Addressing Marginal Customers in Mature Mobile Markets

1. OVERVIEW

2. INTRODUCTION

• 2.1. Background to the Report
• 2.2. Report Content
  • 2.2.1. Currency Conversions as at 8 February 2008

3. MARGINAL CUSTOMER CHARACTERISTICS

• 3.1. Quantifying the Effect of Marginal Customers
• 3.2. Marginal Customer Scenarios

4. IMPACTS OF MEETING MARGINAL DEMAND

• 4.1. Infrastructure Efficiency
  • 4.1.1. Network Efficiency
  • 4.1.2. Customer Management
• 4.2. Call Termination Revenue
• 4.3. Indirect Value
  • 4.3.1. Social Network Benefit
  • 4.3.2. Future Value
• 4.4. Regulatory Compliance
  • 4.4.1. UK and BT Universal Service Obligation
  • 4.4.2. Mobile Social Tariffs in Belgium

5. STRATEGIES TO INCREASE PROFITABILITY

• 5.1. Improving Margins
  • 5.1.1. Reducing the Cost of Servicing
  • 5.1.2. Reducing the Cost of Acquisition
• 5.2. Transforming Services
  • 5.2.1. Mobile Banking
  • 5.2.2. Sub-branding Strategies
• 5.3. Divest Customers
  • 5.3.1. Sprint Account Terminations

6. KEY FINDINGS

7. RECOMMENDATIONS