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Winning and Retaining Customers: Childhood to Adulthood

  • ID: 3676674
  • Report
  • October 2015
  • Region: Global
  • 38 Pages
  • Mobile Market Development Ltd (Wireless Profit)
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Customer loyalty is important to mobile operators, since high rates of churn can prove very costly. As the age at which people get their first phone gets ever younger, with some now as young as three, so it is in MNOs’ interests to establish loyalty from an ever younger age.

Marketing of products and services designed for use by children brings additional complexities. MNOs have to communicate with two parties, the parent and the child, and meet their different needs. At the same time, they must ensure that they are observing both legal requirements and moral obligations for safety and protection of children. Operators also need to manage the transition from child to young adult carefully if they wish to retain them as customers.

Mobile Market Development has studied the state of development and structure of this market, and looked at current offerings for children provided by a range of MNOs in different countries. Using this information, and building on its wide experience of the mobile sector, it puts forward an approach to segmenting the market and developing a range of service packages that would meet the needs of this market. In conclusion it provides recommendations for action for operators wishing to address the market for children and young adults and retain their custom as they grow up.
Note: Product cover images may vary from those shown
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1. Overview

2. Introduction
2.1 Background to the Report
2.2 Report Content
2.3 Currency and Conversions
2.4 Further Questions and Feedback

3. Market
3.1 The Route from First Phone to Independence
3.2 Size & Structure
3.2.1 Growth of Use by Children
3.2.2 Ages When Children Acquire Phones & Smartphones
3.2.3 Impact of Spread of Tablets
3.3 Child Protection
3.4 Price Sensitivity
3.5 Segmentation

4. Product & Service, Price & Support
4.1 Introduction
4.2 Changing Requirements with Age
4.3 Services & Products
4.4 Pricing & Extras
4.4.1 Up to Age 12
4.4.2 Ages 13-18
4.4.3 Ages 18-25
4.5 Customer Care & Experience
4.5.1 Pre-Sales and Post Sales Support
4.5.2 Billing
4.6 Seamless Service Continuity for Retention

5. MNO Offers for Children & Young Adults
5.1 Introduction
5.2 Belgium: MNOs Offering Child Tariffs
5.3 Orange France
5.4 Bouygues France
5.5 TIM Italy
5.6 Vodafone Italia
5.7 Swisscom Switzerland
5.8 UK
5.8.1 EE
5.8.2 O2
5.8.3 Three
5.8.4 Vodafone
5.9 Wearable Devices for Young Children
5.9.1 SK Telecom - T Kids Phone JooN
5.9.2 LG Electronics KiZON
5.9.3 AT&T - FiLIP
5.9.4 Ownfone

6. Marketing Communications & Channels
6.1 Introduction
6.2 Legislation & Codes of Conduct
6.3 Two Audiences
6.4 Website
6.5 Retail Outlets
6.6 Contact Centres
6.7 Direct Mail, E-mail & SMS
6.8 Targeting Advertising
6.9 Distributors/Resellers
6.10 Social Media
6.10.1 Use of Social Media by Children and Young Adults
6.10.2 Marketing through Social Media

7. Key Findings
7.1 The Market
7.2 Services and Marketing
7.3 Current Offerings
7.4 Conclusions

8. Recommendations

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- Allo-RTL
- AT&T
- Base
- Bouygues
- EE
- LG
- Mobistar
- O2
- Orange
- Ownfone
- Proximus
- SK Telecom
- Scarlet
- Swisscom
- Three
- Vodafone
Note: Product cover images may vary from those shown
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Note: Product cover images may vary from those shown