Using SevenFlow, mobile operators gain insight onto how their subscribers consume data on a specified OS, and which factors contribute to churn. With this knowledge, operators can create tailored offers that will help reduce the churn rate, or target consumers with specific devices that are complementary to their data consumption trends.
Neuralitic recently performed an analysis on the data consumption of subscribers with BlackBerry devices and their migration to other OS. The analysis showed that the BlackBerry subscribers that consumed the most data over the course of the selected timeframe were the ones that “swapped” or migrated to another OS in the following month and then subsequently increased their data consumption by 53% with their new OS. Since subscribers in this “swapping” category, showed a particular interest in browsing, application usage and emailing, it is deduced that these subscribers were seeking an enhanced user experience around these device usage capabilities, which happen to be more characteristic in iPhone and Android SmartPhones.
The churn rate, which is defined as the proportion of subscribers who left Blackberry during the selected time period, was nearly 4%. Although for this operator, the churn rate can be minimized through retention activities that can be developed by using further consumption information obtained from SevenFlow, the swap is suggestive that unlike the die-hard, loyal BlackBerry users, new adopters with high data consumption levels may display frustration towards the functionality of BlackBerry, which is incomparable to that of other SmartPhone interfaces.
What do you think? What does it mean for BlackBerry when its highest data consumption subscribers migrate to another OS?
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Echo Communications (for Neuralitic Systems)
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