When Reporting Metrics Change, the Business is Changing

Verizon doesn't think it makes sense to keep measuring its wireless business using the traditional "average revenue per subscriber," especially as an increasing number of subscriptions are machine-to-machine connections. 

In fact, Verizon no longer reports average revenue per user (ARPU). Instead, it reports average revenue per account (ARPA). That is in large part a response to the company's "Share Everything" plans, which have multiple devices on one account. 

There are other future changes coming as well. Assuming machine to machine services become widespread, the notion of revenue per account might likewise have to be revised. 

A typical "human" account will typically represent much more revenue than an M2M connection, often amounting to an order of magnitude to two orders of magnitude difference. 

A single "account" might represent a utility with hundreds of thousands of "users" in a single area, so neither revenue per "user" or revenue "per account" might be too meaningful, when mixed with average revenue per account for consumer mobile users.

The point is that when an industry starts arguing that traditional metrics are losing their value, and starts using new measurements of business success, it is a sure sign that the business model for that industry is changing.

By September 2013, when the next TV season begins, Nielsen expects to have in place new hardware and software tools to capture viewership not just from the 75 percent of homes that rely on cable, satellite and over the air broadcasts but also viewing via devices that deliver video from streaming services such as Netflix, Amazon, X-Box and PlayStation.

In part, that change is due to pressure from networks that believe their audiences are undervalued by the current ratings system. At some point, observers believe, Nielsen will try and move in the direction of ability to measure video viewing from any source, and any device.

Changes in metrics are not unusual in the telecom business, either. Around the turn of the 20th century, when telcos routinely were measured by access lines, new alternate access businesses were selling high capacity data circuits, not voice lines. So in an effort to highlight the value of such businesses, firms began reporting access line equivalents.

Few bother to do so, anymore, as financial markets seem to grasp the concept of an IP bandwidth provider quite well. But, for a time, firms reports such bandwidth equivalents of voice lines as a metric of growth. Of course, to be sure, the measurement also was faulty.

It was used by some executives to demonstrate business value growth pegged to an older and higher multiple method, rather than a new method that might not value the revenue streams so highly.

But the problem is real enough. As service providers in the fixed networks business started to sell large quantities of new products, the older metrics began to make less sense. That is why the concept of “revenue generating units” has displaced use of “lines” or “basic cable subscribers” as meaningful measuring tools.

These days, what matters is the sale of new units of something, whether voice, messaging, video, data access or something else is less significant. The other more prosaic issue is that since executives cannot demonstrate organic growth of their legacy product lines, they’d rather create new metrics that highlight growth in the new lines of business.

The bottom line is that when the measurements start to change, it is a clear sign that the business already has started to change.