In addition to the value-added services they can provide, smart cards provide many marketing opportunities to network operators. Brand Recognition Smart cards provide a means for greater brand exposure and reinforcement. The cards can be considered mini-billboards, providing frequent opportunities for the customer to be exposed to a brand name. Compared to other advertising media, they provide a cost-effective vehicle for achieving a high number of brand exposures to a targeted audience. Network operators with limited brand recognition can co-brand their cards with companies with greater brand equity to strengthen their market positions.
Smart cards can play an extremely valuable role in a carrier s customer retention efforts.
Carriers are then able to provide services and offerings particularly suited to their customers, increasing customer loyalty to the carrier. With their convenient form factor, smart cards can be used in direct-mail campaigns to sell wireless subscriptions, both for prospecting and subscription renewal. Using temporary or prepaid smart cards, network operators have a low-cost channel for selling their services. A Direct Marketing Scenario Advertising Two services, used in conjunction with smart cards, provide network operators with possibilities for highly targeted advertising. Trial Subscriptions Smart cards are an ideal vehicle for trial subscriptions.