LBS Survey

• Total LBS subscribers base is 60,000. The sample size of this study was decided to be 382 (5% error margin and 95% confidence level) but was reduced to 229 on the request of CS

• Target market is current Warid LBS subscribers

• Following are the research objectives served by this study– Top of mind awareness of LBS– Association of LBS with Warid– Perceptions regarding Friend finder, Location Finder and its

pricing– Current & future usage– Successful ATL/BTL media in reaching the target audience– New add on features required

Detailed Findings

Sex Ratio

•LBS is being used predominantly by males (89%), whereas, female users account to only 11%

Age Profile of Current Users

•86% of LBS users fell in the age bracket of 15-36.

•Fair majority i.e. 33% was from the age brackets of 15-22 and 23-28. It showed that the service is popular in youth and young adults

•Age groups that are less than 15 years old and 45+ constitute least of the LBS subscribers

TOM Awareness of LBS

•Majority of the subscribers (76%) had top of mind awareness of LBS which is a positive omen

•23% did not have top of mind awareness of LBS, whereas, a minute 1% recalled LBS when prompted

MSPs Believed to be Providing LBS

•The findings suggest that Warid has successfully conveyed the idea of these services being offered for the first time in Pakistan as a heavy majority (96%) believed only Warid to be offering LBS

LBS being used

•Friend finder service was being used by majority (62%)

•Least numbers of subscribers i.e. 3% used location finder, whereas, only 2% used both.

Friend Finder User

This section will take into account information sought from Friend Finder users only

Satisfaction Regarding Friend Finder Service

•Majority of LBS subscribers (68%) were satisfied with the Friend Finder service currently being offered

•25% subscribers were dissatisfied. Although the percentage is not significant when compared with satisfied subs but its is still of statistical importance*Satisfaction has been measured on 5 point likert scale

Usage Since Subscription

•Majority of subscribers (54%) have used it more than once since its subscription. This indicates that the service successfully converted trial of 54% users into repeat usage

Future Usage

•Encouraging fact is that vast majority of current users (75%) are willing to use this service in the future as well

Recommendation

•Majority of Friend Finder service’s subscribers were not only satisfied with the service, have used it more than once, wanted to use it in the future and will recommend it to others (83%)

Location Finder Trial

•Majority of users who only used Friend Finder were interested in using Location Finder as well (82%)

Location Finder User

This section will take into account information sought from Location Finder users only (Low percentage of users)

Satisfaction Regarding Location Finder

•Although majority of Location Finder’s subscribers were satisfied but its dissatisfied subscribers (33%) are higher than Friend Finder’s dissatisfied subscribers (25%)

Usage Since Subscription

•67% of Location Finder users used it more than once. Thus, 67% of trial resulted into repeat usage.

Future Usage

• All of the Location finder users were willing to use it in the future

• All of them would recommend it to others and were willing to try Friend Finder as well

•Lower subscribers base

All LBS Users

This section will take into account information sought from all LBS users

Modes of Usage

•Majority of LBS users (97%) have SMS as mode of usage, whereas, just 1% use MMS

Reasons for Not Using MMS

•Majority of subscribers’ handsets did not support MMS function (49%)

•36% respondents who mentioned “others” did not use it because

• They were not aware that LBS was available through MMS

•Did not know how to use MMS

•MMS was not active

Most Effective Communication Vehicle

•From the findings it is evident that so far bulk SMS broadcast has been the most effective communication vehicle in informing subscribers about LBS (49%)

•In BTL only billboards were effective in communicating the BTL campaign (8%)

Clarity of Message (TVC)

•Majority of respondents (85%) believed that LBS TVC delivered a clear message. Television was the third most effective medium in communicating the LBS campaign

Clarity of Message (Print Ad)

A very high majority (93%) believed LBS print ad’s message to be very clear. Newspapers stand second when effectiveness of media in communicating LBS is talked about (15%)

Pricing Perception

•A negative perception exists regarding LBS pricing

•More than half of the subscribers perceived it to be expensive (58%)

Intentions Behind Using LBS

•Majority of the respondents used LBS for information gathering (62%)

•9% of respondents who mentioned “other” used it just for trial

Any Other Service Likely to be Added to LBS

•Majority of the respondents (70%) were satisfied with the current services being offered in LBS

•Only 30% wanted additions in the service. Following are the changes asked for:

•More detailed map details

•More easy methods

• Name of the requesting party should be displayed

• If request is rejected even then credit is deducted. Some thing should be done in this regard

Thank You