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Postpay Upgrades in Europe

In this report, Mobile Market Development (MMD) examines the upgrade programs in place across a range of MNOs in key European markets (France, Germany, Ireland, Italy, Spain and the UK). We describe the similarities we found across MNO postpay handset upgrade policies. Clear differences in policy are also highlighted. Conclusions are drawn from our inter-market comparisons and we offer eleven recommendations for improved upgrade policy, based on the experiences of operators spoken to. Particular emphasis is placed on recommendations for improving the upgrade experience of high value customers. This in turn can be expected to deliver improved customer retention levels and a disproportionately large impact on operator profitability.

Price: EUR 2,500.00 / GBP 2,000.00

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Table of Contents


1
Overview
1
2
Introduction
2
3
Postpay Upgrade Approaches
3
3.1
Strategy
3
3.2
Differentiation
4
3.3
Qualification
6
3.4
Communication
9
3.5
Delivery
11
3.5.1
Introduction
11
3.5.2
Orange France
12
3.5.3
SFR France
14
3.5.4
T-Mobile Germany
16
3.5.5
O2 Ireland
18
3.5.6
Vodafone Italy
22
3.5.7
TME Spain
24
3.5.8
O2 UK
29
3.5.9
Virgin Mobile UK
30
3.6
Outcomes & Measurement
31
4
Conclusions
33
5
Recommendations
35