Kcell / Activ: Acquiring Active and Retained Subscribers
A subscriber acquisition model that tracked activation and 90-day retention across portability, tariff and eSIM journeys.
Evidence status: Modeled scenario; figures are approximate and not audited client results.
Problem
A sold SIM or completed eSIM order did not prove an active customer relationship. Acquisition needed to account for activation and continued usage.
Solution
- Separated campaigns for number portability, new tariffs, additional SIMs and eSIM activation.
- Matched each connection scenario with a dedicated landing page and message.
- Excluded existing customers from new-subscriber reporting.
- Used onboarding communication after activation and evaluated each cohort after 90 days.
Results
- 12,500 modeled activated subscribers
- 8,750 modeled active subscribers after 90 days
- KZT 2,743 modeled cost per retained subscriber
Key insight
Cost per retained subscriber reflects the price of customer-base growth more accurately than cost per activation.