Heavy Wireless Business Users Churn More Because They Feel Unappreciated by Carriers
(Business News, 08 Aug 2007 )
Wireless operators are failing to make high-ARPU users in North America feel special, according to In-Stat. More than 60 percent of these users do not feel that their wireless operator appreciates their business, and 80 percent believe that operators should do more.
The kind of appreciation these users would like to see include loyalty programs where subscribers earn points for awards, free or low-cost directory assistance, and free batteries and travel chargers. The good news for operators is that these three awards could be turned into even more revenue. For example, directory assistance directly encourages more calling, and offering more batteries and charging options ensures that heavy users can always make a call.
Recent research by In-Stat found the following: - Compared to all business users, road warriors are three times more likely to have an ARPU over $150, own a smartphone, and use several mobile data services. - The ARPU for road warriors who are also smartphone users is over $200. This is more than four times the monthly revenue for US mobile phone users.
