Tango Telecom has won the Global Mobile Award 2011 for best customer care and CRM Solution for its iAX Dynamic Pricing Service with Airtel Africa. Tango’s Dynamic Pricing service, which was initially launched as Zain Flexxy with Airtel in Uganda, is a network intelligence solution that allows carriers to sell discounted airtime on cell sites that are seeing lighter traffic at any given time. The solution takes into account a number of factors, including cell load, location, time of day, subscriber type and/or subscriber activity.
Speaking at the awards ceremony, Rory O’Toole, chief marketing officer and executive vice president of Alliances at Tango Telecom, noted that the service has had a dramatic effect on operator churn and service as an effective marketing tool. “It also enables operators to make mobile communications more affordable to cost conscious subscribers in global emerging markets such as Africa and India. It provides a win-win situation for both operators and subscribers,” he said.
In initial launches of the product in Africa, Tango Telecom saw uptake of 65 percent of the subscriber base in 2 months, and churn was reduced by 3.5 percent and was deemed to have “changed subscriber behavior significantly.”
Tango Telecom is an Irish-based company that provides policy control, real-time charging and advanced messaging solutions for evolving networks. Tango partners with operators such as Airtel Africa, Indosat, Zain Group, Telefónica O2, America Movil and Vodafone.
The Mobile World Congress Global Mobile Awards recognizes excellence and innovation in mobile products, services and initiatives across the global mobile eco-system. Other recipients this year included, Apple for best device (iPhone 4), and HTC for best device manufacturer.
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