Mobile Broadband: Addressing Retention Challenges

Published by	Mobile Market Development Ltd
Published	March, 2010	Product code	115463
Content info	52 PAGES
Price	US $ 3500 PDF by E-mail (Single User License)

Introduction
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Mobile Broadband: Addressing Retention Challenges published by Mobile Market Development Ltd in March, 2010. This report consists of 52 PAGES and the price starts from US $ 3500.

Introduction

Abstract

Continuing pressure on voice revenues from regulators and competitors eroding prices, including those in previously high-margin areas such as roaming and call termination, has encouraged mobile operators to focus on mobile broadband as a means to address shortfalls in both ARPU and EBITDA.

Even in the most saturated markets with mobile penetration levels over 130%, mobile broadband has been able to deliver growth in the numbers of profitable subscribers. But has this focus on acquisition and short-term profitability resulted in dangerous inattention to the issue of retention? In some markets, mobile broadband capability has been oversold resulting in a backlash of user opinion, with mobile broadband suffering from being relegated to being perceived as merely an extension of a fixed broadband subscription. This is problematic anyway, but poor market perception may hinder MNO efforts to gain a return on the major infrastructure investments required for the planned deployment of 4G (e.g. LTE) technologies.

This report examines a number of mobile broadband markets to analyse the critical success factors in developing a sustainable and viable (profitable) revenue stream and explores the vital issue of customer retention, concluding with concrete recommendations for MNOs wishing to maximise the benefits they derive from this area.

Total: 52 pages.

1. Overview

2. Introduction

2.1. Background to the Report
2.2. Report Content
2.3. Currency and Conversions

3. The Mobile Broadband Market

3.1. Broadband Penetration, Price and Availability
3.2. Mobile Broadband Development

4. Sample Mobile Broadband Propositions

4.1. Austria
- 4.1.1. Mobilkom (A1)
- 4.1.2. Summary - Austria
4.2. France
- 4.2.1. SFR
- 4.2.2. Orange France
- 4.2.3. Summary - France
4.3. Hungary
- 4.3.1. Vodafone Hungary
- 4.3.2. Summary - Hungary
4.4. Singapore
- 4.4.1. M1
- 4.4.2. StarHub
- 4.4.3. Summary - Singapore
4.5. UK
- 4.5.1. 3
- 4.5.2. Other UK Mobile Operators
- 4.5.3. BT
- 4.5.4. Summary - UK

5. Analysis

5.1. Introduction
5.2. Mobile Broadband Market Success Factors
5.3. Mobile Broadband Consumer Segmentation
5.4. Mobile Broadband Proposition KPIs
- 5.4.1. Prepay vs. Postpay
- 5.4.2. Bundling & Retention
5.5. Mobile Broadband Profitability
- 5.5.1. Pricing of Propositions
- 5.5.2. Customer Relationships, Management and Retention