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%