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Identifying your gold card customers - How carrier billing segments mobile subscribers

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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.

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Identifying your gold card customers - How carrier billing segments mobile subscribers

  1. 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. 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. 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. 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. 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. 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. 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

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