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Prepay Upgrades in Europe

In this report, Mobile Market Development examines the prepay upgrade programs currently in place across MNOs in six key European markets (France, Germany, Ireland, Italy, Spain and the UK). Many interesting initiatives and differences were observed between markets and operators and all are detailed in the current report. However, we found (and operators acknowledged) prepay upgrade policies are often the result of tactical responses to competitor actions. Few claimed that their upgrade policy was driven by significant strategic intent or clearly linked business goals. In response to this, the current paper provides a 6-stage upgrade process design model to provide MNOs with a useful strategic framework for the development of future prepay handset upgrade policy. It incorporates the following elements

• Strategy & Objectives
• Differentiation
• Qualification
• Communication
• Delivery
• Outcomes & Measurement

Price: EUR 2,500.00 / GBP 2,000.00

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Table of Contents
1
Overview
1
2
Introduction
2
2.1
Background
2
2.2
Report Structure
2
3
A Mobile Upgrade Model
3
3.1
Introduction
3
3.2
The Upgrade Process
3
3.2.1
Strategy
4
3.2.2
Differentiation
5
3.2.3
Qualification
5
3.2.4
Communication
6
3.2.5
Delivery
6
3.2.6
Outcomes & Measurement
7
4
Prepay Upgrade Approaches
8
4.1
Strategy
8
4.2
Differentiation
9
4.3
Qualification
9
4.4
Communication
11
4.5
Delivery
12
4.5.1
Introduction
12
4.5.2
O2 UK
12
4.5.3
Orange UK
14
4.5.4
Virgin Mobile UK
16
4.5.5
SFR France
17
4.5.6
Vodafone Italy
17
4.5.7
TME Spain
20
4.6
Outcomes & Measurement
23
5
Conclusions & Recommendations
26