| John Navas 2006-08-02, 10:33 am |
| On Thu, 27 Jul 2006 13:07:30 -0700, SMS <scharf.steven@geemail.com>
wrote in < 44c91d02$0$96156$742
ec2ed@news.sonic.net>:
>Jack Zwick wrote:
>
>
>I was actually amazed when I learned that the churn rate was a monthly
>number (well actually an average of each of the quarter's three months).
>Even at Verizon's 1.2% rate, that's still losing 14.4% of your customers
>every year, and Verizon at 1.7% is losing 20.4% of it's customers every
>year. Cingular consistently has more gross additions than any carrier,
>but their churn is so high, even at the improved 1.7%, that they keep
>losing market share.
"Mobile Carriers Cope With 24% Annual Churn"
<http://www.forrester.com/FirstLook/.../0,,556,00.html>
Who Are The Switchers?
The 24% of US mobile subs who switched carriers between 2004 and 2005
are younger, more likely to be female, less likely to be white, and
are more optimistic about technology than the average mobile
subscriber. Most defectors went to Verizon and Cingular Wireless: 43%
of AT&T Wireless' displaced subs were acquired in Cingular's buy-out.
Many of Cingular's lost subscribers went to Verizon, while Verizon's
turncoats signed up with Cingular and T-Mobile. Sprint lost subs to
Verizon, while T-Mobile former subscribers went to Cingular. In this
game of musical mobile providers, the biggest -- Verizon and Cingular
-- win, while the littler guys -- like Alltel, Cellular One, and U.S.
Cellular -- are just treading water.
Why Do They Switch?
Consumers who are planning to switch mobile carriers in the future
are primarily looking to improve two aspects of their mobile
experience: price and service. Handset selection, customer service,
data services, and unique content are all secondary considerations,
even for those consumers who currently use advanced mobile features
like data or messaging. Consumers' desire for better quality gives an
indication of why providers like Verizon and Cingular won more
churned subs between 2004 and 2005: their reliable networks.
Providers should pay extra attention to potential switchers. They are
valuable customers, spending more than $4 more per month on mobile
service than those who are likely to stay put.
--
Best regards, FAQ FOR CINGULAR WIRELESS:
John Navas <http://en.wikibooks.org/wiki/ Cingu...less_FA
Q>
|