Mobile Pricing Innovation: T-Mobile "Flext" Case Study

Mobile Pricing Innovation: T-Mobile "Flext" Case Study published by Mobile Market Development Ltd in July, 2006. This report consists of 15 PAGES and the price starts from US $ 3133.

Introduction

Abstract

In March 2006, T-Mobile UK introduced a new range of postpay tariffs under the Flext brand. These tariffs have made a significant impact in a short period of time.

In the current case study we:

• Consider why minute bundles which have been popular in the UK for the last number of years have found favour with customers in that market
• Explore the reasons T-Mobile decided the time was right to move away from bundled minute tariffs towards value allowance based tariff bundles in the UK market early in 2006
• Identify the enhancements to the Flext offer which T-Mobile felt were required in order to optimise its market impact
• Explain how the offer has been customised to stimulate greater demand through T-Mobile's direct channels
• Show how payback is guaranteed/improved upon by making the service exclusively available with extended service contacts
• Indicate how the success of the plan has outperformed expectations, leading to undersupply/overdemand, allowing T-Mobile to reduce channel commissions to manage demand for this service.

Table of Contents

1. Overview

2. T-Mobile's Flext Tariff (UK)

• 2.1 Proposition
• 2.2 Flext in Other Countries
  • 2.2.1 Flext Country Availability
  • 2.2.2 Flext Plan Comparison in the UK
  • 2.2.3 Tariff Comparison, Flext Vs. Other Tariffs in the UK
• 2.3 Promotional Response to Customer Feedback
• 2.4 Market Impact

3. Conclusions

Related Reports