Recently, we published a light-hearted video \u201cIf Your Smartphones Could Talk<\/a>,\u201d in which we captured an infected mobile phone\u2019s \u201cguilty confession\u201d to sending unauthorized premium text messages without its subscriber\u2019s (Jennifer\u2019s) knowledge. It was a humorous attempt to make an important point \u2013 malware on subscriber devices can have a real impact on a service provider\u2019s bottom line and on their most important asset \u2013 the subscriber.<\/p>\n Here are some more details on Jennifer\u2019s experience and how a subscriber like Jennifer can impact service provider profitability.<\/p>\n Jennifer is an example of how subscribers can quickly move from satisfied and \u00a0\u201cengaged\u201d to dissatisfied and enraged as a result of a security incident. Research has shown that dissatisfied customers cost more to serve, and they spend less money, even if they don\u2019t churn out to another provider. There are real dollars in terms of support costs and lost revenue opportunities.<\/p>\n <\/p>\n Imagine the following scenario: Jennifer is a subscriber in a high-value consumer segment. Total acquisition costs are high, but lifetime value, including additional quad play services plus lines and phones for family members, is much greater than a typical subscriber (see chart below).<\/p>\n <\/p>\n![\"jen_1\"](\"https:\/\/www.paloaltonetworks.com\/blog\/wp-content\/uploads\/2017\/04\/Jen_1.png\")
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