A particular area of interest that has driven much attention in the past year concerns using large quantities of data from the mobile network and analytics to drive marketing tactics specific to mobile TV services. By keeping a vast array of services, CSPs can make relevant offers to their subscribers that compete with those of the Over the Top players (OTTs).
A common trend that mobile operators are seeing in their subscribers today is the level of migration from one handset to another. With mobile operators being able to offer popular devices at competitive and reduced prices upon the renewal or signing of new contracts, the question arises as to whether device-subscriber compatibility plays a role in SmartPhone adoption.
Using SevenFlow, mobile operators gain insight onto how their subscribers consume data on a specified OS, and which factors contribute to churn. With this knowledge, operators can create tailored offers that will help reduce the churn rate, or target consumers with specific devices that are complementary to their data consumption trends.
SevenFlow can dig deep into how data is consumed aross geographic regions and mobile operators can use this knowledge to profile their subscribers based on where they live to increase marketing effectiveness.
What factors affect your data consumption and can this change over time?
A Neuralitic customer recently performed a study that monitored subscribers’ data consumption volume over several months to gain a better understanding of the usage profiles.
The results of this study indicated that 31% of medium data consumption users migrated to either a high-user profile or a low-user profile within the span of three months. In other words, only 69% of subscribers in the medium-user profile had a stable consumption level over that three month period.
It was hard to ignore the bad news affecting RIM in recent weeks. One would expect that prolonged outages coupled with the much publicized launch of the iPhone 4S would have a negative impact on sales of Blackberry devices. The question is whether operators noticed any change in adoption and retention rates for customers with Blackberry devices.