Wireless operators are failing to make high average revenue per user (ARPU) users in North America feel special, reports In-Stat (http://www.in-stat.com). More than 60% of these users do not feel that their wireless operator appreciates their business, and 80% believe that operators should do more, the high-tech market research firm says.
The kind of appreciation these users would like to see include loyalty programs where subscribers earn points for awards, free or low-cost directory assistance, and free batteries and travel chargers. The good news for operators is that these three awards could be turned into even more revenue. For example, directory assistance directly encourages more calling, and offering more batteries and charging options ensures that heavy users can always make a call.
Recent research by In-Stat found the following:
Compared to all business users, road warriors are three times more likely to have an ARPU over $150, own a smartphone, and use several mobile data services.
The ARPU for road warriors who are also smartphone users is over $200. This is more than four times the monthly revenue for US mobile phone users.
The research, "Road Warriors 2007: Love Them or Lose Them" (#IN0703554MBM), covers the results of an In-Stat survey of wireless users, primarily in North America. It provides analysis of survey findings, including characteristics of high ARPU wireless users. It contains insight into how these users view wireless services, and what they want from providers.
The price is $3,495 (US).
This research is part of In-Stat's Mobile Business service, which covers US business demand for wireless services with an emphasis on mobile data devices and services. The service features annual surveys of more than 5,000 decision makers and mobile users, which provides clients with unprecedented, fact-based decision support research on demand for Smartphones, data applications, and mobility trends.
This report on Road Warriors and their preferences looks at the ways wireless operators can further encourage the use of services used by business and organizations to become more productive. This report looks at the importance of the individual business user, complementing the In-Stat report "Wireless Business Use: The Overlooked Profit Machine". This report looks at the importance of business users as a segment that, while a minority of US subscribers, generate more than two-thirds of the revenue and almost all of the profit margin for US wireless operators.
