Mobile operators should be more discriminating over the subscribers they sign, according to analysts.
"If churn rates [number of subscribers who drop out or don't renew] are to fall, the emphasis must shift away from attracting any customer to attracting the right kind," said Giulia Rancati, senior analyst at IDC.
In its second annual study into European operators' best and worst marketing practices, IDC suggests suppliers should produce more focused tariff strategies, and slash subsidies.
Included in the things to avoid are heavy investments in "indiscriminate customer acquisition", and the lack of significant customer rentention programme.
Said Rancati: "Since all digital services in Europe are based on the same GSM standard, analysing successes and failures in this region allows technology choice to be discarded as a critical success factor. If one carrier performs better than another in the same market, the difference must be due to marketing, strategic and business planning."
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