Flowing Bee
Diagnosis
Telstra · Watch Plan
Three decision stages shape Watch Plan conversion
Parents are at different points in the Watch Plan decision journey. Some have not yet opened the device decision because current arrangements still feel good enough. Some can see the need to stay in touch, but a smartphone, hand-me-down phone, tracker or waiting still feels easier. Others like Watch Plan, but need enough proof on cost, controls, compatibility, coverage and setup before they choose.
Where the addressable audience sits
20%
Activate need
39%
Build preference
41%
Convert action
01 – ACTIVATE NEED
20%Help parents recognise when their child needs their own way to stay in touch
Current routines still feel familiar, low effort and good enough, so Watch Plan does not yet feel necessary.
Our current setup still works, so I’m not sure we need anything new yet.
7 factors shaping this stage
02 – BUILD PREFERENCE
39%Show why Watch Plan is the right first step before a smartphone
Parents can see the need to stay in touch, but a smartphone, hand-me-down phone, tracker or simply waiting can still feel easier. Watch Plan needs to feel like the better first step: enough connection for independence, without opening the smartphone door too early.
I want my child to be reachable, but I don’t want to give them a phone yet.
9 factors shaping this stage
03 – CONVERT ACTION
41%Give parents confidence to choose Watch Plan
Parents can see the value of Watch Plan, but before they choose they need proof it will work in real family life: safe controls, clear costs, reliable coverage, simple setup and a child who will actually wear and use it.
I can see how this could help, but I need to know it will work for our family.
8 factors shaping this stage