Principal role of the USSD service.

USSD (Unstructured Supplementary Service Data) is a technology used for transmitting of information over GSM networks. As a session based service it can support a sequence of information exchange. It works in two modes: push mode and pull mode.

USSD Phase 1 (pull operation), described in GSM 02.90, handles mobile initiated requests. In this phase no real time session is held, as it is only able to pass information from a mobile phone to the USSD service with a confirmation.

USSD Phase 2 (push and pull operation), described in GSM 03.90, handles network-initiated requests and establishes interactive dialogue between USSD application and mobile phone. If a user don’t perform any actions the connection is released by a time out. This phase also allows to push information from network to a users’ handset.

Often overlooked, USSD technology helps users quickly and easily access information and services, and provides endless business opportunities for mobile service providers.

How does it work? User’s perspective.

1. User enters a short USSD service number on the mobile phone (e.g *100#) and press “call”.

2. USSD service receives the request and responds by sending a menu to the user.

3. The user enters a character that corresponds with his/her selection.

Usability

• Fast response. Unlike other short-message protocols which use store-and-forward technique, it offers session-based communication. Information is sent directly from a mobile phone to an USSD platform during a real-time session, avoiding SMSC in the processing path. As a result, a user don’t experience any latency while sending requests to a service.

• Worldwide access. All USSD request are rooted back to the home network. Dialing an USSD number while in roaming in another network will lead to a service which is in home network. This helps users to access their favourite services from other countries.

• Simple to use. USSD service is simple to access through practically any GSM mobile phone. A user initiate session by dialing a short code on a default mobile screen which starts with * followed by digits and terminated with # (e.g. *111#). Some of these codes request a single piece of information while others deliver a series of text menus with further navigation.

Functionality

USSD is ideal for a menu-driven applications, therefore it has great potential for mobile banking to perform such operations as balance check, account transactions, payments etc. It is important to note that USSD is not a menu on a mobile phone, but just a bearer for text selections and menus. These menus and texts are not stored on a handset or a SIM card. That’s significantly improves level of security on the users’ side as opposed to SMS messages when data is saved on a device.

Here is the other cases of using USSD:

■ Balance enquiry as alternative to IVR

■ Callback Services

■ Money transaction

■ Informational services ( weather, news, stock market etc.)

■ Voting

■ Reservations

■ Service management (activation / deactivation)

■ Notifications

■ Mobile advertising

USSD + SMS + WAP

USSD can serve as a convergence point for SMS and WAP services. As simple and straightforward service, USSD requires almost no user experience – anyone who can type on mobile devices can use it. With the help of it, service providers can encourage users to visit WAP sites. For example, USSD can respond to a user’s request with an SMS, which can contain a WAP link. This link may lead to a WAP site that is somehow connected with the USSD service which is being used.

Key Benefits

For mobile users:

• Simple to learn, direct access from any default mobile screen.

• Fast response time.

• Supported by 99% of mobile devices on the market.

• Worldwide access to services.

For service providers and operators:

• Can be quickly implemented to existing infrastructure.

• USSD can easily engage users.

• Fast mobilization of business for service providers.

• Cheaper than sending SMS.

How to extend call centers self-service capability to mobile users.

Most major companies are using call centers for support of their customers. Trying to be more competitive and more cost-effective they outsource call centers to other countries, as well as implement self-service technologies such as Interactive Voice Response (IVR) and web sites where no humans are involved.

In turn, customers demand a higher level of service, which is available 24/7, without the need to wait an excessive amount of time for their call to be answered and to learn about how to deal with IVR systems.

Mobile technologies offer a new alternative which can become a part of an existing solutions. As in the case of a web site or an IVR system, there is no need for human resources, so companies can use it to cut down costs. It is also automated, and since 60% of the world’s population have mobile phones, it can be quickly used by customers at any time and in any place. And it is simple. It’s called Eyeline Call2Service.

How does it work? A company provides a service number for their customers. When they need support they dial this number, which is free, and get a USSD menu, where they can choose from several options. These menu items may include frequently asked questions or information about other support options. This can be a web address or a call center number, which they can use if there is no info they are looking for. The service’s number can also be saved in the user’s phonebook, so he or she later have access to support on-the-fly.

It is important to note, that due to many faces of business, a USSD menu can be used in many creative ways. Moreover, Call2Service can become a part of any self-service system.

There is also a part for marketing in this system. USSD menu may contain new products and special offers, with an option to sign up for a company’s newsletter. A subscriber will then automatically receive SMS if there is update. This way, support and engaging a customer go hand in hand.

MTS (Mobile TeleSystems), one of the largest mobile operators in Central and Eastern Europe, use USSD request system to support their subscribers through *111# portal. About five million MTS users visit the portal every month instead of calling the IVR center. MTS went even further by adding different services, including paid ones. Those are the possibilities available through Call2Service, which can be provided through a toll-free number, which can be called from any mobile operator.

All in all, Call2Service may drastically improve client satisfaction due to availability and prevalence of mobile communication, while being a cost-effective solution for companies providing customer support.

Some ideas on how to use mobile advertising wisely.

Every year is promised to be the breakthrough of mobile marketing. And every year mobile marketers eventually go on a spam spree. They are convinced that mobile advertising is some kind of the-next-big-one-and-only-thing and they are trying to convince advertisers and publishers in that as well. Advertisers and publishers just shrug their shoulders and go for TV and other media instead.

Perhaps mobile advertising is great (it is really great, actually) but you need to serve it in a right way. Maybe mobile marketers shouldn’t consider it as the best and the only method of advertising? Internet didn’t kill TV and outdoor ads in the end, it just became an essential part of any marketing campaign. So why wouldn’t you consider mobile advertising in the same way?

Mobile phone is an exciting tool for advertisers when it is used to connect all sorts of media. Maybe it should be regarded as a kind of remote control for consumers? They see an offer on the billboard, dial a number if they are interested in the offer, and get a discount coupon. Same goes for TV, radio and magazines ads. The point here is that consumers use mobile phone to choose offers they are interested in. Perhaps mobile marketers should make it clear to consumers that the service number they dial to get an offer or discount is something as common as a telephone number or a web address they see in the ads. This way consumers will consider mobile phone as something they can benefit from. Again, flooding them with tons of spam when they dial the service number might be not the best idea. But sending them an offer they saw in an advertisement might be good enough to make them trust you. It is a win-win situation for both parties because once consumers are interested, they will dial your service number, get what they want, and be loyal to you. You will open a marketing channel without being officious.

Anyway, these are just some thoughts for mobile marketers to think over. One thing for sure – being intrusive with customers may destroy reputation of this new thrilling and promising way of reaching a consumer as is mobile marketing.

Mobile Marketing SWOT Analysis and C2S

I found this SWOT analysis at my subscription to Mobile Marketer. Although SWOT is said to be for 2009, it is nonetheless rather general. Editor in Chief of Mobile Marketer Mickey Alam Khan is the author of this.

Why I want to present it here? Because during the presentation, I want to discuss possibilities opened by our new (in beta) initiative called Call2Service. If you want to know what it is, drop a comment to this post, leaving your email.

Strengths

Most personal marketing channel available on the market

C2S is also the easiest — a simple call from one’s mobile!

Completely permission-based, with opt-in required for marketing text messages

Ubiquity of channel – 260 million mobile subscribers nationwide, 3.5 billion worldwide

Measurable for ROI purposes

Many consumers giving up landlines for mobile

Sales of smartphones with Internet capability booming

For C2S, any phone model will do. Therefore, it is truly reaching 3 billion users and NOT (though it can!) through mobile web! Can anything match that? Read more

Mobile, Context, and Conversation Are the New Marketing Realities

Ventana Research, a benchmark research and advisory services firm specializing in Perfomance Management, Business Intelligence, and Information Management casts its vote in support of mobile phone as a way to establish a productive dialogue with clients. When is the sale most desired? Obviously when a person needs the product or the service the most, right after a thought has come to the mind. Read more

Text Messaging is Most Popular

Source: WSJ

“Silicon Valley start-up 4INFO, one of the most-active players in text-message advertising, plans to announce a new trial partnership with Yahoo. Under the arrangement, 4INFO provides the technology for Yahoo to publish its content, such as news updates, horoscopes, sports scores and weather forecasts, via text messages that also contain a small ad. Consumers sign up online to receive the alerts”. Read more

Mobile Advertising: Hype is Up?

“Make it or Break it Point!” says Telecoms.com

In all its hype, it is interesting to note the following excerts: Read more

Are Women Technologically Challenged?

What do companies need to know before using women as a target for their marketing communication using mobile phones?

There is a so called “technological gap”. Read more

Women and Mobile Phones

Original text by Julia 

As reported by NTV company which cites research of a British telecommunications company, women spend five years on the phone as compared to three and a half years by men. Read more

Natural Marketing

“Eighty-three percent of marketers believe that mobile marketing will grow in effectiveness over the next three years”, read my invitation to Mobile Marketing Teleconference by Forrester.

What is the state of mobile marketing now and what to expect? I believe “natural marketing” will lead adoption of mobile marketing. Read more