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市場調査レポート
顧客獲得・支出拡大・ロイヤルティ向上のためのプロモーション：ベストプラクティス
Best Practice in Acquisition, Spend & Loyalty Promotions
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Abstract
Since 2005, Mobile Market Development' s International Mobile Offers Database
project has been gathering examples of mobile promotions and tariff
initiatives from across the globe giving our clients an insight into the
tactics used by other operators to attract and retain customers as well as
increase revenues by stimulating usage of voice, data and advanced network
services.
The promotions presented in this report illustrate best practice for operators
looking for ways to attract and retain profitable customers in the most
competitive markets at the least possible cost. With markets facing intense
price erosion due to both competition and regulatory intervention, the need is
to broaden mobile service usage and increase customer spend beyond the staples
of voice and text. Mobile Market Development has defined a set of rules which
can qualify a promotion as best practice and then used these rules to measure
the selected promotions. The report concludes with a series of recommendations
on the tactics MNOs can adopt to address their own acquisition, spend and
loyalty promotion objectives
Table of Contents
1. OVERVIEW
2. INTRODUCTION
- 2.1. Background to the Report
- 2.2. Report Content
- 2.3. Exchange Rates
3. PROMOTIONS - BEST PRACTICE CRITERIA
- 3.1. Balancing Acquisition, Spend and Loyalty
- 3.1.1. Acquisition Criteria
- 3.1.2. Spend
- 3.1.3. Loyalty
4. ACQUISITION
- 4.1. O2 Germany - Postpay Tariff Initiative
- 4.1.1. Outline of Promotion
- 4.1.2. Promotion Success Measures
- 4.1.3. Best Practice Elements
- 4.2. LGT South Korea - Handset Proposition
- 4.2.1. Outline of Promotion
- 4.2.2. Promotion Success
- 4.2.3. Best Practice Elements
- 4.3. 3 Italy - MNP Promotion
- 4.3.1. Outline of Promotion
- 4.3.2. Promotion Success
- 4.3.3. Best Practice Elements
- 4.4. O2 UK - Prepay SIM-only Offer
- 4.4.1. Outline of Promotion
- 4.4.2. Promotion Success
- 4.4.3. Best Practice Elements
- 4.5. O2 Ireland - Social Networking Referral Scheme
- 4.5.1. Outline of Promotion
- 4.5.2. Promotion Success
- 4.5.3. Best Practice Elements
5. SPEND
- 5.1. Cosmote Greece - Stimulating Top-up Activity
- 5.1.1. Outline of Promotion
- 5.1.2. Promotion Success Measures
- 5.1.3. Best Practice Elements
- 5.2. 3 UK - Mobile Broadband Initiative
- 5.2.1. Outline of Promotion
- 5.2.2. Promotion Success Measures
- 5.2.3. Best Practice Elements
- 5.3. 3 Italy - Mobile TV Promotion
- 5.3.1. Outline of Promotion
- 5.3.2. Promotion Success Measures
- 5.3.3. Best Practice Elements
6. RETENTION AND LOYALTY
- 6.1. Orange Spain - ' Sunday' Campaign
- 6.1.1. Outline of Promotion
- 6.1.2. Promotion Success Measures
- 6.1.3. Best Practice Elements
- 6.2. E-Plus - Mobile Service for the Turkish Community
- 6.2.1. Outline of Promotion
- 6.2.2. Promotion Success Measures
- 6.2.3. Best Practice Elements
- 6.3. Vodafone Portugal - Christmas Promotion
- 6.3.1. Outline of Promotion
- 6.3.2. Promotion Success Measures
- 6.3.3. Best Practice Elements
7. CONCLUSIONS & RECOMMENDATIONS
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