Mobile News

Prepaid is not that big in the Swiss market with 1.6 million users, 34% of the total market, at the end of 2000. Although Swisscom is the market leader in terms of prepaid users, DiAx in fact had a higher proportion of its customer base on prepaid–60% to Swisscom’s 32%–at end-2000. Stephan Mignot, Swisscom’s Mobile Marketing Manager, described the operator’s outlook on prepaid, he said, “we offer both prepaid and post-paid services with focus on post-paid”. Swisccom’s NATEL Easy service offers a range of basic and more advanced value-added services such as SMS-based information, international roaming and WAP for prepaid users.

Orange has been successful as a third entrant with 17% total market share compared with 14% for DiAx, the other Swiss competitor. This success has mainly been achieved without significant prepaid take-up and over 80% of Orange base on contracts. Orange distributes through a network of 4,200 dealerships and 6 Orange Shops.

DiAx introduced a novel distribution channel in November 2000 in collaboration with the SBB Swiss Federal Railways. Recharge is available from 400 computer controlled train ticket vending machines offering cash, credit cards or Reka cheque payment. DiAx Pronto customers with the prepaid mobile telephone purchase additional calling credit at SBB touch-screen ticket machines obtaining a refill ticket, with a credit code to be entered into their mobile