fonYou
fonYou = Mobile Telephony + Web 2.0
Challenge
"What would mobile telephony look like if it was re-invented today, in the Internet age?"
or
"How do you differentiate yourself as a new mobile operator in a market with 25 competitors and a penetration of around 110%?"
Solution
fonYou launched its Online Mobile Telephony (OMT) services in Spain at the beginning of July 2009 and since then has managed to establish itself as a leading online brand for mobile services in the market. No other operator in the Spanish market had (and has) anything comparable to offer which is why fonYou was voted the “Best Service in 2009” by the biggest Spanish blog on the mobile industry, Xataka Móvil.
fonYou launched its OMT services with a product called “Your Other Number”, a virtual mobile number without SIM card that can be redirected to any telephone number in Spain and that includes fonYou’s Online Mobile Telephony Services such as Activity Register, Voicemail 2.0, Online Address Book or Call Control.
Targeting active Internet users, the launch campaign brought Internet dynamics to the mobile market. fonYou involved top Spanish bloggers during the launch phase of the product and made them ambassadors of the new service, gaining a huge presence in the Spanish blogosphere. fonYou raised its profile to become a leading e-brand in mobile telephony in only a few months.
fonYou used tactics that are typical for the Internet sector but unusual in the mobile industry, such as launching in BETA mode or controlling the customer uptake through an invitation system. fonYou made the use of viral marketing one of its priorities and experimented with a variety of different techniques, for example giving its users the right to invite others, emailing campaigns, banners, SEM, the use of Twitter, Facebook and YouTube pages or competitions in cooperation with blogs to find out which were the most effective ones.
fonYou positioned “Your Other Number” not only as a service that can be controlled by the Internet but also as the mobile service for Internet, for example for publishing this number on social networks or for buying and selling online. However, there are many other use cases such as: Switchboard for small associations or medical practices, the nightlife number, the number that is always available, blocking of unwanted calls, the number that is always available, etc.
At the end of January 2011, fonYou released an application for the iPhone that lets users access their Online Mobile Telephony Services directly from the handset. The application was a huge success and was very quickly adopted by both existing and new users. It is available through the App Store
For more information on fonYou’s operations as mobile operator in Spain please visit www.fonyou.es
Tags:
fonYou = Mobile Telephony + Web 2.0
Challenge
"What would mobile telephony look like if it was re-invented today, in the Internet age?"
or
"How do you differentiate yourself as a new mobile operator in a market with 25 competitors and a penetration of around 110%?"
Solution
fonYou launched its Online Mobile Telephony (OMT) services in Spain at the beginning of July 2009 and since then has managed to establish itself as a leading online brand for mobile services in the market. No other operator in the Spanish market had (and has) anything comparable to offer which is why fonYou was voted the “Best Service in 2009” by the biggest Spanish blog on the mobile industry, Xataka Móvil.
fonYou launched its OMT services with a product called “Your Other Number”, a virtual mobile number without SIM card that can be redirected to any telephone number in Spain and that includes fonYou’s Online Mobile Telephony Services such as Activity Register, Voicemail 2.0, Online Address Book or Call Control.
Targeting active Internet users, the launch campaign brought Internet dynamics to the mobile market. fonYou involved top Spanish bloggers during the launch phase of the product and made them ambassadors of the new service, gaining a huge presence in the Spanish blogosphere. fonYou raised its profile to become a leading e-brand in mobile telephony in only a few months.
fonYou used tactics that are typical for the Internet sector but unusual in the mobile industry, such as launching in BETA mode or controlling the customer uptake through an invitation system. fonYou made the use of viral marketing one of its priorities and experimented with a variety of different techniques, for example giving its users the right to invite others, emailing campaigns, banners, SEM, the use of Twitter, Facebook and YouTube pages or competitions in cooperation with blogs to find out which were the most effective ones.
fonYou positioned “Your Other Number” not only as a service that can be controlled by the Internet but also as the mobile service for Internet, for example for publishing this number on social networks or for buying and selling online. However, there are many other use cases such as: Switchboard for small associations or medical practices, the nightlife number, the number that is always available, blocking of unwanted calls, the number that is always available, etc.At the end of January 2011, fonYou released an application for the iPhone that lets users access their Online Mobile Telephony Services directly from the handset. The application was a huge success and was very quickly adopted by both existing and new users. It is available through the App Store
For more information on fonYou’s operations as mobile operator in Spain please visit www.fonyou.es
Tags:
