Prepaid portfolio revamp of incumbent mobile operator in Middle East
Telecommunications, Information technology, Media & Electronics (TIME)

Arthur D. Little performed extensive market assessment and big-data customer analytics to design segmented prepaid tariff plans, boosting market share and revenue per subscriber (ARPU) in the saturated prepaid market


Challenge

The client, an incumbent market-leading integrated operator, was facing stiff competition and a saturated market, especially in the prepaid business. With this context, the client was losing both prepaid market share and revenue share.

Arthur D. Little was requested to help turn the situation around and stabilize the market/revenue share by revamping the prepaid portfolio.

Approach

Arthur D. Little performed an in-depth diagnostic of the situation, covering market dynamics and segmentation, market modeling, customer analytics, portfolio comparison, qualitative and quantitative surveys and international benchmarking.

In the second step, our team developed detailed tariff plans, business cases and roadmaps for all the priority segments, such as smart (data oriented), traditional voice, data-only, international, youth, etc.

Value

After being launched, the new prepaid tariff plans generated major success, converting 10% of the customer base in less than three months, with ARPU increasing by 55%.

Dynamics in saturated markets

graphique
10% customer base converted in less than 3 months

The new prepaid tariffs are the greatest value generator for our team