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Improving MNOs' Approach to Loyalty

  • ID: 4850375
  • Report
  • October 2019
  • Region: Global
  • 53 Pages
  • Mobile Market Development Ltd (Wireless Profit)
1 of 3


  • Amazon
  • Cricket Wireless
  • MTS
  • Paddy Power
  • Telstra
  • T-Mobile USA
  • MORE

Traditional loyalty programs and points gathering have fallen in popularity in recent years with lengthy collection periods, cumbersome and restrictive collection and redemption undermining the perceived benefits of membership. Many businesses, including MNOs, are switching to rewards-based programs, providing immediate member benefits and personalised offers. Affiliate partner exclusivity, a high degree of personalisation and benefits that are available from day one can now determine a rewards program’s success. This report examines how new programs have been implemented in the MNO community to keep the brand top-of-mind and wallet and explores how program costs, loyalty and upselling have been addressed.


  • Points-based loyalty schemes less popular with consumers
  • MNOs are replacing points with a benefits-based approach
  • Loyalty approach shifting to brand and being top-of-mind


  • Status must be more flexibly determined and acknowledged
  • Customers need immediate recognition and rewards
  • Costs of traditional programs may be prohibitive in future


  • Earlier movers have the widest range of options available
  • Urgent need to review current loyalty approach
  • Loyalty can move from being a cost to providing revenue
Note: Product cover images may vary from those shown
2 of 3


  • Amazon
  • Cricket Wireless
  • MTS
  • Paddy Power
  • Telstra
  • T-Mobile USA
  • MORE

1 Overview
1.1 Key Infographic
1.2 Introduction
1.3 Three i3

2 Background and Content
2.1 Trend Towards Rewards, Top-of-Mind & Wallet
2.2 Report Content
2.3 Currency and Conversions
2.4 Further Questions and Feedback

3 Loyalty Program Case Examples
3.1 Introduction
3.2 Telstra and Competitors in Australia
3.2.1 Telstra’s New Telstra Plus Program Current Program Mechanics Rationale For Program Refresh
3.2.2 Competitor Programs Optus Perks – Pay on Consumption Business Model Vodafone Terminates Qantas Frequent Flyer Partnership
3.3 MegaFon and Competitor Schemes in Russia
3.3.1 MegaFon Personal Offers
3.3.2 MegaFon Cashback Program Earning and Spending Cashback From Turn on! Tariffs Megafon #Spetsii Cashback Scheme
3.3.3 Competitor Programs in Russia MTS Also Moves Towards Cashback
3.4 Vodafone and its Competition in Italy
3.4.1 Vodafone Italy Advantages for Vodafone Customers Vodafone Happy Loyalty Program Vodafone Happy Black
3.4.2 Competitor Approach From TIM Italia
3.5 Loyalty Programs in the US Market
3.5.1 Customer Appreciation from T-Mobile The T-Mobile Tuesdays Program Impact and Success Assessment of T-Mobile Tuesdays
3.5.2 Up from Verizon Wireless
3.5.3 AT&T Thanks - Tiered Rewards Program
3.5.4 Sprint Rewards & Sprint Marketplace Cashback Offers
3.5.5 Cricket Wireless – Ad It Up Advertising Rewards App
3.6 Amazon Moments - International B2B2C Rewards

4 Findings

5 Recommendations

Note: Product cover images may vary from those shown
3 of 3
  • Amazon
  • AT&T
  • Cricket Wireless
  • MegaFon
  • MTS
  • Optus
  • Paddy Power
  • Sprint
  • T-Mobile USA
  • Telstra
  • TIM
  • Verizon
  • Vodafone Australia
  • Vodafone Italy
Note: Product cover images may vary from those shown