Nov 8, 2012
When Australia Post said it was launching its Digital MailBox last week, we expected consumers would be able to dive in and start organizing their mail. That wasnâ€™t the case. Looking back, it seemed a bit like they were rushing to be first to market, ahead of Digital Post Australia. The problem is that they are using the term “launch” somewhat liberally. Unfortunately, when they made their announcement there were technical issues that brought it down for almost a week. When I reached out to Australia Post for comment on these problems, and questioned whether the Volly technology platform was at fault, here was their response:
â€œThe registration site for the Australia Post Digital Mailbox service was temporarily taken down for technical reasons. These reasons are unrelated to the deployment of Volly technology, and the registration site is now back online and functioning normally.â€
Australian consumers can set up their Digital MailBox and list the providers they want to communicate with, but Australia Post is tightly controlling the consumer experience and wonâ€™t let consumers start accessing their mailbox until there is relevant content. This was clarified for me by Australia Post:
â€œWe have already on boarded consumers and will steadily continue to do so. But it will be about matching your providers to your mailbox. It’s a targeted go to market strategy that ensures an amazing consumer experience from day one. The true capability of the mailbox is realised when you have the provider connection. We are obviously keeping our cards close to our chest with a competitor in the space but we have more providers to announce in coming weeks as well.â€
As a result, this really feels more like preparation for private testing rather than a launchâ€“something that Digital Post Australia is already doing as well.
Associate Director, Document Outsourcing
Since completion of our landmark study, The Emergence of Digital Mailbox Services, InfoTrends continues to track, present on, and consult for the digital mailbox services market in addition to our broader tracking of the customer communications delivery and payment markets via studies like our recently-announced The Future of Multi-channel Transactional Communications.
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