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Telco companies assess power of the ‘iPhone factor’

~ Acxiom launches White Paper to help sector fight brand lock-ins ~

June 30, 2008

The ‘iPhone factor’ is changing the way telecoms companies attract and retain customers. Mobile phone users are now choosing devices over networks – exemplified by 02, which has attracted a raft of new users through its exclusive locked-in deal with the iPhone. This change in mindset creates a totally different view of the customer and forces operators to use very different marketing tactics, or risk being left behind by competitors, according to customer information management leader Acxiom.

As a result, Acxiom has launched a White Paper to help mobile operators improve targeted marketing techniques to fight the ‘iPhone factor’. It will also help marketers increase customer demand for converged devices and competitive deals offered by new MVNOs on the market, including Tesco and Virgin Mobile.

“Never have mobile operators had less control over customer network choices – in fact choosing a device over a network has become the norm,” said Luke Burgin, industry strategist at Acxiom and author of the White Paper. “Given this heavy competition, it’s no surprise that the UK telecoms industry is such a battleground for big players. This puts huge pressure on marketing departments to entice, maintain and up-sell customers, tying them into long contracts.”

In the report, Burgin highlights eight critical success factors for a winning marketing strategy. Among these factors are taking more care over ‘pull’ marketing, making customer data accessible at all touch-points and using purchasing behaviour information to select the right market channel to target customers.

“These best practices are absolutely critical to business success for today’s telcos,” said Burgin. “Alongside banking and the big supermarkets, the telecoms industry has access to vast sources of personal data on its customers, such as spend, call patterns, demographics and even surfing habits. Telcos need to gain insights from this information that will enable them to target customers appropriately. They can then establish a long-term customer relationship, increase brand loyalty, create up-sell opportunities and, ultimately, increase ‘share of wallet’.”

The White Paper, Effective Marketing to Maximise Customer Lifetime Value, can be downloaded at www.acxiom.co.uk/extras/white_paperslpr, or email acxiom@lewispr.com for further information.

(364 words)

Executive quote

“Never have mobile operators had less control over customer network choices – in fact choosing a device over a network has become the norm,” said Luke Burgin, industry strategist at Acxiom and author of the White Paper. “Given this heavy competition, it’s no surprise that the UK telecoms industry is such a battleground for big players. This puts huge pressure on marketing departments to entice, maintain and up-sell customers, tying them into long contracts.”

“These best practices are absolutely critical to business success for today’s telcos,” said Burgin. “Alongside banking and the big supermarkets, the telecoms industry has access to vast sources of personal data on its customers, such as spend, call patterns, demographics and even surfing habits. Telcos need to gain insights from this information that will enable them to target customers appropriately. They can then establish a long-term customer relationship, increase brand loyalty, create up-sell opportunities and, ultimately, increase ‘share of wallet’.”

About the company

About Acxiom
At Acxiom, we make information intelligent. As the global leader in customer information management, we transform data into actionable business insight – and we do it better than anyone else. Our enterprise information solutions help the world’s largest and most successful companies increase revenue, reduce cost, improve profit and lower risk. Working as a trusted partner, Acxiom provides not only outstanding service and results today, but also proactive ideas and innovative solutions to ensure our clients continue to succeed tomorrow. Powered by superior data, technology, services and industry expertise, these multi-channel, client-centric solutions enable better business and marketing decisions that enhance customer acquisition, retention and value. Our lines of business include: Customer Data Integration (CDI), Data Products, IT Services, Digital, Direct Marketing and Consulting. Founded in 1969, Acxiom today has approximately 7,000 associates in offices and data centers throughout the United States. Europe, as well as in Australia, China and Canada.

www.acxiom.com

Contact details

For further information, please contact:
Lisa Gillingham or Steven George at LEWIS PR
Tel: 020 7802 2626
Email: acxiom@lewispr.com

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Telco companies assess power of the ‘iPhone factor’

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