The survey of 45 Mobile Operator's Loyalty Schemes across the globe identified four main types of Loyalty Programme used by MNOs for their users including:
- Once-off reward programmes - applied for users as part of an online, SMS or Mobile App-based campaign, for a specific prize or product offer (e.g. discount voucher or 2 for 1 cinema tickets).
- Complex non-mobile usage reward programmes - with points accumulated against the user’s bill which can be redeemed against a wide range of non-mobile products or services (typically offering discounts off the standard list price) for selected partners.
- Tiered points plan programmes - with points awarded according to an annual spend, with points awarded according to tiers (e.g. Bronze, Silver & Gold).
- VIP mobile package programmes - available for the highest spending customers as a form of “Club” format and can include offers related to retail services, travel or entertainment.
MNOs were introducing wide ranging loyalty programmes that provided benefits beyond mobile or telecom services. So much so that non-mobile reward programmes were becoming the most popular type of reward programme used by the MNO.
The MNO continues to use a series of third-party offers - which are typically shown either as a discount or with short-term access to a service - for example by using a voucher that can be redeemed for an offer as part of a short promotional period.
MNOs were introducing a Loyalty Programme in combination with a mobile App subscription, with users opting into the mobile App in order to receive special offers.
This 48-page report provides insight into the 45 covered Loyalty Schemes.
Table of Contents
- Methodology
- Introduction - The types of Loyalty Programme that are being applied
- Examples of the Loyalty Programmes that are applied by region: Europe, North America & Asia Pacific region
- A survey of the Loyalty Programmes that are being provided worldwide
- Conclusions - Trends in the most popular Loyalty Programmes worldwide
List of Figures
Figure 1 - The T-Mobile USA Tuesdays Promotion, only available via an App
Figure 2 - A schematic showing the NTT DoCoMo d POINTS loyalty programme (Japan)
Figure 3 - A graphic showing the wuntu 3 UK loyalty programme scrapped in 2019
Figure 4 - The Fastweb Up loyalty product show on the Fastweb website (Italy)
Figure 5 - A graphic showing VOXI’s Friends with Benefits referral scheme (UK)
Figure 6 - A graphic showing the A1 Smile loyalty programme (Austria)
Figure 7 - A web banner showing the Advantages Clients Orange (France)
Figure 8 - A web banner showing the Orange mobile promotion (France)
Figure 9 - A website promotion for the Carre Rouge loyalty programme from SFR (Reunion)
Figure 10 - A web promotion for a holiday advertised on the SFR Club website (Reunion)
Figure 11 - A graphic showing the Movistar Tokens compensation scheme (Spain)
Figure 12 - A screenshot showing Vodafone Happy on the Mi Vodafone App (Spain)
Figure 13 - A picture showing a promotion for the Yoigo Spain Requetemartes loyalty programme
Figure 14 - A picture showing the FAB Du credit card (UAE)
Figure 15 - A picture showing the Etisalat Smiles logo (UAE)
Figure 16 - A web banner showing the EE App and EE Up loyalty programme - UK
Figure 17 - A picture showing a WeAre8 platform advertisement
Figure 18 - A picture showing the Sky VIP loyalty programme (as of April 2020 - UK
Figure 19 - A picture showing the Bell Advantages loyalty programme - Canada
Figure 20 - A graphic from the Telus Mobility website showing the uses of the Telus App - Canada
Figure 21 - A web graphic showing the benefits of the AT&T THANKS loyalty programme - USA
Figure 22 - A promotional banner showing the T-Mobile Tuesdays App - USA
Figure 23 - A graphic showing the Verizon Up loyalty programme - USA
Figure 24 - A website graphic showing the Telstra Plus loyalty programme - Australia
Figure 25 - A website graphic showing the China Mobile Hong Kong Privilege Club loyalty programme
Figure 26 - A web graphic showing The Club from HKT with the brands included - Hong Kong
Figure 27 - A web banner showing the Club Hope promotion for charitable giving - Hong Kong
Figure 28 - A web banner image showing Celcom Rewards - Malaysia
Figure 29 - A banner web advertisement showing the My Digi App - Malaysia
Figure 30 - A web banner showing the Maxis deals available via the Maxis App - Malaysia
Figure 31 - A web banner for the MaxisONE Club service - Malaysia
Figure 32 - A picture showing an advert for the Globe Rewards App - Philippines
Figure 33 - A table showing the Globe GigaPoints earned by top up value - Philippines
Figure 34 - A picture showing the screenshot from the My M1 App showing a treat offer - Singapore
Figure 35 - A picture showing the promotion for 4Fingers take-away chicken - StarHub Singapore
Figure 36 - A chart showing the membership options for StarHub Green, Gold & Platinum users - Singapore
Figure 37 - A picture showing the Dtac Isuzu D-Max pick-up truck competition - Thailand
Figure 38 - A table showing a summary of the Loyalty Programmes provided by the 45 MNOs worldwide
Companies Mentioned (Partial List)
A selection of companies mentioned in this report includes, but is not limited to:
- 3 UK
- A1 Smile
- AT&T
- Bell Advantages
- Carre Rouge loyalty
- Celcom Rewards
- China Mobile
- Clients Orange
- Club Hope
- Etisalat
- Fastweb
- Globe GigaPoints
- Globe Rewards
- HKT w
- Isuzu
- Maxis
- Movistar Tokens
- Digi
- NTT DoCoMo
- Orange mobile
- SFR Club
- Sky
- StarHub Singapore
- T-Mobile
- Telstra
- Telus Mobility
- Verizon
- Vodafone
- VOXI
- Yoigo Spain
Methodology
The analyst researches its reports typically within a three-month period. All of its reports are based on primary and secondary research including interviews with relevant companies/operators covered in the report. The analyst also draws on its extensive in-house database and its contacts in the field of telecommunications it has established since the company was launched in 2006.
The analyst has 26-years of experience in the field of telecoms pricing both mobile and fixed. They have a network of consultants as well as a multi-lingual research team, with languages spoken French, German, Polish and Spanish.
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