The new offering is called Movistar On and it’s essentially an app that allows Movistar customers to fine-tune their tariffs on the fly. As the video below makes clear even if you don’t speak Spanish, it’s easy to see how this might appeal to mobile phone customers keen to avoid paying for more than they use. Telefonica is supporting the launch with extensive marketing.
“Our customers want more control over their mobile plans and monthly bills, and the ability to purchase and manage services via their smartphones is extremely attractive to them,” said Hernan Ozon, CMO for Telefónica Mexico. “We also chose ItsOn’s solution because it allows us to quickly and flexibly design and deploy new services, offers and network access policies for millions of subscribers. These elements are part of our strategic initiatives to become more attractive to end users.”
“The ItsOn platform has been seamlessly integrated with the Telefónica mobile network to enable unprecedented user-friendly digital service offerings for the wireless market in Mexico,” said Greg Raleigh, CEO and founder of ItsOn. “This global first provides Telefónica with powerful and disruptive digital service differentiation in the competitive Latin American wireless market.”
What ItsOn does differently is virtualize and automate a bunch of BSS and OSS processes such as billing and policy. ItsOn says this means its platform can be layered on top of the operator’s existing systems to help it launch new services more efficiently.