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.
Click here to read the full article (HTML Link).
Post Footer automatically generated by Add Post Footer Plugin for wordpress.
Featured Books
Strategic Database Marketing 4th Edition: from Arthur Hughes.
To take the quizes from this book click here.
Successful E-mail Marketing Strategies: from Hunting to Farming (RACOM 2009) by Arthur Middleton Hughes and Arthur Sweetser.
This new book takes readers through a step by step approach to implementing database marketing essentials to improve e-mails marketing returns intelligently. This is the book that the trade press has been raving about.
The two Arthurs make it easy to see the difference between primitive “Hunting” and customer-centric “Farming”. This is a game-changing attitudinal shift. If you want your e-mail marketing to succeed, learn how to farm.—Stephanie Miller, VP Return Path Click here to download free the exhibits from this new book.
Strategic Database Marketing: from Arthur Hughes.
Customer Churn Reduction and Retention for Telecoms: Models for All Marketers: from Arthur Middleton Hughes.
Arthur Middleton Hughes has just published a new book of Marketing Strategy for Telecoms including Landline and Wireless Telcos, Cable TV, Satellite TV, BPL, IPTV, VoIP and WiMAX.
More In Articles
- How to Do Your Own Market Research & Identify Your Ideal Customer
- Email Strategy Study Group
- Why 21 Links Could Be Key to Your Email Success
- Why do e-mails bounce?
- How does frequency of e-mails affect open, click and conversion rates?
More In Telecom Articles
- Glossary of Telecom Marketing Terms
- Telecom Marketing Issue 01
- Creative Destruction Hits Telecom
- Case Study: Wireless Churn Reduction
- HDTV Bandwidth Requirements
More In Speeches
- Targeted Addressable Advertising Using Digital TV
- Speech on Distance Selling delivered in Athens, Greece by Arthur Middleton Hughes on December 15 2009
- Speech by Arthur Middleton Hughes on How to Retain Insurance Customers Delivered in Philadelphia to PIMA on November 17 2009
- Surviving the Recession Surviving the Recession with E-mail Marketing
- Online Marketing: Driving Traffic, Conversion and Sales
