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Research and Markets: Post-Recession Telecoms Strategies: Loyalty Grows In Importance

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Posted November 1, 2010

DUBLIN--(BUSINESS WIRE)-- Research and Markets (http://www.researchandmarkets.com/research/874ca4/postrecession_tel) has announced the addition of the "Post-Recession Telecoms Strategies: Loyalty Grows In Importance" report to their offering.

Operators adapted their offerings to cater to changing consumer demands during the poorer economic conditions caused by the global financial crisis. In particular, many operators focused on maintaining and extracting more value from their existing subscribers, placing more emphasis on effective loyalty initiatives. This report analyzes how operators used loyalty initiatives to counter the negative effects of the recession, and also identifies some of the potential opportunities and weaknesses of operator loyalty strategies.

Key Topics Covered:

  • Executive summary
  • Operators did well to counter churn
  • Operators increased their focus on existing subscribers
  • Operators should use loyalty programs to differentiate
  • Key messages
  • Operators countered recession effects
  • From new customers, to usage and loyalty
  • Recession had a muted impact on churn
  • Mature and emerging market loyalty divide remains
  • Operators are experienced in post-paid retention
  • Don't forget about prepaid
  • Loyalty initiatives needed for all customers
  • Operators still need to do more
  • Big rewards for improving churn
  • Case study - O2 UK: room for improvement
  • O2 Priority List - post-paid loyalty program
  • ARPU rankings can cause problems
  • Blue and Silver rewards are not attractive
  • O2 Top-up Surprises and O2 Rewards - prepaid loyalty programs
  • O2 Bluebook
  • Perfecting loyalty
  • Getting the basics right sets up the right environment
  • Accuracy is the silver bullet
  • Target the popular subscribers - connected value
  • The potential of realtime data manipulation
  • Analytics can unearth the key subscribers to target
  • Don't disturb everyone - only target the persuadable
  • Sticky offerings also play an important role
  • SIM-only targets low-end customers
  • Promoting on-net traffic encourages loyalty
  • Bundling fixed and mobile has a mixed impact
  • Operators should use loyalty initiatives to differentiate

For more information visit http://www.researchandmarkets.com/research/874ca4/postrecession_tel

Source: Ovum



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Research and Markets
Laura Wood, Senior Manager,
press@researchandmarkets.com
U.S. Fax: 646-607-1907
Fax (outside U.S.): +353-1-481-1716

KEYWORDS:   United States  North America  New York

INDUSTRY KEYWORDS:   Technology  Telecommunications

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