Historically, operators using conventional pre-provisioned prepaid and contract SIM cards have been unable to offer subscribers the kind of personalization of service that really drives loyalty to the brand – from number selection to choosing a tariff that best suits their needs.
In most markets, prepaid subscribers are in the overwhelming majority and operators typically focus on indirect sales channels to serve them. These channels can only support relatively simple service configurations.
With the pre-provisioning model, the range of services available to new customers is constrained by SIM card availability. The model makes it impossible for operators to offer even simple personalization of services like choice of telephone number, as such details will have already been fixed well before the SIM card reaches the subscriber.
This lack of personalization means that operators struggle to engage with their prepaid customers or gain insight into their behavior, ultimately leading to low levels of loyalty and high rates of churn.
Today, by provisioning the SIM card at the moment of first use, operators can offer a choice of telephone numbers as well as attractive tariffs, options, products, promotions and upgrades. These can be targeted on the basis of their device, location and other criteria – in other words, effectively personalized to their wishes and needs.
Maintaining loyalty and driving up revenues means offering more after users sign-up, too. The “golden moment” at first use is a great opportunity to engage with customers, but it is only part of the story.