Telecom Lead India: A Nokia Siemens Networks survey says both Internet and voice quality of services impact mobile user’s selection of service providers.
The 2013 Acquisition and Retention Study Report by Nokia Siemens says the Internet quality has become a deciding factor in the choice of operators in mature markets, while voice quality is key in other markets.
The global study says the number of telecom users likely to switch mobile operator has increased by more than 20 percent to 39 percent in one year.
Smartphones are changing people’s expectations of mobile services, as well as bringing technical challenges for network operators. 39 percent say they’re ready to churn, up from 32 percent in the 2011 study. In contrast, 24 percent of mobile customers say they are completely satisfied with their operator.
The impact of smart devices on usage was most pronounced in mature markets, where two out of three people are now active users of advanced data services.
For these customers, mobile broadband quality is a key deciding factor in their choice of operator. Voice quality remains the chief consideration in emerging and in-transition markets.
29 percent in mature markets are willing to pay more for mobile services, and 47 percent of respondents believe that operators should offer excellent network quality, even if they charge a higher price for it.
Attractive data rates and incentive programs, however, remain important selling points, found the study.
Nokia Siemens is launching a series of product and service innovations to help grow and target network capacity, simplify operations and improve the customer experience.
Pix source: Telenor
