As new smartphone customers become harder to find in the U.S. mobile market, carriers are shifting their operational focus from growth in average revenue per user growth to churn management, according to recent research from Parks Associates.
In this mode the carrier must adjust its proposition to dissuade its own customers from leaving and compel its competitors’ customers to switch sides; a journey of discovery into precisely what it is about mobile service that consumers value most.
From the article "Reality Check: Carriers Can Fight Churn With Wi-Fi" by David Fraser.
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As always, timing is everything. Research published in July by Parks Associates suggests U.S. mobile carriers are shifting their focus from ARPU growth to churn management as new smartphone users beco...
