Securing and Retaining Market Share in the High Value Consumer Segment
2006.09.26   |   39 pages   |   Consumer Contract Segment

Share:

Sign up to receive our latest insights and reports

Sign up

While MNOs are determined to continue their dominant hold of the high value consumer segment, less established players are equally determined to secure a greater share of this lucrative market. Greater competition and increased innovation is resulting. The current report examines the strategies used by MNOs to develop well-differentiated High Value Consumer (HVC) segment propositions across a number of European mobile markets. The report provides an analysis of HVC "Best Practice" propositions through a detailed examination of key marketing touch points, specifically in relation to:

  • Tariffs
  • Value Added Services
  • Loyalty
  • CRM
  • Communications

We consider the effectiveness of existing HVC propositions and highlight the strengths and weaknesses of individual propositions in relation to customer acquisition, retention and development. Additionally, we offer recommendations on how MNOs can significantly improve the way in which they address the HVC segment.

Keywords: High Value Segment, Retaining Market Share, Securing Market Share, High Value Mobile Customers, Mobile Phone users,

Table of Contents
1 Overview 1
2 Segment Identification 2
3 Tariffs 3
3.1 Best Practice Examples of HVC Tariffs 6
3.1.1 Mobistar Max Plan 6
3.1.2 TME 'Contracto Planes' 7
4 Products & VAS 8
4.1 Attractive Handset Subsidies for HVCs 8
4.1.1 Swisscom Mobile Offers 9
4.1.2 KPN Mobile Offers 11
4.2 Bundles & Saving Service Options 13
4.3 Other VAS 16
4.3.1 SIM Services 16
4.3.2 Handset Insurance 17
4.3.3 Best Plan Advice 18
4.4 Best Practice Examples of Products & VAS 19
4.4.1 Personalisation Approach by SFR in France 19
5 CRM ? VIP Customer Care 22
6 Loyalty 23
6.1 T-Mobile Slovakia 'Club' 23
6.2 Vodafone 'Stars' Germany 25
6.3 Best Practice Examples of Loyalty Rewards 26
6.4 Preferential Treatment for Handset Upgrades 27
6.5 TME in Spain Focusing on Handset Upgrades 28
7 Communications 32
7.1 Orange HVC Offers 32
8 Niche HVC MVNOs 35
8.1.1 Voce 35
8.1.2 Baron 36
9 Group-wide HVC Strategies & Consistency Across Markets 37
9.1 Vodafone 37
9.2 T-Mobile 38
9.3 Orange 38
10 Recommendations Summary 39

Our Clients

A valuable program, differentiated by its best practice case study approach. Many external providers supply regular updates on MNO KPIs, but it's how operators are approaching these issues we want to know about Orange Group
Mobile Market Development 2015