Churn persists despite CSP edge over OTT players

Staff writer
11 Mar 2015

The vast majority of consumers still favor “traditional” service providers over over-the-top (OTT) players, but churn remains high within the industry, according to Amdocs.

A research study conducted by IE Market Research (IEMR) on behalf of Amdocs, it was found that operators must provide a superior customer experience in order to retain as well as attract new customers.

This included a carrier-grade Wi-Fi strategy to combat the threat of emerging players in the mobile market and offering multi-play bundles to win market share.

The global survey, which covered 8,450 consumers in 17 countries, show that in the APAC region, customer care (92%), network experience (59%) and pricing (72%) are key considerations for customers when recommending service providers to their friends and family.

Although 55% of respondents have a mobile internet plan, Wi-Fi still plays an important role in mobile internet usage, where 70% of the respondents use Wi-Fi more than their mobile internet data plans.

The APAC region has one of the highest usage of public Wi-Fi at 43%, in comparison to the rest of the world.

The study also found that while 63% of respondents stated they would recommend their service provider, half of them said they had been with their current service provider for less than a year.

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