If the long-awaited number portability happens it may spell trouble for mobile operators as brand disloyalty is on the rise among mobile phone users, especially in non-metros.
Notwithstanding an improvement in the overall satisfaction among wireless users during 2007, about 20% customers were quick to jump at a better offer from a competing network, compared with 18% in 2006, found a study by research firm IDC.
The number of loyal customers is going down, whereas the number of disloyal consumers has risen by two percentage points. The trend has grown in the last one year and is more pronounced in B (Kerala, Punjab, Haryana, UP, Rajasthan, Madhya Pradesh, West Bengal) and C (Himachal Pradesh, Bihar, Orissa, Assam, North East, J&K) circles.
Currently many unsatisfied users don?t switch to another network, even if they wish to do so, because they don?t want to change their number.
The operator hopping will increase further once the government introduces number portability, which allows mobile subscribers to change their service provider while retaining the same mobile number.
?Mobile service providers should not let go of their brand?s inherent perceived strengths and continue to devise innovative pricing schemes and offers. With the total number of mobile subscribers in India set to double to 500 million by 2010, the pie is big enough for everyone,? said Shailendra Gupta, senior manager, consumer research, IDC India.
Surprisingly, only Aircel, BPL Cellular and Vodafone met the 95% satisfaction level set by the Telecom Regulatory Authority of India (Trai), compared with only one service provider in 2006 (Spice) and two service providers in 2005 (Idea and Aircel).
In March last year, Trai had recommended mobile number portability saying it would benefit subscribers and increase the level of competition amongst service providers, rewarding operators with better customer service, network coverage and service quality.