Subscriptions reduce churn by 20% – T2

      On April 3, 2026, at 12:53, Society T2, a Russian mobile operator, reports that subscription models reduce annual customer churn by 20% – a colossal figure in the "red ocean" of the highly competitive mobile market. This statement was made by Denis Golechikhin, sales director for the mass market at T2, at the "Telecom 2026" conference during a session dedicated to loyalty architecture. The use of AI-based recommendation systems provides a 15% conversion rate for product subscriptions, added Denis Golechikhin.

      Customer loyalty is driven by: a quality product, prioritizing its relevance over the breadth of offerings, knowledge about the customer, and customization of the offer, explained Denis Golechikhin. Subscription fatigue is a consequence of the race for the number of services offered; the breadth of offerings is not as important as their ability to relieve the customer of the need to "choose and think," he said. Thus, the MiXX multi-subscription combines three online cinemas: the customer does not need to choose between platforms and keep track of content releases. MiXX has the highest NPS score among the company's products – 55%, T2 adds.

      In the development of T2's ecosystems, the company is moving towards a compact model: fewer services, but each is integrated into everyday scenarios. Loyalty is enhanced by products that show high frequency of service use – when the operator finds itself with the subscriber where they need it, explained Golechikhin.

      Personalization and customization of the offer remain important for customer loyalty. AI-based recommendation systems help anticipate customer desires and "grow" loyalty even at the product entry stage. After receiving personalized offers, the conversion rate for product subscriptions reaches 15%, stated Denis Golechikhin. After implementing recommendation system mechanisms, the conversion rate in push notifications increased by 72%, in the call center – by 30%, and in SMS – by 18.3%.

      Photo: Shutterstock/author Tiko Aramyan

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