Abstract
The current report analyses the various means now being deployed by mobile
operators to improve the registration process (mandatory or otherwise) for
prepay customers. Operators now recognise the need to gather quality customer
profile data on prepay customers, in order to build a platform for improved
customer relationship management. They see increased customer knowledge as a
vital first step enabling the creation of a 'layer of resistance' to churn
among prepay customer segments. This report highlights how various operators
have used the customer knowledge platform to deliver customer retention
benefits, producing more successful and better targeted product promotions,
delivering increased product density and developing interdependent communities
across highly value customer segments.
We look at the customer registration rates achieved with different types of
registration initiatives and we address issues such as the quality of the data
collected and the registration levels achieved among targeted customer
segments.
Analysis carried out by Mobile Market Development (MMD) shows a broad range of
initiatives and schemes aimed at collecting and updating personal data both
for 'new' as well as 'existing' prepay customers.
Among the diverse initiatives analysed in detail in this report are:
- Specific details of varied registration requirements across 13
international markets where prepay registration has been made mandatory.
- The 'free credit' offers by the Irish operators used as an incentive for
prepay customers to register their details with the operators.
- Loyalty schemes such as 'Vodafone One' in Italy and 'Win Club' in Greece
providing an effective tool to increase customer registration levels and gain
a better insight into the prepay customer base.
- Focused initiatives such as 'TIMTribu' and Telefonica's 'Sub-26' targeting
customers in the youth segment and requiring customers to register their
details with the operator in order to benefit from special rates and services.
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