And if the performance indicator becomes an object

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It would seem that, no matter how you look at it, ARPU is the optimal indicator of efficiency. However, it is not that simple. Firstly, the ARPU indicator is not as objective as it is commonly thought. It is tied to many parameters, both positive (for example, loyalty, receptivity to new services) and negative (increasing tariffs, imposing services). Secondly, these parameters, like any statistical data, are easy to manipulate - especially if you need to report to the Board or defend a project. for paper manipulation, the efficiency itself fades into the background. Let's recall, for example, one of the first "black" Tele2 package tariffs, which appeared immediately after the launch of the 3G network operator: 90 rubles/month against 180 rubles/month and more from competitors was an unprecedented step.



This tariff did not last long, only a few months. Today, Tele2 tariffs are not egypt email list particularly price attractive, although the operator swore to remain a mobile discounter. Other players use similar techniques, forcing subscribers to switch from inexpensive archive tariffs to "new lines", connecting paid additional services, etc. Social engineering is used: advertising convinces the subscriber that due to his own increased needs - in traffic, mobile Internet speed - he should pay more. The desire to extract maximum benefit from the client by any means hits the wallet, first of all, of low-income groups of the population, for whom mobile communications are again becoming a luxury.



The amount of negativity directed at telecom operators in social networks exceeds reasonable limits - and they mainly concern poor service, imposed services and other options "relatively legal ways of taking money." But ARPU is growing. An operator who learns to find a reasonable compromise between quantity and quality, to perceive a client not as a resource or a line in a report, but as an equal partner, will reach a new level of evolution. Those who believe that this is an exclusively moral issue, and therefore has nothing to do with business, are mistaken. After all, you are promoting an individual approach to the client, and an individual approach is always a partnership.