MNP Likely to Affect Indian Mobile Operators

by CXOtoday Staff    Jul 29, 2009

Reliance, Tata, and BSNL subscribers are more likely to switch with the introduction of the Mobile Number Portability (MNP) in India, according to a study conducted by The Nielsen Company.

MNP presents a looming threat for mobile operators since given the choice of retaining their current mobile phone numbers even if they change their operator more consumers will take advantage of this facility, the study said.

According to the Mobile Consumer Insights study, one in five (18%) Indian mobile phone subscribers would change their mobile operator, if MNP is introduced into the market. The study was conducted to gauge consumer attitudes and behavior towards mobile operators in India.

The report said one in four Reliance and Tata Indicom subscribers would be keen to change their operator, followed by close to one in five (19%) of BSNL subscribers.

About 12,500 mobile subscribers were surveyed across 50 centers in India for the third consecutive round of the Mobile Consumer Insights study by Nielsen. It augments the study with objective measurement of network performance, with the Consumer Insights part of the study measuring metrics such as satisfaction, willingness to recommend, reasons for churn and reasons for operator selection.

Shankari Panchapakesan, executive director, Telecom Practice, The Nielsen Company, India, said, "MNP represents a powerful opportunity for operators to drive in-bound porting of high-value subscribers provided they have a good understanding of who is more likely to switch and why."

High spenders, postpaid subscribers and business subscribers show a greater tendency to switch if MNP is introduced. Prepaid, low- and medium-spend users are not motivated to switch. Postpaid subscribers have almost double the minutes of usage compared to pre-paid subscribers and the incidence of data application usage is also higher among postpaid and high spenders. Vodafone has the highest postpaid subscriber base in India, said the study.

Panchapakesan said that when MNP was introduced in the US, price/promotions were by far the leading drivers of acquisition. Ultimately, the operator who leveraged the propensity of subscribers to choose based on price/promotions was successful in riding the MNP wave. In India, MNP can be leveraged by operators through smart, targeted marketing and promotions to coincide with the introduction of the facility.

The study said that network quality was a bigger driver of operator choice, driven by GSM subscribers, whereas price was the primary consideration for value-conscious CDMA subscribers. In this round, price is the primary driver for selecting an operator across all subscribers, but still to a greater degree among CDMA subscribers.

Among those subscribers who selected a mobile operator in the last year, price was the motivator for close to two in five (39%), and network quality the driver of choice for over a third (36%). Promotion, reputation/recommendation and customer service were among other considerations before selecting a mobile operator.

Among the satisfaction levels with current operators, more than half (55%) of all respondents were generally satisfied with their mobile operator and 48% were satisfied with the network quality. However, satisfaction scores on network quality dropped for almost all operators, with Airtel, BSNL and Reliance registering the greatest drops. 46% were satisfied with the network coverage area of their operator and 43% were satisfied with the price they paid for the mobile phone service by their operator.

Other areas of satisfaction included customer service experience and quality of voice (both 42%), strength of signal, Voice & Data tariff options and accuracy of bills (all 41%), indoor coverage (40%), dropped calls (32%).

Loyalty to operators is seen to be higher among lower socio-economic groups, older age groups, and among females. The circles in which subscribers are more likely to shift are Mumbai and Delhi Metro, UP East and West, Gujarat, Rajasthan, Andhra Pradesh, Karnataka, Kerala, and Rest of West Bengal (does not include Kolkata Metro). Circles in which subscribers show higher retention levels are Chennai Metro, Haryana, Himachal Pradesh, Punjab, UP East, Rest of Maharashtra (does not include Mumbai Metro), Rest of Tamil Nadu (does not include Chennai Metro), Bihar, and Jharkhand.

"Consumers and the market will decide who the predominant player will be, with the significant developments in the industry of MNP. As the market grows and hyper-competition takes effect, retention of the right type of customers will become critical," said Panchapakesan.

Related Link

India Moves Closer to Mobile Number Portability