Market making for Finder services

No Finder service has reached the mass market anywhere. We would define mass market level to be reached when a service reaches 15% subscriber penetration within one operator. So why is this, as most people have the need to follow-up and find out location of other people; be it family members, company employees or just friends? As a demonstration of how common this need is, start counting how many times a day somebody asks about your whereabouts during a phone call conversation.

Finder application can respond to that need without having to call the other person, instantly providing the correct location. These are the needs that Finder application can address among the different market segments:
Extended families
  • Peace of mind about safety
  • Proactive safety action enabled
  • Ability to find other family members and join-in an activity
  • SOS alarms in case of emergency
Youth
  • Cool tool to see where close friends are as a nice to know information and to communicate on
  • Ability to join-in best friends in their activities
SMEs
  • Ability to optimize mobile workforce task allocation and customer service levels
  • Asset management by tracking employee phones
Occasional users
  • When traveling
  • Couples providing safety to each other
  • Any group of friends needing to get together
  • High value asset logistics
  • Etc.

 

Finder services in emerging countries have proven that extended families and youth drive the initial demand. These two early adopter market segments create word of mouth buzz, driving demand to the main stream across all market segments. Within 18-24 months it is expected there is also significant demand among small and medium sized companies and occasional consumer users who have a variety of reasons to locate other people. SMEs can use cost-effective Finder service to optimize supply chain effectiveness.

Marketing of Finder services needs to follow common marketing approach. Initially certain amount of general awareness is needed to create viral effects of the service. In emerging countries this needs to be reached by above the line market communication. Call for action is also important when offering new type of service to the market. Customers will build the habit of using the Finder service over time. Powerful call for action in emerging markets is created with “special offer” that is free or near-free trial offer for a limited time period.

Once customers have decided to use the Finder service, it is of paramount importance that the service is easy to start using and key features don’t require a manual.

Continuation of use is mainly influenced by the value provided to users and affordability. Key features providing value to the mass market as an on-going basis:
  • Universally understood location – currently only landmark location offers this in every country
  • Ease of use – simple and brief commands and messages. No need to read a service manual
  • Affordability – premium SMS price but at an affordable level so that typical mass market user doesn’t have to think twice if he or she will FIND daughter’s location
  • Local languages supported – mass market is usually only comfortable with the main local languages

Our Gecko Finder is optimized with the above features and is on its way to reach the mass market penetration levels in several countries.