The average mobile customer switches service provider every 27 months, more than twice as frequently as a decade ago, according to research released this week. At the end of 2011, 44 per cent of global mobile subscribers churned – the highest level ever – according to Strategy Analytics.
UK mobile operator O2 has announced a significant push into location based marketing services in a bid to drive customer loyalty. The Priority Moments service, which builds on the firm’s existing Priority loyalty scheme, sees the carrier partnering with a wide range of UK retail and leisure outlets to offer discounts and special offers to its customers.
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Indian carrier Aircel teamed with youth media firm Blyk to launch a content and advertising service in November 2010. It represented the first deployment for Blyk outside of Europe, the firm having switched its model from ad-funded virtual operator to carrier partner after its MVNO play failed to gain the necessary traction. Blyk co-founder Antti Öhrling and Aircel COO Gurdeep Singh spoke to Mike Hibberd about the drivers behind this latest partnership, and the firms’ plans for the future
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Everything Everywhere, the joint-venture between T-Mobile and Orange in the UK, has reported losses of one million pay-as-you-go customers since its formation in April last year. The company, which is jointly-owned by France Telecom and Deutsche Telekom, said that the results reflect consolidation and an increased focus on more profitable postpaid customers rather than full-on churn, citing contract adds of 752,000 over nine months.
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