MobileYouth Asia LIVE: Youth and Churn - Why Mobile Operators Need to Stop Bragging About Revenue and Start Focusing on Profits

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Churn.

It's the thing that has confounded mobile operators for more than a decade. Yet, the answer to reducing churn is quite simple. Here's mobileYouth's take on the subject.

Make sure you visit http://mobileYouth.Asia for the latest shows from MobileYouth Asia LIVE!

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MobileYouth Asia LIVE: Youth and Churn - Why Mobile Operators Need to Stop Bragging About Revenue and Start Focusing on Profits

  1. 1. mobileYouth Asia LIVE!<br />May 11, 2011<br />Youth and Churn<br />Part 1<br />Ghani Kunto<br />@theghani<br />
  2. 2. http://www.cellular-news.com/story/49033.php<br />Another Step to Commoditization<br />
  3. 3. With us today …<br />Freddie Benjamin<br />Research Manager<br />mobileYouth<br />FLICKR: NasirNasrallah<br />
  4. 4. More<br />is<br />not<br />always<br />better<br />FLICKR: BRUCELEY<br />(especially with mobile subscribers)<br />
  5. 5. “They advertise to us saying their prices are cheap, cheap, cheap. Now I think if I did switch to them, my friends would think I’m cheap.”<br />Reno Saputra, 19, Jakarta<br />Here’s what they’re saying …<br />
  6. 6. “They don’t want cheap.They want a social experience”<br />FLICKR: (e)Spry<br />
  7. 7. With > 100% penetration rate, retention is the new acquisition<br />
  8. 8. “I’m using IM3, and I don’t even know what promo they have right now. All I know is my friends are all using it.”<br />Reno Saputra, 19, Jakarta<br />Here’s what they’re saying …<br />
  9. 9. FLICKR: Robert Couse-Baker<br /><Freddie><br />The 5 Key Churn Drivers<br />Focus on Peer Reinforcement<br />“Peer reinforcement is the biggest driver in deciding to switch or stick”<br />
  10. 10. “If you ask everybody in this room, everybody here uses IM3, except me. I used to be on IM3, but they kept pissing me off, so I switched. Just watch, these guys will switch too.”<br />Iskandarsyah Putra, 19, Jakarta<br />Here’s what they’re saying …<br />
  11. 11. Key Question:What is your Churn Strategy?(that doesn’t involve pricing)<br />Flickr: M.Markus<br />
  12. 12. If you’re in one of these companies, you might already have access to<br />http://mobileyouthreport.com<br />
  13. 13. Download this presentation and get access to more charts<br />http://www.mobileyouthreport.com<br />

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