Flowing Bee

Telstra · Watch Plan · Behavioural blueprint

Three thresholds stand between a parent and a connected watch

Parents face different barriers at each stage of the journey. Some need a reason to consider a new way for their child to stay in touch. Others need to see why a connected watch is the right first connection. Those ready to act need enough proof and certainty to feel confident choosing Telstra Watch Plan.

Select a stage to read the diagnosis, the evidence and the priority task.

Where the addressable audience sits

20%

Activate need

39%

Build preference

41%

Convert action

01 – ACTIVATE NEED

Help parents see when current arrangements are no longer enough

Current routines still feel familiar, low effort and mostly workable, so there is no reason to consider a new solution yet.

My child is becoming more independent, but what we do now still feels good enough.
Readiness over age

7 barriers in this stage

  1. 1Satisficing
  2. 2Routine defaults
  3. 3Age heuristic
  4. 4High-school anchoring
  5. 5Independence salience gap
  6. 6Technology creep aversion
  7. 7Autonomy protection
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02 – BUILD PREFERENCE

Show why Watch Plan is the right first step before a smartphone

The watch must win against a smartphone, a hand-me-down, a tracker or simply waiting – by being the legitimate middle step.

I want my child to be reachable, without opening the smartphone door too early.
Limited by design

9 barriers in this stage

  1. 1Smartphone default
  2. 2Choice complexity
  3. 3Boundary ambiguity
  4. 4Limited-by-design gap
  5. 5Child acceptance risk
  6. 6Social proof gap
  7. 7Safety–surveillance tension
  8. 8Parent identity risk
  9. 9Compatibility gate
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03 – CONVERT ACTION

Give parents confidence to choose Watch Plan

Parents can see how Watch Plan could help their child stay in touch and become more independent. Before acting, they need proof that it will be safe, useful, worth the cost and easy to manage.

I can see how this could help, but I need to know it will be safe, useful, worth the cost and easy to manage before I choose.
Proof over claim

8 barriers in this stage

  1. 1Ambiguity aversion
  2. 2Control certainty
  3. 3Value certainty
  4. 4Usage confidence gap
  5. 5Real-world reliability
  6. 6Commitment aversion
  7. 7Hassle costs
  8. 8Trust transfer
Read the diagnosis