YOXO is one of the newest and most groundbreaking digital products launched by Orange Romania. It is a 100% digital telecom subscription meant to change the way we see the traditional contractual relationship with a telecommunications provider. No fixed limits, re-configurable each month, money back for the remaining internet.
YOXO was launched during 2020 as a mobile application and the biggest challenge was to overcome the barrier of adoption for a product that is “hard” to understand due to innovation and rules breaking approach. Basically, you don’t need a trip to the offline store. All you have to do is download the app, get through the onboarding steps, configure the monthly subscription and enjoy a flexible voice & internet subscription.
Up till the appearance of YOXO, the market has been divided into 2 well established options of using a telecom provider: prepaid and postpaid. It is almost like a popular/ cultural dogma. Our challenge was to find the clusters of people opened to new, but, foremost, scale it fast to an optimal volume of buyers.
During the first phase of launch, we observed that the number of people that finished the onboarding process (converters) is not enough to offer all the data we need. So, in order to understand where the biggest potential of the target is, we decided to approach it differently: do not look only at the data associated with the converters (the client), but instead, look at the data generated by the ones that abandoned the onboarding process, but were close enough to conversion. The “almost converters”. They are the vast majority of users, this is where the potential for new buyers is, they have the biggest appetite for using a new product. They are “the problem”.
This approach is based on Abraham Wald and the missing bullet holes theory. The idea, developed in World War II, is based on examination of the damage done to aircraft that had returned from missions. Abraham Wald suggests that you don’t have to look at the bullet holes to understand why a plane is shot down. You have to look at the places that were not hit by bullets, because there are the weak parts of a plane - and those weak spots are on the planes that did not return from battle (they were shot down), thus, you can’t count and analyze them. If you can’t see/ understand “the problem”, it’s because you are looking only at the data that you have.
This is why we decided to understand how the “almost converters” look like in order to generate data for expanding future targets. The characteristics/ data of the “almost converters” were the missing bullet holes from Abraham theory.