SNAPin Software, which specialises in mobile interaction management, has released its SelfService Configure software that turns unbranded mobile phones into operator-specific handsets at the point of sale. Orange UK is the first mobile operator to use SelfService Configure-enabled SIM cards with live subscribers.
Orange is testing SelfService Configures ability to install and manage a customised brand experience, including operator-specific settings and applications, on an otherwise unbranded mobile phone at point of sale. The selected mobile phones will deliver the consumer benefits of a branded experience comparable to what has been delivered on Oranges Signature Series devices, but without the additional time and expense associated with custom-installing Oranges applications and branding elements as part of the manufacturing process.
Part of SNAPins award-winning SelfService suite, SelfService Configure lets operators deliver their brand experience on mobile phones by installing and managing a custom set of applications and media elements, leveraging the storage on large-memory SIM cards. After inserting a SelfService Configure-enabled SIM card, the software automatically initiates the configuration process on the mobile device, resulting in a fully-operational, operator-branded and customised phone in just a few minutes. After the initial installation process has been completed, SelfService Configure manages any necessary updates over time via its embedded over-the-air (OTA) update capabilities.
Orange UK has also been testing the effectiveness of SNAPins SelfService Campaign product with thousands of subscribers in the UK. While the large-scale pilot continues, SNAPin says that early results have already proven SelfService Campaigns ability to present subscribers with targeted promotions that are relevant to their current behaviour, including a mobile promotion conversion rate that far exceeded the targets established for the pilot.