SPOTLIGHT: Looking for effective self-service

Self-service customer care has always been a goal of operators to reduce costs since manning customer service reps is expensive. But IVRs have been irritating to many customers who can't get through to a real person. SNAPin Software, which recently went through a third round of VC financing, is delivering self-service software for mobile phones, and announced Orange UK is testing the product suite. For Orange UK, customers will have common problems resolved automatically right on the handset, which normally would have been a $20 to $60 call to customer service in the past. Importantly, customers will receive step-by-step instructions regarding the use and follow through on picture messaging, music downloads and use of mobile TV. Release