key factors - mobile internet users select operators

+Key Factors – Mobile Internet Users Select Operators

Dr. Mazlan Abbas

[Source: Unlocking Consumer Value, Ericsson, 2013]

+Unlocking Consumer Value

The online experience is increasingly important

Target groups value different Internet features

Operators should promote areas other than price

Today, the quality of network performance is one of the most important factors

affecting customer loyalty to the operator. Therefore ensuring network speed and reliability is fundamental to a trusting,

long-term relationship.

PERFORMANCESEEKERS

The devices that operators offer can be

extremely important for certain consumers. In

particular, it’s important that operators carry

the very latest

and sought-after models. Although the device

does not directly improve the relationship

between the operator and consumer, it can

be used to build on the relationship through

device-related communications, such as

offering upgrades.

DEVICERS

INTERACTION

The relationship between operator and consumer is

currently distant and a little unfamiliar. Most users don’t

experience an overly negative relationship, but the

personal touch is somewhat lacking, and the relationship

is often peripheral rather than focal. The relationship could

be vastly improved through offering loyalty rewards or

personalized prices, which could effectively re-engage the

consumer and ensure improved satisfaction.

COST CUTTERS

Cost Cutters use mobile internet in very different

ways, depending on their priorities and needs.

Usage can be as rich and frequent as any other

user group. This group appreciates other factors

such as reliable and good network performance,

but they are not willing to pay extra in order to

improve them – price is still the primary focus.

CURIOUS NOVICESCurious Novices are popping up everywhere, finding their

feet on digital platforms and discovering the potential of

connected devices. Curious Novices want to become part

of the media and communications evolution but are unsure

and uninformed about their options. They look for devices

that perform well and are easy to use. They need to feel

supported in the technical side of things, so they

appreciate friendly help and advice. The relationship with

the operator should

be a trusting, open and caring one.

Staying in control of mobile internet usage

and avoiding bad surprises is something Control Seekers

value highly. They are headstrong users who have possibly

had bad experiences concerning billing and subscriptions.

As a result, they are now cautious in the way they use

mobile broadband services. Some users will even use

trackers to keep a closer eye on their usage, which helps

to avoid financial shocks when the bill arrives, and ensures

data

usage is paced more effectively.

CONTROL SEEKERS

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