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Communities Dominate indeed - Giffgaff Scotland MVNO does user-generated marketing
I heard this from my friend John Blckney who is a consultant with Nokia Siemens Networks. He spotted a new MVNO in Scotland he thought I would like, and boy do I like it.. Its called Giffgaff, which literally in Scottish means "mutual giving" or something close to that. And how do they work? their idea is to take all of marketing, and 'outsource' it to the membership of the MVNO. Yes, all of it. Product design? we have seen that in Wikipedia and all sorts of crowd-sourced intitiatives from the computer operating system Linux, to SETI the search for extra-terrestrial life.. But the rest of marketing? Yeah, maybe we have seen some user-generated advertisements yes, some even used by the brands. So that is not really novel either. But all of it? Yes, pricing! User-generated pricing plans. This is brilliant. Who better know what price levels are competitive and what kind of special price plans can appeal to special segments. Customer care? Yes, the Giffgaff members are offered the chance to give some time to take customer care calls - and are of course compensated for this work. Brilliant! You are sitting in the bus for 40 minutes, nothing to do, take a couple of customer service calls on your phone, and be part of the calling centre and make some bonus money. Brilliant. Totally outsourced marketing, to your own customer base. That is communities dominate for sure. I am going to go dig for more about Giffgaff and will post a bigger piece about it at Communities Dominate blog, but first wanted to give you here at 7thMM a heads-up, to mention the company. This is quite radical. Thank you John for mentioning it, yes I love the idea!