September 22nd, 2008

Volume vs personalisation: what works?

By Bena Roberts - BKI Media

Service providers are talking up careful targeting and personalisation while brands are still preoccupied by scale and reach. Should there be a difference between targeting and personalisation of operators’ services – voice, data and content – from third party promotions? BKI Media doesn’t think so, despite the apparent chasm between the two opposing views.

Service providers talk of targeting, personalisation, context, relevance. The world’s big brands want volume, reach, scale, mass market. Are the two approaches exclusive to telecoms and media respectively? If so, why do such different rules apply? And what about the whole notion of convergence; the meeting and interaction of telecoms and media? Can telcos possibly know more about promoting their services than the big brands who’ve been running ad campaigns for decades?

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September 8th, 2008

Building A Synchronized Set of Prepaid Offers

By Nir Hakarmeli - Director of Consumer Marketing

This is the third and final post in a series of three where we revealed how we went about impacting prepaid behavior in our work with one of the largest prepaid operators in the world.

The following are the main behavior indicators we take into account when building a synchronized set of offers to different segments. To see how we impacted each please see the before and after graphs in How Do We Impact Prepaid Behavior?

> The time period that goes by between top ups – the shorter the period is means the subscriber is more active.

> The time that goes by from reaching a zero balance until the next top up is even more important, because each day that goes by without talking, means the subscriber could be churning. This resonating silence is referred to as a ‘dormant subscriber’.

> The third factor is the date of the last call, or days from the last call. This is extremely important because since there is no contract, there is no proactive activity involved in case the subscriber wants to churn like calling the operator to terminate service. That is the main reason why so many prepaid subscribers become dormant, and why this phenomenon is often referred to as ‘passive churn’.

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