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Key Performance Indicators 2009 - Cost of Acquisition

This Cost of Acquisition (CoA) benchmarking report presents CoA data across 25 mobile operators. We provide a year-on-year comparison of how operators have managed their cost of acquiring customers whilst highlighting (with additional commentary), those operators that have experienced increasing and decreasing customer acquisition costs. The report also contains CoA analysis across prepaid, postpaid and 3G segments along with supplementary year-on-year comparisons in both the prepaid and postpaid segment.

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Table of Contents


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Cost of Acquisition (CoA)
Operator Definitions of CoA
Average Cost Per Gross Addition 2008 (25 Operators)
Average Cost Per Gross Addition 2008 vs. 2007 YoY (24 Operators)
Gross CoA, Decreasing YoY (2008 vs. 2007, 12 Operators)
Gross CoA, Increasing YoY (2008 vs. 2007, 12 Operators)
Average Cost Per Postpay Addition 2008 (13 Operators)
Average Cost Per Postpay Addition 2008 vs. 2007 YoY (12 Operators)
Average Cost Per Prepay Addition 2008 (11 Operators)
Average Cost Per Prepay Addition 2008 vs. 2007 YoY (10 Operators)
Average CoA against Prepay Proportion of Customer Base (23 Operators)
Average CoA against 3G Proportion of Customer Base (5 Operators)
Summary Average CoA per Gross Addition - 2008 & 2007