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Mobile Pricing Innovation: "Vodafone Passport" Case Study

In July 2005, Vodafone UK launched its "Vodafone Passport" roaming service proposition. It represents one of the most innovative tariffs introduced by a mobile operator in recent years. Passport was designed to deliver a transparent, simple, value for money roaming proposition. It aimed to address media-hyped customer concerns about the expense of mobile roaming charges, head-on. It also capitalised on Vodafone's global presences to deliver a much more complete and simple solution than that offered by competitors to date. In the current case study we:

• Analyse the strategy behind Passport and Vodafone's motivations for introducing the service
• Describe how the Vodafone Passport proposition/tariff structure varies across three separate Vodafone markets; Hungary, the UK and the Netherlands
• Focus on the UK market to reveal the threshold points where Vodafone Passport becomes economical for prepay and postpay customers when making and receiving calls
• Reveal how popular Passport has been and how it is on course to deliver Vodafone's ambitious service penetration targets, particularly among high value customer segments
• Scope the potential for Passport to stimulate roaming minutes and ARPU while also considering its potential to deliver potentially greater profitability via improved customer loyalty.

Price: EUR 2,500.00 / GBP 2,100.00

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Table of Contents


1
Overview
1
2
Vodafone Passport (UK)
2
2.1
Proposition
2
2.2
Research Supporting Proposition
5
2.3
Benchmarking
5
2.4
Revenue Impact
7
2.5
Market Impact
8
3
Conclusions
10