Stimulating ARPU - Part 2: BASE Case Study
|出版商||Mobile Market Development Ltd||商品編碼||321487|
|出版日期||內容資訊||英文 29 pages
|ARPU的獎勵策略(第二部分):BASE的案例 Stimulating ARPU - Part 2: BASE Case Study|
|出版日期: 2014年12月22日||內容資訊: 英文 29 pages||
ARPU has long been a key performance indicator for mobile network operators, and in recent years it has been falling for almost all as a result of competition and the introduction of low cost OTT voice and text messaging services.
This report is the second in a series, looking at the ARPU performance of a range of operators over a period of five years, seeking to understand the reasons why some operators have done better at consistently sustaining ARPU in difficult market conditions.
In a very few cases operators have managed to increase their ARPU over a number of years, and this report looks at the approach taken by BASE, the Belgian operator, which between 2011 and 2013 managed to recover from a fall in ARPU between 2009 and 2011 to return ARPU by 2013 to a similar level as at the start of the period. It reviews its strategy and approaches to branding and tariffing, and assesses the resulting financial performance.