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About Update #12 (January 2010)

The database contains over 1,800 examples of promotional offers and incentives implemented by over 100 Mobile Network Operators in 40 different markets over the past 4 years. This update follows the August 2009 update with increased coverage of markets from across Europe, Africa and the Middle East.

• Across all these regions, operators have devoted their attention to stimulating prepay activity using a range of reward schemes which motivate top-up, communication and spend levels.
• In addition to this, some operators in African and Middle Eastern markets are attempting to stimulate activity further using a range of inbound traffic reward schemes.
• All markets continue to promote a range of group calling initiatives. These initiatives are primarily on-net however some operators allow customers to pre-register a range of off-net and/or international numbers. Community tariffing initiatives are also being adopted by European and African MNOs targeting youth, female and various special interest segments.
• MNOs in Asian markets continue to promote a range of voice and data centric plans in addition to promoting services such as mobile banking and video calling via usage based reward schemes.
• Most MNOs today utilise prize draw methods to promote both the purchase and usage of products and services.
• Referral schemes remain visible across a select number of mobile operators whilst operators in all regions continue to encourage customers to trial and adopt prepay and postpay mobile broadband services.