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Best Practice in Acquisition, Spend & Loyalty Promotions

Since 2005, Mobile Market Development's International Mobile Offers Database project has been gathering examples of mobile promotions and tariff initiatives from across the globe giving our clients an insight into the tactics used by other operators to attract and retain customers as well as increase revenues by stimulating usage of voice, data and advanced network services.

The promotions presented in this report illustrate best practice for operators looking for ways to attract and retain profitable customers in the most competitive markets at the least possible cost. With markets facing intense price erosion due to both competition and regulatory intervention, the need is to broaden mobile service usage and increase customer spend beyond the staples of voice and text. Mobile Market Development has defined a set of rules which can qualify a promotion as best practice and then used these rules to measure the selected promotions. The report concludes with a series of recommendations on the tactics MNOs can adopt to address their own acquisition, spend and loyalty promotion objectives.

Price: EUR 2,500.00 / GBP 2,100.00

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Table of Contents


1
OVERVIEW
1
2
INTRODUCTION
2
2.1
Background to the Report
2
2.2
Report Content
3
2.3
Exchange Rates
3
3
PROMOTIONS - BEST PRACTICE CRITERIA
4
3.1
Balancing Acquisition, Spend and Loyalty
4
3.1.1
Acquisition Criteria
5
3.1.2
Spend
5
3.1.3
Loyalty
6
4
ACQUISITION
8
4.1
O2 Germany - Postpay Tariff Initiative
8
4.1.1
Outline of Promotion
8
4.1.2
Promotion Success Measures
8
4.1.3
Best Practice Elements
9
4.2
LGT South Korea - Handset Proposition
9
4.2.1
Outline of Promotion
9
4.2.2
Promotion Success
10
4.2.3
Best Practice Elements
10
4.3
3 Italy - MNP Promotion
11
4.3.1
Outline of Promotion
11
4.3.2
Promotion Success
12
4.3.3
Best Practice Elements
13
4.4
O2 UK - Prepay SIM-only Offer
14
4.4.1
Outline of Promotion
14
4.4.2
Promotion Success
15
4.4.3
Best Practice Elements
15
4.5
O2 Ireland - Social Networking Referral Scheme
16
4.5.1
Outline of Promotion
16
4.5.2
Promotion Success
17
4.5.3
Best Practice Elements
18
5
SPEND
20
5.1
Cosmote Greece - Stimulating Top-up Activity
20
5.1.1
Outline of Promotion
20
5.1.2
Promotion Success Measures
20
5.1.3
Best Practice Elements
20
5.2
3 UK - Mobile Broadband Initiative
21
5.2.1
Outline of Promotion
21
5.2.2
Promotion Success Measures
22
5.2.3
Best Practice Elements
22
5.3
3 Italy - Mobile TV Promotion
23
5.3.1
Outline of Promotion
23
5.3.2
Promotion Success Measures
24
5.3.3
Best Practice Elements
24
6
RETENTION AND LOYALTY
25
6.1
Orange Spain - 'Sunday' Campaign
25
6.1.1
Outline of Promotion
25
6.1.2
Promotion Success Measures
26
6.1.3
Best Practice Elements
27
6.2
E-Plus - Mobile Service for the Turkish Community
28
6.2.1
Outline of Promotion
28
6.2.2
Promotion Success Measures
29
6.2.3
Best Practice Elements
29
6.3
Vodafone Portugal - Christmas Promotion
29
6.3.1
Outline of Promotion
29
6.3.2
Promotion Success Measures
30
6.3.3
Best Practice Elements
30
7
CONCLUSIONS & RECOMMENDATIONS
32