Category Archives: sub-brands

How to continue to improve mobile service revenue and customer loyalty

Reference: Analysis and Go-to-market, 2018

Quantitative and qualitative exploration and analysis project starting with a Nonstop Retention® benchmark for a specific country market.

Analysing a wide area of propositions and tactics from several different markets:

  • Multi-user and multi-device plans
  • Fixed-mobile convergent plans
  • Premium value plans and options
  • Flexible plans and sub-brands
  • Early upgrade plans for handsets
  • Loyalty programmes

Identifying best practice with regards to impact on revenue, take-up and customer loyalty. Applying it to the local market competitive context, resulting in a recommendation presented during interactive workshops.

Continue reading How to continue to improve mobile service revenue and customer loyalty

Nonstop Retention benchmark and European quad-play best practice

Analysis and Go-to-market, 2016

Nonstop Retention® benchmark: Calculating and comparing the Nonstop Retention Index for mobile brands (MNOs, sub-brands and main MVNOs) in one specific major European market. Identifying best practice and showing current trends. Recommending propositions and actions to improve customer loyalty per brand.

European quad-play best practice: Fact-based before/after analysis of how the introduction of quad-play propositions changed key business Continue reading Nonstop Retention benchmark and European quad-play best practice

When your sub-brand takes over

Even though there are some high-profiled exceptions (Verizon, most of Vodafone Group and Free to mention three), few telcos are today trusting its ability to attract all customer segments – across consumer and business markets – with one single brand.


Having one or several sub-brands has become the norm of a modern telco. In some cases, e.g. with KPN’s Telfort and TDC’s Telmore, sub-brands have been added as a result of acquisitions (often of a successful disruptive brand). In other cases, e.g. Orange’s Sosh or 3 Denmark’s Oister, telecos have themselves created the sub-brand – often with the intention to isolate the main brand from a new price fighter brand. Continue reading When your sub-brand takes over

Impact of operator sub-brands on MVNO businesses

subbrands FRWe look at what happened to the MVNO businesses when Orange, SFR and Bouygues launched their sub-brands Sosh, Red and B&YOU during second half of 2011 in preparation for the announced launch of Free mobile.

MVNOs were once the challengers typically differentiating through targeted segmentation or price – or both. With the emergence of MNO sub-brands one could fear for what happens to MVNOs in a market.

Download analysis: tefficient public industry analysis 3 2014 Impact of sub-brands on MVNOs