Section: There is a clear opportunity for reward programmes to gain greater traction and impact subscriber behaviour as most mobile subscribers are not yet part of an operator led reward programme Participation in current operator’s provision of rewards to encourage increased spend2

Section: Don’t assume that the same incentives and scheme structures will work equally well across all markets and subscriber segments Which types of mobile loyalty schemes are most appealing to subscribers1 (rank from 1 to 5)

Number of SIM cards used2 Section: Reward schemes, when done right, have the desired impact on subscriber behaviour – reducing churn in developed markets, increasing spend in emerging ones Number of SIM cards used2