Many companies, notably including the telecoms, try to increase their ARPU by selling their existing customers higher tiers or bundles of services. Others, such as media companies, focus on increasing advertising revenue. Both telecoms and media companies analyze their internal numbers to identify the demographic groups that are of greatest value to them. If Gen X consumers or families with children appear to be their most valuable customers, in terms of their contribution to ARPU, that's the group that the company will target for growth.