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Cross Selling Best Practice in Mobile Markets

Cross selling is increasingly seen as an important means of growing sales revenue in a mature market. While it is a widely used technique in the retail sector for both consumer and trade sales, its use by mobile operators is patchy. Some operators make extensive use of cross selling; others do not make significant use of it at all. However, cross selling needs to be carried out with care, whether at the point of sale or later during the life of a contract or service. Used wisely, it can increase revenues and margins and improve customer retention. Used carelessly or to excess it can irritate and alienate otherwise loyal customers.

This report looks at the opportunities that exist for cross selling by mobile operators. It considers the types of services and products that lend themselves to cross selling, the times during the service life that cross selling can be employed, and the means by which it can be carried out. Finally the report reviews the experiences of a sample of MNO customers in a number of countries and recommends improvements that operators should implement to maximise the revenue and bottom line benefits of this activity area.

Price: EUR 2,500.00 / GBP 2,100.00

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Table of Contents


1
Overview
1
2
Introduction
2
2.1
Report Content
3
2.2
Currency and Conversions
3
3
Approaches to Cross Selling
4
3.1
Introduction
4
3.2
Opportunities for Cross Selling
4
3.2.1
Services and Products
4
3.2.2
Timing
5
3.2.3
Channels
6
3.2.4
Target Customers
6
3.3
Lessons from Other Sectors
6
3.4
Methods of Analysis and Prediction
7
3.4.1
Statistical Modelling Tools
7
3.4.2
Logistic Regression
8
3.4.3
Artificial Neural Networks (ANNs)
8
3.4.4
Decision Analysis
9
3.4.5
Bayesian Networks
10
3.4.6
Further Reading
10
3.5
Segmentation
10
4
Cross Selling at Time of Purchase
12
4.1
Introduction
12
4.2
Levels of Cross Selling
12
4.2.1
Customer Options
12
4.2.2
Additional Services
16
4.2.3
Accessories
18
4.2.4
Other Network Services
23
4.3
Overall Performance
24
5
Cross Selling Post Sale
26
5.1
Introduction
26
5.2
Channels
26
5.2.1
Text Messages
26
5.2.2
E-mails
29
5.2.3
Mailing
34
5.2.4
By Phone
37
5.2.5
Selling Nothing
37
6
Key Findings
38
6.1
Introduction
38
6.2
User Experience & Operator Approaches
38
6.3
Conclusions
39
7
Recommendations
40