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Kagan To Release "Trends in Subscriber Churn: An Economic Analysis" of Cable TV Operations
Kagan will announce the pending release of its State-of-the-Sector Analyst Report "Trends in Subscriber Churn: An Economic Analysis" at the Kagan OSS Seminar, a 7:45 a.m. Thursday breakfast event held in conjunction with The Western Show. The independent research firms analysts will present a preview of what they describe as the first reference focused exclusively on the crucial issue of subscriber churn. The analyst report will enable cable TV providers to comprehend and deploy solutions in this key area of cable operations. Features will include churn data, components and developments, future trends, economic impact and methods for controlling loss, and more. To order a copy of the report or for more information visit the Kagan Web site at http://www.kagan.com.
FOR IMMEDIATE RELEASE
December 2, Anaheim – Kagan media experts will preview their upcoming State-of-the-Sector Analyst Report "Trends in Subscriber Churn: An Economic Analysis" at the Kagan OSS Seminar, a 7:45 am Thursday breakfast event held in conjunction with The Western Show. Over 200 show attendees have reserved their seats for Kagans OSS Seminar breakfast set to address the issue of "STOPPING SUBSCRIBER LOSS: The Critical Role of Operations Support Systems."
Scheduled for release in January, 2004, the cable TV sector report will address subscriber churn, one of the most troublesome areas for cable operators (MSOs).
According to Kagan Senior Analyst Robin Flynn "Bundling is working for cable MSOs. Operators are successfully deploying a growing array of weapons to combat churn, including bundling, layering a broader range of interactive and on-demand services, and launching sticky products such as IP telephony and high definition. The results, especially in the troublesome area of digital churn, have been impressive."
Among operators tracked by Kagan World Media monthly digital churn has declined from 6.2% in Q3 2001 to 5.9% in Q3 2002 and further to 5.2% in 2003. That trend is expected to continue, according to Kagan analysts. Products enabling greater flexibility in service offerings and more self-provisioning will take churn down further. But for customers taking video/HSD/phone, churn has dropped to 1.4%, and that's not much higher than the basic move churn of 1.3%. And of digital's 5% churn, only about 1.5% is true product rejection (vs. upgrade/downgrade/moves etc.), not dissimilar to satellite.
"Subscriber churn costs millions in revenues, as well as lost profitability and productivity. Controlling churn offers MSOs a triple-impact opportunity to boost revenues, lower costs and increase penetration of services, " Ms. Flynn reports. "To date there has not been an authoritative report bringing together the key data and statistics required for properly assessing and addressing this troublesome area. It is our intention that ‘Trends in Subscriber Churn will correct this deficiency and enable MSOs to reduce subscriber turnover and in so doing achieve sought-after operational efficiencies."
Kagan COO and senior analyst Larry Gerbrandt has characterized the upcoming "Trends in Subscriber Churn" report as: "a comprehensive one-stop resource on subscriber churn -- including basic, digital, high speed data and cable telephony -- and how it is being controlled." According to Mr. Gerbrandt: "this will be the first reference focused exclusively on enabling cable providers to comprehend and deploy solutions to this key problem area of cable TV operations."
"Trends in Subscriber Churn: An Economic Analysis will feature:
- The latest data and developments
- How churn will trend in the future
- Churns economic impact
- How MSOs are controlling subscriber losses
In addition the pending analyst report will cover:
- Components of churn - downgrade, move, delinquent disconnects, etc.
- Statistics by product category (basic, digital, data, telephony)
- Analysis of what causes churn and which services (e.g. VOD, HSD) are most effective at combating subscriber loss
- The relationship of sell-in rates, subscriber self-provisioning, and retail sale of consumer premise equipment (CPE) to churn.
- Financial impact of churn on cable (cost of truck rolls, equipment loss etc.)
- Impact of bundling
- Other multichannel churn
- Company profiles: statistics and strategies to stem sub turnover.
Kagans State-of-the-Sector Analyst Report "Trends in Subscriber Churn: An Economic Analysis" will be made available in Electronic Edition ($395), Print Edition ($450), or Combination ($595) in January 2004. To order a copy of the report or for more information visit the Kagan Web site at http://www.kagan.com.
About Kagan: For more than 30 years, media strategists and decision-makers have turned to Kagan for the accurate and critical insights they need to anticipate market developments. Kagan expert intelligence and independent analysis is focused on the business of media -- from tech to finance. Go to kagan.com for a complete catalog of Kagan publications, events and services.
CONTACT INFORMATION:
Harvey Kraft
Director of Marketing
Kagan World Media
Voice: 831-624-1536
Fax: 831-625-3225
http://www.kagan.com
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