Growing subscriber ARPU by 34% through lifecycle automation
GCC Telecom Operator
Average revenue per user increase
Reduction in voluntary churn rate
Increase in self-service upgrades
Incremental revenue in year one
With a subscriber base of millions and a product portfolio spanning mobile, home broadband, and enterprise services, the operator had almost no systematic lifecycle communications. Upgrades were driven by retail channel promotions, churn was identified reactively, and ARPU had been flat for three consecutive years.
We designed a full lifecycle programme — from subscriber onboarding through upgrade, cross-sell, retention, and win-back — built on a unified customer data model that connected usage data, billing history, and service interaction records for the first time.
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Customer data model unifying 7 separate data sources
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RFM and value-based segmentation of 4.2M subscriber base
- 03
Churn propensity model with 78% prediction accuracy at 60 days
- 04
Automated upgrade journey triggered by usage pattern signals
- 05
Arabic-first communication design with English secondary
- 06
A/B testing programme across channel, timing, and offer variables
The lifecycle programme delivered AED 94 million in incremental revenue in its first year — exceeding the target by 31%. The churn model alone prevented over 40,000 subscriber cancellations that would otherwise have required expensive re-acquisition efforts.
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