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the success of loyalty to Telecoms-

02/07/2014

This article was translated by an automatic translation system, and was therefore not reviewed by people.

 

 

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The change in consumer behavior associated with the increasing use of mobile devices has directly affected the strategies of telephone companies in the quest for customer loyalty . With smartphones , for example , consumers now use fewer telephone lines and prefer social networks and especially apps like WhatsApp Messenger and Line to communicate .

According to a survey by consulting IDEC , released earlier this month , smartphones accounted for approximately 51 % of mobile phone sales in the country in 2013 . In 2014 this percentage is expected to jump to about 73 % .

Undoubtedly , the current moment in the market is the growing demand for data and sale of smart phones . If on one hand there is a positive impact for operators with increased sales of these devices , there is also the challenge of offering unique , compelling and shareable services for these mobile devices .

The investment in marketing has been heavy, a real bombardment of advertising and services. Therefore, we seek to hear the four largest operators in Brazil ( TIM, Claro , Vivo and Hi ) on the news for this new consumer mobile phone and how their behavior impacts your business.

The four operators do not comment on how it has affected the ROI of their activities , but are unanimous in saying that the impact of mobility has been decisive for the future of their business . Even as it is today clear that the customer demand services that allow mobility , agility , and collective security of the shared data , and information and entertainment , when they think of mobile telephony.

TIM said it continues investing in solutions for young audiences with daily and monthly pricing and beyond TIMmusic - app with over 13 million downloads in 2013 - revealed that the company is testing a new free application that will integrate the services of voice , SMS , video calls , chats and VoIP Still no date for launch, the app will be available for users of all operators who may have access to different communication tools .

The Hi also comes with a focus on pre - paid and the young audience . The carrier has just launched mobile recharge application on Facebook . The app allows the customer to recharge any Mobile Hi using a credit card Flags Dinners , Link, Mastecard and Visa. The tool was enabled in the first week of January and is being released to customers via SMS and email marketing.

Hi to consumers will increasingly seek quality and customization . Entertainment services will become even more sophisticated , with high streaming quality , most complete collections and customized content . For the company , will be important in this business utility services that facilitate the lives of its users , is teaching something new or allowing him to learn more about their health , for example. In this way reported that Hi has in its catalog the Hi Learning ( educational content platform ) , Hi Maps application ( location / maps ) and Hi Bookstore ( bookstore ) .

In the course there are also services that have been developed exclusively for the digital platform , as the case of ideas and Sync Mobile Security applications that provide storage , synchronization and data security , or even the course Reading application that offers diversified portfolio of books in categories with multi-platform features , available for smartphones and tablets , but also gives tips on books and releases for feature phones , devices with more limited resources .

According to the director of value-added services of course , Alexander Olivari , demand for streaming services offline is also a trend in the mobile market . " Do you guarantee a complete experience when the client is connected but will not let you answer it when the device is disconnected or in areas without access to data , such as during flights , ie , allows access to the content , provided you have held the download before, " he says.

Vivo Telefonica also bet on sharing and social networks to become increasingly digital telecom . Recently announced a partnership with the social network Pinterest to deliver a unique social network widget for Android customers of the operator . With solution, customers will have access to Vivo Pinterest from your smartphone's home screen, which shows the most popular "pins" , a personal feed and instant notifications to the user.

It is clear : those who bet on offering the best quality mobile internet will this criterion the main driver of growth in the market, always allied obviously with offerings that meet the needs of its customers , regardless of the payment method chosen by them . The mobile universe allows richer than conventional vertical integration . Geolocation associated with socio - demographic and behavioral come from digital platforms factors is a good example of input intangible value . Are mandatory prerequisites for the success of loyalty telcos in this increasingly connected and laptop market.

 

 

Source : Uol - Modern Consumer

 

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This article was translated by an automatic translation system, and was therefore not reviewed by people.

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