Get to know the four types of moments

In part 1, we looked at how moments of hope, desire or unease causes people’s willingness to pay to suddenly skyrocket, and how these moments represent an untapped market opportunity for the telecom industry. But how do you capture them?

Here, we take a deeper look at the drivers behind our four different types of moments – Wow, Flow, Done and Win – to see what makes them tick, and learn how you can use them to build a new type of business with differentiated connectivity.

So, you’ve been looking forward to this event for a long time. The travel, the hotel and those tickets you really wanted will be pricey, but it will still totally be worth it. Would another €10 matter, if it makes the experience even better? This is what Wow moments are about – making differentiated connectivity part of a VIP-like experience.

A Wow offering is about using differentiated connectivity to further enhance an already cool experience. This can take many different forms, like enabling XR experiences or multi-view video streaming during an event, as well as allowing people to share their moment with their friends, without interruptions. The point is to find ways to make a great experience even better.

Concerts, sports or other events that take place at an arena, are a great starting point, but the same idea could also be applied to airport lounges or luxury hotels. It’s the whole situation ¬– the feeling of anticipation, the exclusivity, and the premium-ness of the experience – that creates value for the user and drives a higher willingness to pay.

Wow moments really let you get creative with connectivity. At the Mad Cool festival, Orange let visitors see concerts as if they were on stage, together with the artist – a unique perspective. Or how about letting spectators get an immersive view of the basketball game from different vantage points inside the arena, like Movistar did?

Also, think holistically about the experience. When an Airline wants to create a Wow moment for their first-class passengers, they don’t just provide a better seat. Lounge access, priority boarding, food and drink also add to the premium feel. It will be easier for you to create a truly unforgettable moment, if you bring in partners that help you add more dimensions to the experience.

Have you ever stared intensely at a download progress bar, desperately wishing you could make it move faster? That’s what Done moments are all about. They are the express shipping of the mobile world.

The service helps users get things done faster and smoother. The offering is straightforward – using differentiated connectivity to accelerate uploading or downloading of large files. You can start with a few designated places, like a stadium, an airport or another hub, then add more places over time.

This lets users get rid of the friction and stress of waiting for the upload or download of a large file to complete, for a reasonable price. The service allows them to just say “Done!” and get on with doing more fun and productive things with their time.  

While the core service is the same for everyone, it can still be segmented towards different target audiences. The service can be packaged for different contexts and target groups, and use different partners for promotion and sales, to capture differences in willingness to pay more efficiently. 

For a sports photographer eager to send photos of an ongoing football derby for immediate distribution, like the quick image transfer enabled by 3 Sweden, the cost matters a lot less than for a consumer who just wants to upload pictures to social media. Here, two different services, targeting each segment separately, would help you capture the value of each moment.

You jump into a taxi to save some time. You get to where you’re going. Then the payment terminal refuses to connect. Instead of both of you and the driver quickly being  on your separate ways, you’re now stuck looking at each other, awkwardly, in the rear-view mirror. Flow moments ensure this doesn’t happen. It’s the insurance policy of the digital world. 

A flow offering uses differentiated connectivity to provide a higher service level agreement, giving the user the best possible assurance that something will work, when it’s needed. The offering shouldn’t be too wide. It will only make the SLA more difficult for you to uphold. Instead, aim straight for what makes the moment valuable, like the payment in this case. 

There are lots of everyday situations where even small glitches can create problems, require extra work, or cost money, where better assurances are well worth the cost. The value of the flow service is that it lets the user avoid potential issues, increases their sense of control, and gives them more peace of mind.

Flow moments should be designed to target a specific application, use case, or device, that the user relies on. Great examples are how Vodafone provided assurances for payment terminals at Glastonbury festival, or how KDDI delivers assured quality on their 5GSA network to broadcasters. 

The offering, packaging and pricing needs to be adapted to the specific case. For a payment terminal, a dedicated device subscription works great, whereas for a TV broadcast, a time limited, one-off service in a specific location makes more sense. 

This is the big moment you’ve been preparing for, that job interview, business meeting or live stream. You’ve done everything you can to make it perfect. But what if your connection suddenly becomes unstable? Or if you can’t control where you’ll be? Why can’t you just buy a ticket that ensures a smooth ride? That’s what Win moments are. 

Win offerings work just like any other sort of ticketed ride service. When the need arises, the user simply buys a ticket that takes care of their specific issue.  The ticket gives them a time-limited differentiated connection with the characteristics that help them assure the success they are hoping for. A win.   

Apart from the practical value of a more dependable connection, the Win offering also gives the user fewer things to worry about – an emotional value . With it, the user feels more in control and less stress, allowing them to focus on their part of making their moment a success. Peace of mind is at least as valuable as speed. 

There are lots of different moments to target, like video meetings, gaming sessions or live streams. These can be targeted with separate offerings, giving you the opportunity to tailor the offering and pricing after the use case, as well as making it easier to find the right connectivity profile that gives the user the best possible support for their need.

In-context promotion is particularly effective here, like once CSP discovered, who increased their gaming offering take-up by 20x, when it was shown right before the start of a gaming session. By providing access to your services via an API, game developers can create a seamlessly integrated experience with more fine-grained control, to target players with, right at the moment they are about to start their game.

Now, you know more about the drivers behind the four moment types, and what makes them tick. Here are some additional considerations that will help you to start crafting your own moment ideas.

Here, we’ve looked deeper into each moment type and what makes them tick. Hopefully, this gives you some inspiration for how you could build new revenue from your existing customers, by targeting those moments when their willingness to pay spikes. This money, that is already on the table, is the easiest to capture.

Moments let you capture money that is left on the table today