Kosovo operator Ipko has launched a special tariff package for the Muslim holy month of Ramadan, enabling users to communicate more with their family members and friends. The package includes 1,000 minutes to all mobile operators in the country, while calls between 10 p.m. and 4 a.m. are free of charge. The offer is valid for 30 days and costs €3.99 (US $4.45) per month.

Tarifica’s Take

The Ramadan holiday this year lasts from approximately 26 May to 24 June, depending on what part of the world one is in. Kosovo is a small European state, officially secular, with a more than 95 percent Muslim population, in which Ramadan is extensively observed. Therefore, an inexpensive, generous mobile offering targeted specifically not only to the holiday to but to the way the holiday is observed is a method by which Ipko can show its customers that it respects the holiday and that it is willing to provide service in an appropriate and helpful manner.

During Ramadan, Muslims are required to fast from sunrise to sunset, and therefore people stay awake at night more than usual, partaking in celebratory feasts and socializing. While the 1,000 free minutes are usable at any time, the unlimited voice service is for nighttime only, a sign to users that the operator recognizes that they will want to call friends and family more than usual during that time, and without having to worry about the length of the call.

If traffic rises significantly during those hours during the one-month period, it could have the effect of increasing usage habits in a way that would translate into more usage after Ramadan is over. And even if it does not, the offer is an excellent way of creating customer goodwill, which could lead to increased revenue in the future from existing customers and to the acquisition of new customers.