Hybrid Offers - Impacts on Market Share, ARPU and Churn

The variety of hybrid propositions available across different markets has grown steadily over the years with the conventional definitions for "postpay" and "prepay" propositions becoming increasingly blurred. The basic impetus behind the deployment of such a variety of hybrid offers is the recognition by MNOs that customers have highly varied needs which cannot always be satisfied with conventional prepay and postpay offerings. When carefully planned and well designed the introduction of hybrid propositions can bring clear benefits to MNOs in terms of improved customer mix, increased share of gross additions, improved ARPU and churn.

In this report we examine different hybrid proposition and provide several examples of successful hybrid implementations across Poland, Italy, Belgium and the US markets. The report concludes with a set of recommendations that MNOs interested in deploying hybrid solutions should consider in order to maximise the impact of these propositions on aspects of their business, such as customer mix, market share, ARPU and churn.