Menu
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!

Or

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

Featured

Slideshows

Meet the leading female front runners of the Kiwi channel

Meet the leading female front runners of the Kiwi channel

Reseller News honoured the leading female front runners of the New Zealand channel at the 2018 Women in ICT Awards (WIICTA) in Auckland. The awards honoured standout individuals across seven categories, spanning Entrepreneur; Innovation; Rising Star; Shining Star; Community; Technical and Achievement.

Meet the leading female front runners of the Kiwi channel
Meet the top performing customer-centric Microsoft channel partners

Meet the top performing customer-centric Microsoft channel partners

Microsoft honoured leading partners across the channel following a year of customer innovation and market growth in New Zealand. The 2018 Microsoft Partner Awards recognised excellence within the context of the end-user, spanning a host of emerging and established providers.

Meet the top performing customer-centric Microsoft channel partners
Reseller News launches new-look Awards at 2018 Judges’ Lunch

Reseller News launches new-look Awards at 2018 Judges’ Lunch

Introducing the Reseller News Innovation Awards, launched to the channel at the 2018 Judges’ Lunch in Auckland. With more than 70 judges now part of the voting panel, the new-look awards will reflect the changing dynamics of the channel, recognising excellence across customer value and innovation - spanning start-ups, partners, distributors and vendors.

Reseller News launches new-look Awards at 2018 Judges’ Lunch
Show Comments