Post-recession telecoms strategies: loyalty grows in importance

Operators adapted their offerings to cater to changing consumer demands during the poorer economic conditions caused by the global financial crisis

. In particular, many operators focused on maintaining and extracting more value from their existing subscribers, placing more emphasis on effective loyalty initiatives. This report analyzes how operators used loyalty initiatives to counter the negative effects of the recession, and also identifies some of the potential opportunities and weaknesses of operator loyalty strategies.

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Table Of Contents :

Executive summary

In a nutshell

Ovum view

Operators did well to counter churn

Operators increased their focus on existing subscribers

Operators should use loyalty programs to differentiate

Key messages

Operators countered recession effects

From new customers, to usage and loyalty

Recession had a muted impact on churn

Mature and emerging market loyalty divide remains

Operators are experienced in post-paid retention

Don't forget about prepaid

Loyalty initiatives needed for all customers

Operators still need to do more

Big rewards for improving churn

Case study O2 UK: room for improvement

O2 Priority List post-paid loyalty program

ARPU rankings can cause problems

Blue and Silver rewards are not attractive

O2 Top-up Surprises and O2 Rewards prepaid loyalty programs

O2 Bluebook

Perfecting loyalty

Getting the basics right sets up the right environment

Accuracy is the silver bullet

Target the popular subscribers "connected value"

The potential of realtime data manipulation

Analytics can unearth the key subscribers to target

Don't disturb everyone only target the "persuadable"

"Sticky" offerings also play an important role

SIM-only targets low-end customers

Promoting on-net traffic encourages loyalty

Bundling fixed and mobile has a mixed impact

Operators should use loyalty initiatives to differentiate

List of Tables

Table 1: Summary of benefits and rewards for O2 UK post-paid customers

Table 2: Snapshot of O2 UK's Top-up Surprises rewards

List of Figures

Figure 1: Change in average blended churn rates in selected markets

Figure 2: Estimated losses from churn of selected operators in 2009

Figure 3: Aperio CI's ARPU vs. connected value argument

Figure 4: Pontis's system identifies dual SIM users

Figure 5: Portrait Software's segmentation

To know more about this report & to buy a copy please visit :

http://www.visionshopsters.com/product/7470/Post-recession-telecoms-strategies-loyalty-grows-in-importance.html

Contact us:

Visionshopsters

Ph : 91-22-40583020

Email: marketing@visionshopsters.com

Website : www.visionshopsters.com

Post-recession telecoms strategies: loyalty grows in importance

By: Visionshopsters

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