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Tele2
International roaming

RAN IN: Russia

CLIENT
T2 Mobile LLC

AGENCY
McCann Moscow *Lead Agency


SUMMARY

Tele2 did not use a significant source of seasonal income for operators - international roaming. After changing the business strategy, it became a necessity: roaming conditions affect the choice of high-income subscribers, and knowledge about communication of Tele2 abroad was close to zero. We entered on the formed and highly competitive roaming market. Tele2 did not just launch a product “must-have” - a profitable no-limit — but brought different rules to the market. The operator canceled hidden overpayments and protected subscribers from double charges - both for unlimited roaming, and for unused home tariffs - by offering more favorable and fair terms.

CASE VIDEO


Audience: We talked not only to our potential roaming users, but also to competitor’s users: Dynamic urban residents, 20-40, active users of mobile, especially Internet. They are used to solve anything via a smartphone and are ready to pay more to stay connected. They appreciate a good deal and don’t want to pay for excess.* They travel abroad at least once a year. Once there, they also need communication, but high prices and fear of overpayments make them limit data consumption.**   *Ipsos Comcon, Segmentation of cellular subscribers, 2016 **FreshIdea, International roaming, Concept testing, Moscow, 04/2018

Objectives: We needed to noticeably enter the territory of international roaming in order to encourage our subscribers to use Internet more often in roaming, and others' subscribers, to sign up to Tele2. Increase revenue from international roaming by 15% Maintain leadership in Consideration (34%)* with lead of 1p.p. over the nearest competitor; Reduce the lag from nearest competitor by 2 times in “convenient to travel”*; Strengthen leadership in VFM (23,5%), keeping 6p.p. lead over the nearest competitor; Keep the lead in relevance ("For people like me") (29%, lead 1pp)*. *FDF+Magram, Quantitative Tracking, May’18

Type: B2C

Language: English, Russian