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