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시장보고서
Postpay Upgrades in Europe
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Abstract
In this report, Mobile Market Development (MMD) examines the upgrade programs
in place across a range of MNOs in key European markets (France, Germany,
Ireland, Italy, Spain and the UK).
We describe the similarities we found across MNO postpay handset upgrade
policies. Clear differences in policy are also highlighted. Conclusions are
drawn from our inter-market comparisons and we offer eleven recommendations
for improved upgrade policy, based on the experiences of operators spoken to.
Particular emphasis is placed on recommendations for improving the upgrade
experience of high value customers. This in turn can be expected to deliver
improved customer retention levels and a disproportionately large impact on
operator profitability.
Table of Contents
- 1 Overview
- 2 Introduction
- 3 Postpay Upgrade Approaches
- 3.1 Strategy
- 3.2 Differentiation
- 3.3 Qualification
- 3.4 Communication
- 3.5 Delivery
- 3.5.1 Introduction
- 3.5.2 Orange France
- 3.5.3 SFR France
- 3.5.4 T-Mobile Germany
- 3.5.5 O2 Ireland
- 3.5.6 Vodafone Italy
- 3.5.7 TME Spain
- 3.5.8 O2 UK
- 3.5.9 Virgin Mobile UK
- 3.6 Outcomes & Measurement
- 4 Conclusions
- 5 Recommendations
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