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New Report 'Mobile Churn Management - The Golden Opportunity?' Addresses What Is the Next Major Battle for Mobile Operators.

DUBLIN, Ireland -- Research and Markets ( has announced the addition of the "Mobile Churn Management - The Golden Opportunity?" report to their offering.

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?

Key Topics Covered:

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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Publication:Business Wire
Date:Oct 21, 2008
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