According to Pyramid Research, average ARPU in SA has decreased from just under US$30 per user in mid-2004 to an estimated $20 in 2006 and is expected to drop further, to around $15 per user by 2010.

"Attracting high spending customers is not easy, but it is probably true that high-end churners are most likely to be dissatisfied customers of a competitor, so operators need to consider:

-- Targeting corporate customers with dedicated account managers;

-- Offering a personal service and tailor-made solutions for SMEs;

-- Ensuring that the critical first contact with individuals is a positive one, whether in the operator's shop or via its call center.