Abstract
The variety of hybrid propositions available across different markets has
grown steadily over the years with the conventional definitions for "postpay"
and "prepay" propositions becoming increasingly blurred. The basic impetus
behind the deployment of such a variety of hybrid offers is the recognition by
MNOs that customers have highly varied needs which cannot always be satisfied
with conventional prepay and postpay offerings. When carefully planned and
well designed the introduction of hybrid propositions can bring clear benefits
to MNOs in terms of improved customer mix, increased share of gross additions,
improved ARPU and churn.
In this report we examine different hybrid proposition and provide several
examples of successful hybrid implementations across Poland, Italy, Belgium
and the US markets. The report concludes with a set of recommendations that
MNOs interested in deploying hybrid solutions should consider in order to
maximise the impact of these propositions on aspects of their business, such
as customer mix, market share, ARPU and churn.
Table of Contents
1. OVERVIEW
2. INTRODUCTION
- 2.1. Background to the Report
- 2.2. Report Content
- 2.3. Exchange Rates
3. HYBRID TARIFF PROPOSITION OVERVIEW
- 3.1. Basic Hybrid Concept & Offerings Positioning
- 3.2. MNOs' Hybrid Propositions Strategies
- 3.3. Promoted Benefits to Customers
4. ORANGE "MIX" PROPOSITIONS - POLAND
- 4.1. Service Propositions
- 4.1.1. Evolution of the Basic Hybrid Offer
- 4.1.2. Orange "Nowy Twoj Mix"
- 4.1.3. Orange Music Mix
- 4.1.4. Other Hybrid Propositions from Orange in Poland
- 4.2. Hybrids Positioning & Target Segments
- 4.3. Service Promotion and Distribution
- 4.4. Market Impact
5. AUTOMATIC TOP-UP SERVICES
- 5.1. Automatic Reload and FreeStyle - Proximus, Belgium
6. TOP END PREPAY OFFERS
- 6.1. TIM' s High End Prepay Propositions
- 6.1.1. "TIM Automatica" Top-up Service
- 6.1.2. TIM' s "Tutto Compreso" (All Inclusive) Plans
- 6.2. Boost Mobile "Paygo Premium" & "Boost Unlimited"
- 6.2.1. "Auto Re-Boost" Service Option
- 6.2.2. Service Impact
7. KEY FINDINGS
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