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全球Telco (通讯业者) 客户区分及客户流失的展望

Global Telco Customer Segmentation and Churn Outlook 2017 - How to Reduce Churn and Become a High Growth Telco

出版商 WiseStrokes - Wireless Industry Research Consulting 商品编码 544736
出版日期 内容资讯 英文 127 Pages
商品交期: 最快1-2个工作天内
全球Telco (通讯业者) 客户区分及客户流失的展望 Global Telco Customer Segmentation and Churn Outlook 2017 - How to Reduce Churn and Become a High Growth Telco
出版日期: 2017年05月31日内容资讯: 英文 127 Pages

本报告提供全球Telco (通讯业者) 的客户流失削减策略的相关调查,短期、长期性的客户流失策略,差异性的客户流失削减策略,客户区分的重要性,各地区的客户区分、客户流失策略,及今后展望等汇整资料。


  • 摘要
  • 客户流失的种类
  • 客户生命周期管理 & 维持策略
  • 客户经验、顾客服务所扮演的角色
  • 客户忠诚度的生成


  • 摘要
  • Telco CRM的组成架构
  • 短期、长期性的客户流失策略
  • 长期性的客户流失管理上商品搭售所扮演的角色
  • 差异性的客户流失削减策略
  • 新产品与服务的发展


  • 客户区分的重要性
  • 区分的种类
  • 3大区分的焦点
    • 高级客户
    • 年轻人
    • 预付用户
    • 巨量资料、分析的利用


  • 北美
  • 南美
  • 非洲
  • 欧洲
  • 中东
  • 亚太地区






This research report analyzes how telcos around the world segment their customer base and the manner in which this feeds into its customer retention strategies and service innovation. Telcos globally face issues with churn, this is irrespective of the maturity of the market they operate in, now as OTT services are entering into the communications and connectivity domains, there is more pressure on growing revenues and reducing churn than ever before. The report provides actionable insights at a country level across all the regions worldwide. It highlights current telco strategies in the churn and segmentation areas and provides a world view based on this. The report provides case studies of telcos that have done well to understand their markets and reduce churn, the report also looks at markets that are not usually covered highlighting the uniqueness of each market. This report will enable Telcos, MVNOs and vendors to understand how players think about segmenting their user base and how this feeds into wider strategies. It also provides an understanding of what the primary strategy is for churn reduction and how different markets localize these global strategies. The report will also provide quantitative data on the growth of telco revenue till 2020. The report provides global analysis but provides a detailed country level understanding of customer segmentation and churn. Some of the leading companies mentioned in the report includes Vodafone, Verizon, China Mobile, TIM, MTN, Claro, Singtel, Google and AT&T and lots more.

Key Features:

  • Customer segmentation fundamentals- Insights into how telcos on a global basis tackle customer segmentation and what the main basis for segmentation have been.
  • Churn Insights - Analysis of what types of churn telcos are faced with and which telcos have been able to effectively deal arrest churn rates.
  • Over 30 Case Studies - An in depth look at over 30 key players in the market across the world, with a well represented balance in each region.
  • CRM Process Flow - Lists out the key components that are required in customer retention and that are followed by the leading telcos globally.
  • In depth country coverage - Analyzes the churn and customer segmentation issue at a country level for markets across the regions, provides qualitative and quantitative insights on the market.
  • Localizing global case studies - Highlights case studies of exceptional telcos that have been early movers in the industry and also provide a local understanding of the global case studies.
  • MVNO applicability: The segmentation and churn strategies highlighted in the report find wide applicability both to mobile operators and MVNOs.
  • Leveraging Telco strengths- recommendations on the steps that telcos need to take in order to become significant players in the industry based on tools that are already at their disposal.

Table of Contents


  • Summary
  • Types of Churn
  • Customer life cycle management & retention strategies
  • Role of customer experience and customer care
  • Creating customer loyalty

Focus: Churn

  • Summary
  • Telco CRM Framework
  • Short run and long run churn strategies
  • Role of bundling in long term churn management
  • Differential churn reduction Strategies
  • New product and service deployment

Focus: Customer Segmentation

  • The importance of customer segmentation
  • Types of segmentation
  • Focus on top three segments
  • Premium customer
  • Youth demographic
  • The prepaid user
  • Using big data and analytics

Regional customer segmentation and churn strategies

  • North America: The Developed Market Approach
    • Canada: Making the most of multi play
    • USA: Driving digital content strategies
  • South America
    • Panama: Dealing with transition markets
    • Jamaica: Using social media to reduce churn
    • Brazil: Managing churn with internet growth
  • Africa
    • Egypt: Working in highly competitive markets
    • Cape Verde: Growth markets and churn
    • Ghana: Role of VAS in segmentation and churn
    • Nigeria: Managing high churn rates
    • South Africa: Partnering with OTT players
    • Uganda: Competitive pricing for user growth
    • Zimbabwe: Role of different consumer facing brands
    • Malawi: Tapping into business users
    • Libya: Incentivizing prepaid markets
  • Europe
    • UK: Role of offline experiences and events
    • Belgium: Family as a growing customer segment
    • Bulgaria: Importance of the postpaid user
    • Romania: Converged offerings
    • Turkey: Creation of telco branded services
  • Middle East
    • UAE: Local content push
    • Saudi Arabia: Focus on digital natives
    • Kuwait: Social networking packs
    • Bahrain: Role of rewards and loyalty programs
  • Asia Pacific
    • China: Working in data heavy markets
    • India: Churn management in disrupted markets
    • Indonesia: Compelling service portfolio
    • Malaysia: Digital natives grow in importance
    • Singapore: Next generation services show the way


  • OTT players and the fickle user
  • The new mainstream, over 1 billion users
  • Reducing churn and growing revenue in the age of free
  • Rise of new low spend high use customer profiles


List of Charts

  • Chart 1: Churn Process Flow
  • Chart 2: Total Global Telco Revenue 2014 - 2020
  • Chart 3: Telco CRM Framework
  • Chart 4: Role of Bundling in Long Term Churn Management
  • Chart 5: New Product and Service Deployment
  • Chart 6: TIM Churn Rates
  • Chart 7: China Mobile Churn Rate

List of Tables

  • Table 1: Short Run & Long Run CRM
  • Table 2: Differential Churn Reduction Strategies
  • Table 3: 2016 Canadian Subscriber Base

Players mentioned in the Report:

  • Airtel Malawi
  • Airtel Nigeria
  • Almadar Telecom Libya
  • Amped
  • AOL
  • AT&T
  • Belgacom
  • Bharti Airtel
  • BICS
  • China Mobile
  • China Unicom
  • Claro
  • Comcast
  • Cricket Communications
  • Deezer
  • Digi Malaysia
  • Digicel Jamaica
  • Digicel Panama
  • Du
  • Econet
  • Emirates
  • Etisalat
  • Facebook
  • Ghaneely
  • Go90
  • Google
  • Google Play
  • HBO
  • HOOQ
  • Huawei
  • Hypp TV
  • Idea Cellular
  • iFlix
  • KKBox
  • Liberty Global
  • Lumia
  • MasterCard
  • Me Radio
  • Microsoft
  • MTN Ghana
  • MTN Nigeria
  • MTN South Africa
  • MTN Uganda
  • NBA
  • Netone
  • NHL
  • O2
  • Ooredoo
  • Opera Browser
  • Orange Egypt
  • Orange Romania
  • Proximus
  • RadioShack
  • Reliance Jio
  • Rogers Wireless
  • Samsung
  • Shazam
  • Singtel
  • Spirent Communications
  • Sports Max
  • Spotify
  • Starhub
  • Starz Play Video
  • STC
  • Telefonica
  • Telkomsel
  • TIM Brasil
  • Time Malaysia
  • TM Malaysia
  • TNM Malawi
  • TuGo
  • Turkcell
  • Twitter
  • Uber
  • Ultra Mobile
  • Unitel Cape Verde
  • UtL
  • Verizon
  • Vivacom Bulgaria
  • Vodacom
  • Vodafone Egypt
  • Vodafone Ghana
  • Vodafone Turkey
  • Wataniya Kuwait
  • Waze
  • WeChat
  • WhatsApp
  • Wikipedia
  • Wynk
  • Xbox
  • Yahoo
  • YouTube
  • Zain Bahrain
  • Zain Saudi Arabia