End Goal
Decide whether the launch is optimized for ARPU growth, churn reduction, or both. This shapes pricing, bundling, and how success is measured.
This is the foundational decision that shapes the rest of the launch. Before committing resources, leadership should align on the primary objective. That choice affects pricing, bundle design, marketing, and operating priorities.
Option 1: ARPU growth
Use mobile to grow revenue per subscriber and per household.
This usually means:
More lines per account
Higher data-tier mix
More VAS attachment
More device and protection attach
Success is usually measured by:
Incremental revenue per subscriber
Total service revenue growth
Lines per account
Attach rate on higher-value offers
Option 2: Retention and churn reduction
Use mobile to make broadband materially stickier.
Subscribers with both broadband and mobile typically churn less than broadband-only households.
This usually means:
Strong bundle pricing
Simple offers
High port-in focus
Fast ramp into existing broadband households
Success is usually measured by:
Broadband churn reduction
Customer lifetime value
Bundle penetration
Port-in conversion
Option 3: Both
This is where most ISPs land.
Mobile can lift ARPU and reduce churn at the same time.
But one goal should still lead in year 1.
That lead goal should shape:
Pricing strategy
Bundle structure
Offer design
Marketing message
Year-1 KPI reporting
What to align on
Before launch, decide:
Which KPI matters most in year 1
Whether ARPU lift or churn reduction leads the business case
What attach rate target you want
What success will look like in leadership reviews
If leadership is split, use churn reduction as the floor case and ARPU growth as the upside case.
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