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Market Study
Published: July 2007
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Research from: Informa Telecoms and Media
Sector: Mobile Strategies

Global Mobile Prepaid Strategies and Forecasts to 2012 is your global, strategic guide to prepaid markets, key players, forecasts and likely future developments. This exhaustive study will provide you with business critical information on the prepaid sector through a thorough analysis of the new revenue opportunities within this lucrative sector

Abstract
-Global Mobile Prepaid Strategies and Forecasts to 2012 is your global, strategic guide to prepaid markets, key players, forecasts and likely future developments. This exhaustive study will provide you with business critical information on the prepaid sector through a thorough analysis of the new revenue opportunities within this lucrative sector.

Key Coverage
-Prepaid market forecasts to 2012 - unique forecasts to 2012 for the entire prepaid market, including prepaid subscribers, growth in prepaid subscribers, prepaid mobile revenues and prepaid ARPU
-Tariffs and pricing strategies - assess usage patterns of prepaid users and new focus on on-net tariffs for communities of users
-Recharge channels - understand what drives a prepaid user to use one channel over another, which channels are favoured in different markets or by different segments, and how operators can use the channel to extend customer reach and offer loyalty incentives
-Prepaid beyond airtime - examine prepaid usage of non-voice services including mobile data, and the shift towards a common prepaid wallet for other prepaid services
-Prepaid roaming - review the current status of prepaid roaming, hindrances to take-up, recharge options while travelling abroad and which platforms are most commonly deployed to enable prepaid roaming
-Systems and solutions - evaluate the new positioning towards the convergence of billing, services and customer segmentation
-Segmentation and branding - assess emerging profitable markets such as the youth and benefit from commentary on how to capitalise on revenue opportunities within these markets

Key Issues Addressed
-What is the current global status with regard to prepaid customer registration?
-How are operators valuing prepaid customers?
-How are operators using bundles to create personalised tariffs?
-What new areas of prepaid pricing are operators focusing on?
-How are operators looking to stimulate prepaid data services?
-What other services are operators moving into on a prepaid basis?
-Are different brands being used to address prepaid segments, or is a single parent brand still adequate?
-How is the school-pupil market being addressed?
-How are operators addressing the ' non-contractual' aspect of prepaid users to retain them on their networks?
-Can a prepaid customer be a loyal one?
-How are operators working with distribution channels to create a balanced, cost-effective recharge strategy?
-What is the impact of life-time and extended validity vouchers?
-What is the global position with regard to prepaid roaming? How are operators addressing cross-border recharges?
-Has converged prepaid-contract billing finally arrived?

Who should read this report
-Operator marketing, CRM, VAS and distribution departments - gain insights into maximizing revenues and profits from the prepaid customer base while retaining them on the network for longer
-Handset vendors - analyse current prepaid usage and new segmentation strategies to aid in optimal handset designs
-Prepaid platform and billing vendors - understand market drivers, development and analyse operator strategies
-Suppliers of electronic recharge solutions - assess where new opportunities lie and get ahead of the competition
-Industry analysts and investors - benefit from a thorough picture of the market, as well as expert analysis and invaluable forecasts on which to base your business decisions
-Regulators - understand the impact of mandatory prepaid registration and operator shifts to hybrid plans

Countries / Sectors / Companies Covered
-Celtel Kenya
-Claro Brazil
-DiGi Malaysia
-Disney Mobile USA
-Esia Indonesia
-Fastlink Jordan
-Idea India
-MegaFon Russia
-MobileCom Jordan
-Mobilkom Austria
-Mobimak Macedonia
-MTN Rwanda
-Nedjma Algeria
-O2 UK
-Orange Switzerland
-Sunrise Switzerland
-Tata Indicom India
-Telefonica Chile
-Telefonica Spain
-Telenor djuice
-T-Mobile Croatia
-T-Mobile Czech Republic
-Tunisia Tunisia
-Ufone Pakistan
-Virgin Mobile South Africa
-Vodafone Australia
-Vodafone Germany
-Voxtel Moldova
-Xpress Jordan
-Yallo Switzerland
-Yess Austria
-Zantel Tanzania

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Table of Contents

EXECUTIVE SUMMARY

CHAPTER 1
-LOBAL MARKET OVERVIEW
-Introduction
-Figure 1.1: Growth of prepaid 1995-2006
-Figure 1.2: Prepaid percentage per region at 4Q06
-Defining prepaid mobile services
-Prepaid customer key performance indicators
-ARPU
-Figure 1.3: Ratio of contract to prepaid ARPU in Vodafone
-Churn
-Figure 1.4: Globe prepaid churn vs. contract churn
-Factors influencing prepaid churn
-Figure 1.5: Factors influencing prepaid churn (responses per ranking)
-Figure 1.6: Importance of factors influencing prepaid churn (rated per criteria)
-Disposable SIMs
-Figure 1.7: Prepaid starter packs for sale below RRP, near Jakarta in Indonesia
-Minutes of use (MOU)
-Cost of acquisition
-Figure 1.8: Globe prepaid SAC vs. contract SAC, 2005-2006
-Mobile operator policies on prepaid customers
-Customer registration policies.
-Figure 1.9: Mandatory registration of prepaid subscribers
-Prepaid to contract migration
-Active subscriber policies
-Figure 1.10: Regional comparison of TWL

CHAPTER 2
-TARIFFS AND PRICING STRATEGIES
-Prepaid pricing strategies
-Figure 2.1: Prepaid call rate movement in Pakistan
-Figure 2.2: Marketing positioning of Pakistan' s operators
-The role of the default plan
-Number of tariff plans
-Prepaid price positioning
-Prepaid price position against other telephony services
-Figure 2.3: Indonesian prepaid voice tariff comparison
-Prepaid price position against contract mobile services
-Prepaid peak to off-peak pricing
-Prepaid on-net to off-net pricing
-Prepaid voice to SMS ratio
-Prepaid price elasticity
-Figure 2.4: Vodafone Egypt outbound minute rate evolution
-Figure 2.5: Vodafone Egypt prepaid outbound MOU vs. prepaid ARPU
-Tariff simplification as a price position
-Figure 2.6: Increases in traffic on MobileCom Jordan' s network
-Figure 2.7: Key performance indicators for MobileCom Jordan' s Youth and 7 plans
-On-net call initiatives
-Figure 2.8: Wind' s Noi tariffs
-Figure 2.9: Take-up of Wind' s Noi tariffs
-Figure 2.10: Indexed ARPU uplift by migration to Mobilkom' s B-Free 5
-Friends & Family variants
-Community of users
-Figure 2.11: KamuCell call rates
-Unlimited off-peak call rate initiatives
-Capped call plans
-International call rate initiatives
-Variable call rates
-Bundles and tariff personalisation
-Figure 2.12: MobileCom Jordan' s transition from airtime credits to SMS bundles
-Hybrid prepaid plans

CHAPTER 3
-NON-VOICE SERVICES
-Positioning prepaid value added services
-Figure 3.1: DTAC' s customer mapping
-Prepaid data availability and usage
-Figure 3.2: Prepaid data launches
Hindrances to prepaid data adoption
-Figure 3.3: Hindrances to prepaid data take-up
-Payment accounts for prepaid data
-Figure 3.4: Prepaid data payment me-thods
-SMS
-MMS
-GPRS
-WCDMA and HSDPA
-Prepaid-specific value added services
-Balance enquiries
-Itemised billing
-Call me service
-Credit request
-Figure 3.5: VIP-Net Croatia Recharge Me requests Apr-Oct 2006
-Prepaid borrowing
-Moving beyond airtime
-Figure 3.6: Deployments of prepaid applications other than airtime
-Remittances
-Utility and other bill payments
-Prepaid debit/credit cards
-Prepaid airtime as a currency for other services

CHAPTER 4
-SEGMENTATION AND BRANDING STRATEGIES
-Criteria for segmentation
-Figure 4.1: Customer age segment analysis by Orange France
-Figure 4.2: Wind' s customer clusters
-Figure 4.3: Segmentation by customer needs
-Multiple brand strategies
-Figure 4.4: Prepaid branding strategies
-Segment handset strategy
-Figure 4.5: Operator handset strategies for prepaid customers
-Figure 4.6: Regional comparison of favoured prepaid handset strategies
-Prepaid segment: youth
-Figure 4.7: T-Mobile Germany' s targeted approach to the youth market
-Content portals for youth
-Figure 4.8: Telenor' s djuice value propostion
-Prepaid segment: students
-Prepaid segment: children, tween and teens
-The tween market
-Figure 4.9: kajeet' s handset portfolio
-The younger child market
-Figure 4.10: Younger-child segment handsets available from Verizon Wireless USA. LG (June 2006-April 2007) and LG 3450L (April 2007 onwards)
-Figure 4.11: Tamagotchi mobile phone
-Leveraging the parent-child relationship
-Prepaid segment: price sensitive
-Figure 4.12: Che Mobile web banner
-Prepaid segment: ethnic and immigrant communities

CHAPTER 5
-LOYALTY AND RETENTION SCHEMES
-Defining prepaid loyalty
-Loyalty versus churn prevention
-Figure 5.1: Wind' s customer value pyramid, January 2007
-The prepaid customer lifecycle
-Figure 5.2: Customer lifecycle as identified by Wind Italy
-Figure 5.3: Prepaid customer lifecycle and associated strategies identified by sunrise
-Loyalty schemes
-Implementation status of prepaid loyalty schemes
-Figure 5.4: Operator respondents offering prepaid loyalty plans
-Points-based plans
-Coalition third-party schemes
-Loyalty clubs
-Figure 5.5: Boost VIP web banner
-Acquisition programmes
-Loyalty rewards
-Figure 5.6: T-Mobile Croatia Simpa+ club points matrix
-Figure 5.7: SingTel Mobile' s prepaid loyalty programme rewards matrix
-Rewards for incoming traffic
-Type of loyalty rewards
-Figure 5.8: Ranking of prepaid rewards
-Figure 5.9: Preferred prepaid rewards
-Bonus on outgoing call volumes
-Convergence-based rewards
-Frequency of loyalty rewards
-Figure 5.10: Timing of prepaid loyalty rewards
-Validity of prepaid loyalty rewards
-SMS for rewards and as a loyalty stimulator
-Figure 5.11: Mobilkom Austria SMS campaign message
-Using recharges to create loyalty
-Figure 5.12: T-Mobile USA Gold Reward scheme
-Using recharge incentives to awaken sleepers
-Figure 5.13: Telstra Australia dormant campaign data
-Figure 5.14: Mobilkom Austria' s ' last minute defence' campaign recharge bonuses
-Using handsets to create loyalty
-Key success factors for prepaid loyalty schemes
CHAPTER 6
-RECHARGE STRATEGIES
-Creating balanced recharge portfolios
-Figure 6.1: Orange Switzerland' s top-up triangle
-Status of different recharge channels
-Figure 6.2: Global recharge implementations
-Figure 6.3: Global implementations of all channels
-Role of the retail channel
-Shift to automated top-ups
-Cash versus card payments
-Figure 6.4: Cash vs. card payments
-Commission structures
-Figure 6.5: Comparison of commission charges, 2005 vs. 2006
-Figure 6.6: Regional weighted averages of commissions
-Scratchcards
-Current usage levels.
-Figure 6.7: Regional comparison of 2006 vs. 2012 scratchcard usage
-New scratchcard innovations
-Figure 6.8: Deployments of scratchcard variants
-Figure 6.9: Selected Mini-voucher & Multi-PIN cards used in Africa & SE Asia
-Figure 6.10: Regional comparison of scratchcard variant launches
-Protecting the PIN from overscratch
-Figure 6.11: How the NiteCrest NoRiveal works
-Point-of-sale terminals
-PIN vs. PIN-less solutions
-Figure 6.12: Differing POS recharge terminology
-Figure 6.13: Regional status of POS PINs
-Figure 6.14: Regional status of POS PIN-less
-Lottery terminals
-Figure 6.15: Regional usage of lottery terminals for airtime recharges
-Cash registers.
-Kiosks and vending machines
-Banking channels
-ATM
-Figure 6.16: Regional status of ATM recharges
-Online.
-Figure 6.17: Regional status of online recharges
-Direct debit
-Figure 6.18: Regional status of direct debit recharges
-Handset-based top-ups
-Figure 6.19: Regional status of SMS with bank card
-Peer-to-peer direct airtime transfers
-SMS-based vendor solution
-Figure 6.20: Regional status of SMS with vendor
-P2P airtime transfers
-Figure 6.21: Regional status of P2P transfer
-Denomination strategies
Number of denomination values
--Figure 6.22: Spread of responses to the number of denominations
-Flexible vs. fixed denominations
-Figure 6.23: Flexible vs. fixed denominations
-Figure 6.24: Regional split on flexible values
-Micro-denominations & lowest-available values
-Figure 6.25: Lowest recharge denominations, by region
-Figure 6.26: Recharges per month, by region
-Figure 6.27: Promotional material for Tunisiana' s new TND5 voucher and extended validity
-Airtime credit vs. denomination face value
-Figure 6.28: Comparison of airtime voucher value vs. payment made, in Indonesia
-Validity strategies
-Figure 6.29: Validity period per recharge denomination on Tunisiana' s network
-Validity period of lowest denomination
-Figure 6.30: Regional validity periods
-Extending validity periods
-Long-life vouchers
-Recharge channel success factors

CHAPTER 7
-PREPAID ROAMING
-Current status of prepaid roaming
-Prepaid roaming base
-Prepaid roaming service availability
-Figure 7.1: Telenor Pakistan' s roaming campaign
-Prepaid roaming techniques
-Figure 7.2: Favoured solutions for voice, SMS and data
-USSD callback
-Figure 7.3: USSD Callback roaming flowchart
-CAMEL roaming
-Figure 7.4: CAMEL roaming flowchart
-Figure 7.5: Phases of CAMEL
-Prepaid roaming recharge methods
-Figure 7.6: European prepaid roamer reaction when credit depleted
-Figure 7.7: Alphyra' s findings on roaming recharge priorities
-Implementation status of prepaid roaming recharge services
-Figure 7.8: Response on prepaid roaming recharge services
-Figure 7.9: Number of recharge roaming channels used by respondents
-Scratchcards
-E-Vouchers at POS
-Figure 7.10: Alphyra' s ITU logo and advert
-Alliance status on prepaid roaming recharges
-Vodafone
-Figure 7.11: Operator group centrally hosted roaming recharge solution
-Starmap
-Bridge Mobile Alliance
-Figure 7.12: Limitations on roaming prepaid recharges
-Global Recharge Alliance
-Alternative prepaid roaming solutions
-VPLMN inbound roaming solutions
-Figure 7.13: Advert of Etisalat Ahlan tariff package
-SMS only roaming
-Figure 7.14: Advert of Warid Telecom' s SMS Roaming service
-Third-party roaming solutions

CHAPTER 8
-PREPAID CONVERGENCE
-Defining convergence in a prepaid environment
-Figure 8.1: Sunrise Switzerland' s single-customer concept
-Figure 8.2: Two separate billing systems
-Figure 8.3: Two systems with an integrated approach
-Figure 8.4: Single converged billing system
-Status of prepaid convergence
-Figure 8.5: Converged implementations by region
-The role of hybrid plans
-Figure 8.6: Key characteristics of prepaid vs. postpaid customers
-Figure 8.7: How hybrid plans are blurring the distinction between prepaid and contract customers
-Accounting for hybrid customers
-Figure 8.8: Operator responses to classification of hybrid customers
-Figure 8.9: Percentage of customer base on a contract/prepaid hybrid plan
-The shift away from prepaid as a customer segment
-Figure 8.10: Orange UK' s customer segmentation strategy using animal categories

CHAPTER 9
-FORECASTS AND MARKETE OUTLOOK
Forecast methodology
-1. Identifying the addressable market
-2. Market analysis
-3. Prepaid revenues
-The global prepaid forecasts
-Figure 9.1: Global summary prepaid forecasts, 2007-2012
-Figure 9.2: Percentage of prepaid and prepaid base, 2007-2012
-Figure 9.3: Regional prepaid base at 2006
-Figure 9.4: Regional prepaid forecast for 2012
-Figure 9.5: Prepaid as a percentage of regional net additions, 2007-2012
-Regional analysis and forecasts
-Africa
-Figure 9.6: Top 10 prepaid markets in Africa, by size at December 2006
-Figure 9.7: Top 10 markets for prepaid as a percentage of net additions during 2006
-Figure 9.8: Leading prepaid operators in Africa, by size at December 2006
-Figure 9.9: Africa summary prepaid forecasts, 2007-2012
-Figure 9.10: Egypt prepaid forecasts, 2007-2012
-Figure 9.11: Nigeria prepaid forecasts, 2007-2012
-Figure 9.12: South Africa prepaid forecasts, 2007-2012
-Asia Pacific
-Figure 9.12: Top 10 prepaid markets in Asia Pacific, by size at December 2006
--Figure 9.13: Top 10 markets for prepaid as a percentage of net additions during 2006
-Figure 9.14: Leading prepaid operators in Asia Pacific (developed), by size at December 2006
-Figure 9.15: Leading prepaid operators in Asia Pacific (developing), by size at December 2006
-Figure 9.16: Asia Pacific summary prepaid forecasts, 2007-2012
-Figure 9.17: Australia prepaid forecasts, 2007-2012
-Figure 9.18: China prepaid forecasts, 2007-2012
-Figure 9.19: Hong Kong prepaid forecasts, 2007-2012
-Figure 9.20: India prepaid forecasts, 2007-2012
-Figure 9.21: Indonesia prepaid forecasts, 2007-2012
-Figure 9.22: Japan prepaid forecasts, 2007-2012
-Figure 9.23: Malaysia prepaid forecasts, 2007-2012
-Figure 9.24: New Zealand prepaid forecasts, 2007-2012
-Figure 9.25: Philippines prepaid forecasts, 2007-2012
-Figure 9.26: Singapore prepaid forecasts, 2007-2012
-Figure 9.27: South Korea prepaid forecasts, 2007-2012
-Figure 9.28: Taiwan prepaid forecasts, 2007-2012
-Figure 9.29: Thailand prepaid forecasts, 2007-2012
--Latin America
-Figure 9.30: Top 10 prepaid markets in Latin America, by size at December 2006
-Figure 9.31: Top 10 markets for prepaid as a percentage of net additions during 2006
-Figure 9.32: Leading prepaid operators in Latin America, by size at December 2006
-Figure 9.33: Latin America summary prepaid forecasts, 2007-2012
-Figure 9.34: Argentina prepaid forecasts, 2007-2012
-Figure 9.35: Brazil prepaid forecasts, 2007-2012
-Figure 9.36: Mexico prepaid forecasts, 2007-2012
-Eastern Europe
-Figure 9.37: Top 10 prepaid markets in Eastern Europe, by size at December 2006
-Figure 9.38: Leading prepaid operators in Eastern Europe, by size at December 2006
-Figure 9.39: Top 10 markets for prepaid as a percentage of net additions during 2006
-Figure 9.40: Eastern Europe summary prepaid forecasts, 2007-2012
-Figure 9.41: Croatia prepaid forecasts, 2007-2012
-Figure 9.42: Czech Republic prepaid forecasts, 2007-2012
-Figure 9.43: Hungary prepaid forecasts, 2007-2012
-Figure 9.44: Lithuania prepaid forecasts, 2007-2012
-Figure 9.45: Poland prepaid forecasts, 2007-2012
-Figure 9.46: Romania prepaid forecasts, 2007-2012
-Figure 9.47: Russia prepaid forecasts, 2007-2012
-Figure 9.48: Slovak Republic prepaid forecasts, 2007-2012
-Figure 9.49: Ukraine prepaid forecasts, 2007-2012
-Western Europe
-Figure 9.50: Top 10 prepaid markets in Western Europe, by size at December 2006
-Figure 9.51: Leading prepaid operators in Western Europe, by size at December 2006
-Figure 9.52: Top 10 markets for prepaid as a percentage of net additions during 2006
-Figure 9.53: Western Europe summary prepaid forecasts, 2007-2012
-Figure 9.54: Austria prepaid forecasts, 2007-2012
-Figure 9.55: Belgium prepaid forecasts, 2007-2012
-Figure 9.56: France prepaid forecasts, 2007-2012
-Figure 9.57: Germany prepaid forecasts, 2007-2012
-Figure 9.58: Greece prepaid forecasts, 2007-2012
-Figure 9.59: Ireland prepaid forecasts, 2007-2012
-Figure 9.60: Italy prepaid forecasts, 2007-2012
-Figure 9.61: Netherlands prepaid forecasts, 2007-2012
-Figure 9.62: Portugal prepaid forecasts, 2007-2012
-Figure 9.63: Spain prepaid forecasts, 2007-2012
-Figure 9.64: UK prepaid forecasts, 2007-2012
-Middle East
-Figure 9.65: Top 10 prepaid markets in the Middle East, by size at December 2006
-Figure 9.66: Leading prepaid operators in the Middle East, by size at December 2006
-Figure 9.67: Top 10 markets for prepaid as a percentage of net additions during 2006
-Figure 9.68: Middle East summary prepaid forecasts, 2007-2012
-Figure 9.69: Saudi Arabia prepaid forecasts, 2007-2012
-Figure 9.70: Turkey prepaid forecasts, 2007-2012
-North America
-Figure 9.71: Leading prepaid operators in North America, by size at December 2006
-Figure 9.72: North America (US and Canada) summary prepaid forecasts, 2007-2012
-Figure 9.73: Canada prepaid forecasts, 2007-2012
-Figure 9.74: US prepaid forecasts, 2007-2012 -

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