Pre-Paid Telephone Card Market Study
Leading Fixed Network Operator in Taiwan
Our client intends to
increase the sales of the pre-paid & post-paid international
calling cards. They are interested in conducting a consulting
project to help them understand the potential buyers' purchase
behaviors. In order to design the right
products with right prices, through the right channels, to stimulate
the best sales results in Taiwan.
conducted an end-user survey targeted at 2 segments: experienced
pre-paid card users of foreign labors (Philippine, Indonesia,
Thailand) and Taiwanese (Commercial, Education, Service, Transportation,
others). We conducted total 161 in-depth interviews plus 433 telephone
surveys to understand and analyze the interviewees' international
call usage, spending amounts per month, buying behaviors, decision
factors, purchase channel, favored promotions, and their recommendations.
delivered the interesting survey results, including their monthly
usage of international calls, time and cost; the percentage who
purchased the pre-paid cards, from which channel; satisfactions
to the current pre-paid card suppliers, favored promotion, etc.
We simulated from the foreign labor population with the survey
results to estimate the total market size of both labors and Taiwanese
users. This project helped our client form successful product
strategies & marketing campaigns, and win the market eventually.