New Research Reveals a Clear Opportunity for Mobile Loyalty Reward Programmes to Capitalise on Consumer Interest and Create a Bigger Impact in Africa

CAPE TOWN, South Africa, July 4, 2011 /PRNewswire/ --

Nigerians are familiar with rewarding loyalty, 39% participate in current telecom operator schemes to encourage loyalty and 46% in schemes to increase spend

A new study on CRM and Loyalty unveiled by Buongiorno (FTSE Italy STAR: BNG) a leading global enabler of solutions for the mobile connected life, reveals that while mobile users are familiar with being rewarded for their loyalty, there is still room for operators to implement more effective, engaging programs. This is especially true in Africa, where 39% of Nigerian subscribers participate in current mobile operator reward schemes to encourage loyalty and a healthy 49% in schemes to increase spend , but where consumers have high expectations of loyalty benefits on offer. 58% of Nigerian subscribers have multiple SIMs to allow them to shift their spend to the provider with the best rewards.

The research findings will form part of a presentation by Buongiorno at VAS Africa (July 5-7, Johannesburg, South Africa) on 'Driving Incremental Revenues and Loyalty through Innovative VAS'.

The study, conducted by Analysys Mason and Buongiorno on mobile consumers in both developed  (UK, Spain)and emerging (Russia, Africa) markets highlights key areas to think about for those considering implementing a mobile loyalty scheme.

Adhish Kulkarni, Global Head of Telcos Product Solutions at Buongiorno commented on the research: "Telcos are using marketing budgets to drive mobile loyalty and CRM campaigns; however there is little available research that investigates the effectiveness of such programmes. Our study gives practical advice on the creation and optimisation of loyalty programmes, and coupled with our experience of implementing a variety of loyalty campaigns across the world can help operators see gross revenues increase typically between 4% and 9%."  

With 12 CRM/Loyalty programmes for telecom operators running currently, Buongiorno has a wealth of experience in tenure-based programmes like Orange Wednesdays, point- based programmes such as MTS Bonus in Russia, and ARPU-driving programmes such as Top Up Surprises for O2, Optus in Australia, TIM Italy and Telecom New Zealand among others.

For more information and to download the full white paper please visit: http://www.buongiorno.com and http://www.buongiorno.com/mobile-loyalty