Prepaid Customer: What you do is who you are
Anonymity is probably one of the most frustrating factors for marketers servicing the prepaid market. A Prepaid customer purchases a SIM card in a kiosk, leaving behind no trace of identity – unknowingly preventing any segmentation of core services. You cannot maintain an ongoing relationship with the customer – an essential component for building loyalty and for identifying opportunities to increase share of wallet.
| Leave a Comment July 20th, 2010
Case Study: Enriching Marketing Campaigns With Context Pays Off for a Tier 1 European Mobile Operator
Gartner has published a case study* in which they document how the use of real-time, contextual information, targeted highly relevant offers to individual customers, have helped a Tier 1 European provider boost their service revenue from prepaid phones, enhance customer loyalty and reduce churn.
The main findings illustrate how the operator has succeeded to follow and better understand the individual needs of their entire customer base and based on this data offered specific targeted prices and products which were highly relevant to individual subscribers. Due to the real-time execution and automatic fulfillment of these offers allowing quick follow-up, and guaranteeing higher response rates, the operator had succeeded to increase overall revenue per subscriber: “offerings that are personalized to the customer segment and presented when the customer is most receptive generate tangible new revenue.”
In this example, the case study highlights how the operator’s “acceptance of promotional offers rose from 2% – 10%.” It further explores how the operator has managed to create an ongoing dialogue with their customers.
Furthermore, the case study recommends that “vendors should target the marketing team, rather than the IT or business intelligence (BI) teams with their products. Highlight that this type of approach allows marketers to radically change the way in which they create and manage promotions”
In addition it is recommended that: “Communications service providers (CSPs) should select a vendor with a proven track record of successful implementations and comprehensive consulting services — they will need to rely on the vendor’s advice to avoid the most common mistakes when creating this new type of campaign”.*
Gartner, Inc.:. Publication ID Number: G00175497
Gartner research is available at www.gartner.com
| Leave a Comment July 20th, 2010
Pontis recognised as “Cool Vendor” for Context-Aware Computing 2010
Gartner has recognised Pontis as a “Cool Vendor” in their 2010 report, highlighting that, “…context will be a technology that redefines customer experiences and relationships, and, as these Cool Vendors demonstrate, it can deliver value in 2010.”
The report is based on evaluation of vendors that are innovative, impactful and intriguing. The Marketing Delivery Platform™ allows mobile, TV and fixed line operators to target customers with contextual marketing offers.
Real-time contextual marketing andselling, based on a customer’s lifecycle and real-time events, enables operators to push price and product offers at the right time, increasing the response rate by as much as 10%. In today’s fierce competitive markets where power is shifting to the customer, Pontis’ solution helps operators to develop personal relationships with their customers.
Furthermore, the Pontis’ solution allows operators to run hundreds of highly targeted promotional offers simultaneously on a monthly basis, which can be implemented within days, rather than weeks.
Gartner, Inc. Publication ID Number: G00175299
Gartner research is available at www.gartner.com
| Leave a Comment July 20th, 2010
Segmentation vs. Behavioral Life Cycle Management:Getting the most of Your Marketing Efforts
The saturation levels of mobile markets and the low exit barriers for customers have caused many operators to shift the weight of their marketing efforts from new customer acquisition to customer retention. As part of this trend, operators are investing lots of funds on sophisticated customer segmentation solutions. Yet, are these segmentation efforts really delivering the desired results? Are common proactive marketing practices, based on traditional segmentation succeeding to increase customer loyalty and profitability?
| Leave a Comment August 11th, 2008
How Do We Impact Prepaid Behavior?
In our first post on impacting prepaid behavior we demonstrated how we increased usage within a “mid–ARPU” prepaid segment, using a multi-stage marketing program. What is the strategic impact we achieved? First let us take a look at the before and after status of each phenomenon and then we will explain how we did it.
As we can see in the below graph showing last call date distribution (Phenomenon 1) a subscriber that didn’t talk for 30 days is considered dormant. As a result of our targeted marketing program we managed to reduce the time frame from the last call made (a shift from the right to the left on the graph), where subscribers actually remained active over time. This is based on a three month period that began in January 2008, and three months later we checked how many were still active. So for example, subscribers from day 30 to day 60 in the graph made their last call in March, and subscribers from 61 to 90 made their last call in February. What we managed to do is bring about a shift where more subscribers remained active over time or to put it another way – kept talking!
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