Optus wanted to increase loyalty amongst the younger members of its Mobile customer base. This market is traditionally price sensitive, and therefore liable to change telecommunication carriers based solely on the price offerings of competitors.

We decided to inform younger Mobile customers about the SIM Backup service. These customers would be more accepting of the technology and promote the service through word-of-mouth.SIM Backup allows Optus customers to have the contacts they have stored on their mobile phone securely backed up to a central database. That way, if they lose their phone, they simply receive a new SIM card with their contacts already stored on it. By offering this service for free, it would serve as a quasi contract, because customers would be less likely to churn if their contacts were safely stored with Optus.

This pack has helped Optus achieve a position in the mobile phone market whereby 17% of all Optus SIM cards provisioned now activate the SIM Backup service. This equates to over 1037 activations daily.