MVNO Case Study: IDIC Model & Customer Value Analysis

Read the following and answer Questions 1 and 2.

Each group is to research on a mobile network operator (MNO) or a mobile virtual network operator (MVNO). A maximum of two (2) groups may choose the same operator. You may select from the list below. Seek approval from your instructor for your chosen operator. Failure to do so may result in a ten (10) mark deduction.

Mobile Network Operators (MNO) 

• • Singtel
  • StarHub
  • M1
  • SIMBA (formerly TPG Singapore)

Mobile Virtual Network Operators (MVNO)

Mobile virtual network operators (MVNO) partner with MNO to use their network. This removes the expense of operating their own network infrastructure which allows them to provide mobile services at a lower cost to the consumer.

• • Life (M1’s network)
  • CMLink (Singtel’s network)
  • Changi Mobile (M1’s network)
  • CUniq SG (StarHub’s network)
  • Geenet (M1’s network)
  • giga (StarHub’s network)
  • GOMO (Singtel’s network)
  • MyRepublic (M1’s network)
  • redONE (StarHub’s network)
  • VIVIFI (Singtel’s network)
  • Zero1 (Singtel’s network)
  • ZYM Mobile (Singtel’s network)

Use the theories learnt in this course. Marks will be awarded for showing research effort to build supporting evidence, critical analysis and creativity. Answers that merely reproduce material from reference sources will be awarded fewer marks.     

Question 1

• • In the IDIC model, the first two steps can be understood as gathering insight about the customer while the next two steps can be understood as acting upon the insight.

Discuss how your chosen operator accomplishes the four (4) IDIC tasks. Provide one (1) appropriate example for each task.

(Word limit: 600 words)

(25 marks)

• • The Pareto principle states that 20% of customers create 80% of a business’s revenue.

Do you agree that the 20% are most valuable customers (MVCs)? State briefly why or why not. Based on the concept of customer value categories, examine what “most valuable customer” means in the context of your chosen operator. Describe two (2) strategies your chosen operator may adopt to manage MVCs.

(Word limit: 600 words)

(25 marks)

Question 2

(a) Discuss why understanding customer needs is important to your chosen operator. Explain why the operator may face challenges to differentiating its customers by needs (Peppers and Rogers, 2022, p. 181). Propose one (1) way the operator can overcome these challenges.

(Word limit: 350 words)

(15 marks)

 (b)     When an operator’s demand chain and supply chain are not aligned, the operator cannot successfully customise its products and services for the customers.

State three (3) possible consequences when your chosen operator’s demand chain and supply chain are not aligned. Illustrate one (1) of the consequences with the use of one (1) example.

(Word limit: 250 words)

(10 marks)

(c) Appraise the importance for your chosen operator to create value streams for its customers. Discuss two (2) ways which the operator creates value streams. For each way, describe one (1) challenge which the operator may face.

(Word limit: 600 words)

CRM Assignment Answers: Expert Answers on Above Questions of CRM

IDIC model: Four tasks

Identify: The data is gathered through the SIM activation, usage of am and service.
Differentiate: The customers are segmented on the basis of usage of data such as high or low.
Interact: The interaction is done using mobile apps and social media.
Customise: The flexible services or add-ons are customised according to the customer needs. This can be identified from the example of MyRepublic which allows data roll over of unused data.

Pareto principle and MVCs

Agree partly: The maximum revenue is received from top 20% but the next best customers can become MVCs
MVC definition: It includes all those users that make use of data heavily, all the long term subscribers.
Two strategies: The two strategies that can be considered include providing loyalty rewards and offering exclusive bundles such as priority network.

Importance of customer needs

It is highly important because it allows MVNO to design valuable, competitive and low cost plans. However in the process, the main problem is the limited resources available but it can be resolved using AI driven customer analytics to personalise plans.

Demand and supply chain misalignment

The consequences of such miss alignment includes shortages of stock such as SIM cards run out, or it can result in service disruptions or frustrations among the customer.

Value streams

The important value streams that the company should focus on include building loyalty as it increases lifetime value. The challenge in providing value is a direct impact on the margin. 

Want a Full Worked Out Answer with References?

The post MVNO Case Study: IDIC Model & Customer Value Analysis appeared first on Assignment Help Singapore.