Polish
operator T-Mobile has launched a new prepaid offer. For PLN 25.00 (US
$5.95), customers get unlimited calls and SMS and 10 GB for a month. The
package is renewed after a top-up of PLN 25.00. Customers can add more
data of 1 GB, 3 GB or 5 GB for respectively PLN 5.00 (US $1.20), 9.00
(US $2.14) and 12.00 (US $2.86). New customers who port their number to
T-Mobile get the offer free for 30 days after the first top-up.
T-Mobile’s basic prepaid offer is PLN 1.00 (US $0.25) for unlimited
calls and SMS plus 300 MB internet for one day. The fee is charged only
on days when the customer uses services. Top-ups are valid for 365 days.
This
offer looks to us like a well-conceived plan to persuade prepaid
customers to make a greater commitment to T-Mobile, without giving up
their prepaid status. The new monthly prepaid deal costs 25 times the
daily rate but gives over 30 times the value in data. The idea here is
to counteract customers’ preference for the freedom of payment by the
day (with no payment for unused days) with savings, while still honoring
the desire for flexibility by offering data add-ons at reasonable
rates. If prepaid daily customers become prepaid monthly customers, that
is one step along the path toward postpaid status, and toward eventual
richer plans that generate more revenue for the operator. Converting
customers from low-end to high-end is a long-term, incremental process,
and
T-Mobile Poland’s current offer seems like an excellent first step.
Tarifica
is the global leader in monitoring and analyzing telecom pricing.
Covering hundreds of operators in every region of the globe, Tarifica’s
databases of mobile and fixed line data and voice tariffs are among the
largest and most in-depth in the world. Tarifica is also a leading
publisher of benchmark and other pricing reports, and its analysts are
recognized authorities in the telecom industry, relied upon by operators
and businesses worldwide for pricing insight and guidance.
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