Frequent users of mobile broadband may switch telecom operators

By Telecom Lead Team: Frequent users of mobile broadband services are the
most likely to switch their wireless operator. 

A survey commissioned by Nokia Siemens Networks said out of
more than 16,000 mobile users interviewed, over 40 percent were identified as
these heavy users of advanced services and of these more than half had swapped
operators in the previous years, with approximately 40 percent ready to switch
provider in the next 12 months.

The impact of mobile broadband quality on customer retention
significantly increased in 2011. Network coverage and voice quality were rated
as the most important criteria in 2010 and continue to be among the top
criteria to retain customers in 2011.

However customers who are classified as ‘heavy users of
advanced services’ now rank mobile broadband quality alongside voice quality
and network coverage in determining to leave or stay with their mobile

People who chose their mobile operator for the first time,
and subscribers who swapped operators during the last six months, also ranked
voice quality, network coverage and mobile broadband quality as the three top
criteria in determining their operator.

Customers rated high speed mobile broadband as the most
important service over the next few years. Unfavorable contract conditions, the
high cost of devices and voice services, unfavorable tariff schemes, operators’
device portfolios and poor mobile broadband quality attracted the highest
dissatisfaction ratings globally.

Given the rise in smartphone subscriber numbers, heavy users
of advanced services will become the most prevalent subscribers in the future.
The number of users in this segment increased dramatically by 34 percent in
mature markets in 2011, and more than half of them are below 35 years. About 60
percent of these users expect excellent network quality even if it costs a
little more, and about 45 percent are ready to pay extra for special mobile
services such as security packages or GPS-based services.

Our study highlights the need to focus on high value
customers and improve the quality of mobile broadband to acquire, satisfy and
retain mobile customers,” said Amiram Mel, head of Customer Experience
Management at Nokia Siemens Networks. 

It is vital for operators to provide a personalized
experience by using the information they have about how customers use their
mobile services, to improve customer satisfaction and loyalty. Customer
insights enable operators to prioritize individually selected services and
allocate their precious network resources to match the service expectations of
different customer segments.

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