Etrade during the dotcom boom would pay new clients hundreds of dollars to sign up for a new stock trading account. The reasoning was that otherwise the company would have to pay an equal sum on traditional marketing to lure in new clients.
Vonage should consider adopting a similar strategy, now that the company's customer acquisition costs have jumped to $306 for each new account. At $25 per month, the company will suffer a loss on every client that cancels his account within one year – not factoring in maintenance, network traffic and customer service costs.
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