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Giffgaff MVNO Taps Into Crowd-Sourcing

Posted by: Olga Kharif on November 25, 2009

Launched on Nov. 25, British wireless service provider Giffgaff is focused on costs, and it plans to use its customers to slash them. The company, which uses O2’s network, awards customers points for answering customer service calls, suggesting ways to grow revenues, and creating marketing materials. Currently, the MVNO is searching for people to impersonate Humphrey Bogart and to shoot and upload the video ads promoting the service to YouTube, for example. The points can be used toward calls.

It remains to be seen whether this approach works; it just might. Customers who are that involved in a service are likely to be very loyal, and that’s an asset in any business, and especially in pay-as-you-go wireless services.

Telcos like T-Mobile already use the approach, called crowd-sourcing., for example, lets telcos connect with their consumers that are having problems with the service, or to get the customers’ take on how to solve a particular problem. It also supports direct customer-to-customer help. So Giffgaff isn’t exactly reinventing the wheel, it’s just pushing it forward.

Reader Comments


November 25, 2009 7:32 PM

i think there are tons of bored people in the world. it'll be interesting to follow

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Bloomberg Businessweek writers Peter Burrows, Cliff Edwards, Olga Kharif, Aaron Ricadela, and Douglas MacMillan, dig behind the headlines to analyze what’s really happening throughout the world of technology. Tech Beat covers everything from tech bellwethers like Apple, Google, and Intel and emerging new leaders such as Facebook to new technologies, trends, and controversies.



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