Campaign Mgmt

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    !"#$%&'(& )*+$) &,-) (%& (

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    2%$ 13'4$5&3&6

    34* ''34'3)4!7$$$$'(3(4& '1304892%$$ ':314#& ':

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    CustomerView

    SuccessRate

    Traditional Campaign

    Enterprise-InitiatedMarketing-Driven Intrusive 3%

    Targeted Campaign

    RelevantSegment based

    Marketing

    20%

    Timely Interaction

    AppropriateEvent drivenRelationship based

    40%

    Gartner Group 2003

    CustomerView

    SuccessRate

    Traditional Campaign

    Enterprise-InitiatedMarketing-Driven Intrusive 3%

    Targeted Campaign

    RelevantSegment based

    Marketing

    20%

    Timely Interaction

    AppropriateEvent drivenRelationship based

    40%

    Gartner Group 2003

    $%

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    38%

    5%

    25%

    43%

    13%

    40%

    6%

    47%

    19%

    27%

    19%

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    31%

    41%

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    7%

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    7%

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    25%

    41%

    31%

    21%

    56%

    33%

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    7%

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    29%

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    7%

    13%

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    19%

    40%

    44%

    50%

    0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

    Accessories (eg extra battery)

    Value added services for both network &

    non-network

    Third party offers (eg holidays, gift withpurchase)

    Migration offers - postpaid to prepaid

    New value-added services (e.g.mobile data

    etc)

    Migration offers - prepaid to postpaid

    Bill and / or call discounts

    SIM lock

    Rate plan optimisation

    Contracts/Recontracting

    Handset upgrade

    Air time offers (eg free minutes)

    Not applicable

    Not effective

    Average

    Effective

    Highly effective

    %++/$&%

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    92%$!%&

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    *1

    Effectiveness of Consumer segmentation methods: Postpaid vs Prepaid

    2.19

    2.69

    2.00

    2.31

    3.69

    3.00

    3.50

    3.44

    2.88

    2.81

    2.88

    1.69

    2.31

    1.88

    2.13

    2.69

    1.88

    2.19

    2.56

    1.63

    1.94

    1.56

    0.00 1.00 2.00 3.00 4.00 5.00

    Geographic - regional, city, urban

    Demographic - age, occuption, income etc.

    Demographic - lifestage

    Customer needs based (attitudes)

    Behavioural - usage

    Rate Plan

    Lifecycle with the operator

    Profitability of the customer

    Modelling propensity - Churn risk

    Modelling propensity - Cross sell/up-sell

    Usage type (i.e. personal versus business)Prepaid

    Postpaid

    Do not use Not Effective Average Effective Highly Effective

    #$*"

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    714

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    A

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    7

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    Recharge Volume

    0.00%

    0.50%

    1.00%

    1.50%

    2.00%

    2.50%

    7/12/06

    Dates

    RechargeValue

    Target Group

    Non-Control Group

    Key Result:Recharge Incentive Campaign

    increased recharge rates by 180% 2.29% recharge ratevs 1.27% in controlgroup

    Increase of 180%

    Immediate ROI

    Spent $1 to generate$1.80 within a week

    *?2%4$0"(B"4

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    Recharge Volume

    0%

    100%

    200%

    300%

    400%

    1/12/2006

    8/12/2006

    15/12/2006

    22/12/2006

    29/12/2006

    Dates

    RechargeValue Actual Monthly

    Recharge

    Average Monthly

    Recharge

    Key Result:Increased High-value Recharge (>R60) by

    160%

    R60 is 3 times averagerecharge

    Over the month of Dec06, total number ofrecharges increased

    by 500,000 during thisperiod (160%)

    Increase in rechargeof R30M (US$4M)

    $4+&"$%&'0

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    Percentage Cumulative Redemptions

    0.00%

    5.00%

    10.00%

    15.00%

    20.00%

    1 3 5 7 9 11 13

    Weekly

    Redemptions%

    Target Group

    Control Group

    15% redemption

    rate vs 4% incontrol group

    Increase of 375%

    Churn rate inmembers whoredeem virtuallyzero

    Key Result:Talking Points Campaign

    increased redemption rates by 375%

    ?2%4(B"4

    .$&&

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    $-7"%7C

    AH+!!

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