Click on each project title to read a brief summary.

• New Entrant Competitor Analysis — Middle East region
  The mobile market landscape in the Middle East has undergone rapid transition, initially due to World Trade Organisation mandates to introduce additional providers to compete with state-owned incumbents. Many countries have gone further and offered multiple new licences. In this project for an established player, MMD's team assessed and ranked likely bidders for a new licence according to a range of criteria including the probability of winning and the level of impact if successful. After the licence was awarded, MMD's team continued to assist the client with developing a pre-entry marketing strategy based on extensive research and analysis of the license winner’s resources, approach and its objectives in the other markets it has already entered.
• Churn Measurement Analysis and Reduction — Northern European Operator
  This project highlighted how churn had been overestimated due to inappropriate definitions of the active customer base and the failure to recognise the scale of rotational churn ('spinners'). MMD introduced a research-based methodology to readjust the measurement of churn to reflect the true rate of customer loss. Recommendations regarding how best to identify customer spin, altering the customer development strategy for the ‘spinners’ segment and eliminating customer motivations to spin were provided.
• Learning Lessons from Rapid Mobile Market Growth — India
  The client wanted to understand how operators in India had grown mobile customer bases quickly and profitably. The project involved a three-week visit to India to interview senior executives at Indian MNOs and related companies, and to observe the mobile market first-hand: sales & distribution, marketing, pricing and customer care.
• Assessing the impact of Windows Powered Pocket PC devices & smartphones on ARPU & Churn — Microsoft & UK operator
  This project required a combination of international end-user research among early adopters of client products. ARPU impacts were determined by referring to customer survey feedback and mobile operator billing system records. Population of the base case model (before incremental cost/revenue assessment) drew extensively from MMD’s mobile operator performance indicator benchmark database.
• Optimum Distribution Strategies to reach SMEs — Turkey
  MMD prepared and presented case studies from around the globe that highlighted best practice for addressing SMEs through a range of traditional and emerging distribution channels. Recommendations of SME distribution strategies most likely to successfully and effectively transfer to the Turkish market were provided.
• Innovative Solutions to Address the Enterprise Market — Portugal
  This project for a Portuguese MNO required the development of a workshop-style presentation that detailed innovative solutions for enterprise customers offered by MNOs around Europe. These solutions ranged from the integration of an enterprise's mobile and fixed infrastructure to vertical enterprise workforce mobilisation applications. MMD's team helped the client deliver the workshop session to its own enterprise clients, to encourage more innovative use of mobility within Portugal.
• Split Billing Solutions for Wireless Operators — Africa
  Examined an array of different approaches by mobile operators around the globe to address the challenge of splitting bills between two applications such as the personal and business use of a single mobile, highlighting solutions that could be transplanted into the client market successfully.
• International Pricing Benchmark Study — African Incumbent
  This incumbent operator needed MMD's support to provide the regulator with transparent and comprehensive price benchmark analyses across a range of developing markets, with particular reference to countries with similar wealth distributions. MMD's analysis demonstrated that the client was addressing a range of low, medium and high usage segments more competitively than its international peers.
• Portal Development Strategies — Dutch Operator
  This project involved a wide-ranging exploration of the state of mobile portal development programs by MNOs around the world. MMD's team researched multiple elements of each portal, assessed against a range of criteria that helped identify state-of-the-art practice. The client could identify the elements that were most applicable to its own operation and those that would have the biggest impact in its own market.
• Prepay Validity Periods: Best Practice
  This project included research on the development of the validity periods of prepay airtime credit purchases in a number of markets. The client wanted to identify the optimum balance between customer appeal and the accrual of commitment, and the expense involved in maintaining non-expiring prepay credit. MMD identified trends and recommended an approach that would ensure the client did not have open-ended commitments that would negatively impact the balance sheet and the client’s customers would not feel pressured by short windows to use the credit they had purchased.
• Mobile Market Positioning – European MVNO
  The client was the marketing function of an established MVNO seeking to extend its market presence beyond the low-cost end of a very competitive European market. MMD's team explored the positioning of all the major players in the market, identifying the strengths and weaknesses of each. Based on extensive experience of the market, the team was able to identify opportunities for the client to expand its approach and address new segments, and assess the risks involved in a number of potential approach scenarios.