From Legacy USSD to Apps

The Enduring Legacy of USSD in Prepaid Markets

In many prepaid markets, the USSD menu (*123# and its siblings) remains a staple of mobile user interaction. It's still the backbone for checking balances, tracking data usage, and purchasing data bundles. Its hierarchical menu structure, though revolutionary in its time, now feels like navigating an endless maze of outdated options.

The idea was simple: create a universal tool for users to interact with their telecom services. Yet the reality for users is often frustrating. Multiple layers of menus, hard-to-remember shortcuts, and a lack of personalisation leave subscribers stuck in a labyrinth that rarely evolves to meet their expectations.

The Temptation to Copy: When USSD Meets Apps

As operators shift to apps, and fantisise about superapps, many are replicating the same outdated logic of USSD menus. We've seen apps where the familiar rigidity of USSD is mirrored, leaving users once again navigating deep, irrelevant hierarchies. Which would be even word in the fantasy-world of superapps.

This “copy-paste” approach misses the fundamental shift in user expectations. Apps are expected to be intuitive, personalised, and capable of delivering relevant information instantly—not a digital replica of legacy systems.

Where Apps Go Wrong

When USSD’s rigid structure is replicated in apps, several problems arise:

1. Irrelevance Overload: Every option is presented to every user, whether it applies to their situation or not. This leads to confusion and a poor user experience.
2. Deep Menus, Shallow Use: Key functions are buried within layers of navigation, discouraging quick actions like purchasing data or checking balances.
3. Missed Opportunities: Apps fail to leverage smartphone capabilities—such as push notifications or widgets—to deliver timely, relevant updates.
4. Churn Drivers: Users frustrated with poorly designed apps are likely to churn, reducing adoption and engagement.

A Smarter Path: Reimagining Mobile Data Apps

At NXT:FWD, we’ve rethought what simplicity and relevance mean in the age of mobile apps. Instead of recreating the labyrinth of USSD, we’ve embraced modern mobile design principles to deliver exactly what users want—when and where they want it.

1. Instant Access to Key Information: Balance, data status, and time-based packages are always on the front screen.
2. Quick buy: Purchases happen with two taps in two seconds, tapping the system notification or picking the data package from app home screen.
3. Personalised Relevance: The app dynamically shows the options relevant to the user. No active data package? No need to display its usage status. Not relevant or available data pack for the subscriber? No shown to the user.
4. Smart Notifications: Users are kept informed through push notifications, widgets, and lock screen status information, reducing the need to open the app.
5. Promotions with Purpose: Targeted, meaningful offers are highlighted at the top of the screen or delivered directly to the user without need to open the app, enhancing both engagement and monetisation.
6. Integrated Communication: Replacing SMS with native app push notifications ensures seamless, timely interaction with subscribers.

This isn’t just a philosophy; it’s a practice. By focusing on simplicity, relevance, and engagement, we’ve seen significant improvements across the entire GET-KEEP-MONETISE funnel.

It’s Time to Leave Legacy Behind

While USSD has served its purpose, its limitations have become a liability in today’s fast-evolving digital landscape. Copying its structure into apps is a step backwards. Embracing superapps will lead to even more complicated apps and user experience, and less targeted and user oriented apps than required. Clearly a fallacy.

It’s time for telecom operators to reimagine how they connect with their customers, leveraging the power of modern apps to deliver experiences that are not only functional but delightful.

Ready to Revolutionise Your Mobile Data Experience?

If you’re tired of rigid menus and underperforming apps, let’s talk. If you believe in to power of simple user experience, call us.

Our solution help operators simplify how people connect. In short offer simple mobile data. Just in time. Just for the need.

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