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 /PRNewswire/ –

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 Buongiorno
[http://www.buongiorno.com/mobile-loyalty ] (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
VAS Africa [http://vasafrica.comworldseries.com ] (July 5-7, Johannesburg,
South Africa) on ‘Driving Incremental Revenues and Loyalty through
Innovative VAS’.

The study, conducted by Analysys Mason [http://www.analysysmason.com ]
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:
http://www.buongiorno.com and http://www.buongiorno.com/mobile-loyalty

Monica Montefusco, media.relations@buongiorno.com, Ph. +39(0)2582131

SOURCE Buongiorno Spa