Article

Leveraging the ATOM Store App to Create Meaningful Customer Connections

26 Apr,2023 - Yangon | 3 mins read

Author: Sudhansu Kumar Sinha, Chief Marketing Officer at ATOM

In this article, I would like to share a case study about how the ATOM Store App has been established as the leading app in Myanmar’s telecom industry and how it creates meaningful connections and engagements with customers.

The Challenge

The telecoms industry in Myanmar is highly competitive, and we knew that if ATOM customers are enabled to easily access a suite of services and tools in one place, they would find the platform valuable and use it daily. Based on our research, we identified customer insights which pointed towards the demand for digitalized services that would serve their everyday lifestyle needs. As a telecom service provider that always strives to be #BeyondBetter, we knew that the ATOM Store app would need to go beyond supporting balance top-ups and data pack purchases. ATOM wanted to take the opportunity to offer a store app that would serve customers in meaningful ways.

Our ultimate goal was to create an app that would serve as a multi-service platform catering to the lifestyle preferences of our customers. The introduction of the new ATOM Store App was also significant towards supporting the launch of the ATOM brand in June 2022. So how did we develop the ATOM Store App to be one of the most downloaded and widely-used apps in Myanmar?

The Strategy

We first conducted extensive research to gain insights into our customers' preferences and needs. Based on the research findings, we sought to develop a one-stop-shop app that would cater to all of their needs, including managing subscriptions, viewing bills, and even helping manage the accounts of loved ones. In terms of user experience, we prioritised an intuitive and easy to use interface, with a clean design that is both visually appealing and functional.

The ATOM Store App offers a comprehensive suite of lifestyle services as well as global-standard benefits which are exclusive to ATOM customers. The “Lifestyle” tab offers games, horoscope services, and ATOM Yatha, which enables customers to enjoy videos on demand, for free. There are also educational and professional development courses available in ATOM Academy and ATOM LifeX. With ATOM Wellness, customers can watch fitness tutorial videos and read wellness articles. There's also Kids World, which hosts kid-friendly mobile games.

Connecting people to the digital economy is another priority for ATOM. In an industry first, the ATOM Store App offers payment integrations with credit cards, banks, and digital wallet platforms to enable convenient in-app purchases.

In addition, we launched a 3D game, Toh Toh Sidecar, which could be played within the app and offered MMK 6 billion worth of lucky draw prizes as rewards. The game was played more than 107 million times by 2.13 million ATOM customers over a four-month period, making it one of the most popular games offered by a telecom operator in Myanmar. These initiatives not only helped drive app downloads and daily usage; they also generated high levels of engagement and positive experiences among customers.

The Results

We are glad at the positive response to the ATOM Store App. There were seven million downloads within nine months, marking it as the app with the highest download rate in Myanmar to date. The app has received excellent ratings on Google Play – it has been ranked a Top 10 app in Myanmar for six months running, the No.1 app among telecom service providers since launch, and received an overall positive customer rating of 4.1.

Looking to the future, we plan to expand our loyalty programme to offer relevant rewards, coupons, concierge services, and lifestyle experiences through the ATOM Store App. We are constantly looking for new and innovative ways to provide value to customers and this includes providing even better user experiences on the ATOM Store App in the future.

The ATOM Store App can be downloaded from the Google Play Store, Apple Store or from the ATOM website: https://www.atom.com.mm/my/personal/ATOMstoreapp.