SPECIES 2013
Executive worldwide conference for F-Secure's Operator Partners
UPCOMING EVENTS
VB2013 - Berlin
October 2-4, 2013
Location: Berlin, Germany
Guest Speaker: Jarno Niemelä, Senior Researcher, F-Secure
F-SECURE TALKS
F-SECURE SHARES KNOW-HOW
Operators can drive ARPU with F-Secure, but what about customer loyalty?
It is always debatable whether VAS services can lead to or help improve customer loyalty. Our view is clearly that it does - if you choose the right Partner!
Many Operators routinely ask their customers through surveys, polls and focus groups to try to assess this. One large operator went further recently and specifically asked about the F-Secure solution verses other available market products.
- One third (33%) of their customers stated that their choice of internet provider was positivly impacted because of the added value of F-Secure's security service.
- 9 out of 10 Operator customers using F-Secure's security service said they would not likely change internet service providers within the next 12 months.
- 91% of F-Secure users gave an average satisfaction rate score of 9/10.
Driving ARPU in the new mobile broadband world seems difficult...
This operator partner offered Security to its Mobile Broadband customers via their web site. The rate at which new Mobile broadband customer activated the security service was around 10%. They were unhappy with this level and approached F-Secure to brainstorm ideas and jointly develop a new approach.
After a few joint marketing planning sessions they introduced a CD option to deliver the software, they simplified the installation instructions on collaterals, they included a dedicated security leaflet with all purchases, and they introduced a small customer “free draw” competition. The results were exceptional:
- The customer activation rate increased to over 40%
- In less than a year, over 20% of the operator's entire customer base started using their security solution
- Success in the fast growing mobile broadband space IS achievable
