Home » Maximising Wireless Profit Program » 2004 » Extracting Higher Value from the Consumer Contract Segment » Inbound Traffic Stimulation: A Neglected OpportunityJuly 2004 (20 pages)
Mobile Operators in Calling Party Pays (CPP) markets around have for some time generated a substantial proportion of their revenues from inbound traffic. Our mobile Industry benchmarks indicate that interconnect currently accounts for between 12% and 30% of CPP operator service revenues.
Recently, competitive and regulatory pressures have combined to force a reduction in interconnect rates in many markets. Operators have begun to experience a significant decline in the share of service revenues accounted for by mobile interconnect.
Mobile Market Development believes this will continue anticipates and that Mobile Termination rates will halve over the next 5 years. If this problem is not addressed operators will (on average) experience a 10% reduction in ARPU.
Many operators are hopeful that new, non-voice services will help compensate for the loss of this valuable revenue. However, we believe there is scope to recoup this revenue through a combination of strategies centred on the stimulation of inbound calls and traffic.
In this paper we detail tactical operational measures which can be employed to increase inbound traffic. We also provide an indication of the relative impact these measures are likely to have, drawing from examples of best practice across a range international markets.
Price: EUR 2,500.00 / GBP 2,000.00 if you would like learn more about this report, or our other work in this topic area and how to subscribe, please contact us 1 Overview 1
2 Stimulating Inbound Calls & Traffic 2
2.1 The Decline in Interconnect Revenues 2
3 Strategies to Stimulate Inbound Traffic 4
3.1 Low Interconnect Won't Deliver More Inbound Calls 5
3.2 Stimulating Outbound Stimulates Inbound 6
3.3 Recognise Differences Between Segments 7
3.4 Number Distribution - A Key Inbound Call Stimulant 8
3.5 Giving Customers Credit for Inbound Calls 9
3.5.1 TMN TACO 9
3.5.2 TIM AutoRicarica 9
3.6 Call Me Services 10
3.7 Call Sponsor 11
3.8 Free Voice Mail 12
3.9 Voice Mail Personalisation 13
3.10 Free How Are You Texts 13
4 Conclusions 14
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