Giffgaff: Difference between revisions
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Revision as of 15:36, 14 June 2011
 | This article contains content that is written like an advertisement. (February 2011) |
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| Company type | Subsidiary |
|---|---|
| Industry | Telecommunications |
| Founded | 25 November 2009 |
| Headquarters | Beaconsfield, United Kingdom |
Area served | United Kingdom |
Key people | Gav Thompson, Mike Fairman (CEO), |
| Products | Mobile telecommunications products and services |
Number of employees | 16 |
| Parent | Telefónica O2 UK Limited |
| Website | giffgaff.com |
Giffgaff is a mobile phone service in the United Kingdom. It operates as a mobile virtual network operator using the O2 network and launched on 25 November 2009.[1]
Giffgaff differs from conventional mobile phone operators in that the users of the service may also participate in certain aspects of the company's operation, e.g. sales, customer service and marketing. In return for this activity, the user receives remuneration through a system called 'Payback'.
History
Giffgaff was founded by Gav Thompson, the head of brand strategy at O2, who is reported to have come up with the idea after studying Web 2.0 businesses in San Francisco in 2008. The principles behind the formation of the company were set out in the Giffgaff manifesto.[2] The word giffgaff is an old Scottish Gaelic one that means mutual giving and was chosen to fit with the principles outlined in the manifesto.
During the first year of operation in 2010, giffgaff won two industry awards, the Forrester Groundswell Award in November and the Most Innovative Community Award at the Social CRM Customer Excellence Awards.[3][4] In November giffgaff was also nominated as one of the five finalists for the Marketing Society's Brand of the Year, but lost out to the department store John Lewis.[5]
Products and services
SIM card
The core product is a SIM card, which supports all standard 2G and 3G services. It can be obtained in two ways, either ordered directly from the website, or as a gift from an existing member (the "member get member" scheme). A card passed on by another member has £5 airtime loaded automatically when activated, however users must top up a minimum of £10 in order to receive this. Further top up payments can be added through the website either using a UK credit or debit card or by redeeming an eVoucher purchased from a payzone epay or PayPoint.[6] Unlike other networks, there are no swipe cards that can be used to purchase top ups directly in store. The eVoucher method of payment was introduced in June 2010.
The member needs to have an unlocked mobile phone in order to use the SIM, although phones locked to the O2 network will work.[7] The terms and conditions prevent the use of tethering, i.e. a giffgaff SIM may not be used in USB modems or other data only devices such as the iPad.
On 15 April 2010 the first major new tariff product was launched called goodybags. These offer bundles of text messages, mobile internet and voice minutes from a varying price range, which last for one month at a time. Goodybags may be purchased from the prepaid account balance or by credit or debit card at any time.
Customer service
The customer service relies on members of the network to provide answers to questions raised by others, and the company's small customer service team provides support for those issues that cannot be dealt with in this way, for example credit card issues. A forum on the website has an active community to answer routine questions, however most of these answers come from regular members rather than employees, and are not always definitive. Integration with facebook and twitter was introduced in October 2010.[8][9]
Giffgaff labs
New product ideas are tested initially in "Giffgaff labs", available to all members for a short period.[10] If they are popular, they may be incorporated into the main product, and are withdrawn if not. The labs' products are also beta tested by selected community members before release.
The first product from Giffgaff labs was introduced in September 2010. It provided calls for 2p and texts for 1p in return for a £5 monthly payment.
The second product from Giffgaff labs was introduced in December 2010. It has been nicknamed "Hokey Cokey". For £5, the customer gets 60 minutes, 300 texts and a free extra minute for every eligible incoming minute.[11]
Community provided applications
In July 2010, two iPhone apps and a Nokia app were released to help users manage their account and access the forums.[12][13] A notable part of these announcements was that the apps were produced by members of the giffgaff community rather than the company itself.
Payback
Giffgaff enables members to earn points that can be exchanged for money, which is redeemed in one of three ways: either as airtime credit, as cash which is sent directly to a PayPal account, or as a donation sent to a community-nominated charity, the value of which is matched by Giffgaff. Each point is worth one penny; these are redeemed every six months, on 15 June and 15 December. The first payback was made on 15 June 2010.[14]
References
- ^ Bradshaw, Tim (3 January 2010). "Original ideas suggest customer knows best". Financial Times. Retrieved 13 January 2010.
- ^ "The giffgaff manifesto". Giffgaff.com. Retrieved 23 December 2010.
- ^ giffgaff embrace prestigious social media award. "Forrester Groundswell Award". Community.giffgaff.com. Retrieved 23 December 2010.
- ^ giffgaff: winner of Most Innovative Community award (20 May 2010). "Social CRM Excellence award". Community.giffgaff.com. Retrieved 23 December 2010.
- ^ "2010 Marketing Society Brand of the year finals". Brandrepublic.com. 19 November 2010. Retrieved 23 December 2010.
- ^ "eVouchers roll out plan". Community.giffgaff.com. Retrieved 23 December 2010.
- ^ "Giffgaff sims in o2 phones". Community.giffgaff.com. Retrieved 25 January 2011.
- ^ giffgaff Facebook integration (5 October 2010). "announcement about facebook integration". Community.giffgaff.com. Retrieved 23 December 2010.
{{cite web}}:|author=has generic name (help) - ^ Integrating Twitter and the community. "announcement about twitter integration". Community.giffgaff.com. Retrieved 23 December 2010.
{{cite web}}:|author=has generic name (help) - ^ "launch of giffgaff labs". Community.giffgaff.com. Retrieved 23 December 2010.
- ^ "What is the giffgaff labs". Community.giffgaff.com. Retrieved 26 January 2011.
- ^ Our first giffgaff iPhone apps (20 July 2010). "Launch of first iPhone apps". Community.giffgaff.com. Retrieved 23 December 2010.
- ^ First giffgaff app in the Nokia Ovi Store (30 July 2010). "Launch of app in Nokia Ovi store". Community.giffgaff.com. Retrieved 23 December 2010.
- ^ Payback Update (15 June 2010). "First payback payout". Community.giffgaff.com. Retrieved 23 December 2010.
External links
