An intelligence that understands, befriends and respects

Throughout history, from technology to traditional examples, we have had many cases where a brand or organisation was first but, through mistakes and managerial changes and so on, declined and could not update itself and was damaged — Yahoo, for example, which you know was first in its field until Google came and took that position from it. Biafza’s quality is no exception to this rule and can attract the taste and attention of its audience.

The appeal, simplicity, authority as a reference and user-friendliness of Biafza can help attract users. There are many ways to do this, and we use all methods of marketing, content-making, advertising, audiovisual media, special events we have for this purpose, using popular characters who are seen among the people and inviting them to use this space, and so on.

I want to explain the point about being a reference a little more.

We had software, created a few years ago, that sold mobile top-up: you ran the software and got mobile credit. Then software came along that also offered internet credit, and many people migrated to it.

Then another piece of software added card-to-card transfers, and many users moved to it, because instead of using several mobile banking apps they installed that one, topped up, charged internet and did card-to-card transfers. As this expanded, another came and sold tickets, and so on they kept adding. So the first point about us is that we are a reference.

The second point is our social network. Apart from social networks such as messengers, software today has become one-way. In fact the flaw of service software is that it is one-directional: the maker gives some features and the person must use them, and there is no interaction with the software.

Whereas our software may not be a messenger, but it can be interactive. When we ask users to vote on a product, they understand that their opinion and vote matter.

It is no longer one-way; it does not just want to sell internet credit — the user can vote on that very internet credit: for example, “this company sells credit at a 20 per cent discount, and I vote for it.” The user’s opinion is recognised as important here, and this creates customer loyalty. Some websites have started fan clubs for customer loyalty; apart from one big store, we have almost no such fan clubs in Iran. In Biafza we value our users’ opinions and say: your opinion matters to us, you vote, and we trend it.

The second point I want to mention is artificial intelligence. Some software shows users certain content that may upset them.

For example, I open Twitter and see some posts I don’t like; some might make certain people happy, some angry, some may like the post and some dislike it — why should I see them? Why should I be given wrong suggestions? I have been on Twitter for several years; why doesn’t the artificial intelligence analyse me to know that I’m not interested in this content? Why has Twitter still not understood my mood?

Whereas we have very powerful technologies in artificial intelligence that can do behaviour analysis so that, after a period of activity, we detect the user’s mood and avoid misplaced suggestions. For example, someone follows Asr-e Iran news agency or wants to see more of it, and we mistakenly show them Fars news agency, whereas someone who reads Asr-e Iran may have no interest in Fars. I say this to explain how we want to attract audiences: we are a reference and, with the features we have provided, we care about what the user wants…