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市場調查報告書
行動（預付・後付）顧客使用期間之擴大策略
Strategies to Extend (Prepay & Postpay) Mobile Customer Tenure
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行動（預付・後付）顧客使用期間之擴大策略 是由出版商Mobile Market Development Ltd在2009年12月所出版的。
這份英文市場調查報告書包含25 PAGES 價格從美金3500起跳。
Abstract
Network operators continue to face stakeholder demands for revenue growth and
increases in profitability. In mature markets with high levels of competition,
this can no longer be achieved by adding new customers (there are no untapped
segments) and raising prices is not an option (competitive pressures ensure
that prices actually fall). Improved business performance can only
realistically be delivered through improvements in operational efficiency,
diversification into new areas of service and by increasing the tenure and
lifetime value of existing customers (avoiding the costs of acquiring new
customers to replace those lost through churn and developing higher revenue
levels from existing customers over their lifetime).
This report reviews the opportunities open to MNOs to address the area of
customer tenure and value - both among prepay and postpay customers. Our
analysis shows that actions taken in the early phases of a customer' s tenure
have a greater effectiveness than those taken later. This report details
recommendations that MNOs should take account of to optimise their return from
existing customers and maximise the benefit to their bottom line.
Total: 25 pages
Table of Contents
- 1. Overview
- 2. Introduction
- 2.1. Background to the Report
- 2.2. Report Content
- 2.3. Currency and Conversions
- 3. Mobile Customer Life Cycle Differences
- 3.1. The Life Cycle, Phases & Segments
- 3.2. Typical Life Cycle for Postpay Customers
- 3.3. Typical Life Cycle for Prepay Customers
- 3.4. Variations in Churn Definitions & Trends
- 3.5. Challenge with New Data-only Customers
- 4. Customer Knowledge and Personalised Interactions
- 4.1. Customer Knowledge
- 4.1.1. Sources of Customer Information
- 4.2. Segmentation and Personalised Interactions
- 5. Effective Options for Operators
- 5.1. Introduction
- 5.2. Contract Terms and Channel Strategies
- 5.2.1. Extended Contract Term
- 5.2.1.1. Discounted Plans in the Japanese Market
- 5.2.1.2. Orange UK Targeting Low-end Customers with ' Best
for Value' Plans
- 5.2.2. Commission Structure and Channel Control
- 5.3. Loyalty Actions
- 5.3.1. Points Based Loyalty Programs
- 5.3.2. ' VIP Treatment' Schemes
- 5.3.2.1. O2 ' Priority List'
- 5.3.3. Alternative Reward and Discount Schemes
- 5.4. Community Pricing
- 5.5. Cross-selling and Up-selling Actions
- 5.6. Retention and Win-back Actions
- 6. Key Findings
- 7. Recommendations
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