The idea
The phone number, stored value, device instalments and habit all reduce price sensitivity. European evidence found number portability cut mobile prices by at least 4% (Cho, Ferreira and Telang, 2016). Where many customers carry two SIMs, a customer who moves most of their top-ups elsewhere is mostly lost even though they never churn.
Use it thoughtfully
- Add share of wallet to retention reporting.
- Strengthen switching costs that also help customers.
- Expect price pressure if number portability arrives.
An example
ILLUSTRATIVE EXAMPLE: A customer still tops up both SIMs but now spends 70% on the other one. The retention team targets this decline before the SIM goes silent.
A question to try
What share of your customers' total mobile spending do you capture, and how is it trending?
A useful framework is a starting point, not a guarantee. Effects vary with the audience, product and situation. Use truthful evidence, respect customer choice, and test the result.