When mobile services were launched, voice was the primary service offered. Per-user metrics, such as ARPU, churn rates, and net additions, have existed since the beginning. However, mobile services have been evolving, and now customers own multiple types of smart devices (phones, tablets) and use a variety of services. Without the full picture of how their customers use their devices and services, operators can’t rely on per-user metrics as a measure of their success in meeting business goals.
In the March issue of Communications Review, we present, ‘New metrics for a changing industry’. Here, our authors introduce a new segmentation model and explore usage-based metrics, which, when used together, can give operators valuable insights for positioning themselves as service innovators.