The Teleoperators’ Focus on Churn and Revenue

The message from consumers is clear: they want access to voice communication, web content, and online services at any time on their home phone. They want a phone that supports all their communication needs. In recognition of this trend, RTX decided to take its DUALphone offering to a higher level. The result is the wireless, always-on LAN Cordless DUALphone. This phone assists operators in taking advantage of the abundant opportunities presented by VoIP and in retaining customers by making both voice and online services available on the same phone.

Tap into consumer needs and reduce churn
Providing consumers with value-added services is the key to reducing churn. To provide these services, operators need a phone that builds on the latest technology and applies that technology to the benefit of the users. Using the web push technology integrated in the LAN Cordless DUALphone, the operator can tailor services to meet the individual needs of each user, and push the services directly to the phone. To the user this offers convenience; to the operator it offers a way of reducing churn. Today, service subscriptions center around web content such as news bulletins, sports scores, horoscopes, traffic announcements, stock announcements, and the like.
Customers want communication and entertainment, and within the near future,
we will see a plethora of services emerge. However, customers want more, they want communication and entertainment, and within the near future, we will see a plethora of services emerge. Consequently, consumers will seek out subscriptions with the operators that offer the best combination of services. Consumers will investigate the services available and choose the operator from which they feel they derive the most value. Competition is fierce, but by providing consumers with a phone with which they can access a variety of services, operators gain an immediate opportunity to reach end-users and apply their customer know-how and expertise in rolling out new services. It’s all about building customer loyalty, and the easier it is for customers to access all the services they want, the more it will boost customer loyalty.

Bundle services and maximise revenue
Profitable services include both existing and new operator services as well as third-party services. Operators can use their existing infrastructure to bundle services from different product lines and make them available on the LAN Cordless DUALphone. However, it is also possible to increase revenue by including third-party services in the equation. Third-party service providers can connect directly to consumers and thereby create additional revenue for operators. In addition, the phone can be used as a marketing platform, not only by the operators themselves, but also by third parties who want to buy access to the users of the phone. One way to gain access is to utilise the fact that the phone is always online. Thus, idle mode affords the perfect possibility to reach customers with targeted services the moment users pick up the handset. Furthermore, operators can use their existing billing systems to support end-user payments of third-party services over the phone.

Being able to target services at several consumers within the same household is an excellent way to increase the annual revenue per user. The LAN Cordless DUALphone supports such a scenario because it is expandable to support up to eight handsets and allows different user profiles on each handset. Furthermore, VoIP makes it possible for all handsets registered with the same gateway to have different phone numbers, making it even easier to target services.

The LAN Cordless DUALphone also supports numerous traditional revenue-generating phone services such as call forwarding, voice mail, Caller ID, call waiting and much more. These services are controlled by the operator, and consumers no longer have to remember various service codes for the different services; they can simply use the phone’s intuitive menus.

Overall, the LAN Cordless DUALphone offers operators a unique opportunity to deliver value-added services that will increase the average revenue per user, retain customers, and reduce churn in a highly competitive market.