On

REVENUE ANALYSIS & CHURN

MANAGEMENT OF VOICE CHAT
for
Cellebrum Technologies ltd.
(Mohali)

In the partial fulfillment of post graduation

management program
(2007-2009 )
Submitted by:
Ankur surana
BALAJI INSTITUTE OF TELECOM &
MANAGEMENT,
PUNE
CONTENTS

1
1. Acknowledgement…………………………………...……3

2. About CELLEBRUM…………… ……………….….....4

3. Value Added Services.....................................10

4. VAS Market In India......................................12

5. Introduction To Voice Chat..............................19

6. Business Insight...............................................24

7. My Task..........................................................27

Recommendations……………………………………….

2
ACKNOWLEDGEMENT
I am highly indebted to our Project Guide Mr. Atul Thakur for
his valuable guidance, help and constant encouragement
during the entire period of my internship. I also acknowledge
with gratitude, the constant inspiration given by Mr. Vikas
Varma during the course of study. I also appreciate and pay
my heartiest gesture to each and everyone here at CELLEBRUM
for the help rendered by them during my project tenure.

3
ABOUT CELLEBRUM
Cellebrum is a technology enabler in a wire-free world
connecting data source or application to any device. Cellebrum
makes the mobile phone an integrated communication device,
with the ability to provide information and perform real time
online transactions anytime, anywhere.

• Cellebrum is the most promising & upcoming VAS

providing I.T organization, which is present in all the 23
circles of India.

• Cellebrum makes the mobile phone an integrated

communication device, with the ability to provide
information and perform real time online transactions
anytime, anywhere.

• Cellebrum as a business is operating in the Wireless

Applications space, developing new applications and
wireless-enabling existing ones.

• It is involved in two major areas:

Wireless Applications Development
and
Wireless Applications.

4
Cellebrum is active in three
verticals :

• VAS Solutions - Entertainment, Gaming, Information and

Community services (Music cards, Tambola, Quiz, Cricket,
self provisioning, group Messaging etc).

• Roaming Solutions - International Call-Back, Roaming

tie-ups extension, Welcome Roamer etc.

• Enterprise Solutions - SMS & IVR enabling, global no.,

B2B & B2C interactivity.

Products and Services:

• Select Caller List
• SMSC
• USSD Gateway
• Back Ground Music
• Pay For Me
• CRBT

5
 • Alert Me etc.

SERVICES PROVIDED :

• DATA
• ROAMING
6
 • SMS
• VOICE

WHERE DOES CELLEBRUM EXISTS ?

Cellebrum makes the mobile phone an integrated

communication device, with the ability to provide information
and perform real time online transactions anytime, anywhere.
Cellebrum as a business is operating in the Wireless

7
Applications space, developing new applications and wireless-
enabling existing ones.

STRENGTH : 550

CORPORATE OFFICE : PARWANOO ( INDIA)

OVERSEAS OFFICE : SINGAPORE

VALUE ADDED
SERVICES
The Indian mobile telephony market has grown at a rapid pace
in the past six to seven years. Declining call tariffs in
conjunction with favourable regulatory policies have lead to a
tremendous increase in the subscriber base, crossing the 100
million mark in 2006. While the growing subscriber base has
positively impacted industry revenues (which have risen
consistently over the past few years), operator margins also
have shrunk, pulling down “Average Revenue per User” (ARPU).
As ARPU declines and voice gets commoditized, the challenge
is to retain customers, develop alternative revenue streams,
and create a basis for differentiation in high-churn markets.
In the wake of changing industry markets, telecom operators
are looking at “Mobile Value Added Services” (MVAS) as the
next wave of growth, and a large chunk of revenues is
expected to flow from VAS in the near future. Market growth

8
drivers on the supply side include declining ARPU, brand
differentiation needs, and growing focus on entertainment-
related content; demand-side drivers include the booming
Indian economy, increasing user comfort with basic mobility
services, personalization of content and devices and cheaper
handsets. From the early days of “Person-to-Person Short
Message Service” (P2P SMS), the industry has witnessed an
emergence of a growing portfolio of services including
graphics/wallpapers downloads, ringtones and caller ring back
tones (CRBT), SMS contests, and games.

VAS MARKET IN INDIA

9
10
Key Numbers as of March 2008
Mobile Subscribers 250 million

Avg. ARPU Rs 250 / $6

Industry Revenue $ 1.5 billion per month

Annual Revenue $ 20 billion

Market Cap $ 120 billion

VAS Providers Revenue $ 0.18 billion

VASPs Market Cap $ 1.5 billion

ARPU Split of Rs 250

Voice + 90% Rs 225 Includes Rentals, Activation

Rentals Charges, etc.
P2P SMS 5% Rs None of this flows through
(primarily) 12.50 to the VAS Providers

Also: GPRS
Data, Call
Roaming,
CLI
Other VAS 5% Rs Rs 4,300 cr / $1 billion
12.50 annualised revenue
Revenue for 17% of Rs 2 Rs 750 cr / $180 million
VASPs the 5% annualised revenue
above

11
 VAS Revenues by Category

Category Penetration Numbers Revenue ARPU Total VAS Annual

(million) (Rs / mo) Revenue Revenue VAS
(Rs / mo) (Rs / mo) Revenue
P2P SMS 35% 80 m Rs 30 Rs 11 Rs 250 cr Rs 3,500
cr
CRBT 25% 65 m Rs 25 Rs 5.50 Rs 165 cr Rs 30 cr Rs 350 cr
IVR / Voice 15% 30 m Rs 20 Rs 3 Rs 60 cr Rs 10 cr Rs 125 cr
Portal
Downloads 10% 25 m Rs 10 Re 1 Rs 25 cr Rs 6 cr Rs 75 cr
(Ringtones,
Wallpapers,
Games)
SMS Subs. 5% 15 m Rs 20 Re 1 Rs 30 cr Rs 6 cr Rs 75 cr
P2A SMS 15% 30 m Rs 6 Re 1 Rs 30 cr Rs 6 cr Rs 75 cr
Misc Re 1 Rs 50 cr Rs 5 cr Rs 50 cr
TOTAL 250 m Rs Rs 360 cr Rs 63 cr Rs 750 cr
(ex-P2P 12.50
SMS)

Points to note:
12
• P2P SMS Penetration is about 35-40%, while VAS Penetration is at best
25-30% of all users
• SMS in all its forms (P2P, P2A, Subscriptions, A2P) is the biggest
revenue generator after voice
• Music (as part of a broader Entertainment category) is the bedrock of the
VAS Industry accounting for over 50% of non-Voice/SMS revenues
(CRBT, Ringtones)
• Voice Portals are the other big revenue generator, as they are the gateway
to a wide variety of content

13
HOW WILL VAS MARKET SHAPE UP
IN FUTURE ???

14
 MY

PROJECT

@ CELLEBRUM

15
‘REVENUE ANALYSIS & CHURN
MANAGEMENT IN VOICE CHAT’
INTRODUCTON TO VOICE CHAT
Voice Chat service is a simplest way to find new friends and
chat with them. Now, you can chat on your mobile phone
without disclosing your Mobile Number. All you have to do is to
register with Voice Chat and have to create your id and your
desired partner profile like age/gender etc and you can talk live
with people matching your profile by using a chat id. There are
also additional features like Login/Logout, Block/Unblock, Edit
Profile, Dedication and Chat Directly with any id etc.

16
DESCRIPTION
Step 1: Subscriber has to dial a predefined Short code for
Voice Chat Service and register with Voice Chat. On successful
registration an SMS will be sent to subscriber telling him his
unique ID –say 123456.

Step 2: Now he has to create his profile by answering simple

questions like age, sex etc. through IVR DTMF inputs. He can
also create his desired Friend’s profile by answering similar
questions. After that, subscriber has to records a short prompt
so that other callers can listen and chat with him.

Step 3: Now he can hear the recordings of his matching

profiles and can chat with them by just pressing a key.

17
Step 4: He can also chat directly with any ID by just dialing
Voice Chat Short code followed by any chat id.

Step 5: The user can also edit his own or his partner’s profile.

Step 6: If the user doesn’t want to attend the chat calls then
he/she can also logged out from the Voice Chat Service.

Step 7: If the user doesn’t want to talk to particular chat id

then he/she can also block that Chat ID.

Service Flows

The following flow diagrams will explain the Voice Chat service
in more detail:

6.1 Flow for New Customer

6.2 Existing Customer Flow
6.3 Login/Logout Flow
6.4 Block/Un-Block Flow
6.5 Edit Profile Flow
6.6 Help Flow

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6.7 Billing Flow
6.8 Direct Call Flow

19
20
Steps of Flow

• MyChat application will recognize the status of customer

on the basis of his MSISDN after making a query into
subscriber database and will accordingly direct him to the
flow. If already subscribed customer calls, he will be
directed to other flow (flow 6.2).
• Customer needs to enter his language preference which
system will save for future references.
• Customer will be prompted to subscribe the service by
telling him about the charges and benefits. Customer can
even go for a detailed help of the service.
• If customer presses 1 to subscribe to the service, his
request will be sent to the billing system. Customer call
will be disconnected after thank you IVR message and
informing him that his service activation status will be
informed through SMS.

21
6.Existing Customer Flow

22
Steps for Flow

• When an existing customer calls 789, system will play the

prompts as per his language preference
• If customer has already entered his and his desired
partners profile then he will be allowed to listen to profiles
of his choice but if he has not entered any information
regarding the same he will be asked to enter the
information before he can listen to recordings of his
choice
• While listening to his matching profiles if customer likes
any profile he can press 2 and system will automatically
connect his call to that profile
• By choosing option 2 customer can login/logout from the
service i.e. if he doesn’t want to receive any call from my
Chat he can logout from the service and whenever he is
willing to receive the calls he can again login
• Customer can block or un-block any ID i.e. by going to
option 3 customer can block any ID from making calls to
his number via my Chat. Customer will have the option to
un-block any ID as per his convenience
• If customer wants to change his/her profile he/she can go
to option number 4 and can follow simple instructions to
change his or his desired partner’s profile

23
6.3Login/Logout Flow

24
Steps for Flow:

• Once into the login/Logout flow customer will not have to

do much but simply press 1 to logout from my Chat
service so that no other subscriber of my Chat is able to
call him or if customer is already logged out then he can
press 2 and can start receiving calls from other my Chat
subscribers

25
Steps for Flow:

• If “A” party is harassing “B”, then “B” party can block “A”
party’s ID which means “A” party will not be able to make calls
to “B” party via my Chat till the time he is being blocked.
• “B” party can as per his convenience Un-Block “A” party’s ID
so that he can start receiving calls from “A” party. Calls from

26
 other ID’s will not be affected if “B” party has barred calls from
“A” party.

6.5 Edit Profile Flow

Steps for Flow:

• Customer will have the option to edit his and his partner’s
profile as per his convenience

27
• If my Chat customer wants to edit his/her profile he/she
can go to option 1 and can edit his/her age, Gender and
the recording
• Option to edit the age & gender of your desired partner
will also be there

28
6.7 Billing Flow

29
6.8 Direct Call Flow

30
Connectivity with Operator:

The following connectivity is required with the operator for

smooth running of the service:

1. MSC Connectivity: Connectivity with all operators MSC’s

is required over SS7 and E1s will be required to take voice
from our servers to customer’s handset. Customer will call
up an IVR short code (to be opened up by the operator)
and the call will be taken from BTS to MSC to Cellebrum
server via E1s which in return play the music.

2. IN/API Connectivity: In order to make sure that every

customer gets charged for the service, we need to have
IN or API connectivity through which we can deduct the
final amount as per the customer request.

3. SMSC Connectivity: SMSC connectivity would play a

crucial role to deliver the relevant messages to the
customer handset. This would be required to send
31
 subscription, re-subscription or balance minute’s related
messages.

4. Billing Connectivity: Billing connectivity will be required

to actually communicate the necessary updates to the
billing system which can be used for billing related
deductions and customer care interfaces.

FEATURES
The features of the Voice Chat service are:

1. The User can Login / Logout from Voice Chat Service any
time.

2. User can Block / UN Block any Chat ID.

3. User can Chat Directly with any chat ID by just dialing his
Chat ID

4. The Mobile Number of the user will not be disclosed.

5. Users can listen to the recordings of his matching profiles.

6. User can edit his personal and desired partner profile.

7. User can take detail knowledge about the service.

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Login/Logout: There is a facility to login / logout from Voice
Chat service. When you are busy or do not want to chat, you
can Logout from Voice Chat service. You will not receive any
call from Voice Chat once you are logged off. Just Login to
service when you are free and you can receive chat calls.

Block /Unblock: If you do not want to receive calls from a

particular chat id you can block that id and that id will not be
able to call you up. You can also unblock that ID.

Edit Profile: You can edit your personal and partner profile.

Direct Chat: By using this option customer can chat directly

with any id and there is no need to go to IVR Flow. Subscriber
has to dial the Chat id prefix by short code of service and he
can chat with his desired id directly.

Sample MIS Sheet

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CHARGING MODEL
Subscription Based
34
User can dial an IVR Number to subscribe for the service.

Prepaid and postpaid interfaces are required for charging in

case of online charging.

IVR Call Charges

Any call made with the Voice Chat Short code Prefix will be
charged.

Combined

A Combination of Charging Model can be used.

PROMOTIONAL PLAN
1. Promotion to all prepaid and post paid base with the
information about the service.

2. Promotion on daily Basis: send matching Chat IDs to

subscribers.

3. Promotion to those who call on IVR short code but did not
subscribe.

4. To those who have been unsubscribe from the service.

35
CLIENTS & ADDRESSABLE
MARKET FOR VOICE CHAT
SERVICE

Service Addressable Service

provider market(as of Aug Provided as:
2008)(mn)

Vodafone 52.75 VOICE CHAT

Idea 29.27 VOICE CHAT

HFCL 0.5 MITRA DA CLUB

Reliance 52 HUMSAFAR
infocom

Aircel 13.12 FIND A FRIEND

Spice 3.56 FIND A FRIEND

36
VALUE PROPOSITION
•Provide service differentiation & competitive edge.
•Reduced churn rate for the service provider
•Composed of customized ringback tone call and the
customized ringback tone management
•Creates emotionally loyal subscriber communities.
•Improves revenue productivity by leveraging existing
telephony infrastructure
•Build brand equity by the word of mouth marketing

37
BUSINESS INSIGHTS
Cellebrum to provide Voice Chat service to its clients has hired
Call centres .
These call centers are located throughout India to provide
services in their respective cirlces.
Call centers are located in Mumbai, Delhi , Jaipur, Hyderabad
,Punjab , Lucknow etc.

Number of call centers : 14

Number of Agents : 338

The cost of these call centers is completely beard by

Cellebrum.

PROMOTION THROUGH

OBD (Out Bound Dialer):

It is basically voice call that is being made to our
customer base, it consists of messages that briefs about the
profiles and chat id’s of agents, so that they can directly call
agents through the chat id’s.

SMS:

38
 It consists up of small messages that we are going to
deliver to our customers every day regarding the profiles and
chat id’s of agents , so that they can directly call agents
through the chat id’s.

The cost of these promotions is completely beared by telecom

operators.

REVENUE

Revenue is obtained in three ways:

Obtained As: Charges (Rs)

Subscription fee at the time of 30

activation
Periodic charging for the 30
renewal of subscription

Browsing and Calling charges 2/min

The revenue sharing depends upon the agreement between

the cellebrum and telecom operator.
It may vary from operator to operator, generally in the range of
25% to 35%.The above table shows the data for Voice Chat
Service in Vodafone only. These charges also vary from
operator to operator.

39
My task

TRACKING CALL CENTER

PERFORMANCE:

• I was being provided with the day to day data about the
daily performance of call center agents.
• I Arranged the data on the basis of MOU’s associated with
each call center.
• The sample of resulted MIS sheet that I have prepared is
as shown below:

40
 Date Red Yellow Green Total

< 2 hrs % 2-5 hrs % 5-6 hrs % >6 hrs %

1st july 23 32% 29 41% 6 8% 13 18% 71

2nd july 23 32% 22 31% 6 8% 20 28% 71

3rd july 26 37% 19 27% 5 7% 21 30% 71

4th july 23 32% 19 27% 9 13% 20 28% 71

5th july 27 38% 21 30% 3 4% 20 28% 71

6th july 43 61% 12 17% 4 6% 12 17% 71

7th july 19 27% 21 30% 11 15% 20 28% 71

8th july 24 34% 22 31% 5 7% 20 28% 71

9th july 22 31% 23 32% 3 4% 23 32% 71

10th july 21 30% 15 21% 7 10% 28 39% 71

11th july 17 24% 22 31% 10 14% 22 31% 71

12th july 21 30% 18 25% 10 14% 22 31% 71

13th july 42 59% 19 27% 0 0% 10 14% 71

14th july 19 27% 18 25% 12 17% 22 31% 71

15th july 17 24% 23 32% 10 14% 21 30% 71

16th july 18 25% 17 24% 9 13% 27 38% 71

17th july 20 28% 16 23% 10 14% 25 35% 71

18th july 16 23% 17 24% 4 6% 34 48% 71

19th july 13 18% 31 44% 7 10% 20 28% 71

20th july 33 46% 22 31% 4 6% 12 17% 71

21st july 8 11% 29 41% 14 20% 20 28% 71

41
22nd
july 9 13% 33 46% 7 10% 22 31% 71

23rd july 8 11% 29 41% 16 23% 18 25% 71

24th july 7 10% 24 34% 8 11% 32 45% 71

25th july 9 13% 32 45% 8 11% 22 31% 71

26th july 4 6% 27 38% 11 15% 29 41% 71

27th july 21 30% 29 41% 5 7% 16 23% 71

28th july 7 10% 27 38% 7 10% 30 42% 71

29th july 7 10% 30 42% 10 14% 24 34% 71

30th july 10 14% 32 45% 6 8% 23 32% 71

31st july 11 15% 26 37% 7 10% 27 38% 71

From the above MIS sheet we analysed the performance and

their efficiency on the basis of MOU’s.
We have categorised the data given to us on the basis of
MOU’s as given below:

Hours Colour for representation significance

0-1 Red Poor

1-2 Red Below

Average

2-5 Red Below

Average

5-6 Yellow Average

>6 Green Good

42
 • So in the above table we have analysed the performance
of each call center and their agents.

• We found the number of agents for each call center which

lie in the different categories in the above table.

• So on the basis of above analysis we have set 6 Hrs as an

benchmark for each agent in their respective call centers

• So the number of agents in the <1 Hr are considered as

absent.

• Agents below the 6 Hrs benchmark are paid less salary .

• And agents above 6 Hrs bench mark are paid complete

salary and incentives for better performance .

Performance Analysis Of Call Center Agents

We have also analysed the performance of each call center

agent of their respective call centers on daily basis.

We have analysed their performance on the basis of 3

parameters:

• Switched Off

• No Answer

• Call Reject

Punjab Centre Chat ID's

Mobile No's CHAT ID's NO ANS SWITCH OFF CALL REJECT

9988854474 2669044 27 0 0

43
 9988854475 3050097 27 7 1

9988854476 2670473 24 0 4

9988691823 2933100 31 0 1

9988854480 2670429 26 0 0

9988854486 3049529 25 0 0

9988854488 2670427 34 0 0

9988854482 2669039 30 0 0

9988854487 2669347 3 0 0

9988854484 2670508 3 0 10

9988854483 2669046 4 0 1

9988854481 2669212 8 2 0

9988691839 2749631 9 0 0

9988854478 2669480 6 0 0

9988854485 2669258 14 0 0

9988854477 3161416 7 0 8

9988691838 3162143 5 0 0

9988691828 3161939 43 2 0

9988691829 3172073 9 0 0
This helps in analysing the reason why the calls are not
answered by individual agents at each call center ,which
helped in improving the efficiency of agents at each call center.

REVENUE ANALYSIS

• We were provided with the entire revenue data of

the Vodafone voice chat service of all the circles for 9
months.

44
 •We were asked to analyse the revenue data for the voice
chat service from Jan to September.

•From the analysis of the MIS sheet we have find out some
key data which are helpful in the revenue maximization &
churn management.

•Key parameters involve & analysis of the data involving

these parameters are given in the following pages:

o Request received (Total, new, retry).

o Subscription successful (Total, new, retry).
o On hold subscription, Failed etc.
o Subscriber base.
o Total unique callers.
o Total Voice Chat calls (direct chat id to chat id & through
IVR).
o Pulses generated & total MOU’s.
o Total revenue which is comprising of three things:-Call &
browsing revenue.
o Subscription revenue

o Periodic charging revenue

45
 Total Revenues from India

Calling&Browsing
Month Revenues % Subscription Revenues % Periodic Revenues % Total

63 37 389533
January 2434936 % 1457910 % 2490 0% 6

39 55 134312
February 5262832 % 7353660 % 806370 6% 60

24 39 37 177290
March 4180604 % 6938610 % 6609810 % 24

18 25 57 178541
April 3160982 % 4519380 % 10173780 % 42

23 28 49 209587
May 4758150 % 5844270 % 10356330 % 50

31 25 44 271417
June 8359494 % 6720120 % 12062130 % 44

37 20 43 300641
July 11064128 % 6026730 % 12973290 % 48

41 17 42 316388
August 13082786 % 5341410 % 13214700 % 96

42 17 41 333857
September 14076022 % 5522460 % 13787310 % 92

36 22 42 177037
October 6315698 % 3883140 % 7519500 % 58

•Calling and browsing revenue was substantial amount of

the total revenue initially.
•February onwards calling & browsing revenues are not
substantial s it should be.
•So from the above MIS sheet we analysed that subscribers
are only subscribing to the voice chat service and are not
using this service much.

46
 • To strengthen this interpretation the total calls & pulse
generated per subscriber will be helpful

Total active Total Vchat Pulses /

Month subscriber base Calls Calls/Subscriber Pulses Pulses/Call Subscriber

12174
January 44967 525473 12 68 2.32 27.075

Februar 26314
y 248346 1055071 4 16 2.49 10.596

20903
March 382656 732957 2 02 2.85 5.463

15804
April 436223 508087 1 91 3.11 3.623

23790
May 520577 790976 2 75 3.01 4.570

41797
June 569870 1395849 2 47 2.99 7.335

55320
July 552668 1831279 3 64 3.02 10.010

65413
August 543249 2119013 4 93 3.09 12.041

Septem 70380
ber 553284 2361895 4 11 2.98 12.720

31578
October 603483 1038495 2 49 3.04 5.233

• Total calls & pulses generated per subscriber is

continuously reducing.
• So from the above data we have analysed that the agents
are not fully capable of handling the callers for longer
duration.

47
 ARPU Analysis

North West South East

Total
Total active Total active active Total active
subscriber subscriber subscriber subscriber ARP
Month base Revenue ARPU base Revenue ARPU base Revenue ARPU base Revenue U
Januar 72.8
y 36228 3288836 90.78 4890 347716 71.11 2867 187284 65.32 982 71500 1
Februa 58.3
ry 165057 8854762 53.65 56212 2808618 49.96 12799 894084 69.86 14278 833742 9
1219481 55.2
March 266718 4 45.72 75475 3470380 45.98 18701 861002 46.04 21762 1202828 7
1252886 42.4
April 297127 8 42.17 95617 3508414 36.69 22895 942668 41.17 20584 874192 7
1469236 34.1
May 346125 0 42.45 114333 3927646 34.35 24862 1136010 45.69 35257 1202734 1
1938142 34.9
June 412814 0 46.95 93235 4972662 53.33 24754 1423540 57.51 39067 1364122 2
2333213 56.5
July 417542 2 55.88 82238 3615984 43.97 26508 1623654 61.25 26380 1492378 7
2416707 70.2
August 400307 8 60.37 84954 3873436 45.59 34518 1950704 56.51 23470 1647678 0
Septe 2542736 71.9
mber 412810 6 61.60 78353 4247732 54.21 40822 2177580 53.34 21299 1533114 8
Octob 1313549 33.5
er 462577 8 28.40 77303 2608610 33.75 43551 1286622 29.54 20052 673028 6

• We have analysed the Average Revenue Per User for

voice chat service.
•The key finding was the south zone where the ARPU was
declining continuously.

48
CHURN MANAGEMENT
•The cost of acquiring a customer a new customer is more
than the retaining a customer.

•Hence the Churn management is very critical for the

revenue maximization

• In this regard we have analysed the MIS sheet from the

churn management perspective also

•The deactivations of the service were divided in the two

voluntary & involuntary deactivations

•Involuntary deactivations can be due to the technical

reason or because of the unavailability of the enough
balance to subscribe the service

49
Subscription and Deactivation
Analysis

Total Subscription

Month North West South East

January 39272 55758 3074 1043

February 162643 55758 11745 14976

March 162568 38697 8110 12173

April 105897 28340 5870 1468

May 136764 30371 4102 18742

June 171516 31273 3592 9004

July 162464 25600 6445 6382

August 133813 23585 12302 8347

September 117761 10661 11099 3237

50
 Total Deactivations
North West South East
Total Total Total Total
Month Deactivation Deactivation Deactivation Deactivation
January 3097 329 208 61
February 26693 4867 1984 1639
March 68352 19619 2648 4809
April 75985 9045 1688 2737
May 88016 11939 2171 4177
June 107708 46910 3737 5449
July 158752 36741 4719 19170
August 151945 20702 4321 11422
September 143375 18876 6796 5693
October 66019 8169 3991 1898

51
52
• The involuntary deactivations have touched
the 60% of the total deactivations from July
onwards.
• Involuntary deactivations which is 60% ; in
real numbers is a very significant number.

PERIODIC CHARGING as a percentage of (periodic + subscription)

Month North South West East

January 0.16% 0.58% 0.00% 0.29%

February 11.47% 15.84% 5.46% 2.42%

March 45.42% 56.77% 57.43% 53.61%

April 67.38% 74.30% 69.72% 92.98%

May 63.69% 81.18% 68.87% 39.05%

June 62.09% 84.16% 66.38% 74.47%

July 69.34% 75.85% 44.64% 79.12%

August 74.02% 64.86% 43.03% 69.06%

September 71.23% 67.57% 74.03% 81.97%

Average 52% 58% 48% 55%

• Month to Month basis the periodic charging

revenue should be equal to the summation of
the periodic & subscription revenue;

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• This means the churning is not affecting
much.
• Our analysis shows that as the Voice chat
service matured in the respective zones the
churning is not much noticeable in the
revenue figure

• However the involuntary deactivations is a

big concern as it represent the more than
60% of the total deactivations from July
onwards

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RECOMMENDATIONS
• To reduce the involuntary deactivations , we have
recommended subscription charge of Rs 1.50/day
specially for prepaid subscribers as they constitute 80% of
the total number along with the Rs 30 subscription
charge.

• ARPU of south can be increased by the addition of the new

Call Center or by addition of the new agents as the Kerala
Call Center agents are performing well (60% are in more
than 5 Hrs category).

• Pune and Hyderabad Call centers are the worst

performer in terms MOUs generated per month(92% and
99% are in red region in Pune and Hyderabad
respectively).

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