Presentation on theme: "Customer Own Content Development & Application Tools as Added Value for Retention Petru FUIOREA ROL.RO."— Presentation transcript:
Customer Own Content Development & Application Tools as Added Value for Retention Petru FUIOREA ROL.RO
What almost any Provider knows An ISP Customer base: Increases by Adds Decreases by Churn Main Churn reasons: Perceived Price Perceived Customer Care Perceived VAS Note: from Customer perspective
Usual Retention approach Focused on: Increasing product parameters Decreasing price Bundling with black boxes
Downfall of Usual Model ‘Nice, since all customers have 100Mbps, now is time to invest to provide them 1Gbps !’ Nope, not nice at all. Customer perception will be marginally influenced. And this with significant cost for ISP. Our comment Is nice indeed to provide more than what is expected, but bottlenecks remain, so the Customer will continue to feel the low speed determined by source regardless of its bandwidth. However, as for any upgrade, Providers may have a good time spending…
Downfall of Usual Model ‘Good, at this moment all customers are paying just about the cost, now is time to invest to reduce the price furthermore!’ Nope, not good at all. Is like you are paying customer for using your service. And you are not an ONG. Our comment: Changing cost model not necessary implies Cost Reduction. Investments determine a Cost Reduction only if manage to reduce OPEX in such way that the operation is a driver for Cost Reduction.
Downfall of Usual Model ‘Look at these nice lap-tops. Will be cute to give one to each of our customers to build their loyalty!’ Nope, is not cute at all. In fact is awful for perception in mid and long term unless you decided to repeat the action each and every year. At least try do it on X-mas, so you’ll contribute in keeping alive Santa Klaus story. Our comment These black-boxes increase the cost and raise Risks, which are very often wrongly mitigated. It is indeed mainly used, especially in mobile market. Is just that it develops a ‘Thanksgiving Day’ behavior among customers, with the downsides it brings.
Downfall of Usual Model Simple arithmetic on customer base and operations: Adds-Churn = increase, if positive; decrease if negative; conservation if close to null. Complicate the simple arithmetic, considering Operations: Adds*SAC+Churn*AMPU = EBITDA diminishing. Complicate furthermore, considering a saturated and price sensitive market: SAC increases, ARPU decreases. Bottom-line: Not sustainable model in mid and long term. Continuously increase of SAC and Churn drives the operations into unprofitable area
An Alternative Provide Value Added to your ‘connectivity’ services Be sure this Value Added is so perceived by your customers Make this Value Added hard to be replaced or copied Ensure a marginal cost for bringing this Value Added Consider Premium versions as revenue generating VAS Or, in other words: Make your customers to use harbored Provider applications Make your customers contribute with content in sheltered users community net [Provider own net]
Study Case – What we found Internet Access customer base: 240k Mobile customer base: 220k Churn Rate, Internet Access: 5% Churn Rate, Mobile: 5% Internet Access penetration: 11% Mobile penetration: 102% ARPU Internet Access: 9Euro ARPU Mobile: 2.5Euro Usual Retention Model implemented on both SADs For reference – Moldtelecom, EoH1 2011. Figures in +/- 10% range
Study Case – What we suggested An Interactive Platform For reference: see my.moldtelecom.md
Study Case – What was implemented Interactive Platform for Internet Access customers, as Added Value Videoconferinta Felicitari. [Specific local: Sf. Maria, Sf. Paraschiva, Estivale] WEBGAMES [Specific local: Acţiune, Shooting, Logice] LocalTUBE Divertisment Muzica WEBMAIL FREEHOSTING FILESHARING STREAMING
Study Case – The Results After 2 years, EoP data On Products with Interactivity implemented: Churn Rate: under 0.5% ARPU: 9.6Euro On Products w/o Interactivity implemented: Churn rate: 5.5% ARPU: 1,5Euro
So? What a Provider may do? Do you need to diminish the CR? If Yes, continue, else wait patiently the end of presentation. Is the Usual Model suited for you? If Yes wait patiently the end of presentation, else continue. Do you have your Customer base segmented? If No, do it as soon as possible. Does the segmentation consider customer interests too? Like habits, traditions, lifestyle, aso. If No, is time to consider it. Do you know what are reasons for the Churn you are dealing with? If No, is time to understand them. Does your company offer Added Value? And what you named Added Value is it a differentiator? Do customers perceive it as you think it is? If answer is Yes, please wait patiently the end of the presentation.
So? What a Provider may do? ELSE: Perhaps is time to Add Value, to build Loyalty, to Influence Customer Perception. Let them create a community. Let them consider your company’s services as NOT TO BE REPLACED
ROL.RO - White Label Products MAIN WLPs Community PORTAL WEB HOSTING VPS for B2B, B2C FileSharing Streaming Storage All with necessary applications as well
Available Solutions – as White Label B2C B2B Online Social Marketing campaign
Will be those successful ? Yes, in case of correct implementation and manifested interest from Provider’s management No, in case of limited or imbalanced implementation or limited interest from Provider’s management
I give it a GO. What next? Well, is very, very simple Step 1: Let us know you are interested. By mail, phone, a.s.o. Step 2: Be prepared for a deep and fair talk. Step 3: Implement what we, together, decided to do
Thank you for interest or patience CONTACT DETAILS ROL.RO www.rol.ro email@example.com firstname.lastname@example.org +40 735 300 475 Or please pick-up or let a Business Card