Marketing Research on Mobile Number Portibility in India
* * * * MOBILE NUMBER PORTABILITY * * * Final Project Report *
INDEX Section | Sub-Section | Topic | Page | 1 | | Background | 3 | 2 | | Decision and research problem | 5 | 3 | | Areas of Information | 5 | 4 | | Research Methodology | 6 | 5 | | Findings | 8 | | 1 | Observation and content analysis | 8 | | 2 | Primary Research (Pilot Study) | 14 | 6 | | Recommendations | 25 | 7 | | References | 27 | 8 | | Appendix A- Questionnaire | 28 |
Background
Mobile Number Portability (MNP) became operational in India on 20th January 2011. Many customers , who were not satisfied with the current mobile operator but were persisting because of the Mobile number, were finally relieved.MNP presents a number of new challenges and opportunities for marketers and brand managers to maintain and garner greater share of the youth market. One of the biggest challenges for the them will be to retain the existing customers.
As per the research from The Nielsen Company, 18% of Indian mobile customers said that they would change their operator if they have the ability to retain their number. Following is the data representing the intention to switch mobile carrier
Source: Nielson Survey The Telecom Regulatory Authority of India (TRAI) itself has estimated the porting rate to be at 10% in the first 15 months and 7%, 6% and 5% for the successive three years. One of the major challenges that Mobile operator would be facing is the effect on pricing strategies. Before MNP, operators adjusted their pricing strategies to cut out the competition, but, with MNP becoming reality, pricing would not be the deciding factor. Currently one will find almost all the operator rolling out the scheme of 1 paisa per second , 50 paisa per second etc. Mobile operators are quick to realize that the only way to solve the reducing ARPU [Average revenue per user] is to leverage on the technology, Number of smart phone user are
INDEX Section | Sub-Section | Topic | Page | 1 | | Background | 3 | 2 | | Decision and research problem | 5 | 3 | | Areas of Information | 5 | 4 | | Research Methodology | 6 | 5 | | Findings | 8 | | 1 | Observation and content analysis | 8 | | 2 | Primary Research (Pilot Study) | 14 | 6 | | Recommendations | 25 | 7 | | References | 27 | 8 | | Appendix A- Questionnaire | 28 |
Background
Mobile Number Portability (MNP) became operational in India on 20th January 2011. Many customers , who were not satisfied with the current mobile operator but were persisting because of the Mobile number, were finally relieved.MNP presents a number of new challenges and opportunities for marketers and brand managers to maintain and garner greater share of the youth market. One of the biggest challenges for the them will be to retain the existing customers.
As per the research from The Nielsen Company, 18% of Indian mobile customers said that they would change their operator if they have the ability to retain their number. Following is the data representing the intention to switch mobile carrier
Source: Nielson Survey The Telecom Regulatory Authority of India (TRAI) itself has estimated the porting rate to be at 10% in the first 15 months and 7%, 6% and 5% for the successive three years. One of the major challenges that Mobile operator would be facing is the effect on pricing strategies. Before MNP, operators adjusted their pricing strategies to cut out the competition, but, with MNP becoming reality, pricing would not be the deciding factor. Currently one will find almost all the operator rolling out the scheme of 1 paisa per second , 50 paisa per second etc. Mobile operators are quick to realize that the only way to solve the reducing ARPU [Average revenue per user] is to leverage on the technology, Number of smart phone user are