“It completely bypasses traditional voucher, POS and ATM systems. The Mobileum system is ideal for a country like Romania with a large, widely dispersed population and point of sales. By including the smaller and non-traditional retail outlets we are bringing recharge capability closer to our subscribers, allowing them to purchase variable amounts. This brings innovation to our dealers and agents whilst reducing our prepaid business overheads.”
- AndreeaStanescu, Senior Director, Consumer Market, Vodafone Romania
Vodafone is the leader in mobile telecommunications and one of the strongest companies in Romania. It has over 8.5 million customers and the network covers 95% of the Romanian population. Vodafone provides roaming in over 135 countries through 295 operators.
Vodafone Romania wanted to deploy new and innovative ways for re-charging prepaid subscribers accounts using mobile phones and internet technology. The company embarked on a significant initiative which launched SMS activated prepaid top-up. Vodafone wanted to introduce a Romania-wide service whereby authorized mobile agents could provide prepaid top-up services using standard mobile phones as the point of sale device.
Additionally, the service enabled subscribers, at their convenience, to purchase airtime directly from Vodafone with payment coming straight from their bank account.
The Mobileum Platform was selected to provide the backbone for the pre-paid services as it is fully secure, proven and reliable.
The application securely connects an agent of Vodafone to their internal IT infrastructure and billing systems. When a customer requests a top-up from the agent, the agent sends a secure text message from his handset to the Mobileum Platform. The customer then pays the agent. Once the transaction is authorized, the customer's account is credited and the agent's is debited. Both the agent and customer receive confirmation of this transaction via SMS.
The Mobileum Platform enables Vodafone to offer prepaid mobile phone recharge for cash through an extended network of dealers and agents. It uses the agents' mobile phones as the Point of Sale (POS) terminal for the recharge transactions and removes any need for scratch cards, vouchers, traditional POS devices or landlines to operate the service.
Because of this, Vodafone significantly reduced its delivery costs. It enables both higher margin and smaller value top-ups, extends its retail channel to include sole traders, small shops, kiosks and other outlets in a manner not previously financially viable. It also increases their subscribers' ARPU (average revenue per user).