Abstract
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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