Mobile Network Coverage Trumps Price For Subscriber Priorities
June 24, 2011 - Openet
Openet, a provider of Subscriber Optimization Software (SOS), released the second set of results of a global survey on the state of personalization in the communications industry, conducted by UK analyst firm Telesperience. The firm spoke to mobile customers worldwide who use different types of wireless devices and plans.
The study showed that 90 percent of those surveyed do not feel their service providers understand them. The rise in connected devices and mobile broadband demand appears to be altering the priorities of subscribers.
Good network coverage is now rated more highly than low price or reliable quality of service in terms of the top three things customers value the most. Additionally, 80 percent of customers are now more influenced by factors other than price when choosing a price plan, with only 20 percent wanting the cheapest possible prices.?
“Many customers are no longer motivated solely by price,” said Teresa Cottam, research and publications director at Telesperience. “However, they are confused and frustrated by over-complex offers and upset that mobile service providers seem intent on rewarding newcomers more than loyal customers.”?
Additional key survey findings:
- 86 percent of subscribers report they could be happier with their mobile service provider. This shows a clear opportunity for operators to increase efforts to move subscribers towards becoming loyal brand advocates.
- 32 percent of respondents said their service provider only made an effort to understand them when they first joined or around the time of contract renewal, 43 percent revealed they have to figure things out for themselves and 15 percent said they have a completely unsuitable service. Many subscribers report that the offered plans or phones are still not delivering enough value.
- Two-thirds of customers said that they would like “more flexibility” in their plans.