Modern Broadband: Maximizing Retention and Revenues
As broadband gains greater penetration worldwide, operators must explore new strategies to both attract new customers and keep existing customers. This report analyzes the philosophies and approaches to subscriber retention and acquisition, including triggers to churn, broadband service messaging, consumer willingness to switch, and the tools and strategies used across markets today to compete successfully. The report also provides a forecast for broadband subscribers worldwide through 2019.
Report Topics
Report Topics
- Overview and analysis of strategies broadband providers use to acquire and retain subscribers
- Primary triggers that drive customers to consider new providers, cut the cord, or upgrade services
- How subscribers who plan to cancel broadband will access the Internet in their home, including OTT plans
- Industry trends that will impact broadband subscribers worldwide, with forecast data through 2019
1.0 REPORT SUMMARY
1.1 Purpose of Report
1.2 Scope of Report
1.3 Research Approach/Sources
2.0 BROADBAND OVERVIEW
3.0 ACQUISITION VS. RETENTION
3.1 Market Stages
3.2 Broadband Provider Philosophies
3.3 Lifetime Value of a Subscriber
4.0 CONSUMERS AND CHANGES TO BROADBAND SERVICES
5.0 TRIGGERS TO CHURN
6.0 KEY MESSAGING FOR BROADBAND
7.0 SUBSCRIBER ACQUISITION
Promotional Discounts
Gift Cards
Price Guarantees
CPE Devices
Connected CE Devices
Entertainment Services
Wi-Fi Hotspots
Technical Benefits
Other Acquisition Programs
8.0 SUBSCRIBER RETENTION
Bundling
Proactive Upgrades
Tech Support Services or Features
Internet Security Software or Services
Cloud Storage
Affinity / Loyalty Programs
Moving Portals
Other Retention Programs
9.0 FORECAST
10.0 IMPLICATIONS AND RECOMMENDATIONS
11.0 APPENDIX
11.1 Glossary
11.2 Index
1.1 Purpose of Report
1.2 Scope of Report
1.3 Research Approach/Sources
2.0 BROADBAND OVERVIEW
3.0 ACQUISITION VS. RETENTION
3.1 Market Stages
3.2 Broadband Provider Philosophies
3.3 Lifetime Value of a Subscriber
4.0 CONSUMERS AND CHANGES TO BROADBAND SERVICES
5.0 TRIGGERS TO CHURN
6.0 KEY MESSAGING FOR BROADBAND
7.0 SUBSCRIBER ACQUISITION
Promotional Discounts
Gift Cards
Price Guarantees
CPE Devices
Connected CE Devices
Entertainment Services
Wi-Fi Hotspots
Technical Benefits
Other Acquisition Programs
8.0 SUBSCRIBER RETENTION
Bundling
Proactive Upgrades
Tech Support Services or Features
Internet Security Software or Services
Cloud Storage
Affinity / Loyalty Programs
Moving Portals
Other Retention Programs
9.0 FORECAST
10.0 IMPLICATIONS AND RECOMMENDATIONS
11.0 APPENDIX
11.1 Glossary
11.2 Index
LIST OF FIGURES
Worldwide Broadband Households
Global Share of Broadband Homes by Region (End of 2014)
Market Phases and Dominant Strategies for Acquisition / Retention
Estimated Average Tenure of a Subscriber for Selected Operators
Estimated Lifetime Value of a Subscriber for Selected Operators
Alternatives to Wired Broadband for Subscribers that Cancel
Priorities in Selection of a Services Bundle
Service Bundle Priorities among Consumers Planning Service Changes
Changes to Broadband Service Based on CE Purchases
Devices Purchased by Consumers that Upgraded their Broadband Service
Demand for Broadband Service Acquisition Tools
Demand for Broadband Service Retention Tools
Likely Changes in Broadband Service by Type of Bundle Subscription
Types of Tech Support Problems Experienced
Broadband Services Forecast Methodology
Forecast: Worldwide Broadband Households
Projected Global Share of Broadband Homes by Region (2019)
Forecast: U.S. Broadband Households
Worldwide Broadband Households
Global Share of Broadband Homes by Region (End of 2014)
Market Phases and Dominant Strategies for Acquisition / Retention
Estimated Average Tenure of a Subscriber for Selected Operators
Estimated Lifetime Value of a Subscriber for Selected Operators
Alternatives to Wired Broadband for Subscribers that Cancel
Priorities in Selection of a Services Bundle
Service Bundle Priorities among Consumers Planning Service Changes
Changes to Broadband Service Based on CE Purchases
Devices Purchased by Consumers that Upgraded their Broadband Service
Demand for Broadband Service Acquisition Tools
Demand for Broadband Service Retention Tools
Likely Changes in Broadband Service by Type of Bundle Subscription
Types of Tech Support Problems Experienced
Broadband Services Forecast Methodology
Forecast: Worldwide Broadband Households
Projected Global Share of Broadband Homes by Region (2019)
Forecast: U.S. Broadband Households