Vodafone said it has seen increased customer retention, better after-sales service and higher data traffic after starting work with mobile services provider WIN to improve its offering to MVNO partners.
The partnership includes implementing text services to focus on customer acquisition and improve ARPU for Vodafone and its MVNO partners. Vodafone’s MVNO partners include Asda Mobile, Talk Mobile, BT Mobile, Truphone and Lebara Mobile.
New customers on MVNOs hosted by Vodafone are able to request a SIM by sending a text to a short-code number. After receiving the text message request, the WIN platform manages a short dialogue with the consumer which results in a full user profile being created and a SIM card being posted directly to them.
Existing customers can also send a text to a short-code number to set-up internet and picture messaging services on their handset over the air.
Vodafone’s director of wholesale and new business development Tim Stone said: “The text service is ideal. Potential customers can see a promotional offer and simply send a short text message to order a new SIM and take advantage of a good deal.”
Stone also drew attention to the benefits of the internet and MMS service. “Unless you get these settings right, new customers tend to just use voice and text and that affects their perceived value of the virtual operator service.
“This in turn makes them much more likely to churn to another carrier,” he said.
WIN chief executive officer Graham Rivers said: “Everyone wins in this scenario. The set-up process becomes easier for the host operator, the MVNO and most importantly the new customer.”