Buongiorno has renewed its partnership with Italian mobile operator Telecom Italia Mobile (TIM) for the ‘Ricarica e Vinci’ (Top-up & Win) customer loyalty scheme.

The scheme offers all pre-paid TIM customers a second chance to take part in the competition that was successfully run by Buongiorno for TIM last year. It draws on the companys technological assets and marketing and CRM expertise acquired over 10 years in the business, working alongside mobile phone operators to help them increase ARPU (Average Revenue Per User) and reduce churn using customer promotions.

Within a few minutes of completing a top-up of €10 or more, TIM customers receive a text message with a unique code which they can use on a dedicated website to redeem a guaranteed reward (talk time, texts or data). Anyone topping up €20 or more also has the chance to win a variety of gadgets, including tablets, smartphones and notebooks. All customers are also entered into the final prize draw to win a Porsche Cayman R. Their chances of winning increase depending on the number and value of the top-ups they buy during the competition period.

The M-Loyalty platform was first implemented for Optus, in Australia, with its ‘Win Every Time’ competition. That was followed by the ‘Top Up Surprises’ campaign  for UK operator  O2, later extended to Germany, and an agreement with Belgian operator Proximus for its ‘Play&Gold’ competition. Buongiorno launched the TIM ‘Ricarica & Vinci’ competition in autumn 2009.

“We are very pleased to renew our agreement with TIM and offer customers one of the most innovative M-Loyalty solutions available in the mobile CRM sector,” says Pietro De Nardis, global head of b2b at Buongiorno. “M-loyalty is  the focal point of our business strategy, with over 130 carriers in the 57 countries in which we operate. Loyalty schemes have now become an integral part of the services offered by telcos, especially in the more mature markets such as Europe, aiming to soften the impact of increasingly aggressive pricing strategies among competitors. Retaining existing customers, rather than finding new ones is becoming a vital asset for carriers, in terms of their investments of both time and resources.”