Total cost of ownership (TCO). I’ve been reading about lots of companies saying they help with this. E.g. Enqii, who supply digital screen management systems to customers like CBS, JC Decaux and McDonalds.
Minimising TCO for Proximity Marketing providers is exactly what we do. Basically total cost of ownership is based on working out all the costs over the life cycle of using the product. So although you might find a cheaper product to buy or a product without an ongoing fee; for example, in our world lots of companies offer ‘unlimited licenses’ – a subject I have covered before, a product with the lowest total cost of ownership is the one which at the end of the year or the project ended up costing you less.
So can it end up costing you less? Well the real cost in my experience is in poor reliability (and having to visit equipment), or in not having content flexible enough to meet the requirements of customers (losing out on sales opportunities), or in achieving fewer downloads which always disappoints clients (lower return on investment).
Our technology is designed for maximum reliability so that when you install it, you don’t have to visit it ever again. It’s designed with maximum content flexibility so that you can support whatever campaigns your clients throw at you, and it features “download priority” which we believe is different to other Proximity Providers out there. Namely, we prioritise downloading content to the customer before we move onto serve another user. Most providers we know of prioritise pick up which means you get the message on your phone offering you the content, but because their box is so busy sending those messages to as many phones as possible, there’s not the bandwidth to deliver the actual content quickly. In our experience slow downloads lead to more user cancelling the download or walking off which is turn leads to fewer downloads for the client. Download Priority maximises usage and therefore client’s return on investment (ROI).
As we enter 2010, we will be launching more variants of our products, bringing the benefits of our Enterprise Grade technology and philosophy of minimising TCO at lower price points. If you want a quality solution that costs you less, give us a call.
Posted by Jonathan Morgan 
