The mobile broadband market is in a phase of rapid growth, during which MNOs are focusing their attention on subscriber acquisition. However, this cannot be their sole priority. They must also be considering customer retention and churn management if they wish to avoid the mistakes made in the voice services and handset markets. The mobile broadband market is more competitive than the voice market, and relying on the inertia that dominates the latter is a risky strategy. This is the case in markets where mobile broadband competes with DSL- and cable-based services for the home market and where subscribers use mobile broadband as a complement to fixed-line services.
This report examines the factors that influence mobile broadband churn, and recommends strategies that MNOs should pursue to maximise customer retention.
MNOs must put retention at the core of their mobile broadband strategy answers your key questions:
- What is the churn risk for mobile broadband services?
- What are the best ways to build subscriber loyalty and increase retention?
- To what extent is network investment the key in such a commoditised market?
- How can tactics such as service bundling, cross-discounts, loyalty schemes and longer contract periods be deployed in order to be most effective?
- How can MNOs build a loyal subscriber base?