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The Truth Behind Prepay Churn - Effective Measurement & Analysis

This paper highlights the factors which contribute to the enormous differences in the way prepay churn is measured. The paper also provides recommendations to operators as to how they can more effectively measure and compare their prepay churn performance with that of their competitors. Specifically this paper:

• Provides a graphical comparison of the prepay churn levels reported by 16 international operators.
• Highlights key differences in how prepay churn is defined by different operators.
• Identifies the components involved in the definition and measurement of prepay churn and illustrates their relative prominence and how these variables can be manipulated to deliver a reduced or inflated calculation of prepay churn.
• Presents a cost effective methodology for effective calculation of prepay churn and 'spin' in any given market, delivering comparable performance benchmarks revealing operators' true customer retention performance.

Price: EUR 2,500.00 / GBP 2,400.00

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Table of Contents

1
Overview
1
2
Background
2
3
Prepay Churn Benchmarking
3
3.1
Benchmarks
3
3.2
Explaining Different Prepay Churn Levels
4
3.2.1
The Definition of an Active Customer
4
3.2.2
Customer Spin
6
3.2.3
Customer Migration
7
3.2.4
Inbound Traffic
7
3.2.5
Minimum Cost of Ownership (Service Proposition)
8
3.2.6
Moving the Goalposts
9
3.2.7
Further Diversity
9
4
More Effective Measurement
10
4.1
Methodology
10
4.2
Justification
11
4.3
Illustrative Results
12