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Acronyms and Definitions

Acronyms

Acronym Meaning
ACD Automatic Call Distributor, or Average Call Duration
ARPU Average Revenue per User
ASR Answer-Seizure Ratio: answered calls as a percentage of total call volume
CAC / SAC Customer / Subscriber Acquisition Cost
CDR Call Detail Record
CTA Call to Action
GTM Go To Market
LCR Least Cost Routing
LTV Lifetime Value
MTR Mobile Termination Rate: charge levied by a mobile provider to terminate calls in its network
MTU Mobile Top Ups
MXP Calls in the app using data or wifi
NEU New Engaged User
NPS Net Promoter Score
NPU New Paying User
PBT Pay Back Time
PSP Payment Service Provider
PSTN Calls in the app using local phone lines
ROAS Return on Ad Spend
ROW Rest Of World: all countries except the top 5
SLN Shared Local Numbers
SNOC Service Network Operation Centre, back office
TAF Tell A Friend (referral)
UGC User-Generated Content
WO Welcome Offer

Glossary

  • A-side: origin user, usually from a developed country
  • B-side: receiving user, usually from a developing nation with no internet and expensive data
  • Living Room: main screen of the app, shows recent calls
  • Greenfield: new technology platform, built apart from any existing codebase

Business definitions

Users

Term Definition
Rebtel User An Active User or a Paying User
Active User A user that made a call, an MTU or Nauta purchase, or used remittance. Any successful outgoing event in the period; received calls and SMS do not count
New Active User First time a user falls into the Rebtel User definition
Recurring User Rebtel User active in both the current and previous period
Churned User Rebtel User in the previous period, inactive in the current one
Reactivated User Churned User in the previous period that is a Rebtel User again in the current one
Paying User User with a paid transaction, see Paying User
New Paying User First time a user falls into the Paying User definition. Counted once regardless of service. See New Paid Users
New Engaged User First day a user makes a successful call (free or paid), MTU, money transfer or food credit. Excludes burn-in, expiry, failed calls and Majority users. Built on 2 years of data
Trial User Rebtel User that uses a Trial Product
Barred User Rebtel User excluded from the service, account deactivated
Unbarred User Previously Barred User taken out of that status
Multi Product User Uses two or more products. A Plus user is always multi product
Single Product User Uses only one product
Referred User Signed up via referral link

Product User variants (Paygo, Unlimited, Limited, Plus, MTU, Nauta, SIM, Remittance, Messaging) use the same definitions as above, filtered on the product tags used in the period.

Paying User

Based on the transaction type:

  • Calling: answered call with duration greater than zero on a Paid Service, termination type not RebRoom or RebIn, origination type not PinCall
  • Burnin: Burnin transaction on a Paid Service, not Trial, with ReferenceTypeId 9 (Expiry) or 23 (UnlimitedBurnIn)
  • MTU (Legacy): successful MTU transaction on a Paid Service, excluding Dynamic Airtime (PayProductId = 9002)
  • Payment: successful payment greater than 0 on a Paid Service
  • Money Transfer: Completed MT transaction on a Paid Service
  • Marketplace (MTU and Food): Completed marketplace transaction

Attribution

Term Definition
First product used Product first used by the New Active User
First product paid Product first purchased by the New Paying User
Entry Origination Country First country a New Active User called from
Entry Destination Country First country outside the user's own that they call. A user belongs to one calling country
Acquisition Channel Channel a Rebtel User was acquired through, per New Product User
Origination Channel Channel a New User was acquired through
Reactivation Channel Channel a Churned User became a Reactivated User through

Financials

Term Definition
Revenue Revenue from minutes, burnin and fees
Direct Cost MTR or Transaction Cost
Transaction Cost Cost for services such as Remittance and credit card
GM1 Revenue - Direct Cost + Marketing Cost
GM2 GM1 - payment cost (e.g. PayPal)
GM3 GM2 - Infrastructure
GM4 GM3 - Marketing
Marketing Cost Cost from Marketing and Acquisition campaigns. See Marketing Cost
CRM Cost Cost from CRM actions, such as free minutes for re-engagement
TAF Cost Termination cost of the free credit given through referrals
FX cost/revenue Difference between provider and charged exchange rate (MTU and Remittance)

Cancellation and churn status

Term Definition
Account Cancellation User cancelled their Rebtel account
Passive Cancellation Trial or Payment user removes their payment method or disables the subscription
Active Cancellation Subscription cancelled because the user was Suspended or the payment method bounced
User Transaction Cadence Average number of days after which a user is expected to transact again
Active (churn status) Cadence not reached, or within 24% deviation
Soft Churn Cadence deviated by more than 24% and less than 201%
Hard Churn Cadence deviated by more than 200%