DURHAM, N.H.-Forget about pushing advanced mobile data services, just improving the level of service for voice calls could stimulate more than $5 per subscriber per month in additional spending, according to new research from Merlin Mobile Media.
Merlin said its research showed consumers’ airtime decreases by an average of 87 seconds when their signal strength decreases during calls. The group suggests carriers could increase average revenue per user by $3.70, to $5.54 per month, with better service that would encourage additional minutes of use.
“Carriers have an opportunity to realize ARPU gains by providing better quality on voice calls,” said Richard Reece, chief executive officer of Merlin. “From a consumer usage standpoint, voice remains the primary function of mobile phones, so for providers, this opportunity represents low-hanging fruit in that they can increase ARPU without investing in a massive marketing and consumer education campaign.”
