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시장보고서
Mobile Pricing Innovation: T-Mobile ＂Flext＂ Case Study
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Abstract
In March 2006, T-Mobile UK introduced a new range of postpay tariffs under the
Flext brand. These tariffs have made a significant impact in a short period of
time.
In the current case study we:
- Consider why minute bundles which have been popular in the UK for the last
number of years have found favour with customers in that market
- Explore the reasons T-Mobile decided the time was right to move away from
bundled minute tariffs towards value allowance based tariff bundles in the UK
market early in 2006
- Identify the enhancements to the Flext offer which T-Mobile felt were
required in order to optimise its market impact
- Explain how the offer has been customised to stimulate greater demand
through T-Mobile's direct channels
- Show how payback is guaranteed/improved upon by making the service
exclusively available with extended service contacts
- Indicate how the success of the plan has outperformed expectations,
leading to undersupply/overdemand, allowing T-Mobile to reduce channel
commissions to manage demand for this service.
Table of Contents
1. Overview
2. T-Mobile's Flext Tariff (UK)
- 2.1 Proposition
- 2.2 Flext in Other Countries
- 2.2.1 Flext Country Availability
- 2.2.2 Flext Plan Comparison in the UK
- 2.2.3 Tariff Comparison, Flext Vs. Other Tariffs in the UK
- 2.3 Promotional Response to Customer Feedback
- 2.4 Market Impact
3. Conclusions
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