Poland: Carrefour Mova

Launched:   April 2008
Network:      Polkomtel
Website:      http://carrefourmova.pl

Background

For our third MVNO we capitalized on our operational experience in Italy and Belgium and made sure we incorporated all the best practices.

Mova means ‘speak’, ‘speech’ or ‘talk’ in Polish. Choosing it as a lock-up with the word Carrefour made the product’s function very clear while giving the brand an attractive, fresh, contemporary feel.

Carrefour Mova runs on Effortel’s technology platform connected to the Polkomtel network which boasts the best coverage and network quality in Poland.

Launch

Massive in-store presence, exceptional product placement, a clear pricing proposition and deep integration with the retail experience made for a very strong market entry.

As in Italy, all shoppers in Carrefour stores in Poland are rewarded with free minutes – every 10 złotys spent earns one free minute of Mova airtime. The reload code for free minutes is printed on each cash slip, with the number of free minutes automatically calculated from the total receipt.

Moreover, Polish shoppers can exchange loyalty points for Carrefour Mova minutes. Carrefour Visa clients are also eligible for special offers and promotions.

Today

The reaction from shoppers was extremely positive. Carrefour Mova’s gross add numbers set all-time records – surpassing even Uno Mobile in Italy – and the customer base continues to grow at a fast pace.

 

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