key factors - mobile internet users select operators
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Why Mobile Internet users are very "choosy" when making decision which mobile operators they want to subscribe. Here's why...TRANSCRIPT
+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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