The challenge
An initially successful new mobile operator was struggling to increase its market share beyond 2-3%, and battling low retention rates.
Our approach
We used ConversionModel to explore the brand’s competitive strengths and weaknesses in different regions, and reveal the market dynamics influencing brand choice, retention and conversion.
The insight
Weak network signals and late delivery of SMS messages were a barrier to brand loyalty and acquisition. Only those who were very young, and prepared to compromise quality in search of low prices, tended to remain loyal to the brand.
Impact
Our client’s market share doubled, and retention rates increased by 50%.
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