Best Practice in Acquisition, Spend & Loyalty Promotions

Table of Contents

1. OVERVIEW

2. INTRODUCTION

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

3. PROMOTIONS - BEST PRACTICE CRITERIA

• 3.1. Balancing Acquisition, Spend and Loyalty
  • 3.1.1. Acquisition Criteria
  • 3.1.2. Spend
  • 3.1.3. Loyalty

4. ACQUISITION

• 4.1. O2 Germany - Postpay Tariff Initiative
  • 4.1.1. Outline of Promotion
  • 4.1.2. Promotion Success Measures
  • 4.1.3. Best Practice Elements
• 4.2. LGT South Korea - Handset Proposition
  • 4.2.1. Outline of Promotion
  • 4.2.2. Promotion Success
  • 4.2.3. Best Practice Elements
• 4.3. 3 Italy - MNP Promotion
  • 4.3.1. Outline of Promotion
  • 4.3.2. Promotion Success
  • 4.3.3. Best Practice Elements
• 4.4. O2 UK - Prepay SIM-only Offer
  • 4.4.1. Outline of Promotion
  • 4.4.2. Promotion Success
  • 4.4.3. Best Practice Elements
• 4.5. O2 Ireland - Social Networking Referral Scheme
  • 4.5.1. Outline of Promotion
  • 4.5.2. Promotion Success
  • 4.5.3. Best Practice Elements

5. SPEND

• 5.1. Cosmote Greece - Stimulating Top-up Activity
  • 5.1.1. Outline of Promotion
  • 5.1.2. Promotion Success Measures
  • 5.1.3. Best Practice Elements
• 5.2. 3 UK - Mobile Broadband Initiative
  • 5.2.1. Outline of Promotion
  • 5.2.2. Promotion Success Measures
  • 5.2.3. Best Practice Elements
• 5.3. 3 Italy - Mobile TV Promotion
  • 5.3.1. Outline of Promotion
  • 5.3.2. Promotion Success Measures
  • 5.3.3. Best Practice Elements

6. RETENTION AND LOYALTY

• 6.1. Orange Spain - ' Sunday' Campaign
  • 6.1.1. Outline of Promotion
  • 6.1.2. Promotion Success Measures
  • 6.1.3. Best Practice Elements
• 6.2. E-Plus - Mobile Service for the Turkish Community
  • 6.2.1. Outline of Promotion
  • 6.2.2. Promotion Success Measures
  • 6.2.3. Best Practice Elements
• 6.3. Vodafone Portugal - Christmas Promotion
  • 6.3.1. Outline of Promotion
  • 6.3.2. Promotion Success Measures
  • 6.3.3. Best Practice Elements

7. CONCLUSIONS & RECOMMENDATIONS