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O2 Germany: 'Genion' - Acquiring High Value Customers & Retaining Them

With Genion, O2 aimed to achieve differentiation, attract and retain high-value customers and attain early profitability. Five years from launch the O2 Genion service concept remains unique in the German market and unchallenged by competitors. For O2, Genion represents its core offer and a major driver for subscriber and revenue growth.

In this report, we profile and analyse:

• The implementation of the Genion service
• Key tariff elements
• Positioning and promotion amongst consumer and business, prepaid and postpaid customers
• Drivers and barriers to uptake
• How Genion customers amounted to as much as 73% of O2's contract base (42.5% of their total customer base) by the end of June 2004
• The unique nature of the Genion proposition in the German market, and its positive effect on customer loyalty

Price: EUR 2,500.00 / GBP 2,000.00

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1
Overview
1

2
Introduction
2

3
Service Description & Tariffs
3

3.1
Service Description
3

3.2
Key Tariff Elements
3

3.3
Consumer Segment Tariffs
5

3.4
Business Segment Tariffs
6

4
Market Differentiation
9

5
Target Segments, Channels & Promotions
11

6
Service Impact
13

6.1
Drivers & Barriers to Service Uptake
13

6.2
Customer Base, Revenues and Loyalty
13

7
Future Developments
16