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Move from Telenor

The mobile market is changing rapidly. Since the introduction of the iPhone in 2007, the smartphone has transformed our everyday lives, how we communicate, interact and organize our lives. Changing customer needs and usage patterns prompted Telenor to change its subscription portfolio. The insights team had the opportunity to work with Telenor in the development of Flyt.

Lots of choice for customers

Over time, Telenor’s old portfolio had grown to six different subscriptions. The increasing number of subscriptions was related to customers’ changing usage patterns, where the use of mobile data in particular has seen enormous growth in recent years. Many choices initially provide great flexibility. However, it turned out that a large portfolio became complicating for customers. It wasn’t easy to make a choice between six different subscriptions with different sizes of data packages. The challenge was that customers had to make a static choice based on assumptions about future usage patterns.

The old portfolio was created on the basis of data usage 4-5 years ago.

Bjørn Langseth, Telenor
The insight we gained gave us confidence that the target group understood the various elements of the concept. It was valuable in terms of getting an early confirmation that we were on the right track. The insight led us to make some adjustments and improvements before moving forward in the product development process," says Bjørn Langseth, responsible for analysis at Telenor regarding the development of the Flyt portfolio.
Another challenge for customers with Telenor’s old portfolio was in situations where customers had reached the limit of the included data package. They were then faced with a choice between paying for ongoing overuse or buying data packages of 1, 5 or 15 GB. For customers, the subscription costs became unpredictable. Some customers felt penalized in situations where they used more mobile data than was included in the subscription.

There was a lot of choice for customers and it was difficult to make the right choices.

Birgitte Salvesen, Telenor

Simple, flexible and safe

The different subscriptions in Telenor's Flyt portfolio (screenshot from Telenor's website).

In the work with the new portfolio, Telenor defined a target where the solution should be simple, flexible and secure.

  1. It’s simple: This applies to both choice and usage. Telenor halved the number of mobile subscriptions from 6 to 3. Customers can choose between small, medium and large. When the data volume is used up, customers are automatically topped up with 3 GB (small), 10 GB (medium) or 20 GB (large). Previously, customers had to make an active choice.
  2. Flexible: The different subscriptions are adapted to varied usage patterns. In situations where customers do not use up the included amount of data, it is transferred to the next month.

We have reduced the number of subscriptions. This makes it easier for companies to choose subscriptions for their employees. The risk of getting an extra bill is also greatly reduced.

Bjørn Langseth, Telenor

The customer insight gave Telenor valuable understanding in the development of Flyt

The automation in the solution was important – for both Telenor and the customers. However, the insight work showed that Telenor had initially underestimated customers’ requirements and wishes for security. Notification and the ability to set limits on the number of data packages was identified as a possible barrier to the solution. The qualitative customer insight enabled Telenor to develop functionality in accordance with the customer’s wishes and expectations ahead of the launch of Flyt

"When we tested the concept, it was clear that our customers liked the automation and simplicity. But they wanted to know how they were doing and to be notified when they received extra data packages. We developed functionality that allows companies to secure themselves and control how many automatic data packages are added, so that they have control over this.

Birgitte Salvesen, Telenor