An interview with Andy Hollenbeck of Root Wireless
by Michelle James
Device returns and contract cancellations are a top concern and cost for wireless retailers. The reason most customers cancel their service contracts is dissatisfaction with carrier network performance in the locations where they use their phones.
Root Wireless is getting to the root of the contract cancellation problem for wireless retailers by offering CoverageMatch. CoverageMatch is a decision tool, comprised of interactive map controls and smartphone software that allows wireless retailers and consumers to anticipate their true coverage performance by street address before they buy a new phone or switch carriers.
CoverageMatch uses data generated by actual end-user smartphones to map the realities of each carrier’s performance at the local level. This information allows retailers to compare carrier network performance for a specific phone model in the neighborhoods where customers live, work, travel, study and play. Retailers can now use this unique tool to improve customer satisfaction and reduce churn.
Wireless Dealer Magazine had the opportunity to interview with Andy Hollenbeck, Chief Revenue Officer at Root Wireless. Andy explained how they get to the Root of it all.
WDM: What is the landscape for how consumers make their wireless purchasing decisions?
Root Wireless: Most consumers already have a cell phone, or even a smartphone. When they are thinking about a new phone or switching carriers, consumers increasingly spend time researching online or make a visit to their local wireless store looking for the right information. At an independent retail store location, the carrier provides the entirety of the phone and network service information. These materials are designed to sell and are not necessarily objective. Root Wireless has created a method to offer transparency. While the carriers may market their coverage quality based upon theoretical coverage maps, Root Wireless provides objective data collected by actual smartphones. This data can be used as a decision tool to help better inform both the retailer and the customer about the best options, based on how and where they will actually use their phone.
WDM: What makes it an objective reporting system for retailers and consumers to measure network coverage down to a neighborhood level?
Root Wireless: Root Mobile proprietary software collects and filters the data from smartphones via a detailed and controlled process. We use phones connected to all four major carriers. Data collection is ongoing but already Root Wireless provides metrics for the top metropolitan markets across the US. Crowdsourcing data from actual in-market devices is an effective way to ensure the data is not skewed or biased.
Rather than using modeled or a panel-sampled data, Root Mobile turns regular, off the shelf consumer smartphones into fully instrumented test equipment that measure actual performance by location. Root Mobile runs unnoticed in the background without affecting phone performance and monitors the quality, speed and reliability of wireless data services. We collect and process the data essentially in real-time. This methodology enables high levels of data density and integrity across each dimension we measure, right down to street-address.
WDM: What are the measurements and how to they work? How does it do it exactly and to what level of precision?
Root Wireless: Great question. We have created a method to score or rate the network or a phone’s performance for specific street addresses, neighborhoods or cities. This ability to scale the data gives retailers a powerful tool to help their customers make the best purchase decision while they are at the point of sale. We report on KPIs, or ‘Key Performance Indicators’ based on performance elements such as signal strength, data quality and network reliability. The KPIs show data type for 2G, 2.5G, 3G and average speeds in both upload and download functionalities. This is particularly important information for consumers comparing smartphone devices that rely on data speeds for optimum performance. We will measure 4G as well in the future as more advanced phones come to the market.
WDM: How is that information available to retailers and their customers?
Root Wireless: We have created CoverageMatch to be a very user-friendly Web-based map-display application. The data is prepared so that it easily overlays onto a typical internet map - such as Google maps. To use CoverageMatch simply, type-in an address and you will see the signal strength, data quality or network reliability for a location nearest your home, office or in between. Coverage Match is very flexible for wireless retailers - whether brick and mortar locations or online retailers. -The user controls can be customized to include store co-branding, specific merchandising themes or incorporated to a retailer’s existing content/commerce server. Ongoing refreshes of the coverage data are made available via secure Web-based API.
WDM: How could knowing specific network coverage impact a customer’s purchase decision?
Root Wireless: Let’s say you are in a wireless retail store and are considering a few different smartphones such as a RIM BlackBerry model and a carrier-branded phone manufactured by HTC running on the Android operating system. One phone is provisioned from carrier A and the other phone is from a competing carrier B. The sales person explores how the new phone will be used;
“How often do you text?” “Do you access corporate email?” “Do you Tweet and use other social media sites?” Do you send photos to friends?” “Do you surf the web from your phone??” Do you rely on your GPS for traffic or map applications?” “Do you mostly just need a telephone for voice calls?”
CoverageMatch displays actual carrier network performance
The sales person can then use CoverageMatch controls with the shopper to compare quality of service dimensions based on anticipated uses. Previously the process has been a deferral to carrier-provided coverage maps to simply determine if there is coverage/2G-3G in the customer’s area. With CoverageMatch, the sales person can better identify both the feature set of the phone and the optimum service coverage to the customer’s neighborhood to give objective information prior to the purchase.
WDM: What do you mean that there is ‘no one best carrier, but there is a best carrier for each individual’?
Root Wireless: There are many great marketing efforts at play, regarding which carrier may have fastest speeds or the best coverage. While each statement may be true in certain locations, networks essentially breathe and the quality of service is subject to changes depending upon many variables. Despite a carrier’s best effort or deployed technologies, the reality is service quality on one phone and location may be very different from another. Depending on where and how the customer will use the phone determines which product and provider combination will be the best match for the customer.
WDM: You mention, networks breathe, which is an interesting point. Could carriers benefit from knowing that consumers need that level of information to make their purchase decisions?
Root Wireless: We have had several conversations with carriers. One of our aspirations over time is to use this data as a means to help the carriers to improve their services. Without question, it is a very powerful purchase decision tool, which should reduce churn. It could also be a very powerful support tool. Ultimately, we plan to offer consumers the ability to have Root Wireless report service issues on their behalf to their carrier. This customer data could be an important network trouble-shooting tool and enable carriers to improve the overall quality of services they offer.
WDM: Can CoverageMatch identify data speeds to a specific location?
Root Wireless: CoverageMatch and Root Mobile are a step beyond the current technology of mobile ‘app store speed tests’ or periodic drive tests used to develop carrier-provided coverage maps. Our method and technology are different because we test repeatedly over-time and use actual smartphones as our network test instruments. Root Mobile is pre-configured to run in the background on the phone. It does not interrupt any regular performance, nor slow down the phone’s operations. By running in the background, we are able to collect an ongoing level of information from the phone’s embedded systems. Additionally, measurements are conducted persistently across frequented location(s) over multiple days With data gathered over time, we are able to calculate quality of service measurements and score routes, unlike ‘app store speed test software’ that requires the user to manually ping a single speed test at a specific point every time. Over time and down to a very specific location - Root Mobile is constantly measuring.
Root Mobile is currently available to Android and RIM BlackBerry smartphone users in a beta test program from our website. Versions for the iPhone and smartphones running Windows Mobile are scheduled for release later in 2010. After the beta program, Root Mobile will be also be available co-branded through our partner sites and as part of our wireless retailer program.
WDM: How could a wireless retailer offer this service in-store?
Root Wireless: Coverage Match could be configured for access via computer terminal, kiosk or other in-store Web enabled display.
Provisioning the correct phone based on the consumer’s individual usage needs and matching it with the best service possible is becoming more important to the retailer during the in-store consultation process. The retailer is better prepared to help the customer make an educated purchase decision by having an objective tool to see the network measurements while at point of sale. Retailers are seeing CoverageMatch as an unbiased advocacy tool to assist with reducing returns and contract cancellations.
WDM: Could you give specific examples of how this service could help a retailer?
Root Wireless: This is a new offering for retailers. However from early test environment we believe retailers may be able to reduce returns and contract cancellations by as much as 20%.
WDM: What benefits could the wireless retailer offer their customers with this level of information?
Root Wireless: While there may not be one perfect combination of any one phone on any one network, there is a notion that there is a combination of phone and carrier that will better fit the customer’s needs based on how they actually use their phone. The customer benefits when they have the opportunity to use objective information that is derived from actual in-market smartphones that are already being used on the networks they are considering. Secondly, the customer may also download Root Mobile to see how their own service continues to perform after the purchase.
WDM: You are launching a ‘Trusted Retail Advisor’ pilot, what is involved to participate in this program?
Root Wireless: Whether a you have a brick and mortar location or an online storefront, the activation process is straightforward and can be tailored for smart signage, kiosks, desktop terminals or as a display application within the retailer’s website.
The pilot program requires no long-term contract and provides a 50% discount on implementation fees. We believe flexible terms on the frontend will allow retailers a chance to experience a positive impact on customer service and satisfaction, leading to significant reduction in phone returns and contract cancellations. The pilot offer begins March 22, 2010 and ends May 31, 2010. Interested retailers can visit www.rootwireless.com/retailadvisorpilot or email .(JavaScript must be enabled to view this email address).
WDM: Thank you Andy . . . It is clear that our industry is changing and there has never been more opportunity and choice for consumers. Unfortunately, this complex environment lacks objective information. Other retail experiences, such as car sales, have benefited from unbiased product quality reporting tools. A long-term commitment like a wireless phone purchase and a carrier contract should have the same level of benchmarking. The Root Wireless tools are able to help wireless retailers reduce contract cancellations and phones returns. Additionally and most importantly, these new tools will allow retailers to build trust with their customers as they lead them through the many choices to select the best coverage possible.