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July 06, 2011

Study Report: Effective Loyalty Programs Are the Need of the Hour
By Mini Swamy
TMCnet Contributor

A fierce battle is on as operators compete with each other to grab the biggest piece of the “mobile loyalty pie”, and Buongiorno (News - Alert), a global provider of mobile solutions, has highlighted the opportunities that exist for such operators, who are considering implementing a mobile loyalty scheme.



New research clearly indicates that there is immense awareness among mobile users, especially in Africa, regarding “rewards for loyalty”. Figures provided by the study appear to confirm this.

According to the study, Nigerian subscribers seem to be generally aware of the loyalty programs being offered by different providers. In fact, almost 58 percent have multiple SIM cards that allow them to make the most of the best reward programs being offered by different providers.

In addition, at least 38 percent of Nigerian subscribers participate in mobile operator reward schemes that encourage loyalty, while 49 percent are willing to increase spending if the “loyalty” benefits are proportionate.

Given the immense scope that mobile operators have in the emerging markets of Africa, Buongiorno apparently feels that not enough is being done to exploit the market completely. There is still room for operators to implement more effective, engaging programs that can attract and encourage more mobile customers to “stay with them”.

In a press release, Adhish Kulkarni, global head of Telcos Product Solutions at Buongiorno, commented on the research and said, "Telcos are using marketing budgets to drive mobile loyalty and CRM campaigns; however, there is little available research that investigates the effectiveness of such programs.”

The study gives practical advice on the creation and optimization of loyalty programs and suggests that Buongiorno is in a position to help operators to implement a variety of loyalty campaigns across the world that will see an increase of four to nine percent in gross revenues.

Buongiorno has a wealth of experience in tenure-based programs and currently has 12 CRM and Loyalty programs for telecom operators.

The study, conducted by Analysys (News - Alert) Mason and Buongiorno, is a part of the presentation on “Driving Incremental Revenues and Loyalty through Innovative VAS” by Buongiorno at VAS Africa, Johannesburg, South Africa, between July 5-7.


Mini Swamy is a contributing editor for TMCnet. To read more of her articles, please visit her columnist page.

 







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