Play24: Top Polish utilities and service management app

Since its inception as a mobile phone company, Play has presented itself as a market disruptor. No wonder: when it began operating, four firmly established operators were already active in the market. There were many obstacles: other operators held tightly onto their piece of the market, and Play’s own infrastructure had to be expanded to match the coverage of other networks.

Play’s formula was a mixture of non-standard marketing and irresistible pricing offers. Award-winning virals, distinct humor, and above all, unlimited calls to all networks – this company was never afraid to break the status quo.

Therefore, when physical sales stopped being the default and smartphones became widespread among users, Play was ready for the next great leap. The goal? To launch the Play24 app onto the market, allowing customers to handle all their affairs – from paying their subscription, to setting up SIM cards, to resolving internet issues – without leaving home.

Miquido accompanied Play in this transition from the very beginning, helping to create the technological foundation for modern customer service. A service where the application is not a barrier, but an enabler and a way to shorten the distance to the customer. Check out what the result was.

01.     Seamless transition from direct to online sales

For a decade, sales in brick-and-mortar stores were the basis of Play's business model, as well as that of other network operators. Most of them launched digital channels around the same time, knowing that providing a seamless app could solidify their position for years to come. Making a good first impression – onboarding, UI/UX, performance – was crucial for the app’s success and could determine the company's stability in the future.

02. Creating an intuitive all-in-one solution

The transition from mobile telephony to a convergent service provider was a natural path for mobile operators in Poland. With this, the complexity of customer service increased, as did operating costs. A mobile application could relieve operators of many issues and operational costs, giving the customer the ability to handle many matters without visiting a store. Technical problem-solving related to individual services could be automated – the key was to design it well.

03. Granting users autonomy in problem-solving

Digital transformation was advertised as a breakthrough – customers were supposed to handle their matters more efficiently and quickly thanks to the application. To fulfill this promise, a well-thought-out design was essential. Users, accustomed until now to in-store service, needed intuitive workflows and interfaces to actually want to use the app. A poorly designed mobile application could generate more losses than benefits.

01. All the services in one app

In a single mobile application, the customer can find the ability to manage all their services – phone, mobile internet, fiber, TV. The need to switch between apps disappears, which benefits the customer's phone memory and digital hygiene. Play, on the other hand, can better utilize user data, sealing its flow within one solution and developing efficient cross-selling processes.

02. Full service without leaving home

The customer can renew their contract, set up a new number, change or cancel a package, swap SIM card for eSIM, and manage entertainment from within the app. Well-designed features give them maximum freedom in managing their services, and the presence of a chat eliminates the need for often frustrating use of the hotline.

03. Automations for convenience and security

Auto top-ups relieve the customer of the need to keep track of payments – they can fully automate payments and be sure that they will never run out of reception and internet services, no matter where they are. Customers can also set up parental control for designated accounts from within the application.

04. Remote troubleshooting tools 

In the Play24 mobile application, the customer can take matters into their own hands instead of relying solely on customer support. This is a benefit for both sides – it helps limit tickets to the most complex problems. The app user can troubleshoot their internet connection, remotely restart the router, and check transfer speed. They are also able to change the Wi-Fi network name and password from within it.

1. High rating in a demanding niche

Users download utility apps for a specific purpose. Here, an attractive design alone won't suffice; everything must work like clockwork. And this has been successfully achieved: with hundreds of thousands of reviews to its credit, Play maintains a top rating in app stores among Polish telecom providers.

2. Millions of users, with more arriving constantly

The company achieved its goal: they delivered an intuitive solution that has become the command center for the majority of Play customers. Over the course of several years, the Android application has been downloaded by over 10 million users, and this number continues to grow.

3. An app that changes with user needs

The Play24 application is constantly evolving, responding to changing market needs. Over the years, it has gained, among other things, various forms of payment (Google Pay, BLIK, Apple Pay), a dark mode, and new customer service features.