Getting Personal With Your Gamers
We are living in special times. Users are getting more sophisticated with each passing day and it’s clear that we can no longer approach them with outdated ‘One Fits All’ marketing tactics. The results speak for themselves. Users simply don’t react to generic campaigns. But there is more to this than meets the eye. By sending out messages that are not necessarily relevant for all users, a communication service provider is essentially saying ‘I don’t know you’ to the customer. ‘I don’t know who you are, I don’t know what your needs are, I don’t know what you like doing, and bottom line - I don’t really know how to talk to you.’ If this was a blind date it would be over in ten seconds.
| Leave a Comment July 16th, 2007
Why voice remains centre stage in cleverly crafted bundles
In fixed, converged and mobile services, 
voice remains the killer application and cleverly crafted voice minute bundles are one of the biggest weapons in any service provider’s armory.
They can be used by service providers for a variety of purposes, from reducing churn to acting as an incentive to take other services, from increasing the average revenue per user (ARPU) to establishing a cash flow, from cutting costs to boosting traffic in normally quiet periods. Indeed, it is no exaggeration to say that innovative bundles with voice minutes as a key element can play a decisive role in helping service providers make fundamental changes to their business models and operations, such as moving into triple and quad plays.
| Leave a Comment July 10th, 2007
Prepaid Incentives That Really Work
In a previous post we talked about 
the importance of the prepaid user segment for mobile operators and described some of our field learned tactics on how this segment should be treated. Implemented correctly, the suggested tactics require minimal effort, from an operational perspective, and make the whole process of retaining prepaid customers more efficient and cost effective.
| Leave a Comment July 9th, 2007
Prepay But Stay
Today I’d like to talk to you about retaining and increasing the lifetime value (LTV) of prepaid users, one of the restructuring forces of the communications service provision market.
First some background. Prepaid in the mobile sector has been a popular method of payment in Western Europe and emerging markets. Over the last few years we have seen a massive proliferation of prepaid engagement across the North American market. For example, revenues from prepaid customers in the North American mobile market are growing by around 6% each year, while postpaid customers display a yearly growth of less than 1%.
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