Home » Maximising Wireless Profit Program » 2007 » Tariffing Mobile Services for Profit » Developing Low-End Segments in Emerging Mobile MarketsNovember 2007 (34 pages)In this report we look at the challenges faced by operators in emerging markets to secure profitable mobile businesses. In particular, we examine the profitability levels achieved across fifteen operators active in these markets and the low-cost business models adopted to improve profitability.
The report incorporates case study material including an analysis of the segmented commercial strategy adopted by TIM in Brazil to cater for a highly varied market, the flexible top-up and m-solutions developed by SMART in the Philippines, top-up stimulation initiatives from a variety of markets and innovative community programs such as the Grameenphone's Village Phone and Community Information Centre.
The MNO recommendations provided at the end of the report will be of interest to all operators seeking to maximise profitability from low value segments. The fact that this report draws on best practices from 'emerging markets' reflects the fact that MNOs in emerging markets have needed to be more resourceful in finding ways to optimise service profitability when addressing these segments.
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| Table of Contents |
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| 1 | Overview | 1 |
| 2 | Introduction | 2 |
| 3 | Low ARPU & Profitability | 4 |
| 3.1 | ARPU vs. EBITDA Benchmarks | 4 |
| 3.2 | Low-Cost Business Models | 5 |
| 3.2.1 | Prepay vs. Postpay Model | 5 |
| 3.2.2 | Affordable Handset Packages | 6 |
| 3.2.3 | Sustainable Customer Acquisition & Retention Policies | 7 |
| 4 | Segmented Offers | 8 |
| 4.1 | Brazil: Achieving Strong Growth in a Highly Varied Market | 8 |
| 4.1.1 | Market Overview | 8 |
| 4.1.2 | Competitive Environment | 10 |
| 4.1.3 | TIM's Segmented Portfolio | 11 |
| 5 | Innovative Top-up & M-Commerce Solutions | 18 |
| 5.1 | "SMART" Solutions Leading the Way in the Philippines | 18 |
| 5.1.1 | SMART Load | 20 |
| 5.1.2 | PasaLoad & Ask-for-Load | 21 |
| 5.1.3 | SMART Padala & SMART Remit | 23 |
| 6 | Stimulating Top-Ups | 26 |
| 6.1 | Top-up Incentives by TIM in Brazil | 27 |
| 6.2 | Top-Up Incentives by Celtel Nigeria | 28 |
| 7 | Rural Community Projects | 30 |
| 7.1 | The Village Phone & Community Information Centres in Bangladesh | 30 |
| 7.2 | Hapinoy Project in the Philippines | 32 |
| 8 | MNO Recommendations | 33 |
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