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Case Studies on Strategies for International & Roaming Call Revenue Growth

With pressure on international service margins coming from increased competition and regulation, operators are starting to examine how to grow usage of these services. Both international calling and roaming are coming under intense scrutiny. The greatest threat and opportunity is in the international roaming sector. Fear of uncontrollable costs and high tariffs traditionally form a barrier for many users. In turn, operators have been reluctant to compete in a sector that has produced premium level revenues for so long.

Economic recession and regulation are changing operator viewpoints. In the EU, the capping of roaming charges is eroding the strategic view that mass market pricing will destroy a premium market. The result is the growth of new roaming tariff strategies aimed at eliminating mobile users' fears of roaming. The most high profile of these is Vodafone Passport, offering Vodafone customers access to their home network tariff.

This report examines international service strategies in South Africa and the UK. It explains why operators' focus is on the international roaming market and their objectives in this market. It then goes on to examine the effectiveness of the roaming offers of MTN in South Africa and Orange in the UK, benchmarking them against Passport.

Price: EUR 2,500.00 / GBP 2,400.00

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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
Currency and Conversions
3
3
Revenue Opportunities in Mobile International Calling Markets
4
3.1
Market Segmentation
4
3.1.1
The UK International Calling Market
4
3.1.2
The South African International Calling Market
5
3.2
Approaches to Building User Confidence in International Service Usage
6
4
South Africa Roaming - MTN and Vodacom
8
4.1
Introduction
8
4.2
MTN Roaming Voice Tariffs
9
4.3
MTN Roaming Data Tariffs
10
4.4
Competitive Comparison to Vodacom South Africa
11
4.4.1
Competitive Comparison for Roaming in Nigeria
11
4.4.2
Competitive Comparison for Roaming in the UK
12
4.4.3
MTN and Vodacom Strategic Comparison
14
5
UK Roaming - Orange Traveller Packages & Vodafone Passport
15
5.1
Introduction
15
5.2
Orange Roaming User Groups and Related Offers
15
5.2.1
Orange Europe Traveller
16
5.2.2
Orange World Traveller
17
5.2.3
Orange Travel Data Bundles
18
5.2.4
Orange PrePay Roaming
20
5.3
Vodafone Passport Comparison With Orange UK Roaming Packages
21
5.3.1
Orange UK Roaming Packages and Vodafone Passport Standard Offering
23
5.3.2
Competition Lessons From Passport and Europe Traveller
24
5.3.3
Vodafone Passport Summer '09 Promotion - Indicators for the Future of Roaming
25
6
Key Findings
27
6.1
Wholesale Cost Environment Issues for Innovative Roaming Tariff Plans
27
6.2
Different Approaches to Retail Tariff Plans
27
6.2.1
Access Fees for Roaming Price Plans
28
6.2.2
Tariffs to Stimulate Prepay Roaming Usage
29
6.2.3
Geographic Zones as the Basis for Roaming Offers
29
6.3
Key Message
30
7
Recommendations
31