Telecom Articles - Written by Arthur Hughes - 1 Comment
Does adding TV improve telco subscriber lifetime value?
By Arthur Middleton Hughes, KnowledgeBase Marketing,
It will take telecoms operators a long time to recoup subscriber acquisition costs for TV services; competition for customers will be fierce.
Lifetime value has become one of the most widely used methods of determining the value of telecoms subscribers – and hence of selecting the appropriate marketing strategy to be used to acquire and retain them.
To show how it can be used, let’s try to answer a simple question: how much will adding TV increase telco subscriber lifetime value? To answer this, let’s look at lifetime value (LTV) before and after TV is installed. We can begin with a typical landline subscriber lifetime value table of subscribers who have both a landline and broadband using DSL.
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