A parable....once there were six pumpkin farmers who worked hard to till their fields, but no matter how diligently they labored, every month, they would lose several pumpkins to theft, witchcraft, or other trickery. Then one day, a biiiiig genie came unto them, and lo, the genie said "in one year, i will unleash a great horde of theives and tricksters and all of ye shall lose a great many more pumpkins than usual. HOWEVER, i shall grant all of ye the ability to protect yourselves with any number of trickster prevention devices or shee-nanigans." Well, the year went by and the punkin farmers did nothin but moan about the usual theivin, and then just a couple weeks before the unleashing of the great hordes, they all wailed "no fair! no fair!".
What, dear attentive student of the writings of dick costolo, do you think of these farmers? they are foolish, no? Are they not also stupid and dunderheaded?
ok, well, that's a pretty lame parable, no question, but it's basically what the mobile operators have done about wireless number portability, coming to a phone near you in bout few weeks time now.
Why has not one right-thinking operator launched some sort of REAL loyalty program, in which your monthly spend accrues points that can be redeemed for phone upgrades or accessories or whatever. Por Ejemplo, if i have 2000 ATT WS points, i probably won't just hop across the street to tmobile because, well, because i can get certain ringtones for 80 points or i can get a normally 400 dollar handset for 199 dollars and 3000 points or something like that.
Isn't this intuitive? Why hasn't this been launched? There has got to be some some sort of actual legal reason of that prevents this. It's such an obvious comparison to airlines....commodity service, inability to differentiate by brand (ok, except maybe for nextel), churn a major problem....solve it with loyalty points. And as my friend Eric mentions, don't screw it up the way the airlines did by not tying it directly to dollars spent.
NB: since the points would be tied to spend and not some random metric like "miles flown", you can start to do lots of very cool measuring as to where you're getting the best loyalty roi, which could then ALSO inform pricing exercises on future offerings.
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