Industry
Telecommunications
Company Profile
- Large telecommunications operator in Eastern Europe
- Market leader with 25m mobile customers and 820k broadband customers
Situation and Objectives
- Monetize 3G data
- Stop profit erosion
- Change Mindset
Approach
- Use of behavioral pricing insights to redesign product portfolio
- Price increases for 3G data for existing customers
- Fast implementation of new offers and prices
Results
- Mindset changed
- More differentiated and segmented offer and pricing
- Future proof and simple product portfolio
- Market uplift
Impact
- 40% ARPU uplift
- Ca. 80% uplift of 3G Data revenue
- 14% company revenue increase
- Margin at record high of 55%
- Portfolio revenue up by 28%
