Educational Campaigns Needed to Boost Prepaid Mobile Phone Use

As the new year approaches, consumers will be looking for additional ways to cut their expenses. While they may suspend purchasing specific goods or services, they may also switch to less expensive options. This activity could mean more opportunity for your agency if you can convince your clients to market the less expensive alternatives.

For example, a recent release by the Telecommunications Research and Action Center encourages consumers to switch from postpaid to prepaid mobile phone service. Currently, 16.9% of cell phone subscribers use prepaid services. Consumers have hesitated to switch to prepaid service because of several misconceptions. An effective marketing campaign could educate consumers about important features of prepaid services including:

  • Prepaid phones are available in a variety of models
  • Consumers do not always have to pay expensive cancellation plans to switch from postpaid to prepaid subscriptions
  • Voice mail and text messaging are often part of a prepaid subscription

Remind your mobile phone retail clients to market prepaid plans in order to retain consumers who are looking for ways to save money.

[Sources: Telecommunications Research and Action Center release, 11.13.08; Opinion  Research Center release, 12.04.08]
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.