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...saturation. The industry measures its success by the number new customers, but these are scarce in a market where 90% of people now have a mobile phone.
Key challenges for operators now are to attract a higher value consumer but also to retain customers and develop the contract market. Focus is shifting from solely attracting new buyers to building existing customer loyalty. In addition, operators must encourage their customers to spend more through the sale of accessories and value-added services.
Mobile phone retailer and operator Oskar is the third-largest mobile operator in the Czech Republic. It was founded in 2000 and has spent five years building a strong, local personality with consumers.
In 2004, Oskar decided that its high-street experience was one area where it was not living up to its brand...
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