Customer Challenge
In any network, 90% of the subscriber base belongs to prepaid subscribers, and more often than not, the larger portion of prepaid customers are those who generate low average revenue per unit, as they usually come from youth and mid-ranged income demographics. By the middle of the month, such subscribers usually lack sufficient funds in their prepaid accounts to make outgoing calls or even initiate missed calls to be called back.
Umniah needed a service that would cater to the needs of these demographics, which meant a call service that allowed for deferred payment.
Solution
The solution to Umniah’s problem was a service that allowed collect calls; calls initiated by the caller – at the expense of the recipient. Traditionally, these calls were made by a telephone operator, however with the introduction of computerized dialling technologies the entire process can now be handled through an IVR.
Globitel’s Collect Call Solution offers the flexibility for prepaid mobile subscribers to initiate and make calls even if they do not have the sufficient credit to complete the call. With the use of a predefined prefix, prepaid subscribers can initiate a call on behalf of the On-Net called party whether the called party is a prepaid or postpaid subscriber.
Solution Benefits
Implementing Collect Call service on a network ensures boosting the call completion while guaranteeing subscribers’ satisfaction by offering a new service that aids them in generating more calls on behalf of other subscribers’ accounts.
Customer Quote
Globitel’s Collect Call Platform has allowed us to communicate with our subscribers with low to mid-range incomes on a personal level, and to offer them a service that spoke to their communication needs, This has greatly influenced the loyalty of our customers and contributed to increasing our overall call volume, which will have a positive effect on net revenues.
Said Umniah’s Mohd Serieh, VAS & Data Manager.
Key Benefits
Operator Benefits
- Increase call completion and revenue.
- Boost subscriber satisfaction.
- Flexible deployment options.
- Cost effective expansion.
- Gain a competitive edge over others in the market.
Subscriber Benefits
- Ability to make calls even when out of credit.
- Higher control through blacklists and white lists.
About Umniah
Umniah Mobile Company became Jordan’s third mobile telecommunications provider when it won the JOD4 million (USD5.7 million) GSM operator license in August 2004. Bahrain-based Batelco acquired a 96% stake in Umniah, in June 2006, for BHD156.5 million (USD415.8 million). Umniah was spearheaded by Michael Dagher, who previously worked with Fastlink. When Fastlink was acquired by MTC in 2003, Dagher went from being an employee to a competitor by establishing Umniah.
Umniah’s services, which are targeted at Jordan’s youth and lower income groups, include GSM mobile telephone and WiMAX Internet connection services. Umniah was the first mobile operator in Jordan to offer per second billing to their subscribers. It won the first 3.5GHz FBWA (Fixed Broadband Wireless Access) license in Jordan, in December 2006, for JOD8.3 million (USD11.8 million).
Six months after its launch in June 2005, Umniah attracted 300,000 active subscribers, which represents a 10% market share in the country. By December 2006, Umniah subscribers had increased by 133% to 700,000 to represent a 17% market share.