subscriptions reduce customer churn by 20% / Society news of Krasnoyarsk and the Krasnoyarsk Territory / Newslab.Ru

T2, a Russian mobile operator, records that subscription models reduce annual customer churn by 20%.

This is a colossal indicator in the “red ocean” of the highly competitive mobile communications market. At the same time, the use of AI-based recommendation systems gives a conversion rate of 15% for product activation. This statement was made by T2 mass market sales director Denis Goleschikhin at the Telecom 2026 conference at a session on loyalty architecture.

Subscription fatigue is a consequence of the race for the number of services on offer. What is important is not the breadth of content, but their ability to relieve the client of the need to “choose and think.” Nfor exampleMiXX multi-subscription from T2 combines three online cinemas: the client does not need to choose between platforms and monitor the release of content. MiXX has the highest NPS among the company's products – 55%.

The speaker also noted that Personalization and customization of the offer remains important for customer loyalty. AI-based recommendation systems help predict the client’s desires and “grow” loyalty at the stage of entering the product. After receiving personal offers, the conversion to product activation reaches 15%. After using the mechanisms of recommendation systems, conversion in push notifications increased by 72%, in the call center – 30%, in SMS – 18.3%.

In the development of ecosystems company T2 is moving towards a compact model: fewer services, but each one is built into everyday scenarios. Loyalty is increased by products that show a high frequency of access to the service – when the operator is with the subscriber where he needs it, addIl Denis Goleschikhin.

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