モバイル通信業界における優良顧客獲得/維持戦略

Strategies to Acquire and Retain High Value Customers

発行	Mobile Market Development Ltd
出版日	2008年03月	商品コード	66922
ページ情報	英文 32 PAGES
価格	US$ 3,500 換算 ¥ 281,645 (税抜) PDF by E-mail (Single User License)

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原文目次

Abstract

In an increasingly competitive marketplace operators wish to attract the right (i.e. the highest value) customers. They need to maximise on their investment in customers to achieve the highest profitability possible and retain those customers in the face of increasing competition. The maturing markets of Europe and elsewhere demand that MNOs and MVNOs move from standardised products for the mass market to more customised products for more profitable customers. It is becoming increasingly apparent that the customer that spends the most per month is not necessarily the one delivering the greatest profit to the MNO' s bottom line. MNOs therefore face a whole new set of challenges - how do they identify who is the most valuable and then how do they address them in order to ensure they are retained (or acquired from other operators)?

This report explores the increasing complexity of identifying and targeting the optimum customers and provides concrete recommendations to help MNOs face this challenge.

1. OVERVIEW

2. INTRODUCTION

2.1. Background
2.2. Report Content
2.3. Exchange Rates

3. TARGETING HIGH VALUE CUSTOMERS

3.1. Introduction
3.2. Segmentation Approaches
3.3. Value Based Segmentation Approaches
- 3.3.1. Direct Financial Value
- 3.3.2. Social Network Value
- 3.3.3. Future Value
3.4. Definition of High Value Profiles
- 3.4.1. Overlapping Value Approaches
3.5. Alternative Segmentation Approaches

4. OPERATOR INITIATIVES

4.1. Introduction
4.2. Sticky Tariffs
- 4.2.1. Vodafone UK Family Tariff
- 4.2.2. 3 Italia Family Prepay SIM Offer
- 4.2.3. Orange UK Friends Scheme
- 4.2.4. TIM Italy Equipment Discount
- 4.2.5. tele.ring Austria Student plans
4.3. Gift Promotions
- 4.3.1. Vodafone UK Handset Promotions
- 4.3.2. T-Mobile Germany Postpay Promotion
4.4. Loyalty schemes
- 4.4.1. 3 Italia
- 4.4.2. CellC South Africa Prepay Voice Rewards
- 4.4.3. E-Plus Germany Bonus Minutes for Prepay Top-ups
4.5. Contract Extension
- 4.5.1. 3 UK Customer Referral Program
4.6. Multiplay bundle offers
- 4.6.1. Orange UK Broadband and Mobile Offer
- 4.6.2. 3 UK X-Series Plan
4.7. Handset Promotions
4.8. Additional Strategies
- 4.8.1. Exploiting Sub-branding Opportunities
- 4.8.2. Event Based Strategies
- 4.8.3. Individualised Promotions