WIN plc is working with Vodafone to improve its services to mobile virtual network operators (MVNOs). The initiatives centre on new customer acquisition and support, as well as helping to increase ARPU for Vodafone and the MVNO by making it easy for customers to set up internet and picture messaging services on their handset. WIN has been providing similar services to Vodafone for its own customers for the last couple of years. Vodafone’s MVNO partners include Asda, Talk Mobile, BT Mobile, Truphone and Lebara.

The partnership enables new customers on MVNOs hosted by Vodafone to request a new SIM by sending a text to a shortcode. After receiving the text message request, the WIN platform manages a short dialogue with the consumer which results in a full user profile being created, and a SIM card being sent to them in the post.

“The text service is ideal,” says Vodafone director of wholesale and new business development, Tim Stone. “Potential customers can see a promotional offer and simply send a short text message to order a new SIM and take advantage of a good deal. It allows potential customers to respond to advertising instantly, whilst ensuring costs to manage those customer enquiries are kept to a minimum.”

WIN is also working with Vodafone on an automated service that delivers picture messaging and internet settings direct to handsets over the air, which is also triggered by text. Vodafone’s systems have the intelligence required to detect the type and model of handset being used, and WIN’s service then allows the right settings to be delivered and installed.

WIN also offers Vodafone’s new MVNO customers other ways to request their settings – for example via a self serve web interface – and supplies the Vodafone Customer Care centre with an easy-to-use web tool. Whichever method the customer uses to request the settings, the systems determine the type and model of handset being used, and use the WIN platform to deliver the correct settings.

“WIN’s shortcode text for internet and MMS settings works in partnership with our own systems to ensure that when a customer requests the settings, we are able to automatically detect, deliver and install the right settings for the make and model of phone” says Stone. “Unless you get these settings right, new customers tend to just use voice and text, and that affects their perceived value of the virtual operator service – this in turn makes them much more likely to churn to another carrier. Our partnership with WIN and the shortcode settings service ensures that customers get online straightaway and access the things they like…direct from their mobile.”