Driving postpaid migration in emerging Asia–Pacific: strategies for success
Emerging Asia–Pacific (EMAP) mobile network operators (MNOs) must do more to encourage postpaid migration. They need to better ascertain customers’ credit-worthiness, increase the appeal of postpaid offers compared to prepaid ones (for example, through cheaper entry-level postpaid offers), and be more innovative in tariff design and digitalisation.
This report provides:
- a discussion of the benefits of migrating customers to postpaid offers in terms of increased ARPU, increased yield (revenue per gigabyte) and reduced churn
- methods to better assess customers’ credit risks when considering offering them a postpaid contract, possibly including a subsidised handset
- ways to increase the appeal of postpaid tariffs relative to prepaid offers in order to maximise postpaid migration
- suggestions of how EMAP MNOs can modify their handset tariffs to maximise migration to postpaid contracts.