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Hybrid Will Become First-Class Prepaid and a Key Growth Driver in 2008Published by: Yankee Group Published: Jan. 22, 2007 - 4 Pages Table of Contents
AbstractA Virgin Turns to HybridIn 2002, Virgin Mobile took on the challenge of making prepaid cool and hip in the dull and saturated postpaid US wireless market. It leveraged partnerships with MTV and Comedy Central, Richard Branson’s charisma and the wit of marketing professionals to create amusing sexual-innuendo puns based on its brand image. You could say the Sugar Mama and Rescue Ring marketing ploys worked: After 4 years, Virgin Mobile is in bed with 4 million subscribers as the second-largest reseller in the United States. However, its growth is slowing, with 2005 a much slower growth year than 2004. And Virgin Mobile, like the national wireless operators, is realizing that there is a ceiling to prepaid’s growth potential. By mid-2006, the infamous antipostpaid Virgin Mobile dramatically changed its three-way pricing schemes and launched five of its six plans as hybrid offerings. So What Is Hybrid? Responding to the early signs of hybrid growth in 2005, Yankee Group asked service providers and prepaid billing vendors for their definition of hybrid pricing schemes. The most commonly agreed-upon and therefore adopted definition is “prepayment for a set monthly bucket of recurring minutes that is automatically deducted from a customer’s debit or credit account with no annual contract.” Exhibit 1 provides a snapshot of the hybrid market. Get Full Details About This Report >> |
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