Bezeq's Strategy for Increasing ARPU with SAM

This case study outlines Bezeq's strategic partnership with SAM Seamless Network to enhance its service offerings and increase average revenue per user (ARPU). Facing challenges from competition and regulatory constraints, Bezeq implemented a two-phased approach to improve its retail fixed broadband market position. Initially, Bezeq launched a smart home security solution, Bcyber, which gained significant traction among subscribers. The collaboration included the development of an improved router, the Be router, which integrated security features and enhanced Wi-Fi performance. The marketing strategy emphasized user-friendly messaging and creative campaigns to promote the new offerings. As a result, Bezeq saw a notable increase in ARPU from 89 NIS in 2016 to 106 NIS in Q2 2021, alongside a reduction in customer churn. The case study highlights the effectiveness of focusing on home Wi-Fi and security services in driving customer engagement and revenue growth.