Mayotte was one of the last regions not to have digitized scratch cards for phone recharges, leading to very high supply and management costs. To address this challenge, a telecom operator enlisted Sofrecom to analyze the relevance and feasibility of digitizing scratch cards in Mayotte and Reunion Island.
Project overview
The main objective of this project was to propose a digitization solution for scratch cards, taking into account the specificities of the Mahoran and Reunionese markets. Sofrecom's experts were tasked to:
- Analyze the relevance and feasibility of launching a dematerialization solution for scratch cards.
- Conduct a benchmark of specific solutions to determine the most suitable one.
- Propose business and technical scenarios, as well as corresponding strategies and business plans.
Methodology employed by our experts
The methodology adopted by Sofrecom for this project was rigorous and structured, ensuring a comprehensive and relevant analysis.
1. Local market study
- Field surveys: Sofrecom conducted an in-depth study of the local market by interviewing 63 retailers in Mayotte and 11 in Reunion. These interviews collected valuable data on the sales activity of recharges, the potential acceptance of various technical solutions, and customer preferences for scratch cards.
- Analysis of expectations and local specificities: A precise understanding of the Mahoran and Reunionese markets was essential to grasp consumer expectations and the operation of different distribution channels.
2.Technical and business benchmark
- Internal and external benchmarking: Sofrecom performed a benchmark of available technical solutions, including those within and outside the telecom operator's group. This analysis identified the most suitable solutions in terms of costs, features, and references.
- Solution Evaluation: Each solution was evaluated based on specific criteria, such as costs, functionalities, references, and compatibility with the specifics of Mayotte and Reunion.
3. Scenario development
- Market Elasticity Scenarios: Sofrecom developed market elasticity scenarios based on the recommended technical solutions and distribution strategy (incentives). These scenarios anticipated market reactions and adjusted strategies accordingly.
- Business Plans: Detailed business plans were created for each scenario, allowing the prioritization of options and selection of the most economically viable solution.
Client benefits
Sofrecom's support brought numerous benefits to the telecom operator, both technically and strategically.
1. Cost reduction
- Logistics Optimization: The digitization of scratch cards significantly reduced supply and management costs by eliminating the need to produce and distribute physical cards.
- Operational Efficiency: The proposed solution enhanced operational efficiency by simplifying the recharge process and reducing errors associated with handling physical cards.
2. Adaptation to local specificities
- Customized Solutions: With a precise knowledge of the local market, Sofrecom was able to propose solutions perfectly tailored to the specifics of Mayotte and Reunion, ensuring better acceptance by retailers and consumers.
- Regional Compatibility: The chosen solution was also compatible with the needs of Reunion, allowing for process harmonization between the two regions.
3. Robust strategies and business plans
- Well-defined Scenarios: Market elasticity scenarios and detailed business plans provided the telecom operator with a clear roadmap for implementing the digitization solution.
- Informed Decision-Making: Sofrecom's analyses and recommendations aided the telecom operator in making informed decisions, taking into account costs, potential benefits, and market reactions.
Sofrecom's support was crucial for the telecom operator in the digitization of scratch cards in Mayotte and Reunion Island. Through a rigorous methodology and deep understanding of the local market, Sofrecom was able to propose suitable solutions, reduce costs, and optimize logistics. The client benefits were numerous, allowing the telecom operator to modernize its processes and better meet consumer expectations.
