Ad-Subsidized Customer Retention: Strategies for the 72 Hour Retention Window

Over the past decade the Mobile Industry has grown by leaps and bounds. While it continues to do so in the emerging economies, the growth rates in the developed economies have reached a plateau and this has had wide spread repercussions on the Mobile Network Operators. To fight stagnant growth rates and to decrease churn, a measure of the number of subscribers moving out of a network over a specific period of time, mobile operators have come up with innovative solutions to attract and retain customers. This has led to the emergence of various mobile service offerings such as customized price plans, picture phones, MMS, downloadable Apps, etc.