Experian’s Dynamic Airtime Advance solution was launched by Mobifone, a leading mobile network operator in Vietnam, in the first quarter of 2014. To date, over 100 million offers have been accepted by subscribers and the timely and intelligent emergency top-up service has increased Mobifone’s revenue by avoiding usage gaps.
Nguyễn Đình Chiến
"Experian’s Dynamic Airtime Advance solution has improved our churn rate and significantly increased average revenue per user (ARPU) for millions of our prepaid subscribers. Thanks to Experian, optimized SMS responses, customized offerings and a risk scorecard approach, Mobifone achieved a 21% take-up rate for emergency top-up offers and generated above USD100 million of additional revenue."
Challenge
Mobifone identified the need to improve the user experience for its prepaid subscribers, which represents more than 95 % its customer base, to ensure continuous network usage when airtime balances reach low levels. Active subscribers reached zero balance on average 1.5 times per month, resulting in a significant usage gap of around four hours until the next top-up.
Solution
Experian’s Dynamic Airtime Advance solution is based on analytical models and automated workflows, and has been actively utilized by Mobifone over five years. Its Fastcredit service offers optimized amounts of airtime advances to prepaid subscribers in a timely, affordable and transparent manner. Its “push” model has no marketing requirements as subscribers receive SMS offers when they reach a low airtime balance or they urgently need to top up.
Result
In the highly competitive Vietnam prepaid market, the service has been well received by Mobifone’s customers. Top ups via Fastcredit now account for 10% of Mobifone’s total airtime recharge transactions. With an eligibility rate of 55%, the new line of business resulted in more than 100 million accepted offers and only 3% loss of airtime advanced (in cases of no top-up within three months). For consumers who accepted offers, the churn rate dropped by 50%.