Customer analysis of monthly-charged mobile content aiming at prolonging subscription period

Retention of customers is a critical challenge for mobile content providers. This paper presents a customer analysis result aiming at prolonging users´ subscription. Based on users´ score information, the access log, and so on, customers who are likely to unsubscribe in near future are identified. Regularity is discovered from the unsubscribed users´ data using the C4.5 algorithm and a module library is prepared to easily formulate the character sets for the prediction from the users´ access log. By using various character sets, the prediction of the users´ subscription period was tested by using 6,000 real users´ data. We predicted whether a user would unsubscribe within two months, with results showing 72% recall and 65% precision