Averaged measures are no longer able to accurately describe markets

Targeting an average customer does not capture most of the value available

  • Averages also hide large differences in value
  • We have found the top 10% of the base generating over 70% of value
  • Usage and recharge patterns provide a natural way to classify customers
  • Usage segmentation requires no additional data about clients but can be further enriched with them

Segmented behaviors provide an accurate description of the base

And portfolios identify the different revenue streams associated to them