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Relationship Building Strategies for Prepay Customers

The current report analyses the various means now being deployed by mobile operators to improve the registration process (mandatory or otherwise) for prepay customers. Operators now recognise the need to gather quality customer profile data on prepay customers, in order to build a platform for improved customer relationship management. They see increased customer knowledge as a vital first step enabling the creation of a 'layer of resistance' to churn among prepay customer segments. This report highlights how various operators have used the customer knowledge platform to deliver customer retention benefits, producing more successful and better targeted product promotions, delivering increased product density and developing interdependent communities across highly value customer segments.

We look at the customer registration rates achieved with different types of registration initiatives and we address issues such as the quality of the data collected and the registration levels achieved among targeted customer segments.

Analysis carried out by Mobile Market Development (MMD) shows a broad range of initiatives and schemes aimed at collecting and updating personal data both for 'new' as well as 'existing' prepay customers. Among the diverse initiatives analysed in detail in this report are:

• Specific details of varied registration requirements across 13 international markets where prepay registration has been made mandatory.
• The 'free credit' offers by the Irish operators used as an incentive for prepay customers to register their details with the operators.
• Loyalty schemes such as 'Vodafone One' in Italy and 'Win Club' in Greece providing an effective tool to increase customer registration levels and gain a better insight into the prepay customer base.
• Focused initiatives such as 'TIMTribu' and Telefonica's 'Sub-26' targeting customers in the youth segment and requiring customers to register their details with the operator in order to benefit from special rates and services.

Price: EUR 2,500.00 / GBP 2,000.00

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Table of Contents
1
Overview
1
2
Introduction
2
3
Free Credit Offer by Irish Operators
5
3.1
Overview
5
3.2
Vodafone's Offer
5
3.3
O2's Offer
8
3.4
Meteor's Offer
10
3.5
Impact on Registration Levels
11
4
Enrolling Customers in Loyalty Schemes
13
4.1
Vodafone One Scheme in Italy
14
4.2
Win Club Scheme in Greece
18
5
Enhancing Relationships Through Youth Clubs & Services
21
5.1
Chat&Go
21
5.2
Sub-26
22
5.3
Prontomax
24
5.4
TIMTribu
25
5.4.1
Service Offer
25
5.4.2
Enrolling in TIMTribu and the Milleuna Scheme
28
5.4.3
Impact of Service
30