Cellnet is planning the launch of its first customer magazine.
The magazine will be sent out to what Cellnet refers to as ’higher
value’ customers, which will include long-standing customers. Loyalty is
a major problem for mobile-phone firms, which suffer a high degree of
’churn’ - users leaving one operator for another.
Cellnet’s three main competitors, One 2 One, Orange and Vodafone, are
all already active in publishing customer magazines.
One 2 One’s title is called Up 2 Date, while Orange’s is named
O-magazine. Vodafone has a variety of magazines targeted at different
types of phone users.
Cellnet’s loyalty marketing director, Mike Capaldi, confirmed that he
was in discussions with two contract publishing companies, adding: ’The
project is just under initial investigation at the moment, but we are
looking to build relationships on the loyalty route.’ He declined to
comment further about the new magazine.
Cellnet recently launched a pre-payment scheme, Cellnet Easylife,
designed to attract users unwilling to commit themselves to regular