I admit it, I am a telco guy, having worked in that sector for longer than I care to count. It is thus a pleasure for me to see telecom operators transform and adapt, when they do it for good. I appreciate seeing new ideas take form and shape for the benefit of all, vendors and customers. But it seems to me most telcos are struggling with their Internet strategies. They have a hard time setting up nice enough Internet site, keeping them up and running and attracting customers to them.
Probably that’s the reason why I want to share here what I would like to tell them, especially after reading Jeff Jarvis.
1- Stop calling the Internet site where you promote your products and sell them an e-shop or an Internet boutique.
Once you know a thing’s name, your control it. That’s the nice side of the coin. The other side is: you name it wrong, you get it wrong. Naming your selling site a boutique means it will be only this, a copy of a physical shop, where you only expect to sell at a reduced cost – to you. Thus at best it will provide a slightly worse experience than a physical shop. Don’t ask why your customers are still going there.
Instead, you should find what else it could be, and try to do it. But that should be something better, unique, which can be done only via the power of Internet – and we know that we can do many new things thanks to Internet. If you don’t, just take a tour before building your web site.
2- Stop positionning it as a competition to your physical shops
A bit of a competition is good, too much can be dangerous, especially inside a firm. Build your business relationships, most of all with your colleagues, on trust and cooperation, not competition – don’t worry, competition will come by the side, even if not encouraged. This means you should develop the Internet media as a new, original one, which has its own niche, and is complementary to shops. If your Internet presence compete with your physical shops, it means that you are not promoting at their best the advantage of each channel. And don’t forget: while your are busy managing the devastating effects of internal competition, others might be taking care of your (old) customers.
3- Create a community and hand it control
The Web 2.0 is all about communities. We are lucky in that mobile phone and even Internet access are already community-oriented. Mobile phones are trendy gadgets, and for many accessing the Internet via an operator is being part of his community. Not for everybody, but you only need a small critical mass to start with it.
So the advice is, straight from What Would Google Do?: make your on-line presence a platform on which communities can live and flourish. As a side-effect, these communities can help you sell your products, or better use them. If you take care to listen and cooperate with them, they can help you improve your products, get better support, package them the right way or price them the right way. First, you accept to be influenced, and then you give them some control. Then they can help you and work for you – by working for themselves.
4- Don’t do it all yourself
If this program sounds pretty difficult, you are on the right way. But don’t do it all yourself! You can build the minimum infrastructure, hand them the tools, and then get ideas and help from the masses. Your devoted users can help you design your next best-selling products. They can also build many aeras of your next successful community platforms (aka web sites). Allow and encourage plug-ins and links.
5- Provide them access to your best deep resources
That’s the best of true SOA and SSOA. If you really want to get help and you are serious about it, you should do your best to those people devoted to help you. You should give them access to your most valuable resources, to the depths of your IT, network and service infrastructure. And the best part of it: be happy if they are using it better than your own guys.
And now, where do we start?