Best Practice in Acquisition, Spend & Loyalty Promotions

Best Practice in Acquisition, Spend & Loyalty Promotions published by Mobile Market Development Ltd in May, 2009. This report consists of 33 PAGES and the price starts from US $ 3500.

Introduction

Abstract

Since 2005, Mobile Market Development' s International Mobile Offers Database project has been gathering examples of mobile promotions and tariff initiatives from across the globe giving our clients an insight into the tactics used by other operators to attract and retain customers as well as increase revenues by stimulating usage of voice, data and advanced network services.

The promotions presented in this report illustrate best practice for operators looking for ways to attract and retain profitable customers in the most competitive markets at the least possible cost. With markets facing intense price erosion due to both competition and regulatory intervention, the need is to broaden mobile service usage and increase customer spend beyond the staples of voice and text. Mobile Market Development has defined a set of rules which can qualify a promotion as best practice and then used these rules to measure the selected promotions. The report concludes with a series of recommendations on the tactics MNOs can adopt to address their own acquisition, spend and loyalty promotion objectives

Table of Contents

1. OVERVIEW

2. INTRODUCTION

• 2.1. Background to the Report
• 2.2. Report Content
• 2.3. Exchange Rates

3. PROMOTIONS - BEST PRACTICE CRITERIA

• 3.1. Balancing Acquisition, Spend and Loyalty
  • 3.1.1. Acquisition Criteria
  • 3.1.2. Spend
  • 3.1.3. Loyalty

4. ACQUISITION

• 4.1. O2 Germany - Postpay Tariff Initiative
  • 4.1.1. Outline of Promotion
  • 4.1.2. Promotion Success Measures
  • 4.1.3. Best Practice Elements
• 4.2. LGT South Korea - Handset Proposition
  • 4.2.1. Outline of Promotion
  • 4.2.2. Promotion Success
  • 4.2.3. Best Practice Elements
• 4.3. 3 Italy - MNP Promotion
  • 4.3.1. Outline of Promotion
  • 4.3.2. Promotion Success
  • 4.3.3. Best Practice Elements
• 4.4. O2 UK - Prepay SIM-only Offer
  • 4.4.1. Outline of Promotion
  • 4.4.2. Promotion Success
  • 4.4.3. Best Practice Elements
• 4.5. O2 Ireland - Social Networking Referral Scheme
  • 4.5.1. Outline of Promotion
  • 4.5.2. Promotion Success
  • 4.5.3. Best Practice Elements

5. SPEND

• 5.1. Cosmote Greece - Stimulating Top-up Activity
  • 5.1.1. Outline of Promotion
  • 5.1.2. Promotion Success Measures
  • 5.1.3. Best Practice Elements
• 5.2. 3 UK - Mobile Broadband Initiative
  • 5.2.1. Outline of Promotion
  • 5.2.2. Promotion Success Measures
  • 5.2.3. Best Practice Elements
• 5.3. 3 Italy - Mobile TV Promotion
  • 5.3.1. Outline of Promotion
  • 5.3.2. Promotion Success Measures
  • 5.3.3. Best Practice Elements

6. RETENTION AND LOYALTY

• 6.1. Orange Spain - ' Sunday' Campaign
  • 6.1.1. Outline of Promotion
  • 6.1.2. Promotion Success Measures
  • 6.1.3. Best Practice Elements
• 6.2. E-Plus - Mobile Service for the Turkish Community
  • 6.2.1. Outline of Promotion
  • 6.2.2. Promotion Success Measures
  • 6.2.3. Best Practice Elements
• 6.3. Vodafone Portugal - Christmas Promotion
  • 6.3.1. Outline of Promotion
  • 6.3.2. Promotion Success Measures
  • 6.3.3. Best Practice Elements

7. CONCLUSIONS & RECOMMENDATIONS

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