Strategies to Acquire and Retain High Value Customers

1. OVERVIEW

2. INTRODUCTION

• 2.1. Background
• 2.2. Report Content
• 2.3. Exchange Rates

3. TARGETING HIGH VALUE CUSTOMERS

• 3.1. Introduction
• 3.2. Segmentation Approaches
• 3.3. Value Based Segmentation Approaches
  • 3.3.1. Direct Financial Value
  • 3.3.2. Social Network Value
  • 3.3.3. Future Value
• 3.4. Definition of High Value Profiles
  • 3.4.1. Overlapping Value Approaches
• 3.5. Alternative Segmentation Approaches

4. OPERATOR INITIATIVES

• 4.1. Introduction
• 4.2. Sticky Tariffs
  • 4.2.1. Vodafone UK Family Tariff
  • 4.2.2. 3 Italia Family Prepay SIM Offer
  • 4.2.3. Orange UK Friends Scheme
  • 4.2.4. TIM Italy Equipment Discount
  • 4.2.5. tele.ring Austria Student plans
• 4.3. Gift Promotions
  • 4.3.1. Vodafone UK Handset Promotions
  • 4.3.2. T-Mobile Germany Postpay Promotion
• 4.4. Loyalty schemes
  • 4.4.1. 3 Italia
  • 4.4.2. CellC South Africa Prepay Voice Rewards
  • 4.4.3. E-Plus Germany Bonus Minutes for Prepay Top-ups
• 4.5. Contract Extension
  • 4.5.1. 3 UK Customer Referral Program
• 4.6. Multiplay bundle offers
  • 4.6.1. Orange UK Broadband and Mobile Offer
  • 4.6.2. 3 UK X-Series Plan
• 4.7. Handset Promotions
• 4.8. Additional Strategies
  • 4.8.1. Exploiting Sub-branding Opportunities
  • 4.8.2. Event Based Strategies
  • 4.8.3. Individualised Promotions

5. POTENTIAL BENEFITS OF INITIATIVES

• 5.1. Relative Impact of Initiatives
• 5.2. Return on Investment

6. FINDINGS AND RECOMMENDATIONS

• 6.1. High Value is not Always the Most Profitable
• 6.2. MNOs Must Understand Their Customers
• 6.3. Convergence is a Critical Enabler
• 6.4. Targeting Needs is a Key Challenge
• 6.5. Immediate Steps