PROFITABILITY IN PREPAID MOBILE PHONE SERVICES IN BRAZIL: OPPORTUNITIES WITH LOW INCOME CONSUMERS / RENTABILIDADE NA TELEFONIA MÓVEL PRÉ-PAGA NO BRASIL: OPORTUNIDADES COM CONSUMIDORES DE BAIXA RENDA

AUTOR(ES)
DATA DE PUBLICAÇÃO

2007

RESUMO

The strategy adopted by mobile phone operators in Brazil in recent years brought about great growth to these companies. However, it harmed their operation yield levels, and hence it is important that they seek new alternatives to rethink their trajectory of growth, fitting to an already established market. Historically, the relationship with prepaid customers was little explored by these companies, even though the segment represents more than 70% of the client base of all operators. Therefore, it is possible to verify a great potential in relationship building with these customers. However, to structure these actions, it is necessary to have a better knowledge of the consumption behavior of the prepaid segment. Despite the fact that the recent literature in marketing presents a greater amount of studies related to this public, it is still common for professionals in this field to find difficulties in understanding the aspects that shape consumption motivation of prepaid customers, given the great disparity between these realities in Brazil. (Motta and Muller, 2007). The present work intends to perform an analysis of the Brazilian mobile phone sector, verifying the main aspects of prepaid costumer`s behavior which can be considered by the companies operating this service in designing viable relationship actions, capable of generating greater yield. Interviews with customers of prepaid services of the main Brazilian operators have been executed aiming to clarify some aspects of consumption motivation and expectations of this segment. The results point out a differentiated behavior compared to customers with less budgetary restrictions and the adequacy of some of the incipient actions carried out by the operators, which can support the necessity of new investments in this area.

ASSUNTO(S)

consumidor de baixa renda telefonia movel mobile phone lower income consumer rentabilidade yield growth

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