Customer Value Measurement: Using a Data Warehouse to Determine Customer Profitability, Customer Tenure, and Lifetime Value - Mobile Market

Topics:
CRM
Tags:
Advertising & Promotion,
NCR Corp.,
Mobile Operator,
Mobile Industry,
Mobile,
Marketing,
Manufacturing,
Management,
Industry,
Data Warehouse,
...
Source:
NCR

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Overview: Developing customer profitability can provide dividends to mobile operators. The mobile industry is still less than twenty years old, and as such is moving from a growth to a maturity stage. Like many other industries, different performance measurement metrics are used depending on the stage of evolution. The days when mobile operators were judged on the number of new subscribers are over. It's essential that this metric is not used as the driving force to determine the success of 3G, otherwise operators could find themselves being pressured to subsidize users, including the unprofitable users, to provide market analysts with easy figures. The market and the industry have evolved.

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Format: PDF | Size: 565KB | Date: Sep 2006 | Pages: 12

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