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市場調査レポート
モバイルオペレーター：顧客ロイヤルティを利用したEBITDA拡大戦略
Executive Insight Report: Driving EBITDA Through Customer Loyalty
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Abstract
This paper is the first in a series of MWP Executive Insight Reports focusing
on opportunities to improve Mobile Operator EBITDA. Mobile Operators are
struggling to improve service profitability against a background of increased
competition and declining interconnect and roaming margins. Strategies being
implemented to address this challenge include efforts focused on organic
growth, acquisition-based growth, revenue stimulation and cost reduction.
Increasing the lifetime of the average customer also offers significant
potential to improve EBITDA but our analysis suggests that this is largely
overlooked in operator strategies to increase service profitability. All
operators monitor churn and attempt to combat it but few appreciate or track
its impact on EBITDA. The current paper addresses this oversight and puts
forward the case for a much more rigorous assessment of the relationship
between ' customer lifetime' and ' service profitability' .
In particular the current paper:
- Quantifies the potential impact of churn reduction on EBITDA
- Analyses and assesses the merits of 14 different churn reduction strategies
- Recommends 5 primary churn reduction strategies offering the greatest
scope for enhancing service profitability
Table of Contents
- 1. Overview
- 2. Benchmarking MNO EBITDA Levels
- 3. EBITDA and Churn
- 4. Churn Reduction Initiatives
- 4.1 Traditional Loyalty Programs
- 4.2 Fixed Mobile Convergent Offers
- 4.3 Sticky Tariffs
- 4.4 Terminating Call Credit
- 4.5 Extended Service Contracts
- 4.6 Hybrid Solutions
- 4.7 Incentivising Postpay Migration
- 4.8 Service Guarantees
- 4.8.1 Network Service Guarantees
- 4.8.2 Competitive Pricing
- 4.9 Activity Stimulation Initiatives
- 4.10 Channel Revenue Share
- 4.11 Cross/Up-Selling of VAS
- 4.12 Handset Subsidy Reduction
- 4.13 Churn Prediction/Social Network Analysis
- 5. Churn Reduction Initiatives: Impact
- 6. Conclusions/Recommendations
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