Are you addressing prosumer business customers effectively?
Why they matter and what you should do to deliver compelling propositions to prosumer customers. Don’t ignore this growing segment – help them to grow and boost your business revenue.
Prosumers have become an important segment in the B2B community. While it’s a new term, it has rapidly gained acceptance and covers a new class of professionals that have more complex needs that consumers. Such professionals can cover a range of potential customers – such as the self-employed, entrepreneurs, micro-businesses and so on. Today, such people are actively searching for ways to make their business life easier and to ensure that they can service customers effectively.
Prosumers are typically more mobile that classical business customers, as they may not have a permanent office location and may move between shared workspaces, customers or work mostly from their homes. Many of them have adopted cloud solutions to ensure that they can run their business, using online solutions for accounting, email, documents, spreadsheets, databases and more. They may use OTT solutions on an ad hoc basis for interacting with customers and colleagues – and the mix of such tools they adopt will likely differ from case to case.
However, one thing is pretty much certain – they probably do not have or intend to have a legacy desk-phone based business line service. Instead, prosumers are more likely to depend on their mobiles. Put simply, there are many hundreds of thousands of such prosumer customers in almost every market – and the traditional sole trader is developing as more and more embrace technology to boost their business. This market is growing and represents a significant potential opportunity.
As such, it’s surprising that more mobile network operators and service providers are not thinking about how this growing, highly entrepreneurial and mobile community can be targeted. Instead, most simply classify them as consumers, missing the point that they are eager to adopt and embrace solutions that can help them grow and punch above their weight.
So, what can be done? Well, the first thing is to recognise that existing, one-size-fits-all solutions aren’t likely to be relevant. Why would a classical IP centrex service help a company of two people? Of course, it offers some value, but probably has far too many features to be practical.
The second is to understand the primary importance of the mobile in prosumer work habits. And, the third is to consider identity. If we think of these two things, it soon reveals opportunities for mobile providers.
A prosumer may have several devices, but use on mobile number as the main means of communication. Enabling a simple service that enables calls to this number to be terminated on both devices – or for calls from either of them to be presented with the right number adds immediate value. This can be achieved by selecting from the existing mobile numbers owned by the prosumer, or else with virtual numbers from the IMSI range owned by an operator. A new, business number can be allocated, which can then be associated with any device – or even a softphone, for example.
Similarly, most prosumers seek to maintain more or less standard hours. Being able to select times when calls to the designated business line should be delivered directly, or otherwise pushed to voice mail offers advantages. As too does the ability to override such rules with prioritised numbers (key customers, for example), so that the prosumer can choose when and to whom they are available.
And, if we add other users to the picture, a whole range of interesting new service possibilities emerges – all of which offers the potential to help them and to boost business revenue and growth.
There are many more things that can be achieved. What matters is to think in terms of micro steps, each of which offers value, and each of which can be controlled easily and quickly by the user. As is the case with other services, self-care is now critical. If a user can simply change their preferences, add a new number, add a new device, create new priority settings, change office hours and so on, then they can integrate communications more effectively into their business and take control.
All of which helps them grow – and helps mobile providers secure new revenue and retain customers. Many mobile providers already have many such customers. They may know this – but they don’t take action. This represents a huge lost opportunity. The prosumer market is growing, it’s becoming increasingly sophisticated, and they are typically eager to embrace new solutions.
Why wait? Get in touch with Gintel to find out how to cost-effectively deliver prosumer-based business services that help them and help you. We can help you define and deliver a complete range of prosumer-oriented services that provide compelling propositions, and which uncover new revenue opportunities.