Why has Optus's mobile data usage per customer declined by 15% over the past quarter?

Introduction

The recent 15% decline in Optus's mobile data usage per customer over the past quarter is a concerning trend that requires immediate attention. To address this issue, I'll employ a systematic approach to identify, validate, and resolve the root cause while considering both short-term and long-term implications for the business.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking there might be seasonal factors at play. Has this decline coincided with any particular season or holiday period?

Why it matters: Seasonal patterns could explain temporary fluctuations in data usage. Expected answer: No significant seasonal correlation. Impact on approach: If seasonal, we'd focus on cyclical patterns; if not, we'd investigate other factors.

• Considering user segments, I'm curious about the distribution of this decline. Is the 15% decrease uniform across all customer segments, or are certain groups more affected?

Why it matters: Identifying specific affected segments could pinpoint targeted issues. Expected answer: The decline is more pronounced in certain segments. Impact on approach: We'd focus our investigation on the most affected segments.

• Thinking about recent changes, have there been any significant updates to Optus's data plans or pricing in the last quarter?

Why it matters: Changes in offerings could directly impact usage patterns. Expected answer: No major changes to plans or pricing. Impact on approach: If changes occurred, we'd analyze their impact; if not, we'd look at other factors.

• Considering technical aspects, has there been any change in how data usage is measured or reported in the past quarter?

Why it matters: Ensures we're comparing apples to apples in our metrics. Expected answer: No changes in measurement or reporting. Impact on approach: If changes occurred, we'd need to recalibrate our analysis; if not, we can trust the data as reported.