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Growing Roaming Revenue byGrowing Roaming Revenue by

Managing the Roamer Managing the Roamer Relationship Relationship

Keith Miller, Keith Miller,

General Manager, General Manager, M.E.G.N.A.M.E.G.N.A.

Bharti Telesoft Bharti Telesoft

Agenda

• Survey of the Roaming Environment

• Can Operators build up a Customer Relationship with roamers?

• How? Obvious segmentation?

• Starting points

Why: Roaming Revenue

• Roaming revenue can account for ~ 15% of overall network revenue for a GSM operator

• Roaming revenue is a low-cost incremental bonus.

• About 90% of calls to / from out-roamers are to / from their home network

Roaming – Common Knowledge?

• Knowledge Sources– “Tap” or “Probe” on signalling links

• Roamer arrival from- / departure to-

– TAP file analysis• Calling Activity

• Knowledge Holes– What do roamers want in your country?– If they choose a network – Why?– What offers will work

Operators have some idea what roamers do, but not much idea why

The Roamer Relationship Today

Roamers are promiscuous– Select Network Automatically, why change?

• No compelling offer made to in roamers– Prize Draws– IVR Information– Fixed time Free SMS

• Minimal loyalty even in group properties– Advantages in directing out roamers to partners not fully

addressed.

• Suffer “Welcome SMS fatigue”

Marketing to Roamers

• Airport Adverts

• Overspill from national branding campaigns

• What is Welcome-SMS?– A monitoring tool– An advertising tool

– What are you advertising?

– If you’ve nothing to say, why use Welcome-SMS?

• Offers & Entertainment– Offers of the day– Events Info– Local VAS

• Rewards– Scheme points– Airtime

What can you advertise to roamers

• Information– Local numbers, local

language

• Services– Home short codes, dial

correction, MCA etc• Not Building a relationship yet

Simple Segmentation

• Business Roamers– Rewards are appropriate

• Loyalty Schemes (airmiles, hotel points)

• Bi-Lateral Agreements – Airtime rewards for out-roamers

– Cheap access to local information

• Tourists – Access to local offers– Cheap access to local information

• Returning Expatriates– Access to local offers– Access to national events / votes / competitions

Simple Infotainment Session

Infotainment

• The operator learns about roamers interests & preferences

• Can ask for information• Can target advertising in Welcome SMS / push

SMS / USSD• Can offer interactive services (USSD)

– Restaurants / Shopping– Event – Related info– Games, Competitions, VAS

Rewards

• In and Out Roamer.• Registration

– entry of existing rewards scheme (eg Intercontinental, Emirates Skywards.

– Balance transfer monthly

• Welcome SMS provides status when roamer leaves the country.

• Provides base on which to build knowledge through interactive USSD– Reward for information– Future targetting

Operator Benefits – In-Roamers

• As you find out what excites each in roamer your offer increases in value

• By monitoring usage, advertising similar services a picture is built up.

• Services can be more targeted, loyalty will tend to increase.

Operator Benefits – Out Roamers

• Why Do it?– Valid where the operator is part of a group of

networks,– Or where there is a bilateral agreement.– Retain traffic within the group

• Subscriber gets on-going rewards, – Can add info to existing in-network CRM schemes,– Can provide offers based on destinations

Summary – Roaming CRM

• Developing client relationships with roamers is

Harder than herding sheep

Easier than herding cats

More lucrative than either

Thank you