April 26, 2005

Who Will Churn Their Mobile Operator Next?

51 Million European Mobile Users Are Up For Grabs

by Michelle de Lussanet

with Jaap Favier, Niek van Veen

Executive Summary (This is a document excerpt)

Seventeen percent of mobile phone users plan to switch their operator, subscription type, or handset in the next six months — and they'll be comparing mobile operators' services before making a change. The consumers in this group appeal to mobile operators because they are well off, yearn for advanced phones, and will likely commit to a subscription instead of buying prepay. However, these customers are more discriminating than other mobile users when choosing a provider: They want low prices, free phones, good network quality, and free voice minutes and SMSes. Rather than reaching deep into their wallets year after year to acquire these switchers, operators should aim to prevent these customers from switching in the first place.

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