Vodafone’s partnership with Workz Group started seven years ago, at the time of their launch in Qatar, and have since developed many industry-first products.
The successful, long-standing relationship was formally recognised earlier this year with Workz being presented with the ‘Best Experience Support Partner’ award by Vodafone Qatar in recognition of its contribution to the operator’s service excellence. Together the two companies have hit a number of milestones in innovation, inventory planning, sustainable practices and supply chain management resulting in reduced expenditure and increased revenue.
To boost product sales in a competitive marketplace, Vodafone wanted to enrich the user experience and add a greater level of brand engagement to what had become a fairly utilitarian experience for a subscriber adding credit to their account.
Together Workz and Vodafone redefined the recharge card product, the traditional PIN delivery device by introducing interactive game elements. Vodafone was able to transform the customer’s basic commodity experience of adding phone credit to something that connected much more deeply with subscribers in the form an added-value product that enhanced their brand relationship. The scratch and win feature was added to both traditional voice and SMS recharge cards as well as data recharge cards, which are, particularly, popular within Qatar.
Implementation of the solution
Adding the scratch & win game to the recharge card meant the product having two scratch panels rather than one. One protecting the actual face value PIN of the recharge card and the other scratch and win panel representing a possible prize. The scratch and win promotion offered prepaid subscribers a range of premium and low tier instant prizes to provide a high-win ratio to ensure subscribers were highly engaged and a strong feeling of positivity was created.
As the majority of prizes were operator airtime this meant they were essentially self-regulating, rendering the cost of prize administration for the operator was minimal. The 15 grand prize winners were asked to redeem their prize at Vodafone stores.
Outcomes and inferences
The scratch and win promotion resulted in a significant increase in product sales. Bigger gains were seen on cards of higher denominations.
Subscriber interest and excitement in the product was increased through the new feature and proved that even in a digital world, people still enjoy the touch and feel element of a game.
Incorporating scratch & win features on recharge cards is now a growing trend by operators as they seek to develop an enhanced brand experience in a highly competitive market. Results have shown that data recharges are particularly well-suited for this type of promotion as product demand is relatively elastic. Given this and the fact that data demand is growing annually by 27% with the MENA region, it represents a strong area of potential growth for most operators.
Asim Mirza, customer operations director, Vodafone Qatar:
“Innovation is one of the key pillars of Vodafone Qatar. We are always looking into new ways to bring innovation to our products and services taking into consideration the end customer experience.”
Robert Varty, head of sales at Workz Group: “At Workz we strive to redefine traditional products by delivering innovative and added-value solutions that overcome market challenges and make a difference to our clients’ businesses. Working closely with Vodafone Qatar, we’ve been able to revitalise recharge sales through the introduction of the scratch and win feature. The campaign brought to life a product that highly engaged with its subscribers and boosted the brand and revenue.
"We’ve had success with scratch and win in every market we’ve implemented it. As a result, the feature is something we are now providing for a number of network operator within the region. From our point of view, it is something that really excites operators and brings about a number of marketing opportunities which our clients like. Our role, is to offer guidance on the whole process and the mechanics such as win ratios and prize administration. Once you have the right win/lose balance and set up an efficient prize administration system, then it’s really very easy to implement and manage. The results speak for themselves, and I’m delighted to say that all the scratch & win promotions we’ve been involved in with operators have made a notable impact on our client’s brand and revenue.”
Scratch & win is one of the latest such products conceptualised by Workz to help Vodafone differentiate themselves in the market and provide extra value to their subscribers. Initially run as a short-term promotion, Happy Recharge, the product saw a significant increase in scratch card sales which has resulted in Vodafone becoming the first telecom operator to adopt scratch & win as a permanent feature on its recharge cards.
IN PROFILE: VODAFONE QATAR
Vodafone Qatar Q.S.C. ("Vodafone Qatar"), part of one of the world’s largest telecommunications Group, the Vodafone Group, is the holder of the Second Public Mobile and Fixed Telecommunications Networks and Services License in the State of Qatar.
Vodafone Qatar switched on its mobile network on 1 March 2009 and shortly after started delivering great value to its customers with a range of exciting products and services. Having built a world class converged IP network, Vodafone launched fibre-based consumer and enterprise fixed-line services commercially in October 2012. Vodafone is committed to providing world class telecommunications infrastructure to support the Qatar National Vision 2030.
IN PROFILE: WORKZ GROUP
Workz Group, established in 1997 and headquartered in Dubai, is a leading security printing and serialised product management specialist. The company provides subscriber products and services such as scratch cards, SIM cards and SIM packaging, SIM development, provisioning services and mobile solutions to over 60 leading mobile network operators throughout the Middle East, Africa, and Asia.