Update: We have since learnt that the promo is an intelligent form of daily bundles. Each user get’s a different minimum spend to qualify so while we got the $2.5 threshold, some got SMSs that said they just needed to spend $1.10 and so on.
A few weeks ago Econet Wireless, the country’s largest MNO unceremoniously changed the terms and conditions of its voice bundles promo much to the disgust of customers. Although the bundles promo is still available, the minimum entry level spend has shifted from just a $1 to a $5 which means only high value customers can still benefit from this promo.
Today, in a text to customers, Econet Wireless announced another promo with a relatively high minimum spend level. The promo text read:
Goodnews! Spend at least USD 2.50 on voice calls in a single day and get 50% bonus airtime. Cash and smart phones to be won in weekly draws. Promo ends 7/3/14.
Clearly only a handful of customers will be excited by this. Not only are customers expected to spend more to qualify, the 50% bonus is unlikely to excite customers previously spoiled with mega 100% bonuses during the height of the mobile wars last year.
Although the intent may be to encourage all subscribers to spend more, it’s only those customers that MNOs rate as “high value” that may benefit from this promo.
This may signify a shift in focus by the MNO(s), a focus likely to dominate 2014 promos as the fight moves from merely getting more subscribers to targeting high value subscribers who can spend more.
The quality of subscribers is increasingly becoming important and each MNO would need to increase and retain their share of these and what better way to do this than through promos.
In an unrelated story, Telecel has confirmed to Techzim that they are now mindful of the quality of subscribers they will be targeting.
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6 comments
Typical of Econet. Let’s wake up one morning and change things. No prior notice. No omms. Just do it!
Personally, i am not in any way motivated to spend that 2.50 for a 50% bonus. Wherever i spend that amount, it wont be a promo which compels me to spend to those levels, ABSOLUTELY NOT. Its high time Econet find more innovative ways to increase sales. Our telecoms giant has got a lot to learn from MTN, Vodacom and Cell C in terms of REAL PROMOs that benefit the customer and retain him.
I have 2 Econet lines, The one I use frequently got the message for $2.50. The other one my stand by line, got the same message but for only $0.20 to qualify. Is not discrimination of sorts, targeting what they perceive different classes of people?
They mentioned they are targeting the high value clients. So high usage on one of your lines means you are “high value client”. Welcome to the big league bro! 😀
I have reduced my voice calls to the bare minimum in the past two years……so most likely wont benefit from it
Wait, $2.50…mine said $8.75, am i doing something wrong?