On the back of the recent MEF Webinar, Bango shares it's presentation on capturing the most loyal customers, and how best to keep them happy.

1. © 2015 Mobile Ecosystem Forum Ltd
Identifying your “gold card” customers –
How carrier billing segments mobile subscribers
Anil Malhotra, CMO, Bango
Bango is:
• # 1 provider of app store carrier billing
• chosen by leading app stores
• trusted by operators in complex DCB
markets
(USA, SE Asia, Africa, LatAm)
• proven to deliver higher revenues and
reduce costs of payment
Powering the major app stores:
Over 140 mobile operator relationships:

2. © 2015 Mobile Ecosystem Forum Ltd
Carrier billing changes subscriber behavior
• App store DCB changes subscriber spending patterns
• Low spenders on network services often become high
spenders on app store content
• Customers selecting carrier billing for app store payments
are not restricted by fixed wallet size
• Over 70% of app store spend comes from fewer than 20%
of the customers
• These are committed and loyal “gold card” customers -
high value, frequent spenders
Subscribers
Revenue

3. © 2015 Mobile Ecosystem Forum Ltd
App Stores identify the “gold card” customers
The most important action operators can take is to identify and support
the gold card customers of the carrier billing world
High
spender
$$$
Loyal
$$
Casual
$
New
?
Revenue by segment

4. © 2015 Mobile Ecosystem Forum Ltd
Understanding subscribers’ spending habits
• It is crucial to understand what your gold card
customers are buying:
‒ most popular apps and in-app content
‒ price points delivering the highest revenue
‒ up and coming new apps
‒ current trends
‒ peak times and day
• Using Bango Dashboard operators can view data
across stores

5. © 2015 Mobile Ecosystem Forum Ltd
Focus efforts for maximum results
Use this knowledge to drive engagement and loyalty:
• Reward your gold card customers to keep their spend momentum growing
• Convert casual spenders into regular spenders or high spenders
• Understand similarities between customers based on their spend profiles and
cross sell, i.e. if they bought A, they may like B
• Detect and communicate the latest app trends to your DCB customers

6. © 2015 Mobile Ecosystem Forum Ltd
Ensure “gold card” customers can pay
• “Gold card” customers are the least likely to default if properly managed
• If denied the ability to engage, they are the most likely segment to churn to
alternative payment methods
• Manage spend levels for each segment:
‒ Set tiered spend limits
‒ Allow loyal high spenders to enjoy gold card benefits

7. © 2015 Mobile Ecosystem Forum Ltd
Make carrier billing a success
1. Understand all DCB customers’ from the highest
spending VIPs to the infrequent spenders
2. Focus marketing efforts to
- build stronger relationships
- increase spend
- keep every customers happy
3. Manage spend levels for each segment:
‒ Control the spending capacity of lower value
segments
‒ Allow gold card customers to enjoy full DCB and
app store benefits