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市場調查報告書
不景氣後的通信戰略：重要性増加了的授權費
Post-recession telecoms strategies: loyalty grows in importance
| 出版商 |
Ovum, Ltd. |
| 出版日期 |
2010年07月 |
商品編碼 |
126114 |
| 內容資訊 |
英文 Pages: 19 |
| 價格 |
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不景氣後的通信戰略：重要性増加了的授權費 是由出版商Ovum, Ltd.在2010年07月所出版的。
這份英文市場調查報告書包含Pages: 19 價格從美金1495起跳。
本報告書為為了對抗不景氣的負面影響，業者的主動授權費利用法、以及授權費戰略的潛在機會・劣勢等分析，概述如下。
- 總綱
- 概要
- Ovum的見解
- 業者對於忠誠度浮動的漂亮對應
- 業者對既存加入者的注意增加了
- 業者為了製造差異化應利用授權費流程
- 主要訊息
- 業者對抗著不景氣的影響
- 不景氣對於浮動的影響不大
- 成熟・新興市場的授權費仍然呈現分裂
- 業者體驗到事後付費的維持
- 不能忘記預付
- 主動授權費對所有顧客都有必要
- 業者還必須要做的更多
- 許多優惠改善了忠誠度
- 案例研究 - O2 UK：改善的餘地
- O2的優先清單 – 用後付費的授權費流程
- ARPU排名成了問題的原因
- O2 Top-up Surprises 與 O2 Rewards – 預付的授權費流程
- O2 Bluebook
- 讓授權費完整
- 在正確的環境做正確的基本設定
- 確實實施正確性的方法
- 鎖定一般的加入者 - 「連線價値」
- 即時資料操作的可能性
- 分析發掘出可以成為目標的主要加入者
- 圖表、等等
Abstract
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.
Table of Contents
Executive summary
In a nutshell
Ovum view
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
List of Tables
Table 1: Summary of benefits and rewards for O2
UK post-paid customers
Table 2: Snapshot of O2 UK’s Top-up
Surprises rewards
List of Figures
Figure 1: Change in average blended churn rates in selected markets
Figure 2: Estimated losses from churn of selected operators in 2009
Figure 3: Aperio CI’s ARPU vs. connected value argument
Figure 4:
Pontis’s system identifies dual SIM users
Figure 5: Portrait
Software’s segmentation
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