Strategies to Extend (Prepay & Postpay) Mobile Customer Tenure

Strategies to Extend (Prepay & Postpay) Mobile Customer Tenure published by Mobile Market Development Ltd in December, 2009. This report consists of 25 PAGES and the price starts from US $ 3500.

Introduction

Abstract

Network operators continue to face stakeholder demands for revenue growth and increases in profitability. In mature markets with high levels of competition, this can no longer be achieved by adding new customers (there are no untapped segments) and raising prices is not an option (competitive pressures ensure that prices actually fall). Improved business performance can only realistically be delivered through improvements in operational efficiency, diversification into new areas of service and by increasing the tenure and lifetime value of existing customers (avoiding the costs of acquiring new customers to replace those lost through churn and developing higher revenue levels from existing customers over their lifetime).

This report reviews the opportunities open to MNOs to address the area of customer tenure and value - both among prepay and postpay customers. Our analysis shows that actions taken in the early phases of a customer' s tenure have a greater effectiveness than those taken later. This report details recommendations that MNOs should take account of to optimise their return from existing customers and maximise the benefit to their bottom line.

Total: 25 pages

Table of Contents

• 1. Overview
• 2. Introduction
  • 2.1. Background to the Report
  • 2.2. Report Content
  • 2.3. Currency and Conversions
• 3. Mobile Customer Life Cycle Differences
  • 3.1. The Life Cycle, Phases & Segments
  • 3.2. Typical Life Cycle for Postpay Customers
  • 3.3. Typical Life Cycle for Prepay Customers
  • 3.4. Variations in Churn Definitions & Trends
  • 3.5. Challenge with New Data-only Customers
• 4. Customer Knowledge and Personalised Interactions
  • 4.1. Customer Knowledge
    • 4.1.1. Sources of Customer Information
  • 4.2. Segmentation and Personalised Interactions
• 5. Effective Options for Operators
  • 5.1. Introduction
  • 5.2. Contract Terms and Channel Strategies
    • 5.2.1. Extended Contract Term
      • 5.2.1.1. Discounted Plans in the Japanese Market
      • 5.2.1.2. Orange UK Targeting Low-end Customers with ' Best for Value' Plans
    • 5.2.2. Commission Structure and Channel Control
  • 5.3. Loyalty Actions
    • 5.3.1. Points Based Loyalty Programs
    • 5.3.2. ' VIP Treatment' Schemes
      • 5.3.2.1. O2 ' Priority List'
    • 5.3.3. Alternative Reward and Discount Schemes
  • 5.4. Community Pricing
  • 5.5. Cross-selling and Up-selling Actions
  • 5.6. Retention and Win-back Actions
• 6. Key Findings
• 7. Recommendations

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