Broadly speaking the role of the marketing function in a mobile network operator is to: ♦ Acquire as many new customers as possible ♦ Keep customers as long as possible ♦ Maximise the revenue from each customer Throughout the world these challenges remain remarkably consistent – from the USA to central Asia via Europe, most mobile operators see churn as the #1 operational marketing KPI. Strategically, most mobile operators are trying to develop other revenue streams – for example mobile data and DSL – to allow continued growth and shareholder returns as competition, regulatory pressure, market saturation and disintermediation of the mobile operator value chain continue to challenge margins. This white paper discusses the contribution that SNA can make towards achieving these goals.
SMARTPHONES ARE HIGHLY VIRAL. HOW CAN THE OPERATOR BENEFIT?
Our decisions are greatly influenced by our friends and peers, for a variety of reasons. This can be because we value their opinions or trust them, or within a certain social set we perceive such an action to be an expected behaviour. Research has shown that most of our commercial decisions are influenced to some extent by our friends. For example, if your friends or family tend to use certain shops or restaurants, you are likely to follow suit. All products are to some extent viral. If your friend has purchased a particular product, there is a higher probability that you too will purchase the product. The action or effect spreads.