Sometimes subscribers use SIMs from two different operators—one as their primary and the other as a secondary line with a cheaper rate plan. As a result, the operator of the backup SIM doesn't generate the expected revenue. Our client wanted to turn their SIM cards into the primary choice. To do that, they needed to identify dual-SIM users and present them with a compelling offer. The EW AdTarget campaign manager helped the client achieve this goal.

Objective: Subscriber Activation  

When subscribers use multiple SIMs, one typically serves for daily communication, while the other is reserved for specific purposes like roaming, international calls, or mobile data. Our client aimed to encourage more active usage of their network among dual-SIM phone users—without triggering churn.
 

Solution: Identifying the Target Audience and the Right Moment for Offer Deployment  

The operator's team built a data-driven campaign. Analytics helped pinpoint who should receive a personalized offer, when to send it, and what kind of offer would most likely drive conversion.

1. Audience segmentation
 
Using the EW AdTarget campaign manager, the mobile operator identified the main target audience based on the ’device type’ parameter. This group included subscribers using dual-SIM phones.

2. Conducting a survey  

Using an EW AdTarget campaign, the operator launched an SMS survey to ascertain: 

— the share of subscribers using the operator’s SIM as a backup;  

— the typical scenarios in which the backup SIM was used; and 

— the mobile operators whose SIMs subscribers designated as primary.

A total of 126,000 subscribers responded to the survey, with 8,000 acknowledging that they used the client’s SIM as a backup. Among competitors, subscribers most frequently mentioned two mobile operators, receiving 2,800 and 1,400 responses, respectively.


According to the survey results, 98,000 subscribers said they used only the client’s SIM card. Another 28,000 reported having a second SIM from a different operator, and for 8,000 of them, that second SIM was their primary one

3. Narrowing down the target groups  

When asked why they used the operator’s SIM, the two most common responses were: for roaming and as a backup communication method. Based on this insight, two user segments were created to promote relevant services:  

— Subscribers who use the operator’s SIM when they are dissatisfied with the quality of service or internet on their primary number.  

— Subscribers who need a backup SIM specifically for roaming.  

The selected users were included in the upsell campaigns.

4. Preparing personalized offers  

Subscribers who used the client’s SIM as a backup were typically on the cheapest rate plan, so the revenue risk was minimal. They were presented with more attractive offers than those available from competitors:  

— Mobile data packages;  

— International calling options, including discounts and minute bundles.  

However, the offers alone weren’t enough—it was crucial to identify the moment when subscribers would be most receptive to a proposal.

5. Choosing the right moment  

Mobile operators periodically adjust their pricing to stay competitive—this process is known as repricing. Changes in prices typically evoke a negative reaction among subscribers and prompt them to consider switching providers. The team used this moment as a trigger for launching the offer campaign.

The operator monitored pricing changes among the two most popular competing providers. As soon as those competitors introduced new pricing, the client sent personalized offers to the target groups. During these periods of heightened interest in alternatives, subscribers were more likely to switch to the client’s services.


 

Result: Increased Share of Active Users  

Precise audience segmentation with EW AdTarget and well-timed communication allowed the operator to strengthen its position without resorting to aggressive discounts. The client not only retained subscribers but also increased the share of those who made its SIM card their primary one. This opened up new opportunities to grow ARPU through upsell and cross-sell campaigns.

To learn more about the capabilities of the EW AdTarget campaign manager and see real-world use cases, book a demo.