New Research Reveals a Clear Opportunity for Mobile Loyalty Reward Programmes to Capitalise on Consumer Interest and Create a Bigger Impact in Africa

CAPE TOWN, South Africa, July 4, 2011 -

Nigerians are familiar with rewarding loyalty, 39%
participate in current telecom operator schemes to
encourage loyalty and 46% in schemes to increase spend

A new study on CRM and Loyalty unveiled by href="www.buongiorno.com/mobile-loyalty">Buongiorno
(FTSE Italy STAR: BNG) a leading global enabler of solutions for
the mobile connected life, reveals that while mobile users are
familiar with being rewarded for their loyalty, there is still room
for operators to implement more effective, engaging programs. This
is especially true in Africa, where 39% of Nigerian subscribers
participate in current mobile operator reward schemes to encourage
loyalty and a healthy 49% in schemes to increase spend , but where
consumers have high expectations of loyalty benefits on offer. 58%
of Nigerian subscribers have multiple SIMs to allow them to shift
their spend to the provider with the best rewards.

The research findings will form part of a presentation by
Buongiorno at href="vasafrica.comworldseries.com/">VAS Africa
(July 5-7, Johannesburg, South Africa) on
‘Driving Incremental Revenues and Loyalty through Innovative
VAS’.

The study, conducted by href="www.analysysmason.com/">Analysys Mason and
Buongiorno on mobile consumers in both developed  (UK,
Spain)and emerging (Russia, Africa) markets highlights key areas to
think about for those considering implementing a mobile loyalty
scheme.

Adhish Kulkarni, Global Head of Telcos Product Solutions at
Buongiorno commented on the research: “Telcos are using
marketing budgets to drive mobile loyalty and CRM campaigns;
however there is little available research that investigates the
effectiveness of such programmes. Our study gives practical advice
on the creation and optimisation of loyalty programmes, and coupled
with our experience of implementing a variety of loyalty campaigns
across the world can help operators see gross revenues increase
typically between 4% and 9%.”  

With 12 CRM/Loyalty programmes for telecom operators running
currently, Buongiorno has a wealth of experience in tenure-based
programmes like Orange Wednesdays, point- based programmes such as
MTS Bonus in Russia, and ARPU-driving programmes such as Top Up
Surprises for O2, Optus in Australia, TIM Italy and Telecom New
Zealand among others.

For more information and to download the full white paper please
visit: href="www.buongiorno.com/">www.buongiorno.com and
href="www.buongiorno.com/mobile-loyalty">www.buongiorno.com/mobile-loyalty

Monica Montefusco, href="mailto:media.relations@buongiorno.com">media.relations@buongiorno.com,
Ph. +39(0)2582131

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