Voice continues to be the dominant revenue generator for mobile operators around the world and there are still substantial opportunities to grow mobile voice usage and revenue. This report presents extensive case studies from mobile operators around the world, to illustrate the characteristics of successful prepaid and postpaid voice tariffs, home zone tariffs, services and promotions to stimulate usage and substitute for fixed services. The report is an essential reference for every mobile operator and provides fixed operators with an insight into the competitive threat they face.
Accelerating Fixed–Mobile Substitution: detailed operator case studies answers your key questions:
- How can prepaid tariffs be used to stimulate voice usage and encourage fixed–mobile substitution?
- What tactics can be used to encourage customers to migrate from prepaid to contract tariffs?
- What are the winning characteristics of contract tariffs designed to maximise voice usage and ARPU and attract fixed users?
- When are home zone services appropriate and what are the key features of a successful offering?
- How can other services be used to increase the value of mobile voice and increase usage?
- How should marketing be used to increase fixed–mobile substitution?
