Churn is an obsession in the mobile telecoms industry. Focus is shifting away from simply winning new customers, moving instead to the retention of existing ones. This raises the question: Should the business try to stop all customers leaving, or are some not worth the effort?
For O2 Ireland, part of Telefonica Europe, the answer came through analytics.
A proportion of customers who buy a pre-paid SIM card might only use it for a business trip and leave the country in a few days, muses Peter McKenna....