IM Newsletter Article

Imagine the value of one extra minute, one extra SMS or one extra download per subscriber. For operators whose prepaid bases run into millions of subscribers this can quickly add up to a sizeable chunk of revenue.

However the barriers to exit for prepaid subscribers are very low and operators face the challenge of dormancy or ‘passive churn’. These terms describe subscribers who are no longer active on the network, either because they are now making use of another operator’s services or they simply have not had the need to top-up and use network services.

With InTelestage solutions, mobile operators can run campaigns aimed at re-activating dormant subscribers and stimulating top-ups. The scenario below outlines the superb success achieved by one of our customers.

The operator was concerned with the high number of dormant prepaid subscribers and decided to run a campaign to reactivate the base and promote network usage.
The dormant subscribers were split into two groups according to the balance on their prepaid account. Group A consisted of those subscribers who had a 0 balance and Group B still had a positive balance on their account.

During the week-long campaign subscribers were sent SMS messages containing promotional offers which served as motivation to recharge with $5 vouchers. Subscribers in Group A were offered three extra days network validity and those in Group B were offered 20 free on net SMS messages.

Over the course of the week in which the campaign ran 20% of the dormant subscribers recharged their accounts and actively used network services. The campaign successfully reactivated 20% of the operator’s dormant subscribers.

The customer was exceptionally pleased with the results of the campaign which not only saw the reactivation of a large number of dormant subscribers but also had a positive effect on the overall value of recharges which continued after the campaign ended.

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