行動用戶流動率管理

Mobile Churn Management

出版商	IDATE
出版日期	2008年08月	商品編碼	72282
內容資訊	英文 55 pages
價格	本報告書已不再販售

簡介
目錄
相關商品

本報告已在2011年11月23日停止出版。

簡介

在成熟的行動通訊服務產業中，如何維繫顧客成為最重要的課題之一。

本報告書內容包括：行動用戶流動率調查、行動用戶流動率的定義、流動率發生的理由、流動率的成本、將流動率控制在最小的課題、維持顧客忠誠度、顧客維持策略等。內容綱要摘記如下：

第1章介紹

先進經濟大國的行動市場趨近飽和狀態
白熱化競爭的行動市場增加
ARPU水準仍在下降或停滯當中

第2章流動率的定義

流動率的定義及類型
- 流動率的2大分類
- 流動率比較的限制及費用
流動率情勢及分析
- 全球流動率水準及動向
- 流動率分析
多數刺激流動率的因素

第3章將流動率控制到最小

流動率管理的策略方針
- 攻擊性－持續擴大發展
- 攻擊性－侵略性合併
- 防守性－維持管理
- 影響流動率管理的主要因素
流動率管理的工具及手段
- 鎖進效果・機制
- 回應式管理
- 積極對策
- 忠誠度計畫
- 總結/結論

圖表一覽

Retaining customers is one of the most critical challenges in the maturing mobile telecommunications service industry. This report addresses what is the next major battle for mobile operators. It defines what mobile churn is and establishes key issues in minimizing churn and achieving optimum customer loyalty and retention strategies.

Key questions

Why did Churn Management take a strategic dimension among mobile operators?
What are the costs and causes of churn?
How to tackle customer churn?
What are the main actions to leverage customer loyalty and reduce churn?

1. Introduction

1.1. Mobile markets are close to saturation in advanced economies
1.2. Fierce mobile competition is increasing
1.3. ARPU levels are still falling or stagnating

2. Defining churn

2.1. Churn definitions and types
- 2.1.1. Two major categories of churn
- 2.1.2. Churn comparison limits and costs
2.2. Churn landscape and analysis
- 2.2.1. Worldwide churn levels and trends
- 2.2.2. Churn analysis
2.3. A multitude of churn drivers

3. Minimising churn

3.1. Churn management strategic approaches
- 3.1.1. On the offensive - continued expansion
- 3.1.2. On the offensive - predatory acquisition
- 3.1.3. On the defensive - retention management
- 3.1.4. Factors of effective churn management
3.2. Churn management tools and avenues
- 3.2.1. Lock-in mechanisms
- 3.2.2. Reactive management
- 3.2.3. Proactive approach
- 3.2.4. Loyalty programmes
- 3.2.5. Wrap-up/ conclusion

List of Tables & Figures

Table 1: Competitive intensity in EU5
Table 2: Examples of switching costs for mobile telephony in France
Table 3: Overview of delays in MNP processes in Western Europe
Table 4: Comparison of national baseline situations
Table 5: Overview of customer retention tools
Table 6: Overview of handset subsidy policy in South Korea
Table 7: A1 retention propositions

Figure 1: Mobile subscribers net additions in EU27
Figure 2: Mobile penetration as % of population in EU27
Figure 3: Selected ARPU trends of Vodafone Western European subsidiaries
Figure 4: What is happening in Western European mobile markets?
Figure 5: Taxonomy of churn
Figure 6: Resulting growth of average subscriber tenure after 1% reduction in annual churn rate
Figure 7: Worldwide net monthly churn rates by region
Figure 8: Net monthly churn in the world
Figure 9: Monthly blended churn rates in UK
Figure 10: Churn levels in UK and the Netherlands compared with Western European average
Figure 11: Monthly blended churn rates in Spain
Figure 12: Monthly blended churn rates in the Netherlands
Figure 13: Monthly blended churn rates in Germany
Figure 14: Monthly blended churn rates in the USA
Figure 15: Blended versus prepaid churn rates for Vodafone group subsidiaries in Western Europe
Figure 16: Blended versus prepaid churn rates for Orange Group subsidiaries in Western Europe
Figure 17: Orange subsidiaries monthly churn rates in Western Europe
Figure 18: Vodafone subsidiaries monthly churn rates in Western Europe
Figure 19: T-Mobile subsidiaries monthly churn rates in Western Europe
Figure 20: Churn reduction is a high priority objective to increase profitability
Figure 21: Resultant incremental CLV with different hypotheses of churn reduction and ARPU level
Figure 22: Resultant incremental Customer Life Value with different hypotheses of churn reduction and different ARPU level
Figure 23: General pattern for mobile distribution
Figure 24: Comparison between churn rates and SAC/SRC for selected Western European MNOs
Figure 25: Cumulated mobile ported numbers as % of total mobile customer base
Figure 26: Taxonomy of churn and reasons for churning
Figure 27: Gap between customer expectations and experience and MNO objectives
Figure 28: Learn, earn or churn - the steps towards customer loyalty
Figure 29: Effective customer value management
Figure 30: Levels of churn prevention initiatives
Figure 31: The customer lifetime cycle

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行動用戶流動率管理

Mobile Churn Management