Transcript

So Nicole, our survey covered over 20, 000 consumers globally. What did it reveal about how loyalty programmes influence consumers when choosing a mobile plan? Well, thank you, Paul. I think that one of the key takeaways for us was that 63% of those that took the poll said that a telcos loyalty programme was highly or moderately influencing their decision when they came to choose a mobile plan. So the fact that two out of three of the that large number of consumers voted as a loyalty programme as a differentiator, you know that that's quite significant. But I'm going to throw to you and say that it wasn't all good news because a lot of those that showed an affinity or an understanding of the telco volunteer programme didn't actually activate it or use it. What what were the reasons why? Yeah, that's right. I mean, like 64% of consumers say they don't use the schemes, which should be a wake up call. The number one reason is that they simply don't know how to use it. It's critical for telcos to to make their programmes more intuitive and and accessible. And then another 26% found the the offers uninspiring or not relevant. And consumers are primarily value seekers and they need to see tangible advantages to these schemes if they're going to continue engaging with it. But Nicole, among all the loyalty programmes, we analysed the which ones stands out as your favourite and why? Oh, for me, that's really quite an easy decision. For me, I really like HKT, Hong Kong's the club, it's been around for a very long time and they do it very well. They have the club as an intrinsic part of the overall brands. They attempt to cross sell and upsell throughout their other brands, so therefore making some incremental revenue along the way. They have more than 4 million registered subscribers and they keep it fresh. So right now, as part of this, they're using Gen AI and data analytics to push relevant loyalty schemes to those relevant consumers who who they target as wanting those precise offers. And that's what keeps it up to date and relevant and fresh as these telcos compete against other verticals in this space. So Paul, in your part of the world, has anything caught your eye? Yeah, I'm quite optimistic about the Deutsche Telecom's approaching and launching their new Magenta Moment services across several European markets. They've learned from their US experience and what stands out there is that they have balanced smaller perks with larger, larger ones. And they've also included generative AI offering Perplexity Pro for for free for 12 months. And they've got strong KPIs with higher and Net Promoter scores and, and lower churn. So Nicole, can you conclude for us here? If we circle back, Paul to the original question of this debate and that was do you like loyalty programmes? Are they, are they worth it? I think our short answer would be yes, but you have to get the right ingredients. So you have to keep them relevant. You have to evolve them. You have to make them part of your overall consumer consumer brand. And by and large, you've got to keep them simple because if they're not simple, you're going to lose that consumer and you're going to lose that, that, that that investment that you made in these programmes. So they're not cheap. And if you're very lucky, you might be able to make revenues off the back of them. But all of those ingredients need to sway in the right direction. Thank you, Nicole.