Mobile World Congress 2012,
Barcelona, Spain – February 13, 2012
Global study of 16,000 people in 17 countries highlights where operators must focus
A major global study* on the habits and priorities of mobile users has shown that those using mobile broadband services frequently** are the most likely to switch their operator. Out of more than 16,000 mobile users interviewed, over 40% 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% ready to switch provider in the next 12 months.
The annual acquisition and retention study, commissioned by Nokia Siemens Networks, has shown that 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 operator.
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.
According to the report, 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.
The study further reveals that 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% in mature markets in 2011, and more than half of them are below 35 years. According to the study, about 60% of these users expect excellent network quality even if it costs a little more, and about 45% 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.”
Network operators, customers, press and analysts are welcome to see Nokia Siemens Networks’ approach to Customer Experience Management at its Experience Center C01 in Hall 8, Fira de Barcelona, Barcelona, Spain.
Share your thoughts on Customer Experience Management using #CSPCX or #mbbfuture on Twitter or joining our LinkedIn-Group.
Some highlights of our acquisition and retention study are available via Slideshare here.
About Nokia Siemens Networks
Nokia Siemens Networks is the world’s specialist in mobile broadband. From the first ever call on GSM, to the first call on a commercial LTE network, we operate at the forefront of each generation of mobile technology. Our global experts invent the new capabilities our customers need in their networks. We provide the world’s most efficient mobile networks, the intelligence to maximize the value of those networks, and the services to make it all work together seamlessly.
With headquarters in Espoo, Finland, we operate in over 150 countries and had revenues of over 14 billion euros in 2011. http://www.nokiasiemensnetworks.com
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Notes:
*Nokia Siemens Networks conducted its annual acquisition and retention study across 17 countries between June-August 2011. In 2011, a total of 16,000 mobile users were interviewed. Respondents in mature markets including the UK, the US, Germany, Japan, South Korea, Switzerland and Australia, in-transition markets including Brazil, Colombia, Poland, Russia and Turkey, and emerging markets including China, India, Kenya, Mexico and Morocco were interviewed for the study.
**Heavy users of advanced services use at least two of the following services once a week: send/receive emails, chat, browse the Web, download or upload data files, play online games, use personalized applications, mobile payment, mobile TV, location based services and/or GPS navigation and video calling.
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