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, 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.