Lifetime Value of Mobile Subscribers

Lifetime Value of Mobile Subscribers quantifies the amount of revenue generated by mobile subscribers during their tenure with their mobile phone service provider. It then analyzes the key differences between those with a high and low lifetime value and the role high-value subscribers play in subscriber churn and acquisition.

“Everybody wants high-value subscribers but they are difficult to lure, almost by definition. Unconventional tactics like contract buy-out plans may be the key to getting them.” - John Barrett, Director, Consumer Analytics, Parks Associates

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About the Research

Previous Research

Key Findings

Recommendations

Smartphone & ARPU Trends

Smartphone Penetration (2005-2013)

Use of Mobile Phone with Internet Access (2011-2013)

Type of Mobile Phone (Q4/13)

Type of Mobile Phone by Service Provider (Q4/13)

Smartphone Operating System (2011-2013)

Years Using Smartphone (Q4/13)

Years Using Smartphone by Provider (Q4/13)

Average Monthly Cost of Home Services (2010 – 2013)

Mobile Phone Service Contract (2011-2013)

Churn & Subscriber Loyalty

Mobile Service Switching (Q4/13)

Mobile Service Switching by Minors in Home (Q4/13)

Mobile Service Switching by Type of Contract (Q4/13)

Mobile Service Switching by Mobile Service Provider (Q4/13)

Average Number of Switches by Mobile Service Provider (Q4/13)

Years with Current Mobile Service Provider (Q4/13)

Years with Current Mobile Service Provider by Provider (Q4/13)

Years with Current Mobile Service Provider by Provider (Q4/13)

Likelihood of Changing Mobile Service (Q4/13)

Likelihood of Changing Mobile Service by Provider (Q4/13)

Likelihood of Changing Mobile Service by Years with Current Provider (Q4/13)

Reasons for Switching Mobile Service Provider (Q4/13)

Likelihood of Upgrading Mobile Service by Years with Current Provider (Q4/13)

Lifetime Value of Mobile Data Subscriber

Mobile ARPU & Smartphone Use (Q4/13)

Lifetime Value of Mobile Data Subscriber (Q4/13)

Demographic Comparison of Subscribers by Lifetime Value (Q4/13)

Lifetime Value of Mobile Data Subscriber by Type of Contract (Q4/13)

Lifetime Value of Mobile Data Subscriber by Income (Q4/13)

Lifetime Value of Mobile Data Subscriber by Handset OS (Q4/13)

Lifetime Value of Mobile Data Subscriber by Service Provider (Q4/13)

Profile of Subscribers by Lifetime Value

Likelihood of changing Mobile Service by Lifetime Value of Subscriber (Q4/13)

Handset OS by Lifetime Value of Mobile Data Subscriber (Q4/13)

Type of Mobile Contract by Lifetime Value of Mobile Data Subscriber (Q4/13)

Mobile Service Switching by Lifetime Value of Mobile Data Subscriber (Q4/13)

Years with Current Mobile Service Provider by Lifetime Value of Mobile Data Subscriber (Q4/13)

Years Using Smartphone by Lifetime Value of Mobile Data Subscriber (Q4/13)

Number of Smartphones in Household by Lifetime Value of Mobile Data Subscriber (Q4/13)

Additional Research from Parks Associates

Publish Date: 4Q 2013

Slides: 64


Authored By:
Yilan Jiang - Director
John Barrett - Director of Consumer Analytics

Published by Parks Associates
© January 2014 Parks Associates | Dallas, Texas 75248

All rights reserved. No part of this book may be reproduced, in any form or by any means, without permission in writing from the publisher.

Printed in the United States of America.

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Parks Associates has made every reasonable effort to ensure that all information in this report is correct. We assume no responsibility for any inadvertent errors.

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