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Mobile Promotional Strategies Online

Over the last two years a number of mobile operators have developed a capability to sell SIM cards, handsets, new customer activations and upgrades online through their Internet portal. This development is part of a broader distribution strategy aimed at increasing the proportion of customers who are served by direct (as opposed to indirect) channels.

This report examines the online sales promotions of 18 operators and MVNO's in the UK, USA and Australia highlighting in each case:

• Whether online sales supported SIM vs. Handset, contract vs. prepay and new activation vs. upgrade connections
• Speed of fulfilment
• Offer positioning relative to equivalent offers offered via their own direct outlets or through indirect channels on the high street
• Extent to which handset price discounts, discounted line rental, exclusive tariffs and other airtime incentives and service bundles are used to motivate online purchases.

Price: EUR 2,500.00 / GBP 2,400.00

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
United Kingdom
3
2.1
Orange
3
2.2
T-Mobile
12
2.3
Vodafone
14
2.4
Virgin Mobile
19
2.5
O2
23
2.6
3
29
2.7
Tesco Mobile
31
2.8
Easy Mobile
32
3
USA
33
3.1
Verizon
33
3.2
Cingular
34
3.3
T-Mobile
37
3.4
Sprint
39
3.5
Virgin Mobile
40
3.6
Nextel
42
4
Australia
44
4.1
3
44
4.2
Optus
46
4.3
Telstra
48
4.4
Vodafone
49