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Personalising vs. Customising: Risks and Rewards

  • ID: 3900973
  • Report
  • Region: Global
  • 30 Pages
  • Mobile Market Development Ltd (Wireless Profit)
1 of 3


  • Airtel
  • Jio
  • MicroEnsure
  • MTN
  • Reliance
  • Telenor
  • MORE
Personalisation has become a popular and effective tool in the consumer retail goods and services sectors, and claims of significant improvement in profit margins have been reported by many businesses.  Much of this development has been enabled and supported by the relatively recent ability of businesses to gather and process large volumes of data about their customers and thereby gain much greater understanding and insight into customers’ behaviours, needs and wants. 

Mobile network operators have very large volumes of data about their customers, which should put them in a strong position to develop more personalised services that in turn offer the promise of greater customer loyalty, reduced churn and increased profit margins. 

However, while customers value personalised services, they do not attach the same value to more commoditised products and services as they do to those that are of high personal value.  They can also be wary of organisations that make extensive use of personal data to tailor their services, and can find the results to be disturbingly creepy. 

This report looks at the application and potential application of personalisation in the mobile telecoms sector and considers how and where to implement it for greatest effect, as well as the likely benefits and potential risks.
Note: Product cover images may vary from those shown
2 of 3


  • Airtel
  • Jio
  • MicroEnsure
  • MTN
  • Reliance
  • Telenor
  • MORE
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. The Appeal of Personalisation
3.1 Introduction
3.2 Personalisation in Consumer Markets
3.2.1 Methods of Customisation and Personalisation
3.2.2 Market Interest
3.2.3 Personalisation of Commodities and Premium Services
3.3 Drivers for MNOs
3.3.1 Opportunity - Business Case
3.3.2 Strengths - Customer Data

4. Current Practice and New Opportunities
4.1 Introduction
4.2 Use of Mass Customisation by MNOs
4.3 Mass Personalisation by Monitoring Usage
4.3.1 Changing Service Selection
4.3.2 Recovering Lost Customers
4.4 Mass Personalisation - Financial Services
4.4.1 Personalised Credit for Prepay Users
4.4.2 Insurance & Microinsurance
4.4.3 Insurance Services for Agriculture
4.4.4 Other Opportunities
4.5 Customer Service

5. Actions Required for Success
5.1 Introduction
5.2 Extent of Personalisation
5.2.1 Consumer Interest in Low Cost Services
5.2.2 The Effect of Multiple Choices
5.2.3 Content of Service vs. Customer Service
5.3 Topics to Address
5.3.1 Marketing vs. Selling
5.3.2 Integration of Touch Points
5.3.3 Linking or Integrating Separate Databases
5.3.4 Respect for User Privacy
5.3.5 Resources and Joint Ventures

6. Key Findings
6.1 Opportunities for Personalisation
6.2 Factors to Consider and Address
6.3 Conclusions

7. Recommendations

Note: Product cover images may vary from those shown
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4 of 3
- Airtel
- Jio
- Juvo
- MicroEnsure
- Millicom
- O2
- Reliance
- Safaricom
- Syngenta Foundation for Sustainable Agriculture
- Telenor
- Tigo
- UAP Insurance
- Vanguard Life Assurance
- Verizon
- Virgin
- Vodafone
Note: Product cover images may vary from those shown