Improving MNOs' Approach to Loyalty
2019.10.24   |   53 pages   |   Revenue Continuity

Author:
Liam Mimnagh


LinkedIn

Share:

Sign up to receive our latest insights and reports

Sign up

Key Infographic

Introduction

Traditional loyalty programs and points gathering have fallen in popularity in recent years with lengthy collection periods, cumbersome and restrictive collection and redemption undermining the perceived benefits of membership. Many businesses, including MNOs, are switching to rewards-based programs, providing immediate member benefits and personalised offers. Affiliate partner exclusivity, a high degree of personalisation and benefits that are available from day one can now determine  a rewards program’s success. This report examines how new programs have been implemented in the MNO community to keep the brand top-of-mind and wallet and explores how program costs, loyalty and upselling have been addressed.

Three i3

 

Companies: Telstra, Optus, Vodafone Australia, MegaFon, MTS, Vodafone Italy, TIM, T-Mobile USA, Verizon, AT&T, Sprint, Cricket Wireless, Amazon, Paddy Power,

Countries: Australia, Russia, Italy, USA,

Keywords: Rewards, VIP Status, Gaming Loyalty Programs, CPA Model, Digital Services, B2B2C Loyalty fulfilment, Coalition Loyalty Schemes, Personal Data, Rewards App, Loyalty, Loyalty Store, Frequent Flyer, Advertising Sponsored Rewards, Tariff Spend cashback, MegaFon #Spetsii, Perks, Spend, Cost Per Action Model, Data insights, Affiliate Partner Programs, Surprise Rewards, T-Mobile Tuesdays, Optus Perks, Pay on Consumption, Amazon Moments, Retention, AT&T Thanks, Cashback Offers, Loyalty Tariffs, Loyalty Program, Cashback program, Telstra Plus, TIM Party, Vodafone Happy Black, Tenure benefits, Member Benefit Programs, Loyalty Points, Verizon Up,

1

Overview

5

1.1

Key Infographic

5

1.2

Introduction

5

1.3

Three i3

5

2

Background and Content

6

2.1

Trend Towards Rewards, Top-of-Mind & Wallet

6

2.2

Report Content

8

2.3

Currency and Conversions

8

2.4

Further Questions and Feedback

9

3

Loyalty Program Case Examples

10

3.1

Introduction

10

3.2

Telstra and Competitors in Australia

10

3.2.1

Telstra’s New Telstra Plus Program

10

3.2.1.1

Current Program Mechanics

12

3.2.1.2

Rationale For Program Refresh

13

3.2.2

Competitor Programs

14

3.2.2.1

Optus Perks – Pay on Consumption Business Model

14

3.2.2.2

Vodafone Terminates Qantas Frequent Flyer Partnership

15

3.3

MegaFon and Competitor Schemes in Russia

17

3.3.1

MegaFon Personal Offers

17

3.3.2

MegaFon Cashback Program

19

3.3.2.1

Earning and Spending Cashback From Turn on! Tariffs

20

3.3.2.2

Megafon #Spetsii Cashback Scheme

23

3.3.3

Competitor Programs in Russia

26

3.3.3.1

MTS Also Moves Towards Cashback

26

3.4

Vodafone and its Competition in Italy

27

3.4.1

Vodafone Italy

27

3.4.1.1

Advantages for Vodafone Customers

27

3.4.1.2

Vodafone Happy Loyalty Program

29

3.4.1.3

Vodafone Happy Black

30

3.4.2

Competitor Approach From TIM Italia

34

3.5

Loyalty Programs in the US Market

35

3.5.1

Customer Appreciation from T-Mobile

35

3.5.1.1

The T-Mobile Tuesdays Program

35

3.5.1.2

Impact and Success Assessment of T-Mobile Tuesdays

38

3.5.2

Up from Verizon Wireless

39

3.5.3

AT&T Thanks - Tiered Rewards Program

39

3.5.4

Sprint Rewards & Sprint Marketplace Cashback Offers

41

3.5.5

Cricket Wireless – Ad It Up Advertising Rewards App

42

3.6

Amazon Moments - International B2B2C Rewards

44

4

Findings

48

5

Recommendations

52

Related Reports

Digital Strategies and Best Practice in Loyalty Programmes
2018.10.15

2500.00 EUR

High levels of mobile penetration in mature mobile markets have led to reduced rates of growth in terms of subscriber numbers for market participants.  This coupled with the rise of customer power and consumer value-seeking trends, means that MNOs are under pressure to secure their existing subscriber bases. To this end, operators have made customer experience (CEX) improvement a core focus for digital transformation, to ensure that customers have fewer reasons to leave the MNO.  However, they should also consider ...

Read more

Our Clients

The reports are thorough and extensive. They give a complete overview on a certain topic and open the mind to new business ideas... It is the most extensive program available for our industry Proximus Belgium
Mobile Market Development 2015