Mobile Operators to Gain Almost $4bn by 2018 by Applying Analytics to Reduce Churn
A new report from Juniper Research has found that Mobile Operators worldwide are set to gain from a significant reduction in churn through the adoption of Big Data and Analytics techniques, equivalent to an increase in revenues of almost $4bn a year by 2018.
The report found that the implementation of analytics platforms was enabling operators to anticipate the likelihood of customers to churn, to take preventative action and thereby reduce revenue loss.
According to the report, a number of leading network operators have already seen significant reductions in consumer churn levels following the implementation of analytics platforms.
It cited MTN South Africa, which in 2012 deployed a Big Data programme combining subscriber information and social network analysis to determine priority users and customer networks and subsequently saw annualised churn decline by more than 20 percentage points.
"Although the scope for churn reduction varies by country and by operator MNOs (Mobile Network Operators) with high numbers of Pre Pay subscribers are likely to realise the greatest benefits," stated report author Keith Breed. "By gaining control of structured & unstructured customer data for the first time, operators in emerging markets can gain far greater consumer insight than was previously the case." .
The report also found that, while churn reduction was the primary benefit for operators in emerging markets, players in more developed markets - such as C Spire Wireless in the US - were increasingly coupling analytics with a customer loyalty programme to improve user retention.
Other findings include:
- Analytics will generate almost $9bn of savings and incremental revenues worldwide for mobile operators by 2018
- OTT (Over the Top) players and digital content providers need to deploy analytics solutions to improve customer segmentation and thereby increasing targeting and upselling opportunity