3G Customer Adoptability, Usage, & Retention (U&R)

3G Customer Adoptability, Usage, & Retention (U&R) – Kolkata & West Bengal Circle

Company: Vodafone Idea Ltd (Formerly Idea Cellular Ltd)

Duration: On-going

Role: Lead U&R

Project Leadership: Data Analysis, Business Process re-engineering, Stakeholder Management, ROI mapping

Overview
Following the 3G rollout, I was appointed as an individual contributor to lead the customer communication and retention initiatives for the Kolkata and West Bengal circle, reporting directly to the Service Delivery head.

Challenge
The existing U&R activities, managed by the marketing team, did not prioritize 3G. Recognizing the business opportunity, the circle initiated a focused project to accelerate 3G adoption and improve overall penetration.

Execution
I conducted a comprehensive analysis of subscribers, distinguishing those with 3G-enabled handsets, those using 2G data packs on 3G devices, and evaluating their recharge behaviors. Over a month of data analysis informed the strategy.

A free 3G trial plan was introduced for three days, specifically to incentivize onboarding. The results were immediate—35,000 new users in one week and 2 million rupees in incremental revenue through a paid seven-day data pack.

Outcomes

• Increased 3G penetration from 18% to 36% (100% growth)

• Significant subscriber onboarding via optimised trial and paid data packs

• Revenue spike attributable to targeted offers

Communication Process
I devised and implemented a tailored communication plan for usage and retention. The approach incorporated:

• Automated recharge reminders

• Notifications for new 3G towers and data plan launches

• Data top-up incentives

Impact
This data-driven, customer-focused methodology led to sustainable growth in 3G user base and improved operational efficiency in the circle’s digital service delivery.