RICA. Agenda Progress to date Initiatives since Aug 2009 Challenges experienced Planned initiatives...
-
Upload
britton-jenkins -
Category
Documents
-
view
217 -
download
0
Transcript of RICA. Agenda Progress to date Initiatives since Aug 2009 Challenges experienced Planned initiatives...
RICA
Agenda
• Progress to date
• Initiatives since Aug 2009
• Challenges experienced
• Planned initiatives going forward
3
Progress to Date (Active customers)
3
• 78% of active customers have been successfully registered as at end of October 2010.
• 4.6 million active customers still need to be registered. (3.6 million Prepaid customers & 1
million contract customers)
Registrations vs. Active base as at 1 November 2010
Vodacom
BaseLast 3 Months active base
Registered Not Registered
% not Registered
Prepaid 19,304,060 16,239,578 12,081,921 3,619,543 22%
Contract 4,867,339 4,867,339 3,802,835 1,064,504 22%
Total 24,171,399 21,106,917 15,949,098 4,684,047 22%
4
Initiatives since Aug 2009
• Implemented required systems & processes :
– Developed and rolled out RICA applications & 14,000 Rica terminals
in formal & informal markets
– Signed up & trained 160,000 Rica agents countrywide
• Educated customers about how easy it is to register when buying new
starter packs as well as customer who connected prior to July 2009 :
– TV, Radio & Print campaigns to educate customers on RICA requirements
– Direct education campaigns via SMS, Vodacom bills etc
5
Initiatives since Aug 2009
• During 1st six month registrations per day increase day-by-day. Between July and Dec 2009
on average 112,000 prepaid registrations were done a day. January onwards saw a month-
on-month decline in registrations eg, in July only 5,000 Prepaid registrations per day.
Month
Contract Prepaid
Per Month Per Day Per Month Per Day
Jul - Dec 2009 667,948 21,791 3,444,229 112,757
Jan to Apr 10 1,030,441 8,630 2,128,354 17,748
May-10 71,692 2,313 336,781 10,864
Jun-10 76,639 2,555 204,373 6,812
Jul-10 159,846 5,156 156,968 5,063
Aug-10 131,763 4,250 190,805 6,155
Sep-10 153,145 5,105 190,004 6,333
Oct-10 291,085 9,390 366,335 11,817
Total 2,582,559 7,017,849
6
Initiatives since Aug 2009 (continued)
Registrations efforts included:
• Trade Partners incentives:
– Trade partners were paid bonuses when monthly targets were reached
• Customers incentives:
– R5 free airtime or 10 Free SMS’s (Dec’ 09 to July ‘10 )
– Ad-hoc offerings of R29 and more airtime to selected customers
– Launched Rica Quicka promotion whereby 100 customers could win R10,000 a week in Aug, R5,000
in Sept and R2,500 in Oct
• Targeted registrations at place where :
– People work ie industrial areas, Office Parks,
– They go with their ID’s and Proof of residence ie Outside police stations, Municipalities, Home affairs
office, Banks, Colleges & universities,
– Where they live – Foot soldiers were used to walk the streets in informal areas to register people at
home
7
Challenges experienced
• It took much longer , than anticipated, for customers to understand the RICA requirements
• Customers in outlying areas are not exposed to traditional media ie TV, print & radio
• Contract customers didn’t think they need to register as the Network have got their details
• Most Prepaid customers don’t have Proof of residential address
– They have prepaid electricity, no accounts that indicate residential address.
– Many people don’t receive post at residential addresses or at schools and at retail stores
• Prepaid customers are mainly located in rural & outlying areas, serviced by informal traders
making it difficult to reach them.
• Customer’s apathy to registration slowed registrations down ie they’ll wait for the last minute
to register.
8
Initiatives going forward
Campaigns:
• Start with Media campaigns (TV, Print, Radio) – just more aggressive ie RICA to avoid being
be disconnected
• Continue with targeted SMS campaigns to register before the deadline
Contract customers (1 million customers)
• Trade partners - increase incentives to register customers
• Corporate customers & Small businesses - Call Centre agents are used to call these
customers and set up appointments for Vodacom RICA agents to visit them to do their
registrations
• Individual customers:
• Upgrades: When customer upgrade they are required to register. This has been
enforced since July.
• Customers will be offered Freebees to register – minutes, data etc
• House holds will be visited to do registrations
9
Initiatives going forward- Continued
Prepaid (3,6 million)
• Introduced a proof of residence form that customers can take to
local authorities or traditional leaders to certify where they stay
• These forms where distributed at taxi ranks, informal markets &
townships as well as with RICA agents at events such as
Vodacom’s Mpesa roadshow etc
• Trade Partner incentives have been increased for existing customer registrations
• Clustered customers into areas where there are 1000 and more customers to be
registered.
– Partnering with rural communities to get the people to register eg Pay for the paint of a
school or set up soccer nets etc, pay money to churches or community centres if 500
people or more to RICA
10
Initiatives going forward- Continued
Prepaid (continued)
– RICA stations are being rolled out in these areas and move on to other areas as
registrations finish.
– Permanent RICA agents are located at these RICA Stations for long periods of time
– Inform customers with community radio and SMS that RICA Agents are in the area
– Promotional events will be used to draw crowds eg traditional dancing in the KZN area,
concerts etc.
– Customer giveaways will be used to incentivised customers to register