Global Mobile Customer Loyalty Programs Playbook 2025
Description
Our primary survey based latest market intelligence, the "Global Mobile Customer Loyalty Programs Playbook 2025", reveals exactly how top operators are fighting churn, boosting ARPU, and building lifetime customer value
Inside you'll find:
Exclusive Global Benchmarking – Analysis of 50+ loyalty programs from leading telcos across mature and emerging markets.
Survey-Driven Insights – Direct input from nearly 300+ industry executives on what's working, what's failing, and where loyalty programs must evolve.
Trends & Impact section based on our "Exhaustive Global Survey" reveals:
· Over 60% of telcos now prioritise Customer Lifetime Value over short-term metrics. Nearly 40% focus on reducing churn and driving repeat purchases.
· 58% are personalizing rewards, while over 30% deploy automation to scale at lower cost — transforming programs into tech-enabled growth engines.
Proven Business Impact – Evidence from high-performing programs reducing churn by up to 6%, increasing ARPU 3–5%, and improving NPS by 10–40%.
Best Practice Playbooks – Tactical frameworks for tier design, partner ecosystem building, and digital-first execution.
Why you should read this report now:
Churn is rising — up to 40% annually in some emerging markets.
Retaining a customer costs 5–25× less than acquiring a new one.
Just a 5% increase in retention can raise profits by 25% or more.
Inside you'll find:
Exclusive Global Benchmarking – Analysis of 50+ loyalty programs from leading telcos across mature and emerging markets.
Survey-Driven Insights – Direct input from nearly 300+ industry executives on what's working, what's failing, and where loyalty programs must evolve.
Trends & Impact section based on our "Exhaustive Global Survey" reveals:
· Over 60% of telcos now prioritise Customer Lifetime Value over short-term metrics. Nearly 40% focus on reducing churn and driving repeat purchases.
· 58% are personalizing rewards, while over 30% deploy automation to scale at lower cost — transforming programs into tech-enabled growth engines.
Proven Business Impact – Evidence from high-performing programs reducing churn by up to 6%, increasing ARPU 3–5%, and improving NPS by 10–40%.
Best Practice Playbooks – Tactical frameworks for tier design, partner ecosystem building, and digital-first execution.
Why you should read this report now:
Churn is rising — up to 40% annually in some emerging markets.
Retaining a customer costs 5–25× less than acquiring a new one.
Just a 5% increase in retention can raise profits by 25% or more.
Table of Contents
- 1. Introduction
- Exhibit 1: Key Industry Metrics
- 2. Benefits of Telecom Loyalty/Rewards Programs
- 3. Challenges in Implementing Loyalty Programs
- 4. Overview of Telecom Loyalty Programs
- 5. Role of Technology in Loyalty Programs
- 6. Current Trends in Telecom Loyalty Programs
- 7. Best Practices and Case Studies
- 8. Loyalty Program Trends and Impact Assessment Amongst Telcos
- A. Industry-Wide Adoption of Loyalty/Rewards Programs
- Exhibit 2: Telcos and Loyalty Program Adoption
- B. Objectives and Design of Loyalty Programs
- Exhibit 3: Telcos Loyalty Program Primary Objectives
- C. Loyalty Program Rewards and Benefits Offering
- Exhibit 4: Telcos Loyalty Program Primary Objectives
- D. Effectiveness and Business Impact
- Exhibit 5: Telcos Loyalty Program Effectiveness
- E. Loyalty Program and Telco KPIs
- Exhibit 6: Impact of Loyalty Program on Telco KPIs
- F. Customer Segmentation and Benefits
- Exhibit 7: Telcos Loyalty Program and Target Beneficiary Segment
- 9. APAC Telco Loyalty Programs
- A. Bharti Airtel – Airtel Thanks Loyalty Program
- B. Reliance Jio – JioRewards Loyalty Program
- C. AIS – AIS Points & AIS Serenade Loyalty Programs
- Exhibit 8: AIS Points
- Exhibit 9: AIS Serenade Eligibility Points for 3 Tiers
- D. True Corporation – TruePoint, TrueYou & TrueMoney Rewards
- Exhibit 10: True Points Benefits
- Exhibit 11: TrueMoney Benefits
- E. Globe Telecom – Globe Rewards & Globe Business Loyalty
- Exhibit 12: Globe Rewards Program
- F. PLDT – PLDT Home Rewards
- Exhibit 13: PLDT Home Rewards and Crystal Benefit Details.
- G. Dialog Axiata – Club Vision & Star Rewards
- Exhibit 14: Dialog Loyalty Program Tiers Eligibility Details
- H. Robi Axiata – Robi Points
- I. Grameenphone – GP STAR Program & GP Points
- Exhibit 15: GPSTAR Eligibility and Status
- Exhibit 16: STAR Loyalty Program Privileges
- J. Smartfren – SmartPoint
- Exhibit 17: Smartpoin Membership Tiers
- Exhibit 18: Smartpoin Advantages
- K. MobileOne (M1) – M1 Rewards & M1 Cashback
- Exhibit 19: M1 Cashback partner merchants
- L. StarHub – Hub Club Go & StarHub Rewards
- Exhibit 20: StarHub Rewards Membership Tiers
- M. Singtel – Singtel Red, Prestige & Rewards
- N. HKT (PCCW) – The Club
- O. KT Corp – K-Bank / BC Card Loyalty
- F. PLDT – PLDT Home Rewards
- P. SoftBank – PayPay Bonus / Rewards
- Q. KDDI – au Ponta Points & Ponta Pass
- R. NTT Docomo – d POINT Club
- S. Telstra – Telstra Plus
- 10. Middle East Telco Loyalty Programs
- A. Ooredoo – Nojoom Rewards
- Exhibit 21: Ooredoo Kuwait Nojoom Rewards
- B. Vodafone Qatar – Red Loyalty
- C. STC – Qitaf
- D. MTN Group – MTN Zone & MoMo Loyalty
- E. Etisalat UAE – Smiles Loyalty & Smiles Unlimited (e& Rewards)
- Exhibit 22: Smiles Rewards Benefits
- F. Zain – Zain Plus Loyalty & Mokafaa Partnership
- Exhibit 23: Postpaid & Prepaid Reward Program Levels and Eligibility
- G. Safaricom (Kenya) – Bonga Points
- H. Econet Wireless – EcoCash ChakaChaya / Ziyawa Rewards
- Exhibit 24: Econet Wireless ChakaChaya Deals and Promotions
- I. Mobily – Neqaty Loyalty & Shukran Integration
- J. Omantel – Makasib Loyalty Program
- Exhibit 25: Makasib Tier Levels and Points Details
- K. Batelco – Jawaher Loyalty
- Exhibit 26: Batelco Jawaher Loyalty Program
- L. Umniah – UCoin Loyalty
- Exhibit 27: Batelco Jawaher Loyalty Program
- M. Glo Mobile – GloRewards CashToken
- Exhibit 28: GloRewards CashToken Program)
- 11. Latin America Telco Loyalty Programs
- A. Claro Club / Claro Puntos
- Exhibit 29: Club Claro Benefits
- B. Vivo (Telefónica Brazil) – Vivo Valoriza
- C. Movistar – Club Movistar
- Exhibit 30: Club Movistar Benefits
- D. Tigo (Millicom) – Club Tigo / Puntos
- 12. North America Telco Loyalty Programs
- A. Verizon – Verizon Up (now Verizon Access)
- Exhibit 31: Verizon Access Program Benefits
- B. T-Mobile – T-Mobile Tuesdays
- Exhibit 32: T-Mobile Tuesdays Benefits
- C. Telus – Telus Rewards
- Exhibit 33: Telus Rewards Membership Tiers
- Exhibit 34: Telus Rewards Membership Tiers
- D. Rogers Canada – Rogers Red Mastercard Loyalty Ecosystem
- Exhibit 35: Rogers Red Mastercard
- 13. European Telco Loyalty Programs
- A. O2 – Priority Moments (formerly Priority Rewards)
- B. Vodafone UK – VeryMe Rewards
- Exhibit 36: Vodafone UK VeryMe Rewards Benefits
- C. EE (BT Group) – Swappable Benefits & Inclusive Extras. 94
- Exhibit 37: EE Rewards Benefits
- D. Three UK – Three Plus
- Exhibit 38: Three UK Three Plus Rewards Benefits
- E. Orange – My Orange App Rewards
- F. Vodafone Germany – NFC Loyalty & Local App Benefits.
- G. Turkcell – Travelling Connect
- 14. Recommendations
- 15. Research Methodology and Assumptions
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