Mobile network operators have run active campaigns to migrate prepay customers to postpay offers, but prepay remains an important revenue component for many operators worldwide. As domestic and international economic conditions drive customers to cut expenditure and seek value, operators must adapt both prepay and postpay offers.
In this report, Mobile Market Development sought examples of innovative prepay tariffing and has profiled five examples, including Tesco Mobile in Ireland, Blyk in the Netherlands and India, a prepaid roaming SIM offer called Maxroam, a VoIP communications app initiative from Telefonica O2, and a people-powered prepay operator from the UK, giffgaff.
In order to maximise potential in the market, service providers must place sufficient emphasis on prepay innovation. Do the models profiled in this report represent an adequate response to the current market environment or is more required? The report concludes with Mobile Market Development's findings and recommendations to service providers that wish to ensure that their response, at least, is adequate.
Keywords: Tesco Mobile, Maxroam, Prepay Tariff Innovation, Giffgaff, Prepay tariffs, Blyk,
|Table of Contents|
|2.1||Background to the Report||2|
|2.3||Currency and Conversions||2|
|2.4||Further Questions and Feedback||3|
|3||Prepay Tariff Innovations||4|
|3.3||Tesco Ireland and HulloMail||6|
|4.2||Proposition Overview - Engaging Customers||12|
|4.3||Provisioning Customer Acquisitions||13|
|4.3.1||SIM Card Distribution||13|
|4.3.2||Customers Help Customers With Special Requirements||14|
|4.4||Tariffing the Proposition||15|
|4.4.1||Goodybags, Gigabags and Hokey Cokey||15|
|4.5||Harnessing Customer Creativity||18|
|4.5.1||Product Development - Improving the User Experience||18|
|4.5.2||Promotional (Tangential) Creative Campaigns||18|
|4.6||Retention - Keeping Customers Happy||20|
|4.7||Balancing Radicalism With Corporate Responsibility||22|
|Appendix - Feedback Questions||29|