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Addressing Transitory Prepay Segments

Transitory segments in the prepay market, especially migrant workers, represent a growth opportunity for mobile operators wishing to extend their marketing reach. There are currently around 200 million international migrant workers in the world making a significant contribution to the economies of emerging countries, as a result of remittances inflows, and to the economies of the countries in which they work in their roles as tax payers and consumers. For telecom operators they represent a significant opportunity because they communicate regularly with their families back home and their level of spending is generally well above that of the average telecom customer.

In this report we look at the way mobile operators are addressing this valuable customer segment, paying particular attention to the specific market elements influencing the way these services are designed. The report contains an overview of migrant worker trends at global level and numerous case study illustrations of "ethnic" products and services including "TIM Welcome Home", Orange "Camel", Proximus "Pay&Go International", multilingual customer care services by Vodafone in Italy and Meteor in Ireland, "CallHome" service by Bharti Airtel and specialist services from MVNOs such as Lebara Mobile and Movida.

Tourists and foreign students, although generally not generating as much revenue as migrant workers, can also represent a growth opportunity for mobile operators both in terms of customer numbers and revenues. In this report we evaluate the range of opportunities for MNOs in these market areas and present the tourist propositions by Promonte in Montenegro and Bee Mobile in Papua New Guinea and the student packages proposition by Student jetPacks in the UK. The report concludes with a set of key findings and recommendations aimed at MNOs considering or reviewing their own prepay service propositions for transitory segments such as migrant workers, tourists and foreign students.

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Table of Contents


1
OVERVIEW
1
2
INTRODUCTION
2
2.1
Background to the Report
2
2.2
Report Content
2
2.3
Exchange Rates
3
3
MIGRANT WORKERS
4
3.1
Global Overview
4
3.2
Different Market Perspectives and Needs
5
3.3
Range of Services and Products Targeting Migrant Workers
6
3.3.1
Dedicated Tariffs
6
3.3.2
Remittance Services
7
3.3.3
Other Value Added Services
7
4
ETHNIC TARIFF PROPOSITIONS
8
4.1
TIM Welcome Home
8
4.1.1
Service Description & Tariffs
8
4.1.2
Country-Specific Service Cards
9
4.1.3
Service Introduction Drivers
10
4.1.4
Characteristics of Migrant Communities in Italy
10
4.2
Orange Camel
12
4.2.1
UK Migrant Worker Profiles
13
4.2.2
Orange Camel Service Description and Tariff
14
4.2.3
Competition from Specialist MVNOs
15
4.3
Proximus Pay&Go International
16
5
ADDING VALUE WITH DEDICATED SERVICES
19
5.1
Multilingual Customer Care Services
19
5.1.1
Vodafone Italy Multilingual Service for "One Nation" Proposition
19
5.1.2
Meteor Ireland Multilingual Service
20
5.1.3
Lebara Mobile in Europe
22
5.2
Ethnic Content
23
6
TOURIST & STUDENT SEGMENTS
26
6.1
Tourist Propositions
26
6.1.1
Promonte Tourist Pack in Montenegro
26
6.1.2
Bee Mobile Tourist Offer in Papua New Guinea
29
6.2
Student Packages
30
6.2.1
Student jetPacks
31
7
KEY FINDINGS & RECOMMENDATIONS
34
7.1
Migrant Workers Segment
34
7.2
Tourist & Student Segments
35