モバイルサービス顧客の獲得と維持
Mobile Customer Acquisition & Retention
| 出版社 |
出版日 | 電子媒体
(05/22 レート) | ページ数 |
| イダテ社 |
2009年4月 | Eur 3,500
\378,929(税込)
ライセンス別価格 | 50 |
目次
■ Presentation
この調査レポートは、モバイル先進市場における、MNOの顧客獲得と維持の変化について調査しています。新しい顧客獲得と維持の方法について、オペレータのケーススタディの紹介と分析を行っています。
This report examines the innovations being brought into acquisition and retention practices of the mobile market for the MNOs in developed markets, based on case studies and assessments of innovative practices put in place by operators performing in acquisition or retention. | ■Key questions
• What are the innovative practices to acquire and retain customers?
• Can operators perform both in acquisition and retention?
• What about the financial performance about performers in acquisition and retention?
• Acquisition and retention strategies are expansive, but are they profitable?
• Among retention and acquisition, what is the main driver of profitability ?
> Performance review includes: 30 Operators analysed in 13 countries |
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Contents
| 2. Introduction & Methodology |
| 3. Acquisition Performance |
3.1. Best performers in acquisition
3.2. Device-based acquisition practices
3.2.1. Handset exclusivity practices
• Case Study: AT&T strong iPhone 3G activations
• Case Study: Orange France: iPhone exclusivity boosts acquisition
3.2.2. New opportunities driven by broadband-led device diversification
3.2.3. New handset subsidisation practices reducing acquisition costs
• Case Study: E-Plus Germany: turning handset subsidies into profit
• Case Study: DT family package
3.3. Segmentation key to attractivity in increasingly sophisticated market
3.3.1. Multi-brand strategy
3.3.2. Basic offers: offering simplicity and value for money
• Case Study: O2 UK (Telefónica Group): SIM-Only pioneer in the UK market
3.3.3. Plans targeting entire families
• Case Study: T-Mobile USA: Family Allowances
3.4. Pricing strategy
3.4.1. Abundant and unlimited offers
• Case Study: Softbank Japan: introducing the unlimited flavour
3.4.2. Home-zone pricing
• Case Study: T-Mobile@home: including Homezone |
4.1. Countries with best customer retention performers
4.1.1. Churn in advanced markets
4.1.2. Churn management and innovative practices to retain customers
4.2. Tariff reduction and free services
4.2.1. A proactive strategy in the post-paid market
• Case study: O2 UK: an original approach
• Case study: NTT DoCoMo: discounts to acknowledge tenure
4.2.2. Encouraging tenure in the prepaid market through discounts or credits
• Case study: Orange UK: innovative prepaid loyalty initiatives
4.2.3. Retention strategy and lifetime management
4.3. Handset renewal: an important stage in the customer lifecycle
4.3.1. Subsidizing handset replacement: a standard churn management tool
• Case study: NTT DoCoMo: an innovative handset sale method
4.3.2. Letting customers choose between a subsidy or a better tariff
4.4. Point-based loyalty programmes for a truly global loyalty approach
4.4.1. Definition and characteristics
4.4.2. Earning points
4.4.3. The catalogue of rewards and their different objectives
4.4.4. Indirect Benefits
4.4.5. Can point-based loyalty programmes be extended to the prepaid market?
• Case study: “Davantage” Orange France: a global and convergent approach |
| 5. Does Commercial Success Lead to Better Financial Performance? |
5.1. Commercial performance review
5.1.1. Cross analysis of commercial performance
5.1.2. Similar commercial profiles for operators in certain countries
5.1.3. Differentiated strategies in other countries
• Case study: Verizon Wireless: a customer focused strategy
5.1.4. 2006-2008: Are operators commercial performances stable or variable over time?
5.2. Financial performance review
5.2.1. Analysis of financial results with regards to commercial performance
5.2.2. Is retention the main driver profitability ? |
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