Vodafone looks to boost MVNO customer acquisition and ARPU

As MVNOs become increasingly important to operators, Vodafone has co-developed a service that aims to improve the ability of its MVNOs to attract new customers and boost ARPUs.

The company has joined with WIN, a provider of interactive information and entertainment to mobile phones, to co-develop a new service that simplifies the configuration of handsets to enable the use of internet and picture messaging services.

The initiative is positioned to help new customers on MVNOs hosted by Vodafone by enabling them to request a fresh SIM card by sending a text message or short-code. Upon receipt of the SMS, the WIN platform engages in a brief dialogue with the consumer which results in a full user profile being created and a SIM card being mailed directly to them.

"The text service is ideal," said Vodafone's director of wholesale and new business development, Tim Stone. "Potential customers can see a promotional offer and simply send a short text message to order a new SIM and take advantage of a good deal. It allows potential customers to respond to advertising instantly whilst ensuring costs to manage those customer enquiries are kept to a minimum."

Stone added that the WIN platform worked in partnership with Vodafone's own systems to ensure that the correct configuration settings were sent. "We are able to automatically detect, deliver and install the right settings for the make and model of phone."

Vodafone also maintained that the new service had resulted in improved customer retention, more efficient after-sales service and increased data traffic. "There's no doubt in my mind that part of the improvement can be attributed to the enhancements we have made to the process of acquiring and setting up services for new customers," concluded Stone.

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