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As mobile operators search for new ways to increase revenues and reduce churn, compelling evidence shows that a new approach may be the answer companies seeking. Several operators are utilizing automated, micro marketing campaigns to increase Average Revenue Per User (ARPU) with surprising success. One European operator increased ARPU by 7-10 percent, while reducing churn in targeted segments by between 50 and 75 percent. This took it from the bottom to the top of the ARPU league, and has already delivered a tenfold return on investment.
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