Stopping Postpaid Bleeding with Contextual Marketing
Growth in the postpaid subscriber segment is slowing precipitously across the industry. Stifel Nicolaus analysts estimate that prepaid subscribers grew by 14.7 percent year-over-year while postpaid subscribers grew by only 2.9 percent year-over-year (Wirelessweek.com 21 May 2010). Considering the significantly higher revenue generated by postpaid customers (vs. prepaid), this is not exactly exciting news. So, is losing postpaid customers an unstoppable trend, or is there a way to alleviate the pain?
| Leave a Comment July 20th, 2010
Russia the Freedom of Choice: Multi SIM Ownership Drives Churn and Decreases ARPU
Russia has the largest mobile market in Central and Eastern Europe and is continuously growing. At the end of May 2009 the total number of subscribers reached 194.7 millions, with customers being wooed by three major service providers (MTS, VimpelCom and MegaFon). Competition has further intensified with the growing penetration of multiple SIM ownership. As the majority of handsets are not purchased through the operators but rather from independent stores, Russian mobile operators could not lock handsets to their networks, and consequently customers can benefit from different operators’ SIMs on a daily basis. Read more
| 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 June 16th, 2010
Protecting your Prepaid Base in a Competitive Market
Wikipedia defines churn as “a possible indicator of customer dissatisfaction, cheaper and/or better offers from the competition, more successful sales and/or marketing by the competition, or reasons having to do with the customer life cycle.” How can you avoid churn and nurture long-term relationships with your prepaid customer base in a competitive market consisting of customers that have no contractual commitment?
In the context of mobile subscribers, “churn prevention” is almost synonymous to “loyalty” and “retention.” While “loyalty” points to the required activities to keep customer faithful, “retention” makes sure customers do not leave, with superior offers and other customer-centric activities, compared to the alternatives provided by the competition. To ensure these two vital factors are fulfilled and have a real impact on your customer base you must establish real-time contextual marketing and selling capabilities.
| Leave a Comment July 7th, 2008
The Power Of Personalized Multi Step Marketing
The traditional mass-marketing “one-size-fits-all” approach is no longer sustainable in today’s competitive environment. Services and bundles of products being offered leave a lot to be desired when it comes to customization and personalization. This lack of flexibility is the main reason why many of the messages and promotions delivered fail to convert a user to adopt a new service or purchase a new content item.
The key challenge for all marketers in this sector, if they are to thrive in this environment, is to employ a multi-step approach that maximizes relevance for each customer through the dynamic adaptation of personalized marketing offers.
| Leave a Comment April 16th, 2008
All Communication to Mobile Users Should Be Personalized
According to the Washington Post’s Advertising Still Annoying, Text The Best Format, “most types of mobile advertising are still annoying to a sufficient amount of people to engender caution”, which is based on the latest report by Forrester. In a similar survey commissioned by Pontis, “70% of mobile phone users consider the marketing offers they receive to be irrelevant and 64% confess to being annoyed by them”.
Of course this mass infiltration of the mobile user’s private space is intrusive and unwelcome, mostly because the systems in place today are not sophisticated enough to be able to create a truly personalized approach based on multiple user and usage criteria.
| Leave a Comment June 20th, 2007
Mobile Marketing Magazine: This Time it’s Personal
Guy Talmi, Senior Marketing Director of targeted marketing company Pontis, considers ways in which mobile operators can benefit from fine-tuning their marketing processes and adopting a more targeted approach by aggressively marketing highly tailored offerings.
The notoriously competitive and rapidly-evolving market for telecoms services is bringing marketers within this sector new and ever-escalating challenges, but also tremendous opportunities.
Managing a digital product and service portfolio that often spans thousands of items, with the current shift towards delivering converged offerings of broadband, mobile and entertainment services, now means that mobile, cable, VoIP and IPTV operators are facing a very complex environment, while fighting even harder to drive new revenues from existing customers and reach new customers.
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