T-Mobile phases out the Bonus program, but the number of benefits for customers increases

• While Magic Tuesdays become increasingly popular, interest in the loyalty program dwindles
• The T-Mobile Bonus program is being closed for certain groups of customers
• Transparent closing conditions, sufficient time to redeem collected points, discounts on free units

Prague, 30 June 2011 – In March this year, T-Mobile introduced Magic Tuesdays, a new concept of benefits for all its customers. The popularity of the program is increasing: the offer of two-for-one cinema tickets, Twisters, beer and free text messages has been used by hundreds of thousands of customers to date. Beginning 1 July, the portfolio of benefits offered within this program will be significantly expanded (see Kouzelné úterky: nové výhody a více partnerů) so that they can also be used by customers across the Czech Republic.

“Our assumptions proved to be correct; customers appreciate instant benefits that they can obtain easily and without conditions,” says Petr Dvořák, Marketing Director at T-Mobile, adding: “The concept of Magic Tuesdays has been received much better by our customers than the T-Mobile Bonus program, whose popularity keeps declining. We have therefore decided to discontinue this program for certain groups of customers.”

Closure of the program will affect contract customers, prepaid Twist card users and business customers who did not sign a frame contract or important customer contract with the operator. The T-Mobile Bonus program remains valid for SME and LE customers. Phasing out of the program will be gradual and accompanied by intensive communication. Registration in the program ends on 30 June. Customers will continue to collect points until the end of August and have a full six months to redeem their points as the last orders from the Bonus catalogue can be placed on the final day of this year.

“The T-Mobile Bonus loyalty program was launched in 1999. Expectations have changed significantly since then and it is clear that the current form of the program is no longer attractive particularly for end customers. We commenced phasing out the loyalty program only after Magic Tuesdays had proved their viability,” adds Dvořák, explaining: “We understand that any change may be inconvenient for customers, and we are therefore doing our best to ensure that they can make the most of the Bonus program. We have scheduled the closure of the program to take place over six months and we will keep all members informed on an ongoing basis so as to avoid any unpleasant surprises.”

Enough time to use up collected points
The T-Mobile Bonus program is being closed for end customers and business customers who did not sign a frame contract or important customer contract. Only users of the Firma plan will continue collecting points within this plan. For other business customers who signed an important customer contract or frame contract, the Bonus program remains valid without changes.  

Three important dates for registered Bonus program members:

• Registration in the program ends on 30 June and customers using the specially-priced service have a final opportunity to switch to collecting points.
• The closing date of the Bonus program is 31 August – after this date, points can no longer be collected. This is also the final date of the relevant period for making use of the specially-priced service.
• Customers will have time to redeem their Bonus points until 31 December this year. Customers still have the possibility of consolidating Bonus point accounts of several members or give Bonus points to each other and jointly purchase a higher-value item from the catalogue. This possibility applies to non-business customers.

Specially-priced service
Customers who chose (by 30 June 2011) the specially-priced service as a benefit within the T-Mobile Bonus program can use it, in accordance with the program's conditions, until the end of the following billing period. For SME and LE customers who also opted for this type of benefit, it will be automatically changed to collection of points as of 31 August 2011.

Collection of points: no expiry, discounts on free units, more small rewards
Bonus points can be redeemed until 31 December 2011 in all manners as available to date (orders via T‑Mobile shops, personal consultants or the Customer Centre). Customers affected by the closure of the loyalty program will surely appreciate the cancellation of the September expiry of points older than 18 months, which is otherwise part of the program's conditions.

After 31 December 2011 it will no longer be possible to redeem points and unused points will be deleted from customers' accounts.

“We expect that customers will be interested mainly in redeeming points for specially-priced service packages. This is why we will reduce their price beginning in July by up to 50% to allow customers to receive maximum value for their points,” explains Dvořák. Free units thus obtained can be used also after 1 January of next year.

Free units as a reward for using the T-Mobile Bonus credit card
With effect from 1 September 2011, collection of Bonus points via the T-Mobile Bonus credit card will be replaced with a new type of reward – free calling minutes to the T-Mobile network. For the first use of the card, customers will receive 55 free minutes; for every CZK 1,000 spent, they will receive an additional five free minutes. These free units are valid for one billing period and are used first.

Points will accrue as follows:

CZK 100 – CZK 999.99                         5 min

CZK 1,000 – CZK 1,999.99                    10 min

CZK 2,000 – CZK 2,999.99                    15 min

CZK 3,000 – CZK 3,999.99                    20 min

CZK 4,000 – CZK 4,999.99                    25 min

CZK 5,000 – CZK 5,999.99                    30 min

CZK 6,000 – CZK 6,999.99                    35 min

more than CZK 7,000                            50 min

 

Informing customers
T-Mobile is committed to ensuring that customers do not lose their points. Therefore it will inform them in the second half of the year in different forms (special letter, SMS, voice-response system, at t-mobile.cz, in invoices, etc.) that the program is to be closed and give them instructions on how to proceed. Information will also be provided by the staff at all T-Mobile points of sale and the Customer Centre.

T-Mobile Czech Republic, a member of the international telecommunications group Deutsche Telekom, has almost 6.2 million customers, the number-one operator in the Czech market. T-Mobile is an integrated operator: in addition to telecommunications services, it offers comprehensive ICT solutions not only for companies, but also for other organizations and individuals. It provides outstanding services in the high-speed network, which was proved repeatedly by benchmark testing performed by umlaut (former P3) with Best-in-Test seal.

T-Mobile Czech Republic places emphasis on taking a responsible approach to the environment and society. It adheres to fair business practices, helps beneficial applications and services to see the light of day, supports non-profit organizations, small businesses and individuals, and lends a helping hand whenever crisis situations arise. The company’s employees serve as volunteers in many places across the entire Czech Republic.

More information about the company is available at www.t-mobile.cz, www.t-press.cz (the portal for journalists) and www.t-mobile.cz/pomahame (information on the company’s CSR activities).

Contact details of the press unit: press@t-press.cz.