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客戶流失的削減 - PART4:產品與服務

Reducing Churn - Part 4: Products and Services

出版商 Mobile Market Development Ltd 商品編碼 334899
出版日期 內容資訊 英文 34 Pages
商品交期: 最快1-2個工作天內
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客戶流失的削減 - PART4:產品與服務 Reducing Churn - Part 4: Products and Services
出版日期: 2015年07月08日 內容資訊: 英文 34 Pages


第1章 概要

第2章 簡介

第3章 客戶流失MNO的課題

  • 簡介
  • 語音、文本收益減少趨勢
  • 資料收益的增加必需
  • OTT服務的競爭壓力增加
  • 行動中心性的立場
  • 客戶尋求更多
  • 殘存客戶流失的課題
  • 削減客戶流失沒有特效藥
  • 新產品策略能削減客戶流失

第4章 多合一服務策略削減客戶流失

  • 概要
  • 多合一服務範例
  • 案例研究
  • 多合一服務的未來趨勢

第5章 OTT夥伴關係削減客戶流失

  • 背景
  • OTT夥伴關係的方法
  • 案例研究
  • OTT夥伴關係的未來

第6章 數位服務削減客戶流失

  • 數位服務概要
  • 案例研究:Movistar Cloud
  • 案例研究:Tigo Kiiray
  • 案例研究:Telesom ZAAD

第7章 結論與建議

  • 結論
  • 建議



This is the fourth report in a series addressing churn reduction. The earlier MWP report Reducing Churn-Part 1: Best Practice Overview (Oct 2014) examined best practice strategies deployed by operators around the world to reduce churn.

These strategies may be broadly grouped as follows:

  • Using big data analytics and contextual real time marketing campaigns to address churn;
  • Improving the end-to-end customer experience to address the root causes of churn;
  • Product and service strategies that increase customer stickiness.

The second MWP report Reducing Churn-Part 2: The Indian Market (Dec 2014) explored how the Indian mobile industry as a whole has reduced churn rates and also how Indian operators use sophisticated data analytics and contextual marketing for churn reduction.

The third report Reducing Churn-Part 3: Customer Experience (Feb 2014) took a detailed look at what best practice customer experience management requires using as an example the successful Customer First strategy launched by TELUS in the Canadian market in 2010 and which is still in use today.

This report takes a closer look at how emerging product and service strategies can help to successfully reduce churn.

It focuses specifically on three key areas:

  • Multi-play is widely acknowledged by the industry to deliver churn benefits. We review examples from eircom in the Irish market, True Move in the Thai market and Movistar in the Spanish market that have demonstrated success in this area.
  • OTT partnerships delivering VAS bundles and zero rated VAS also have a role to play in churn reduction. This report looks specifically at Vodafone UK's partnerships with Spotify, NetFlix and Sky Sports and Orange's partnership with Deezer. The agreements are still in their early stages but there are potential churn benefits to operators in these agreements.
  • Finally, it examines the churn benefits from mobile digital services such as cloud storage from Movistar Spain, insurance services from Tigo Kiiray in Senegal, and mobile money services from Telesom ZAAD in Somaliland.

We conclude that emerging products and services such as multi-play, OTT bundles and mobile digital services have the potential to help operators in churn reduction. However, in order to deliver these new services, operators will have to be willing to partner and share revenue. A series of specific recommendations are given at the end of the report for the consideration of all mobile operators.

Table of Contents

1 Overview

2 Introduction

  • 2.1 Background to the Report
  • 2.2 Report Content
  • 2.3 Currency and Conversions
  • 2.4 Further Questions and Feedback

3 Churn Continues to Challenge MNOs

  • 3.1 Introduction
  • 3.2 Revenue from Core Voice and Text is in Decline
  • 3.3 Data Revenues Must Therefore Increase
  • 3.4 Increasing Competitive Pressure from OTT Services
  • 3.5 Mobile is Moving Centre Stage
  • 3.6 Customers are Demanding More
  • 3.7 Churn Remains a Challenge
  • 3.8 No Silver Bullet for Churn Reduction
  • 3.9 New Product Strategies can Reduce Churn

4 Multi-Play Strategies to Reduce Churn

  • 4.1 Overview
  • 4.2 Multi-play Examples
  • 4.3 Case Study: eircom Multi-play Reduces Churn
    • 4.3.1 Overview
    • 4.3.2 Timeline
    • 4.3.3 Results
  • 4.4 Multi-play Future Trends

5 OTT Partnerships to Reduce Churn

  • 5.1 Background
  • 5.2 OTT Partnership Approaches Used to Reduce Churn
    • 5.2.1 Value Added Service Bundles
    • 5.2.2 Zero-Rated Data for VAS
  • 5.3 Case Study: Orange and Deezer Premium Music
  • 5.4 Case Study: Vodafone and Sky, Netflix & Spotify
  • 5.5 The Future of OTT Partnerships

6 Digital Services to Reduce Churn

  • 6.1 Digital Services Overview
  • 6.2 Case Study: Cloud Based Storage by Movistar Cloud
    • 6.2.1 Background
    • 6.2.2 The Movistar Cloud Offer
    • 6.2.3 Results
  • 6.3 Case Study: Mobile Insurance from Tigo Kiiray
    • 6.3.1 Background
    • 6.3.2 Tigo Kiiray
    • 6.3.3 Results
  • 6.4 Case Study: Mobile Money by Telesom ZAAD
    • 6.4.1 Background
    • 6.4.2 Telesom ZAAD
    • 6.4.3 Results

7 Conclusions & Recommendations

  • 7.1 Conclusions
  • 7.2 Recommendations

Appendix - Feedback Questions

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