Real-Time Marketing, Real-Time Benefits
Real-Time Marketing, Real-Time Benefits Session Hosted by Haim Kantor, Associate VP
of Comverse Converged Billing
Three very successful case studies were presented in this track, including Kyivstar’s
Successful Market Segmentation with Real-Time Marketing, Beeline’s Real-Time Marketing
Success and Reliance Special Tariff Vouchers: A Trail Blazing Innovation.
Kyivstar’s Successful Market Segmentation with Real-Time Marketing presented by Alexander
Dmitriev, Head of Products and International Roaming Development
Kyivstar, a mobile operator in the Ukraine, used Comverse Real-Time Billing, SMS and MMS
solutions to penetrate the mobile youth market with its djuice brand. With the goal of
meeting the full communication and infotainment needs of this market, they launched a
marketing campaign for this prepaid segment to promote the faster uptake of new services.
Every component of the marketing campaign included some functional and emotion connection
to attract the target audience. Therefore, the campaign was all about the customer
experience by creating social networks and offering social benefits.
Beeline’s Real-Time Marketing Success was presented by two members of VimpelCom’s team,
Zinaida Khokhlova of Consumer Marketing and Naezhda Shevtsova of the Marketing Department.
VimpelCom, is a leading international provider of mobile telecommunications services in Russia
and other CIS countries wanted to strengthen their Beeline brand and increase revenues. Also
targeting the youth segment, VimpelCom leveraged the Beeline values of ‘Getting pleasure from
communications’, positive emotions, living in the moment and using communications to make the
most of it. The campaign targeted the media with advertisements, constructed flexible tariff
plans with many options for the 80 branches throughout the country and used Comverse Real-Time
Billing to offer bonus points and accumulators that resulted in prizes – all designed in the
black and yellow stripe ‘Beeline’ brand. Under the theme ‘Turn words into presents’, this
campaign garnered very successful results nationwide.
Reliance Special Tariff Vouchers: A Trailblazing Innovation presented by Sandeep Bangia, Head
of Marketing Prepaid Products, Reliance Mobile
India is a country with a low mobile saturation level and a huge potential given the right kind
of offer. Reliance understood how to maximize this potential into substantial revenues.
Not surprisingly, Reliance was one of Comverse’s five Innovation Award winners with its innovative
Special Tariff Vouchers program that worked to increase ARPU in rural areas, where traditional
ARPU is low. By understanding that their prepaid subscribers are not inclined to add to their
account balances, they used retail outlets to sell “special vouchers” for electronic top-ups.
With a complementary marketing campaign appealing to the emotional side of users, Reliance
is “de-tech-ing” telecom products and showing real benefits of communications.