Abstract
In this report, Mobile Market Development examines the prepay upgrade programs currently in place across MNOs in six key European markets (France, Germany, Ireland, Italy, Spain and the UK). Many interesting initiatives and differences were observed between markets and operators and all are detailed in the current report. However, we found (and operators acknowledged) prepay upgrade policies are often the result of tactical responses to competitor actions. Few claimed that their upgrade policy was driven by significant strategic intent or clearly linked business goals. In response to this, the current paper provides a 6-stage upgrade process design model to provide MNOs with a useful strategic framework for the development of future prepay handset upgrade policy.
It incorporates the following elements
- Strategy & Objectives
- Differentiation
- Qualification
- Communication
- Delivery
- Outcomes & Measurement
The model is supported by examples of the issues and practices operators ought to consider at each stage of the upgrade design process, drawing on a variety of upgrade policies investigated during our research. The model is supplemented by numerous insights provided by operators who have developed their strategic thinking in relation to prepay upgrade policy, to a more advanced level. Their experience is drawn on to offer detailed recommendations on how to optimise the MNO's prepay upgrade strategy.
Table of Contents
1. Overview
2. Introduction
- 2.1Background
- 2.2Report Structure
3. A Mobile Upgrade Model
- 3.1Introduction
- 3.2The Upgrade Process
- 3.2.1Strategy
- 3.2.2Differentiation
- 3.2.3Qualification
- 3.2.4Communication
- 3.2.5Delivery
- 3.2.6Outcomes & Measurement
4. Prepay Upgrade Approaches
- 4.1Strategy
- 4.2Differentiation
- 4.3Qualification
- 4.4Communication
- 4.5Delivery
- 4.5.1Introduction
- 4.5.2O2 UK
- 4.5.3Orange UK
- 4.5.4Virgin Mobile UK
- 4.5.5SFR France
- 4.5.6Vodafone Italy
- 4.5.7TME Spain
- 4.6Outcomes & Measurement
