From yelo.yelo.be

Earlier today, Telenet - a Belgian ISP that offers internet, telephony, mobile and digital TV services - announced Yelo. On their website they describe Yelo as "TV everywhere in your home".

If your wife wants to watch her favorite soap, you can watch the football game on your iPad while your kids watch the latest episode of their favorite cartoons on your iPhone via the VOD (video on demand) possibility. In other words: if you are a Digital TV and Telenet Internet customer, you can watch TV shows and even shows on demand on your TV, iPhone and iPad device (more devices to be supported in the future).

Why are we sharing this? Besides being an even happier Telenet customer, we believe this is a great example of generating word of mouth. Having cool commercials can generate a lot of consequential WOM, you can even set up a contest that has WOM built-in via all sorts of sharing mechanisms to generate intentional WOM, but giving your consumers an experience that they really like, even outperforming their expectations is sure to generate WOM that persuades people. This so-called experiential WOM is actually the only long-term successful WOM you should go after.

Earlier this year, Telenet launched the possibility to program your Digicorder (the set-top-box) from virtually anywhere in the world. Even from your mobile phone. It seems they get how business is done today.

As a conclusion: the Yelo service is the kind of service not too many people were asking for, nor expecting, yet is - if you think about it - a truly great service. The one that generates the right kind of WOM. And it's not just us saying, check out this McKinsey report.