"I dropped my iPhone only a couple weeks after I bought it and the glass cracked (the LCD is in perfect condition). The phone still works like new, including all the touch/motion functionality. It's as if nothing had ever happened."

"The iPhone will not turn on. It hasn't turned on for about two weeks. The iPhone does not show any signs of water damage. Nothing happens when it is plugged into the computer or the wall."

"Broken iPhone 3G needs a glass screen replaced but in working condition. You can buy the screen on eBay for $20 or have Apple fix it for $199. If anything else is wrong, Apple will fix and should be covered under warranty for up to one year. I don't need it anymore. I have another phone."

"No reserve. Broken, water damaged iPhone 3G 16 gigabyte model. Dropped in water. Inner LCD is cracked. I cracked it when I was putting it back together. I opened it to allow the phone to dry, thoroughly for a week. The phone turns on, battery charges...and it pretty much still functional minus the earpiece speaker--no sound. The home button does not work consistently as well...When turned on now, it asks for a sim card to be inserted and ready to activate."

And...the story that takes center stage:

"Found this phone in a river, jumped in after it, cleaned it, dried it out, and now it actually turns on!!. Still in really good shape, no dents or scratches!!!. My computer will recognize it and when plugged into an outlet the 'Connect to iTunes' screen comes on clearly. The only problem is that when I plug it into iTunes it says that an 'unknown error occurred (1601)'. I'm not very tech savvy so I don't know how to get past this point, which is why I'm selling it. It still is possible for this phone to work. I just don't know what to do to fix it, and Apple won't help me. I'll take it for any price!"

Surely, a story worthy of a Wikipedia article under "strange and unusual stories of the iPhone."

The iPhone Competition: Nokia & Alcatel Come On Strong (Podcast)

So much has been written about the iPhone and other high-end mobile phones of late that you'd think they represent the majority of mobile devices sold around the world. That's not the case.


Nokia, Samsung, Sony Ericsson and other established manufacturers sell tens of millions of mobile handsets globally each year, while Apple's iPhone and other touch and non-touch handsets are a drop in the bucket.

To answer many questions I've received: Yes, MobileDiscoveries sells mobile handsets and useful accessories. As you surf the store, you'll find dozens of useful items, including Nokia and Alcatel handsets, Windows SmartPhones, and a variety of accessories: batteries, chargers, Bluetooth headsets, cases, wired headsets, sync s/w for Motos, external bluetoth speaker, portable speakers for iphone,  mobile handsfree car kits (a legal necessity for California drivers) from Nokia and wireless keyboards.

This podcast covers some of the features of the more interesting mobile handsets and accessories on MobileDiscoveries.

Mobile Phones:

Nokia 6300

Nokia N73.



Nokia E62




N76 Flip Phone Black




Nokia N82



Alcatel C820a Slider Phone w Camera




Alcatel E801a MP3 Player Phone



Playboy Camera Phone - Pink

Clearboost Antenna for iPhone




Remember to use code MD-NEW for your 15% discount.

Podcast on MobileBeyond or iTunes.

Lennart Svanberg Mobile Marketing Podcast: Internet and Mobile Together

Lennart Svanberg, the Producer of the Internet Marketing Conference in New York on June 4th, 2008, speaks with Brian Prows in this podcast about growing interest among Internet marketers in mobile applications.

Lennart also discusses the state of global mobile technology, contrasting Swedish networks delivering up to 7.2Mbps data speeds to slower U.S. wireless networks. He also talks about innovative mobile marketing alliances, mobile book publishing in Japan, China's 500 million mobile users and Ericsson's agreement with China Telecom to build faster cellular networks. One publisher in Sweden even supplies its customers who purchase mobile websites with mobile phones.

Svanberg has insightful thoughts on the status of mobile technology around the globe.

Mobile Growing Rapidly in India: A Model for the World?

India, according to BusinessWeek and other sources, is now the second largest mobile market on Earth. Between 250 to 300 million Indians now own mobile phones in a country with only 30 million personal computers. That's 25% of India's 1.1B citizens. Over 8 million Indians sign up for cellular service each month.

Average monthly carrier revenues (USD) in mobile-intensive countries is staggering: $10 in India, $12 in China and $30 in the U.S., although other research shows an average of $55 per subscriber in the United States. Voice minutes cost 1.3 cents in India, 8.4 cents in Pakistan and 3.5 cents in China. To my knowledge, carriers in these countries have yet to offer "talk all you want" plans recently introduced by U.S. carriers Verizon, AT&T and Sprint. (See my post on Sprint regarding its marketing challenges.)

Although India's mobile users are purchasing over $250 million a year in additional wireless services--text messaging, music, wallpaper, games and Web surfing, with expected growth to $1.7B by 2010--currently 80% of data purchases represent text messaging and ring tones. In fact, Indians send over 25 BILLION text messages a year. Additional data purchases are stymied by low-end handsets, price and lack of mobile services.

As expected, India's younger, tech savvy subscribers are the most likely purchasers of mobile services--from online banking to entertainment. Dozens of players, including Google, Yahoo, Microsoft, as well as telecom providers--Bharti Airtel, Vodafone, Reliance Communications and Tata Teleservices--are developing content: movie schedules, stock quotes and other news services.

Indian mobile carriers, in particular, want to ncrease their current 10% share of information revenues (representing 13% of profits) to 20% of revenues--the "on-deck" information revenues controlled by the carriers and their partners. However, mobile users' desire for content continues its surge, and "off-deck" services, not controlled by the carriers, will proliferate.

Mobile websites, growing rapidly in the global mobisphere, should greatly interest Indian businesses, who seek innovative ways to sell to mobile users, especially considering low PC penetration in the country.

Discovering which mobile services interest India's growing mobile community is the key. In an earlier post on mobile banking, for example, I cited research indicating that younger U.S. cellular users are more interested in ATM and bank location expansion than accessing accounts on their handsets:

An eye-opening study by Javelin Strategy and Research concludes that even Gen-Y consumers (18-29) are not as hot on mobile and online usage as one might assume. "Regardless of Gen Y’s proclivity to initiate online transactions and use mobile phones and technology in general, Javelin data shows that Gen Y is not ready to abandon the brick-and mortar, or other channels, to go completely online or to the handset for all their banking needs. For example, when selecting a new financial services provider, Gen Y consumers ranked access to ATMs and access to branches as more important than online service capabilities, in comparison to those of other age groups."

Marketers seeking to penetrate the mobile space are carefully watching India.

Customer Billing and Follow-Up: A Competitive Advantage

A frequently forgotten part of marketing is customer billing. Companies of all sizes spend millions in advertising and operations to acquire customers and then drop the ball on billing. Marketers are hard at work stuffing bill envelopes with cross-sell/up-sell promotions, but most customers view bills with dread.

Why not impress customers with positive information--preferably just below the amount owed? Why not thank customers for their business? Why not create a multi-channel campaign incorporating the billing process, the MOST important customer communication channel?

Regular readers of this blog may notice a category called "customer service marketing." I've posted numerous times to it, focusing on how customer service impacts marketing effectiveness. I've praised some companies for excellent customer service. I've criticized others. Alas, poor customer service experiences are more memorable than good experiences. Here's another sad one. Sorry, AT&T Mobility, but it's you again.

While an AT&T customer for a week or two to test the iPhone and AT&T's overall service levels, I decided to port two lines back to Sprint, a company that's struggling under newly appointed Tzar Dan Hesse. See my AT&T retail posts: "Training Retail Sales People to Become Marketers and Delight Customers" and "'Call Us in the Morning: Why Customer Service is Failing.'" Read all customer service marketing posts here. In your spare time, take a look at "'Keep the Customer Satisfied:' Spread the Word" on Mobile Telephone Marketing.

My first AT&T bill, still showing the activation fees, arrived in late January. I immediately called AT&T, the CS Rep made the adjustments, told me the final bill and that it would be charged to my credit card on February 14th. The CS Rep was friendly and appeared knowledgeable about AT&T's billing procedures. The call ended on a positive note.

Fast forward to yesterday--February 28th. A past-due notice arrived from AT&T indicating I hadn't paid the bill and my closed account was re-opened. The letter warned me how my credit rating would suffer if I didn't pay immediately.

Back to the phone, again talking to a pleasant, seemingly knowledgeable rep, who was just as baffled as I about the bill, since the account was closed by me within seven days of activation. Oh, another twist. Because the bill was not paid on February 14th, AT&T added the $175 per line early termination fee, raising the total to over $450. Long and short of it: The CS rep offered to "send a message" to AT&T billing requesting a complete credit on everything and "someone" would call me during the first week of March. In other words, the CS rep was powerless to resolve the billing error on the first call. But she gave me a case number and "notated" our conversation, just like the first CS rep.

I even have a case number: xxx-xx-xxxx-x-xxxx-xxxx. (This is AT&T's form of Morse Code, apparently an improvement over tin cans connected by wires; after all, AT&T is in the COMMUNICATIONS business.)

Enough about AT&T. They're too busy, like Verizon, counting how much money they'll lose on the new $99 unlimited minutes plan.

MarketingBeyond's Recommendations for Billing Statements and Pro-Active Follow-Up

• Throw away the four-color inserts. Include the most important messages on a bill's front page, preferably near the total and due date. As more customers view their bills online, they won't notice the inserts anyway.
• Include a "We appreciate your business" on ALL bills, including past-due accounts. Eliminate the negative word "delinquent."
  
  • Use American Express' "member since ___" technique.
• Insert the following line--especially on newly opened or past-due accounts: "We realize that sometimes billing errors occur. We're here to help and would love to resolve any situation quickly. Feel free to call us at xxx-xxx-xxxx or email us by clicking here. We'll get back to you within 24 hours. We promise." Then, keep your word.
• Empower your contact center reps to resolve billing issues in one call. Have supervisors monitor calls to assess rep resolution performance.
• Train and reward reps who SOLVE CUSTOMER PROBLEMS. That's their job. Let them do it and recognize superior performance.
• Eliminate the negative, stupid phrase: "If you've already paid, please ignore this bill." It does nothing but irritate customers who've paid, indicates your billing system is on autopilot and will not persuade non-payers to clear the bill anyway.
• Create an outbound unit in your contact center to pro-actively call new and past-due customers to assess customer satisfaction and help customers resolve problems. This shows you care and seek an equitable resolution to all issues.
• Throw away the "we've improved our bill" inserts. If customers can't easily understand their bills, you've done a lousy job. Make it understandable. Make it a marketing collateral.
• Reduce the number of "customer survey" calls and emails about "your recent experience." AT&T contacted me three times after opening an account. The first was an automated IVR system, the second an email, the third a rep call from a research firm. Consumers are inundated with survey company communications. Put your money into one-on-one, personalized communications.

If you want an example of a company that's doing it right, read my post on American Musical Supply.

News Release: Verizon Wireless Announces $99 "Talk All You Want" with Rollover Plan

News Release

February 19, 2008

Contact: Vera Izon

For Immediate Release

Verizon Wireless today, pressured by declining voice plan revenues, announced a new and innovative $99 "Talk All You Want" plan with rollover.

Ivan Seidenberg, Verizon Wireless' CEO, said: "Verizon realizes that American consumer and business users, as they've eliminated their landlines for cell phones, want free roaming, cheaper prices and, quite frankly, more wireless minutes." Seldenberg added: "We've one-upped AT&T Mobility [AT&T announced a similar plan today] with unlimited mobile calling including rollover minutes."

 When questioned how rollover minutes would work with an unlimited voice plan, Seidenberg gave this example:

"O.K, here's how it works. Let's say you, as a Verizon Wireless customer, talk for an average of 12 hours a day. That's 720 minutes per day or around 21,000 minutes per month. Well, you've only used up half of all total monthly minutes of 42,000. Verizon just rolls the extra 21,000 minutes forward to the next month. So now you can talk for 18 hours a day on the best network in America and never fall behind on your voice plan. We think that's a good deal."

A spokesperson for Verizon Wireless, who requested anonymity, confirmed that if Verizon customers switch back from "Talk All You Want" to a plan with fewer minutes, they're charged 42 cents a minute for all unused rollover minutes. For example, if a customer has a surplus of 70,000 rollover minutes--and then changes to a plan with fewer minutes--the next Verizon Wireless bill would be $29,400--due in twelve easy payments in the next year. The spokesperson added there's a 2% discount if a customer opens a Verizon Wireless credit card account.

Vera Izon, Mr. Seldenberg's executive assistant, commented: "We believe all other carriers will emulate Verizon's 'Talk All You Want' plan, Sprint, in particular." (Sprint Chief Executive Dan Hesse, who recently joined the troubled company, previously announced his intentions for a total unlimited voice and data plan.) Izon retorted: "Although our $99 'Talk All You Want' plan doesn't yet include data, we're planning a new plan, similar to Sprint's, called "VerizonSpeed."

Verizon Wireless CMO Mike Lanman remarked: "With the introduction of the LG Voyager and other high-end mobile phones, we'd like our customers to think of us as 'the second Apple.' You want touch; we give you touch. You want Google maps; we give you Google maps." Lanman also revealed that Verizon Wireless will soon announce the Veritunes music store to compete with Apple's iTunes. Commented Lanman: "We don't think that Apple should have all the fun. You want tunes; we give you tunes." (A product marketing manager, who also requested anonymity, said Verizon Wireless will release the "vPhone" in Q2 of this year with activation via Veritunes.)

Meanwhile, Verizon Wireless' famous "test man," Paul Marcarelli,  will start production on Verizon's new "Talk All You Want" billboard and TV campaigns. Marcarelli candidly said: "You know, I was kinda getting tired of repeating 'can you hear me now?' I think it's goin' to be really cool to get a new phrase."

Finally, in a report to stockholders, Seidenberg said: "Since the iPhone knocked us for a loop, we're looking forward to delighting our customers with the new voice plan. We're next thinking about a "Do It with Data" campaign, which should make the cash register ring. Lots of data downloads: ring tones, wall paper and a Web experience that can't be beat." A rumor circulating at Verizon has it that former Apple exec Mack Tosh is joining Verizon Wireless to develop marketing strategies for the vPhone and "Talk All You Want" campaigns.

Economy Hurting Marketing Campaigns? Thinking of Joining a 12-Step Program?

One of the biggest marketing challenges--whether pushing mobile devices or stuffed teddy bears--is getting noticed and not ignored. As a marketer, you write news releases, create product and pricing strategies, maybe advertise a bit. But you still have a gut feeling no one's listening. Not good for your social life. Worse if your boss is pushing for increased sales.

Read the rest on Mobile Telephone Marketing.

News Release: Microsoft Announces GodZoogle Acquisition

Microsoft Press Release

January 5, 2009

Contact: Red Redmond

Microsoft today announced the acquisition of GodZoogle, the largest global online search and advertising company, for $1.25 trillion dollars, the highest price ever paid for a public company in the United States. This follows a failed effort by Microsoft to acquire Yahoo in 2008 for a top bid of $85.6 billion.

Chris Liddell, Microsoft's CFO, said: "We are delighted to welcome GodZoogle to the Microsoft family of companies. The combination of GodZoogle's search and advertising services with Microsoft's makes Microsoft the global leader in both computer operating systems and Internet services."

To finance the deal, Microsoft used its $21 billion in assets, issued  new corporate bonds, obtained a loan from the Federal Large Business Administration and acquired unused gift cards. To avoid a credit crunch, Microsoft, working with President Romney, also borrowed from the Greed Insurance Corporation, created on Romney's first day in office.

Kevin Johnson, Microsoft's chief exec responsible for online growth, commented: "I love business, I love technology, I love customers, and I love people."  To welcome GodZoogle's advertisers and employees to Microsoft, the company is giving away a one year's subscription to Vista Lite Online with an enhanced version of "Window's It's Alive" called "GodZoogle Let's Party." A free copy of VLO's 400 page "Getting Acquainted"  user guide is also included.

Bill Gates, Microsoft's founder, commented: "The merger of GodZoogle with Microsoft enables us to deliver on one platform substantial customer value." To ensure a successful kick-off, Gates said, "we're launching a viral marketing campaign with New York's Da Vido, who did an outstanding job for Starbucks in its 2008 viral campaign. I will also out of my own funds privately publish Da Vido's "Java Jitters" CD. We've been speaking with Da Vido about changing his album's name to "GodZoogle Java Jitters," and he is 100% behind this invigorating market launch of our new services." Gates added that Microsoft is committed to total customer satisfaction and is adopting Target's customer service as its model.

Mr. Gates also announced the creation of Gikipedia, saying "while I personally believe Wikipedia has done an outstanding job compiling important world information, we believe that the vast information resources of GodZoogle require a separate web site addressing the significant growth in knolling and GodZoogling taking place on the planet.

Steve Ballmer, Microsoft's C.E.O. and chief advocate of the GodZoogle acquisition, today commented: "We at Microsoft not only want to deliver value to our expanded customer base. We want everyone associated with our company to have fun. As a result, we are revamping Microsoft's expanded web site for easy and fun navigation, similar to Apple's design."  Ballmer added: "Since Microsoft and GodZoogle will use more power to deliver its services, we're today announcing our support of the Blogosphere Power Consumption Agency.

In a related development, Microsoft announced the release of the GodPhone, a deltoid-enabled, open-architecture mobile device. Ballmer commented: "We firmly believe that, while the iPhone was a significant advance in mobile technology, the GodPhone better adhers to Open Handset Alliance standards for a Mobispheric device." Microsoft's strategic plan is to compete with AT&T Mobility in the 700Mhz spectrum to deliver innovative mobile data services. Says Ballmer: "We've learned from Steve Jobs and Apple that you need a sound, reasonable and consumer-driven marketing strategy to make it in the mobile world. Steve did o.k. We'll do better.

 

In a new Alliance with Apple and Mr. Jobs, Ballmer said that Apple, Microsoft and GodZoogle are planning a joint Christmas release of new phones. Jobs commented: "Although Microsoft and Apple are competitors, we strongly believe we target different audiences--cool and awesome customers for Apple and the pin-stripe crowd for Microsoft. We've nothing to fear." Ballmer concurred, saying "you'll love our Christmas surprise."

 

According to Microsoft marketing management, the GodPhone delivers these features and benefits:

1. A large touch screen similar to the iPhone's. "Touch is it," according to top marketing execs.
2. Twice the battery power of the iPhone.
3. Verbal Text Messaging
4. Guaranteed Information Privacy. According to a top Microsoft marketer, "we'll never use private information for corporate gain. You can count on it."
5. Superior Technical Support. According to one marketing spokesperson: "If you're on the planet, you can chat with us 24/7."
6. Free Text Messaging During Earthquakes. Ballmer said: "I love California, I always have. Microsoft will not desert you in your time of need. So...text away...it's on us."

Before departing San Jose International Airport, Mr. Ballmer mentioned the formation of GodZoogle Savings and Loan, subsidized by the Feds and GodZoogle, to assist all nation's impacted by the subprime mortgage crisis. "We're here to help any nation on Earth. That's the Microsoft and GodZoogle mission." Ballmer commented: "I love Microsoft and I love America."

Training Retail Sales People to Become Marketers and Delight Customers

I returned two mobile phones to AT&T today. (I'd ported over a couple of lines from Sprint to AT&T, after doing the iPhone review, but the Samsung BlackJack II that replaced the iPhone failed to meet my standards and another Samsung clamshell handset had echo problems.)

What continues to amaze me is the lack of proactive marketing by retail sales people to "save the account." True, I had already ported the numbers back to Sprint effectively canceling my AT&T account. But why didn't the retail person ask me penetrating questions about my decision. Here's how the conversation went between me (BP) and the retail rep (RR).

BP: "I've ported back two AT&T lines to Sprint and want to return the phones."
RR: (Silence, as I gave him the receipts and phones.)
RR (Silence, as he checked the SIM's against the phones, took out the batteries and brought up my account on his computer.)
RR: (Continued silence as he started initiating the refund to my AMEX card.)
RR: (Ah, he speaks..."May I ask why you're canceling?"
BP: "Yes, the iPhone didn't meet my requirements. With Wi-Fi, the browsing was great, but using your EDGE network, it was slower than molasses. I had hoped the BlackJack II would meet my PDA needs, but navigating the phone was difficult and your 3G network is slower than Sprint's EVDO network. Oh, the other Samsung flip phone had echo problems."
RR: (Silence, no questions....pause.....)
BP:  (BP pulls out his HTC Touch and shows the RR the display.) "Have you ever seen the Touch?"
RR: "No."
RR: "O.K., you can insert your AMEX card now for the refund."
BP: (Brian swipes AMEX card.)
RR: "Here's your receipt."
BP: "Thanks, bye."

If AT&T had trained this poor fellow, the conversation might have gone like this:

BP: "I've ported back two AT&T lines to Sprint and want to return the phones."
RR: "I'm very sorry to hear that. While it's probably too late to make a change, may I ask why you canceled? How did AT&T not meet your expectations?"
BP: "Yes, the iPhone didn't meet my requirements. With Wi-Fi, the browsing was great, but using your EDGE network, Web surfing was slower than molasses. I had hoped the BlackJack II would meet my PDA needs, but navigating the phone was difficult and your 3G network is slower than Sprint's EVDO network. Oh, the other Samsung flip phone had echo problems."
RR: "I see. We're aware many iPhone users want faster data speeds. Did you realize that our network people are working right now increasing the EDGE data download speeds? We're installing fast T1 lines at dozens of our towers in the Bay Area."
BP: "No, I wasn't aware of that." (Actually, I was, but you know...)
RR: "You mentioned using the BlackJack II was difficult to use and 3G was slow. What applications on the PDA were difficult to access?"
BP: "Well, Windows Mobile 6 works o.k., but the screen is too small to view my calendar, tasks and emails. So I kept having to scroll down. The keys on the BlackJack II are also too stiff."
RR: "I see. You know, the BlackBerry Curve has a larger screen and the keys are easier to push."
BP: "Yes, I agree. In fact, when I returned the iPhone, it was a toss-up between the BlackJack and the Curve."
RR: "You also mentioned our 3G was slow? What happened?"
BP: "I viewed a few videos that stopped several times until the buffer filled."
RR: "I see. Sometimes that can happen as you download. But otherwise, you find the 3G downloading Web pages and emails adequate?"
BP: "Yes."
RR: "I understand your needs a lot better now. As I mentioned, you've probably already made your decision to return to Sprint. But I can talk with my manager about letting you try out the BlackBerry Curve and a higher-end flip phone for a few days at no charge. We'd give you two new phone numbers so if you decide to stay with Sprint, that's o.k. Would that work for you?"
BP: "Well, I don't know. After the porting back to Sprint and all. It could be a hassle."
RR: "We could do it without a contract and at no charge..."
BP: "I see...well, I guess it's worth trying."

Wow! If AT&T had empowered and trained its RR's to "delight the customer" by making that offer, I might have done it. But, clearly, AT&T's training program and marketing philosophy is not adequate to the task. And in highly competitive businesses like cellular, marketers and sales reps need a re-alignment.

Speaking of re-alignments, the major reason I stick with Toyota is how well they treat me. Everyone at the dealership here in town is trained, measured and managed to "delight the customer." When I took my Prius in the other day, due to a battery problem, they didn't let me leave until the battery was fully-charged and they had thoroughly checked out the car's systems. Toyota goes the extra mile for me--all the time--and that's why I'm a long-term customer.

If you're in retail management, ponder my AT&T story. Train your reps. Delight your customers. And watch your business flourish.

P.S. Just as I wrote the last paragraph above, I received an email from AT&T: "Your Wireless Bill is Ready Online."

Postscript: How timely...15 minutes after posting this article, I received an automated "customer survey" call from AT&T, asking questions about my experience yesterday at the AT&T store. Perhaps there's hope.