Mobile social networks are an attractive means for telcos looking to generate higher ARPUs, increase subscriber stickiness and encourage customer loyalty. They also offer telcos a way to limit or control data consumption, and act as a great branding opportunity for telcos. For consumers, these are attractive since they function as one-stop apps for accessing multiple popular social networks.
In a recent instance, MOZAT was able to provide a branded mobile social network for a customer, a telco in the Middle East looking for a platform that unified popular social networking services for its subscriber base. The results were quite substantial:
- A tremendous increase in subscriber base in the first two months of adoption, and continuous user growth in the succeeding months,
- Subscriber-centric experience, seamless mobile communication regardless of phone brands and models,
- Systematic operator app store, development tools, admin and reporting system, as well as billing integration,
- Increased interaction among subscribers and user stickiness, and
- Increased revenue.
In fact, by the sixth month of operations, the operator had penetrated more than 15 percent of the total 3G users in the country, and seen a steady growth in recurring paying subscribers. Average online time for users rose to four hours per day, with more time spent on MOZAT than in traditional media. More time spent online means successful monetisation from games and VAS. In addition, MOZAT provided an outstanding messaging experience to users, generating more "sent messages" than the popular MSN Messenger. In fact, its internal IM, MoChat, generated a high volume of messages and steadily increased on a monthly basis. MOZAT also created social gaming experiences for the operator's subscribers - Ocean Age, a multi-player fishing game, generated about 40M page views in one month alone.
These partnerships can prove invaluable for telcos - in this case, the operator enjoyed increased ARPU and an improved market share, while offering a subscriber-centric experience to its customers, encouraging interaction through status updates, IMs, games and social networks. This social approach to mobile use encourages subscribers to include it with their daily activities.
The rush towards mobile will only continue, and telcos can also enjoy the benefits of greater mobile usage through options like MOZAT's mobile social network offerings. Only by taking the reins and offering value-added services and content of their own can telcos get their share of the pie, in the form of higher levels of monetisation and revenue generation.
Michael Yin is Chief Executive Officer of Mozat Pte. Ltd.
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