Challenge
A Tier 1 telecommunications carrier wanted to come up with an offer that would make people stand up and pay attention – something big. They wanted to make some aspect of their service FREE as that always gets a lot of attention. However, they were also acutely aware of how similar promotions had almost crippled mobile networks and they were also quite concerned about potential revenue erosion.
Solution
Engage a specialised analytics and modelling organisation to analyse the usage patterns of their customers and their and competitors current pricing plans to design an offer that would have the big impact they desired but contained network and revenue impact.
Outcome
The promotion that was developed offered free on-net calls from 8pm to midnight and was the mainstay of the telco’s market offering for a good 5 years. The offer was attractive to the younger demographic which they were targeting and increased their market share of this segment. It was designed to occur at a time when there was excess network capacity and the additional traffic it created was well spread throughout the network so network congestion was only limited to a few hot spots.