Cellnet in customer title talks

Cellnet is planning the launch of its first customer magazine.

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

subscriptions.