Achieve 5 Percent Revenue Growth

Use automated loyalty and reward programs to achieve 5% revenue growth

Challenge
As the second largest mobile operator in Malaysia, but with only 32% of the prepaid market, Celcom wanted to increase its prepaid market share by offering a compelling rewards program. However, rewards programs for millions of subscribers can be difficult to manage and coordinate. Celcom needed a dynamic system which would both automate the process and make the running of the program efficient in terms of cost and time.

Solution
Celcom launched a new brand called XPAX, aimed at revitalising their prepaid offering with attractive bonuses for active subscribers.

Using the End-to-End Prepaid Campaign Lifecycle Toolkit Celcom were able to stimulate top-ups and usage by rewarding subscribers for profitable behaviour in real-time. A further benefit was that subscribers could see their bonuses in real-time, serving as motivation to remain on the Celcom network.

Results
The XPAX bonus campaign resulted in a 5% increase in prepaid revenue within just three months of campaign launch, with the following additional benefits;

• Lower marketing costs
  By automating the entire process Celcom was able to reduce the cost of marketing to the large prepaid base and drive-up service usage by encouraging
  subscribers to top-up frequently to earn bonuses and rewards.
• Increase in number of prepaid subscribers
  The rewards program was so popular that Celcom saw a notable increase in the number of prepaid subscribers on their network.
• Increase in subscriber lifetime value
  With satisfied and active customers the campaign resulted in an increase in the overall subscriber lifetime value.

An End-to-End Prepaid Campaign Solution
Find out how to automate the end-to-end marketing process with our End-to-End Prepaid Campaign Lifecycle Toolkit >