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Promotional Offers: Inspiration for Mobile Operators from Other Industries

This report highlights the scope for mobile operators to benefit from fresh lateral thinking developed outside the 'mobile box' as well as within it.

The current paper investigates promotional trends outside the mobile market. This is complemented by an analysis of selected promotions which we believe offer scope for creative inspiration and/or adaptation in the mobile world. Our analysis of best practices from other markets is supplemented by a strong strategic commentary. Clear recommendations are provided on how to ensure successful transfer, adaptation and execution of the promotional campaigns detailed in this report.

Price: EUR 2,500.00 / GBP 2,000.00

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1
Overview
5
2
Introduction
5
3
The Justification for Promotions
6
4
Sales Promotion Trends
7
4.1
Old skills new sectors - Survey findings
7
4.2
Promotion channels used
9
5
Framework for Analysis
10
5.1
Sectors Examined
10
5.2
Promotion categories
11
5.2.1
Transactional Promotions
11
5.2.2
Relationship Promotion
11
6
Promotional Campaigns from Related Industries
12
6.1
Media and Online
12
6.1.1
NTL
12
6.1.2
Sky Television
13
6.2
Financial Services
16
6.2.1
NatWest
16
6.2.2
Halifax
18
6.3
First Direct
19
6.4
Fixed Telephony
23
6.4.1
BT Residential
23
6.4.2
Talk Talk
23
7
High Impact Promotions
25
7.1
Retail
25
7.1.1
Sainsbury's
25
7.1.2
Jacobs Creek Wine
26
7.1.3
Ariston Dialogic
28
7.2
Electronics Retailing
29
7.2.1
Nikon 'Coolpix' Camera
29
7.3
Media and Online
30
7.3.1
Wanadoo
30