The global telecommunications market has experienced sustained growth over the past decade. With the rise of smartphones, 4G, and then 5G, user demand and usage have continued to grow. The mobile industry is expected to grow from 5.3 billion users in 2021 to 5.7 billion users by 2025, with the majority of these users coming from Asia Pacific and Sub-Saharan Africa.

The African and Middle Eastern markets are unique in that the vast majority of users use prepaid offers and in many cases have multiple SIM cards. Acquiring new consumers is relatively easy thanks to the availability of virtually free SIM cards, but retention is one of the main challenges for operators to maintain their growth in the medium and long term.

In this context, how can operators positively impact their key metrics such as market share, growth, ARPU, or churn?

This guide aims to share ideas on how to implement a CVM (Customer Value Management) program to enable operators to retain their customers and sustain their growth.

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