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市場調查報告書

客戶的獲得、維持:從兒童到成人

WINNING AND RETAINING CUSTOMERS: CHILDHOOD TO ADULTHOOD

出版商 Mobile Market Development Ltd 商品編碼 342255
出版日期 內容資訊 英文 38 Pages
商品交期: 最快1-2個工作天內
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客戶的獲得、維持:從兒童到成人 WINNING AND RETAINING CUSTOMERS: CHILDHOOD TO ADULTHOOD
出版日期: 2015年10月21日 內容資訊: 英文 38 Pages
簡介

由於「客戶流失 (解約率) 高,成本也高」,對行動通訊業者來說客戶的忠誠度非常重要。最初使用行動電話的年齡有降低趨勢 (最近也有3歲的案例) ,各MNO (行動通訊業者)表示想從用戶年幼時期便開始確立忠誠度。另一方面,兒童相關的產品與服務的行銷很複雜。各公司必須與兒童和監護人2個客戶溝通,滿足兩者分別的需求。同時,為了兒童的安全、保護,必須遵守法律上的必要條件和倫理上的義務。還有若想維持客戶,需要觀察用戶從兒童到大人的成長過程。

本報告提供兒童、青少年的行動通訊服務市場相關分析、全球各國目前所提供的兒童相關的通訊服務調查、MNO各公司為獲得、維持客戶的配合措施、應留心的諸事項,尤其是用戶到成人的持續性服務、支援的理想狀態考察。

第1章 概要

第2章 簡介

  • 分析的背景情況
  • 分析內容
  • 匯率
  • 附加的問題與回答內容

第3章 市場

  • 從「最初的電話」到「獨自的電話」的道路
  • 市場規模與結構
    • 兒童的行動電話利用增加
    • 兒童得到行動電話、智慧型手機的年齡
    • 平板電腦普及影響
  • 兒童的保護
  • 價格敏銳度
  • 市場明細

第4章 產品/服務、價格、支援

  • 簡介
  • 年齡限制的變化
  • 服務、產品
  • 價錢、追加費用
    • 12歲以下
    • 13∼18歲
    • 18∼25歲
  • 顧客關懷/客戶經驗
    • 銷售前/銷售後的支援
    • 費用申請
  • 為了客戶維繫的持續服務

第5章 MNO的兒童、青少年服務

  • 簡介
  • 比利時:各MNO的兒童相關費用的提供
  • Orange France
  • Bouygues France
  • TIM Italy
  • Vodafone Italia
  • Swisscom Switzerland
  • 英國市場
    • EE
    • O2
    • Three
    • Vodafone
  • 兒童的穿戴式設備
    • SK Telecom:T Kids Phone JooN
    • LG Electronics KiZON
    • AT&T:FiLIP
    • Ownfone

第6章 行銷用的通訊/流通管道

  • 簡介
  • 相關法規、行動規範
  • 「2人客戶」
  • 網站
  • 零售商店
  • 客服中心
  • 郵寄廣告/電子郵件/SMS
  • 對象設定廣告
  • 經銷商/轉賣業者
  • 社群媒體
    • 兒童、青少年的社群媒體的利用
    • 透過社群媒體的行銷

第7章 主要分析結果

  • 市場
  • 服務、行銷
  • 目前服務體系
  • 結論

第8章 建議

附錄:問題表

目錄

Customer loyalty is important to mobile operators, since high rates of churn can prove very costly. As the age at which people get their first phone gets ever younger, with some now as young as three, so it is in MNOs' interests to establish loyalty from an ever younger age.

Marketing of products and services designed for use by children brings additional complexities. MNOs have to communicate with two parties, the parent and the child, and meet their different needs. At the same time, they must ensure that they are observing both legal requirements and moral obligations for safety and protection of children. Operators also need to manage the transition from child to young adult carefully if they wish to retain them as customers.

Mobile Market Development has studied the state of development and structure of this market, and looked at current offerings for children provided by a range of MNOs in different countries. Using this information, and building on its wide experience of the mobile sector, it puts forward an approach to segmenting the market and developing a range of service packages that would meet the needs of this market. In conclusion it provides recommendations for action for operators wishing to address the market for children and young adults and retain their custom as they grow up.

Companies: Allo-RTL, AT&T, Base, Bouygues, EE, LG, Mobistar, O2, Orange, Ownfone, Proximus, Scarlet, SK Telecom, Swisscom, Three, TIM, Vodafone

Countries: Algeria, Australia, Belgium, Chile, Egypt, Finland, France, Germany, India, Indonesia,Iraq, Italy, Saudi Arabia, South Korea, Switzerland, UK, US

Keywords: Segmentation, customer touch points, market communications, social media, Parent, Children, Young Adult, churn, Smartphones, customer loyalty, Wristwatch Phones, Service Packages/Bundles/Tariffs, Tablets,

Table of Contents

1 Overview

2 Introduction

  • 2.1 Background to the Report
  • 2.2 Report Content
  • 2.3 Currency and Conversions
  • 2.4 Further Questions and Feedback

3 Market

  • 3.1 The Route from First Phone to Independence
  • 3.2 Size & Structure
    • 3.2.1 Growth of Use by Children
    • 3.2.2 Ages When Children Acquire Phones & Smartphones
    • 3.2.3 Impact of Spread of Tablets
  • 3.3 Child Protection
  • 3.4 Price Sensitivity
  • 3.5 Segmentation

4 Product & Service, Price & Support

  • 4.1 Introduction
  • 4.2 Changing Requirements with Age
  • 4.3 Services & Products
  • 4.4 Pricing & Extras
    • 4.4.1 Up to Age 12
    • 4.4.2 Ages 13-18
    • 4.4.3 Ages18-25
  • 4.5 Customer Care & Experience
    • 4.5.1 Pre-Sales and Post Sales Support
    • 4.5.2 Billing
  • 4.6 Seamless Service Continuity for Retention

5 MNO Offers for Children & Young Adults

  • 5.1 Introduction
  • 5.2 Belgium: MNOs Offering Child Tariffs
  • 5.3 Orange France
  • 5.4 Bouygues France
  • 5.5 TIM Italy
  • 5.6 Vodafone Italia
  • 5.7 Swisscom Switzerland
  • 5.8 UK
    • 5.8.1 EE
    • 5.8.2 O2
    • 5.8.3 Three
    • 5.8.4 Vodafone
  • 5.9 Wearable Devices for Young Children
    • 5.9.1 SK Telecom - T Kids Phone JooN
    • 5.9.2 LG Electronics KiZON
    • 5.9.3 AT&T - FiLIP
    • 5.9.4 Ownfone

6 Marketing Communications & Channels

  • 6.1 Introduction
  • 6.2 Legislation & Codes of Conduct
  • 6.3 Two Audiences
  • 6.4 Website
  • 6.5 Retail Outlets
  • 6.6 Contact Centres
  • 6.7 Direct Mail, E-mail & SMS
  • 6.8 Targeting Advertising
  • 6.9 Distributors/Resellers
  • 6.10 Social Media
    • 6.10.1 Use of Social Media by Children and Young Adults
    • 6.10.2 Marketing through Social Media

7 Key Findings

  • 7.1 The Market
  • 7.2 Services and Marketing
  • 7.3 Current Offerings
  • 7.4 Conclusions

8 Recommendations

Appendix - Feedback Questions

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