Taiwan is an over-saturated and highly oligopoly market, before 4G mobile launched in 2014, there were already 5 mobile carriers in Taiwan (CHT, TWM, FET, GT &Vibo). The mobile penetration in Taiwan was over 120%, and the Big 3s overtook 87% of the market share. T Star entered 4G mobile market in 2014, with disruptive pricing and 360 digitalization strategies; we soon became a blockbuster, and reached 1M subscribers in 2015/05 and later marked the 250M subscribers in 2020.
We started to set-up a 360°eService & eSales platform to enable 24/7 self-service online as well as to synchronize user experience across the board. In 2014/11, T Star APP was online in service. With big data technology and single customer view member center, our subscribers are able to check their voice and data concurrent usage and detailed calling logs, retrieve bill statements, bill payment, etc., via eService center anywhere anytime. T Star APP equipped with full eSales and eService functions has awarded the best in customer satisfaction among our competition, and out ranked the rest in many APP contests such as Horizon Interactive Awards Gold winner and Tangrams Awards.etc.
In Taiwan, mobile carrier's APP is typically a mirror version of their official site. It's overwhelmed with utilities, products, promotions and customer supports, as a result, customers are often confused and lost. T Star eService & eSales APP upholds the belief that a true mobile service APP is the one which put customers' needs first. It is not just a utility tool but a personalized service center to serve each individual. With T Star APP, we realize total Immersive Experience and also uplift industry standard.
* Design Logic
Before T Star eService & eSales service was launched, we had conducted a thorough study regarding call center logs and voice of customers from internet. Our eService & eSales APP was designed in accordance to users' needs. All personal information was real-time depicted in dashboard format, and any user could reformat the interface layout by simple drag and drop at their discretion. Based on the usage and preference patterns, we built data models and divided our user base into 36 micro-segments, and each would be recommended and fed with different programs and messages to maximize their sense of relevancy and responsive rate.
We revamped 15 existing systems including Rating Engine, Billing System, POS, CRM, Price Plan Management, Content Management, Campaign, XWS Channel Management, ERP, EIP, and Member Center, etc. to integrate them with newly built APP platform. In the meantime, to achieve scalability of handling huge amount of inquiries and transactions, T Star APP adopted cloud computing solution, distributed system architecture, and a near-real-time calling and queuing system. And to realize eCommerce commitment of express delivery of SIM cards and packages, we integrate our eStore platform with two couriers' warehousing and logistic system, and we develop an auto-switch mechanism that allows us to dispatch orders to the proper logistic team according to the service level to ensure the quality of fulfilment.