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In the latest period it cut its marketing spending to $68m, or 33 per cent of revenues, from $90m, or 62 per cent, a year earlier. Inevitably the lower marketing spending took a toll on subscriber growth.
Vonage added just 57,000 net subscribers in the latest period compared with 166,000 in the first quarter and ended the second quarter with 2.45m subscriber lines. Overall, Vonage spent $287 to gain each new customer in the second quarter, but Mr Citron said customer acquisition costs fell to $260 per subscriber in the final month of the quarter – similar to the year ago figure.
Meanwhile, closer to home, I had a scary Vonage moment yesterday: I checked my Vonage voicemail and, instead of hearing the voicemail menu, I heard somebody else's call, loud and clear; they apparently couldn't hear me. Not good...