Close and mutually beneficial cooperation between CBOSS and Orange Armenia keeps paying off. In 2013, CBOSS experts set up and launched a great variety of interesting marketing offers for various categories of Orange subscribers in Armenia, taking into account the needs of most demanding end users.
Orange Armenia, a subsidiary of Orange Group, has been successfully using the flexible and scalable integrated convergent solution – CBOSSconvergence – for automation of basic telecom business processes since 2009. With a variety of tools integrated in the convergent solution, the telco can develop services for any market segment with the fastest time to market.
Since the start of its business activities, Orange Armenia has achieved significant results as a telecom service provider. At the same time, in the context of the upcoming MNP (Mobile Number Portability) service launch, the company most acutely faced such business challenges as retention of the current subscriber base, increase in ARPU, and attraction of new users. Understanding these challenges very well, CBOSS and Orange Armenia directed their energies towards the achievement of the set objectives by implementing numerous marketing offers and developing new products that would meet most diverse subscriber demands.
In 2013, the CBOSS experts developed a new series of rate plans for Orange Armenia targeted at both subscribers who prefer to strictly control their spending and save money (Butterfly 3000, Dolphin 3000, Panther 3000), and at high-value subscribers (Lion). A special offer called “Phone fund” was developed for subscribers who wished to sign a long-term contract with the telco and get an opportunity to purchase a hi-tech smartphone at a discounted price.
As a supporter of traditional family values, Orange extended the “Orange Family” offer. It enables creation of CUGs (Closed User Groups), whose members may call each other without limitation. The updated offer was presented to the market under the name of “With Each Other.” It allows grouping subscribers who wish to communicate with each other more often (neighbours, friends, family members, and so on) and providing them with more favorable communication conditions. Moreover, such groups may be formed by both postpaid and prepaid subscribers, as well as new and existing ones. Subscribers can activate/deactivate the service and include new members in the group on their own through an interactive USSD menu or by sending an SMS to a dedicated short number, thus not being obliged to visit any shops.
In addition, a number of related offers were launched allowing subscribers to benefit from several offers. A shining example of such an offer is Back-to-School with participants being subscribers who have subscribed or changed their rate plans to any of the “Animal” series during a promo period. With its monthly subscription Orange offered subscribers a free prepaid SIM and a second phone as a gift. “With Each Other” pack was activated for the prepaid and the main SIM cards. The prepaid rate plan subscriber could thus enjoy the benefits of the “With Each Other” offer without any additional fees.
To reward subscribers for staying with Orange Armenia for a long time, Orange Merci bonus program was set up and launched: the longer subscribers use Orange services, the more bonus points they get; these bonus points can be exchanged for bundles of free minutes, SMS, or MB.