Telcos could lose half their customers: Ovum

Telcos could lose half their customers: Ovum

Analyst firm reveals finding of study on mobile operator churn

Ovum has revealed that telecommunications operators can expect to lose up to half their customers in the next 12 months as a quarter of consumers are set to switch providers in the coming year.

The claim is based on a survey of 15,000 consumers and 2700 enterprises across “15 major global markets.”

While reflecting an international churn average, Ovum consumer services director, Angel Dobardziev, said the research also highlights the significant differences in users’ churn patterns across geographies.

“For example, the survey finds that almost twice as many customers of Airtel India or LG U+ in Korea plan to churn more than the global average of 23 per cent,” he said.

“In contrast customers of Vodafone Germany or NTT DoCoMo in Japan are much more loyal, with only about one in ten indicating they plan to switch operators.”

The survey also shows that the quality of the mobile broadband experience is the leading driver for mobile operator churn; 37 per cent of consumers stated to have left or plan to leave an operator due to slow connection speeds.

Apple iPhone users proved the most likely to switch providers, and mostly to find a provider with faster network speeds.

“Being online is by far the most important thing in consumers’ digital media lives,” Dobardziev said. “When we asked consumers to rate a range of activities on a scale from ‘essential’ to ‘unimportant’, browsing the Web came top, with nearly six out of ten consumers rating it as essential. By comparison, an old favourite such as watching TV was rated by only three out 10 consumers as essential, scoring as less important than reading the news (50 per cent of consumers), reading a book (45 per cent) and listening to music (42 per cent).”

Dobardziev said that operators need to deepen their understanding on consumers’ propensity to switch, not just in their own market, but more broadly given that global trends permeate national borders.

Follow Us

Join the newsletter!


Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.

Tags mobilebroadbandVodafoneTelstraTelcoTelecommunicationsoptusovumVirgintelecomanalyst



Malwarebytes shoots the breeze with channel, prospects

Malwarebytes shoots the breeze with channel, prospects

A Kumeu, Auckland, winery was the venue for a Malwarebytes event for partner and prospect MSPs - with some straight shooting on the side. The half-day getaway, which featured an archery competition, lunch and wine-tasting aimed at bringing Malwarebytes' local New Zealand and top and prospective MSP partners together to celebrate recent local successes, and discuss the current state of malware in New Zealand. This was also a unique opportunity for local MSPs to learn about how they can get the most out of Malwarebytes' MSP program and offering, as more Kiwi businesses are targeted by malware.

Malwarebytes shoots the breeze with channel, prospects
EDGE 2019: Channel forges new partnerships during evening networking

EDGE 2019: Channel forges new partnerships during evening networking

Partners, vendors and distributors reconnected during a number of social gatherings during EDGE 2019. The first evening saw the channel congregate for a welcome party at the Hamilton Island yacht club, while the main poolside proved to be the perfect stop for a barbecue on the final night.

EDGE 2019: Channel forges new partnerships during evening networking
Show Comments