Brussels, 2 April 2012 – Once again Mobistar shakes up the Belgian telecoms market. After listening to Belgians talk about what they expect from their mobile operator, Mobistar’s response is to offer them truly innovative subscriptions based on trust and transparency. No more nasty surprises: from now on, every customer can keep control on their consumption and choose the subscription that really suits their needs. Mobistar developed a new segmentation and associated subscriptions represented by animals, Squirrel, Kangaroo, Dolphin and Panther, that makes choosing easier for the customer.
“My phone is my best friend”, “It brings me reassurance when I am alone”… When you ask Belgians about their relationship to their mobile phone, they immediately express their attachment to it. On the other hand, if you ask them what they think of their price plan, the conversation is completely different: “I don’t understand it”, “I dread how much I’m going to pay at the end of the month”, “I don’t trust my mobile operator” …
Belgian consumers are clearly demanding more control and transparency regarding their mobile phone tariffs. This is confirmed by the surveys carried out by Mobistar: 76% of people surveyed think it is important that the price of their subscription should be clear and easy to follow, 73% think it is important that there are no hidden costs, while 61% think it is important that loyal customers enjoy the same discounts as new customers.
Mobistar is responding to these concerns by completely renewing its range of subscriptions for residential customers, and seeks to regain the trust of Belgian consumers regarding their mobile phones. How? By matching more closely the needs of different categories of users, Mobistar will offer them more for their money and provide a customer experience based on service, transparency and trust. With its new subscriptions, Mobistar once again shakes up the telecoms market in Belgium. From now on, customers can easily find the price plan that best suits their usage, and they are protected from nasty surprises in their bills.
The new Mobistar subscriptions are named after animals: Squirrel, Kangaroo, Dolphin and Panther. This concept of differentiation by animal names has been proven to work in other countries. To determine which subscription best matches the needs of each user, Mobistar will launch a major communication campaign on the 3rd of April called “what animal are you?”. Each of these animals represents the main priorities of the different customer categories and their preferred mode of communication:
Squirrel (“Simply contactable”): “I want to receive and make calls when I need to. At low cost and without restrictions.”
Kangaroo (“Close to my family and friends”): “Calls and texts, to keep in touch with the important people in my life.”
Dolphin (“Always in touch with my friends!”): “My friends and I share everything without counting. Texts and unlimited surfing on Facebook.”
Panther (“100% smart”): “My smartphone and I are inseparable. I want to use it 100%: for surfing, sending unlimited texts and just calling.”
| Squirrel | 5 euros for 20 call minutes and 20 texts |
| Kangaroo | 20 euros for 2 hours of calls and 100 texts |
| Dolphin | 10 euros for 30 call minutes, 300 texts and 25 MB of surfing + unlimited access to Facebook and Twitter |
| Panther | 30 euros for 3 hours of calls, unlimited texts and 150 MB |
These new subscriptions offer not only very competitive rates; moreover, they also include several leading innovations:
- The differentiation by animal names enables customers to much more easily find the price plan that best suits their needs and to get more for their money.
- As from now, customers can choose a contract without commitment.
- No more limited time only promos; from now on, the advantages are valid for life. And they are available to all customers who sign up for 12 months, including those who are already subscribers.
- No more mobile Internet usage bill shocks possible anymore: from now on, if a customer has chosen a subscription with no surfing volume, their mobile Internet access is automatically blocked. And if they have chosen a subscription which includes some surfing volume, they will be alerted by texts and blocked once they have reached the limit of surfing volume included in their subscription. If they want to continue Internet surfing, all they have to do is buy a top-up using their mobile phone at m.mobistar.be/account.
- Calls are free between all Mobistar numbers that appear on the same bill.
- There are unlimited elements in almost all the price plans, whether that be unlimited calls, unlimited texts, unlimited access to social networks or unlimited surfing.
Jean Marc Harion, Mobistar CEO: “The telecommunications market is constantly evolving. We have made a comprehensive study of it in order to find out how, when and why people use their mobile phones. This information has enabled us to build up very different behaviour profiles for the various user categories. Based on these observations, we have decided to review our way of offering our services to customers. We have decided to create bundles that match the different needs of our various customer segments. This is a great step forward in terms of customer experience and our relationship with the customer; a relationship based on trust and transparency. We want all our customers to be able to choose a personalised formula, suited to their changing habits and needs. And we also want to enable the customer to keep control on their consumption so they can avoid nasty surprises when their bill arrives. This is what Mobistar stands for: a simple offer and clear communication with our customers.”