Cutting through the competitive chaos can be a difficult task, and while Three UK is focusing on convergence and broadband, Three Denmark is making a play to manage the consumers wallet.
With mobile services becoming increasingly utilitised the telcos need to search for a new way to stay relevant and add value to the consumer. Some are diversifying into alternative connectivity services or content, but other are broadening their wings outside the traditional realms of telecommunications.
“It can be difficult to keep track of how many different small amounts you are allowed to spend on apps, movies and games – or how much you get used during a month,” said David Elsass of Three Denmark. “Therefore, many of our customers, both with and without children, have sought greater overview.”
Many telcos have created a very unique position of trust with the consumer. Some might begrudgingly plug credit card details into the Google or Amazon matrix, but almost every consumer trusts their telco to manage their financial details effectively. With more services becoming online-first, or at-least digitally-orientated, a telco can bridge the gap in trust, allowing sceptical consumers to interact with the digital economy.
This is the niche which Three Denmark is looking to fill. Through 3Payment, customers will be able to pool all Apple, Google and Microsoft purchases into their phone bill, streamlining the increasingly fragmented digital economy.
According to a report from DIBS Payment Services, the Danes spent over 20 Danish Krone (roughly £2.3 billion) on online services and subscriptions. As many of these providers are making it so easy to purchase services, keeping track of total spend can be a complicated process. The 3Payment will not only streamline these payments into a single point, but also give the user the option to limit spending.
Three is not necessarily following the status quo in creating additional value to customers, but this is a very interesting approach. Unless the telcos offer something different to consumers, there is a very real risk of walking the path to utilitisation.
One of the main reasons we like this initiative is Three is attempting to add value to the ecosystem in an emerging segment, leaning on one of its attributes. This isn’t an example of a telco attempting to muscle into a competitive segment which is dominated by traditional players which have very different business models, like content, which we see as risky.
Three is leveraging a strength which it has, the trust relationship between it and the consumer, and tackling a pain-point in the digital economy. Simple, forward-looking and innovative.