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Customer Needs in the Age of the Mobile. Helen Milner 14 th May 2014. Tinder Foundation makes these good things happen:. Tinder Foundation. We are a staff-owned mutual and social enterprise Vision : A better world for everyone through the use of digital technology

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customer needs in the age of the mobile

Customer Needs in the Age of the Mobile

Helen Milner

14th May 2014

Tinder Foundation makes these good things happen:

tinder foundation
Tinder Foundation
  • We are a staff-owned mutual and social enterprise
  • Vision: A better world for everyone through the use of digital technology
  • Purpose: We make good things happen through digital technology
goal is to create independent and confident internet users

Goal is to create independent and confident internet users

Not about broadband infrastructure

Not about one-off usage

local digital scale


Optimised for mobile learning



moving people to online public services
Moving people to online public services
  • No-one’s ‘spark’ to get digital skills is to interact with Government online (except to get a job)
  • After gaining digital skills via UK online centres (March 2014 data):
    • 81% visited central/local Government websites
    • 56% moved at least one (average 3.8) face-to-face or telephone contact to an online contact with Government
    • Calculation of £232.4m for 1.2m people (2010 – present)
age of mobile
Age of Mobile
  • 6 in 10 adults now use a Smartphone (Ofcom)
  • 53% of people use a mobile device to go online (Vodafone)
  • Number of people using a tablet to go online doubled (16% to 30%) since 2012 (Ofcom)
  • >⅓ of smartphone users use their phone to buy things online - up from ¼ in 2012 (Ofcom)
easier, quicker, more convenient, with simple, attractive interfaces, anytime, anywhere information, connections and transactions
mobile not a panacea for digital exclusion
Mobile: not a panacea for digital exclusion
  • However only 1.6% of people only go online using a tablet (OxIS)
  • It is a powerful tool to enable the transition online of a subset of those currently excluded
  • It’s not that the mobile broadband options aren’t available
  • It’s that the people who need these options don’t understand that these choices are there for them
mobile broadband on a computer
Mobile broadband on a computer
  • CVs, letters, job applications, long and complex benefit forms - need a keyboard and a big screen
  • Choices: benefits of mobile internet via a MiFi or mobile hotspot (through their phone) to get online on a laptop
  • Flexibility of a pay-as-you-go broadband connection and/or a small top-up on a smartphone contract
  • For some people a telephone, committing to a contract is a significant factor preventing internet use
partnership with vodafone
Partnership with Vodafone
  • Potential and the confusion of mobile internet  
  • Will help centres people get to grips with smartphones, tablets and MiFi (portable wifi hotspots)
  • Leaflets introducing the world of mobile broadband
  • A new, free online course, on Learn My Way
  • A ‘hands-on mobile’ pilot: centres given Vodafone smartphones, tablets, and MiFis to loan to local people
  • Vodafone’s new independent report called Mobile: A powerful tool for Digital Inclusion
evidence measuring impact
Evidence: measuring impact
  • Learning Data: automated from Learn My Way, learners, learning activity, viewed at centre and UK-wide level
  • Surveys: Learner demographics (online survey) and Impact data (telephone) for progression to learning and employment, use of Government websites, information around confidence and wellbeing. In field 52 weeks a year.
  • Further impact evaluation: applying volumetricsto economic impact for Government; regular research projects eg social inclusion and digital inclusion, innovative health and digital outcomes
1 data learner learning course data
1. Data: Learner, learning, course data
  • Learn My Way
    • Learners: personal planner, bookmarks, progress, badges
    • Centres: totals and per learner
    • National/Aggregated data
  • 135,320 people last 12 months, 12,930 in March
  • Logins: 141,789
  • Favourite courses: 94,961 Online Basics, 66,376 email course
  • Website visits: 1m
2. Surveys: online and telephone
  • Measures the learner profile
  • Including the % of socially excluded learners
  • Customer satisfaction
  • Including to what extent users felt the service helped them learn about computers/the internet or increased their confidence

A monthly online learner survey among registered users of Learn My Way

>7000 respondents per year

Among those who opt in from the above, a telephone progression survey one month later

>1200 interviews per year

  • Evidence of impact and outcomes
  • Progression into formal / informal learning
  • Progression into employment
  • ‘Quality of Life’: impact on skills and behaviour
  • Access to public services online and average no. of contacts shifted
Quality of Life

Any Positive Outcome:


Employment Progression



Learning Progression


Base: All learners (1,270)

3 other

3. Other

Volumetrics, Financial impact, Deep evaluation

Survey data leads to measurement of economic impact:

(1) Entered employment, (2) Started voluntary work, (3) Further learning,

(4) Started a formal qualification

Employment Progression

Employment or Learning Progression

Learning Progression

Impact on employment and learning (>1,200 interviews a year)

a leading digital nation by 2020 Leading Digital Nation by 2020

With current efforts there will still be 6.2m people in 2020

without basic online skills.

The total investment required to equip100%of the UK adult populationwith

the Basic Online Skills they need to regularly use the internet for themselvesby2020is£875 million.

We suggest investment might be split equally between Government; the

private sector, and the voluntary and community sector.

The investment required to ensure a nation with 100% Basic Online Skills

will be £292 million for each sector.

c. 10% left to reach

In 2020 if carry on at pace and impact of present time (in UK)

100 ambition
100% Ambition
  • Personalised internet for each individual: content, cost, access, interface, usability and user-confidence
  • Helping people to see the benefits of the web, to develop basic online skills and to find a personal broadband solution that works for them
  • It makes a 100% digitally enabled nation a reality and an ambition worth working for
people make good things happen
People becoming a volunteer when he’s 93 years old as his mates aren’t getting the benefits of the web

People helping job seekers to look for work online when they’ve not had a job for 10 years

PEOPLE make good things happen

People helping patients to use digital in the ward and take it home with them

thank you

Thank You

[email protected]

@helenmilner on twitter