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Consolidation

Issue 21 | December 2011

Background

O2 wanted to increase the number of handsets taken out within the existing business customer base. Analysis showed there was a substantial pot of business accounts that had a lower than average number of phones on their account *. It was assumed, therefore, that these businesses had a mixture of phones on other networks too. As a result, a consolidation model was built to target to these customers.

The challenge was to encourage these customers to move all their phones to O2.

(*Average was based on a comparison with other businesses of similar size in the same sector.)

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