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Key Performance Indicators 2010 - Cost of Acquisition

This Cost of Acquisition (CoA) benchmarking report presents CoA data from 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, where available), those operators that have experienced increasing and decreasing customer acquisition costs. The report also contains CoA analysis for the prepay, postpay and 3G segments along with supplementary year-on-year comparisons in both the prepay and postpay segment.

This year's CoA benchmarking report also includes a European Average Index which has been calculated based on operators' gross CoA values since 2006. Using the index, we compare the Gross CoA average Index to the national average and individual operators from Austria, Germany, The Netherlands and the UK.

This report is available as a printable PDF report (with notes) and also as an interactive powerpoint presentation.

Price: EUR 2,500.00 / GBP 2,100.00

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Table of Contents


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Cost of Acquisition (CoA)
Operator Definitions of CoA
Average Cost Per Gross Addition - Global (25 Operators)
Average Cost Per Gross Addition YoY 2009 vs. 2008 (24 Operators)
Gross CoA, Decreasing YoY 2009 vs. 2008 (13 Operators)
Gross CoA, Increasing YoY 2009 vs. 2008 (9 Operators)
Average Cost Per Postpay Addition 
(13 Operators)
Average Cost Per Postpay Addition 
YoY 2009 vs. 2008 (12 Operators)
Average Cost Per Prepay Addition
(11 Operators)
Average Cost Per Prepay Addition 
YoY 2009 vs. 2008 (10 Operators)
Summary Average CoA - YoY 2009 vs. 2008
Average CoA against Prepay Proportion of Customer Base (23 Operators)
Average CoA against 3G Proportion of Customer Base (8 Operators)
Gross CoA Historical Trends 
Europe (16 Operators)
Gross CoA European Average Index
Austrian Operators Gross CoA
Performance against European Average Index
German Operators Gross CoA
Performance against European Average Index
Dutch Operators Gross CoA
Performance against European Average Index
UK Operators Gross CoA
Performance against European Average Index
Exchange Rates (1st Jan 2010)