There has been a lot of talk – and increasing irritation – about pigeonholing, especially the younger (18 to 24 year olds), consumers to a tightly defined segment. Generalisations can be dangerous, especially for those companies that still primarily make the effort of engaging with their customers when they are buying something and spend most of their marketing dollars in digital and other forms of advertising.
But loyalty comes from understanding what makes your customers tick – and this knowledge can only be derived from active conversations with the community, regardless if they are Millennials or those labelled Generation X. Nevertheless, it is useful to understand broadly how the different consumer segments are behaving and what motivates them. But we’ll come back to this in a bit. Continue reading Instant messaging and ad blocking – the new normal?→
On 11 September 2015, Telia and Telenor announced that they had been unsuccessful in reaching an agreement with the EU Commission for Competition concerning a merger of the two operators in Denmark, which was announced 9 months earlier on 3 December 2014.
The concerns from EU presumably centered around a weakened competitive market in Denmark if Telia and Telenor were allowed to merge. As a background, the two companies had already merged their networks into a common JV called TT-Netværket.
So what has happened since – it has now been 5 months or so since the news about the failed merger? So you know what to expect in e.g. the UK and in Italy if the mobile mergers won’t be approved there. Continue reading Denmark – 5 months after the non-merger→
Mid November last year, T-Mobile USA launched its 10th uncarrier initiative, Binge On. It has been the most controversial uncarrier launch so far.
Why? Binge On zero-rates commercial video services – so that T-Mobile customers can watch as much as they like without emptying their data bucket. The trade-off? Video streams are slowed down to about 1.5 Mbit/s which means that image quality suffers – which is visible, but perhaps not on smaller screens like smartphones and tablets. Continue reading 34 petabytes of zero-rated video streamed since launch of Binge On→
Why should an operator complement their customers’ experience of mobile data with Wi-Fi? To improve customer loyalty?
Wi-Fi is a positively loaded term for many users – which speaks for using it as a retention tool. But are there operators that successfully reduce churn – without using more on customer retention – by having Wi-Fi included in their mobile propositions? Continue reading Wi-Fi – the last piece of the customer retention puzzle?→
We all know that a significant share of mobile operator revenue is equipment, not service, related. Even though equipment subsidisation and lock-in contracts rapidly become less popular, the reality is that if it wasn’t for subsidisation, reported equipment revenues would be even higher.
A loyal long-term customer is considered a key asset by companies in most industries. It’s conventional wisdom that it costs more to recruit a new customer than to keep an existing one. Consequently, existing customers should be treated better than new customers. Continue reading The anti-guide: Six ways to make sure your customer churns→
This is Anders. Like any other Swede, he’s a keen user of mobile data and likes to spend time making sure he gets as much data as possible for his money.
He frequently tethers his iPad or his Mac to his iPhone (yes, he is Swedish) to stream Netflix, HBO, Viasat and SVT Play when out and about. He’s also more or less constantly on Spotify. This behaviour means that in a normal month he uses about 6 GB of mobile data, about twice the Swedish average. Continue reading Rollover data: Solving Anders’ problems?→
Decoupled, non-binding, unsubsidised: A game changer?
Our analysis shows that mature market mobile operators on average use 15-20% of service revenue on subscriber acquisition and subscriber retention cost (SAC/SRC). In most cases without growing.
