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The Effect of Covid-19 Pandemic on Client’s Equity: The Case of a Senegalese Telecommunication Company

In: Advances in Digital Marketing and eCommerce

Author

Listed:
  • Nora Sharkasi

    (Tokyo International University)

  • Thioro Ndiaye

    (Nagoya University of Commerce and Business)

Abstract

In the telecommunication industry, at the very top of the revenue generation hierarchy is the classification of the B2C and B2B cash flow sources broken down into various service packages available for each segment. The work-from-home during the pandemic has helped generate more revenues for telecom vendors coming from B2C pool. However, the revenues from the B2B side suffered as clients’ cash flows are challenged during the pandemic. This study attempts to compute the clients’ equity CE of the only local Senegalese telecommunication company. The net value of the average Customer Lifetime Value (CLTV) of all cohorts makes up the CE, whereas, the “net present value of all current and future profits generated from a customer over the life of his or her business with the firm” defines CLTV. The results suggest that Waw telecom will realize a surplus in CE at the end of the client’s expected average lifespan.

Suggested Citation

  • Nora Sharkasi & Thioro Ndiaye, 2021. "The Effect of Covid-19 Pandemic on Client’s Equity: The Case of a Senegalese Telecommunication Company," Springer Proceedings in Business and Economics, in: Francisco J. Martínez-López & David López López (ed.), Advances in Digital Marketing and eCommerce, pages 305-312, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-76520-0_32
    DOI: 10.1007/978-3-030-76520-0_32
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