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Prepay Tariff Innovation

Mobile network operators have run active campaigns to migrate prepay customers to postpay offers, but prepay remains an important revenue component for many operators worldwide. As domestic and international economic conditions drive customers to cut expenditure and seek value, operators must adapt both prepay and postpay offers.

In this report, Mobile Market Development sought examples of innovative prepay tariffing and has profiled five examples, including Tesco Mobile in Ireland, Blyk in the Netherlands and India, a prepaid roaming SIM offer called Maxroam, a VoIP communications app initiative from Telefonica O2, and a people-powered prepay operator from the UK, giffgaff.

In order to maximise potential in the market, service providers must place sufficient emphasis on prepay innovation. Do the models profiled in this report represent an adequate response to the current market environment or is more required? The report concludes with Mobile Market Development's findings and recommendations to service providers that wish to ensure that their response, at least, is adequate.

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
2
2.3
Currency and Conversions
2
2.4
Further Questions and Feedback
3
3
Prepay Tariff Innovations
4
3.1
Introduction
4
3.2
Blyk
4
3.3
Tesco Ireland and HulloMail
6
3.4
Maxroam
7
3.5
O2 Connect
9
3.6
giffgaff
10
4
giffgaff UK
11
4.1
Introduction
11
4.2
Proposition Overview - Engaging Customers
12
4.3
Provisioning Customer Acquisitions
13
4.3.1
SIM Card Distribution
13
4.3.2
Customers Help Customers With Special Requirements
14
4.4
Tariffing the Proposition
15
4.4.1
Goodybags, Gigabags and Hokey Cokey
15
4.5
Harnessing Customer Creativity
18
4.5.1
Product Development - Improving the User Experience
18
4.5.2
Promotional (Tangential) Creative Campaigns
18
4.6
Retention - Keeping Customers Happy
20
4.7
Balancing Radicalism With Corporate Responsibility
22
5
Findings
24
6
Recommendations
27
 
Appendix - Feedback Questions
29