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Lessons From 3's Success in Raising ARPU

Over the last two years, 3 Group MNO companies in Europe have built a strong position among 3G users and are now reaping the benefits of a relatively predominantly postpay and high ARPU customer base. Despite historic high levels of churn, the group expects to begin delivering positive EBIT before the end of 2008.

• How has 3 achieved this position, considering it entered markets that were already well supplied in all cases?
• What are the implications for other MNOs?
• Will 3's success and strategy translate to other MNOs or is the company a niche provider that need not have a major influence on the approach of other, more established MNOs?

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Table of Contents


1
OVERVIEW
1
2
INTRODUCTION
2
2.1
Background to the Report
2
2.2
Report Content
2
2.3
Currency
2
3
COMPARING 3 WITH OTHER MNOS
3
3.1
Areas Under Consideration
3
3.2
3 Group Structure and Management
3
3.3
Comparing 3's KPI with Competitors
5
3.4
Development of 3 in 2007
7
4
3'S EUROPEAN MARKETING APPROACH
10
4.1
Introduction
10
4.2
Markets Background
10
4.3
3 Promotions in Italy
12
4.4
3 Promotions in the UK
16
4.5
3 Promotions in Austria
20
5
CONCLUSIONS & RECOMMENDATIONS
23
5.1
Conclusions
23
5.2
Recommendations to MNOs
25