The telecommunications provider market is hotly contested and highly competitive. Avoiding customer churn, i.e. customers moving to a competitor, is one of the key objectives.

The newly available electronic SIM card (eSIM) eliminates the need for the classic SIM card in cell phones, tablets and other devices such as smart watches. Since the entire management of this SIM card is done electronically, customers can switch telecom providers even faster than before. The aim of this project for an international telecommunications operator was to find a segmentation for a purely online brand with eSIM in a market with more than 30 brands.

36degrees worked with the customer to develop a precise definition of the target group and individual personas. From this, the target group-specific features and the customer journey were subsequently derived.

After the successful launch of the brand, 36degrees analyzed the performance of the different touchpoints and developed a corresponding improvement plan.

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