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市場調查報告書

連網型消費者調查:中東、北非的行動顧客滿意度

Connected Consumer Survey 2016: Mobile Customer Satisfaction in the Middle East and North Africa

出版商 Analysys Mason 商品編碼 354042
出版日期 內容資訊 英文 34 Slides
商品交期: 最快1-2個工作天內
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連網型消費者調查:中東、北非的行動顧客滿意度 Connected Consumer Survey 2016: Mobile Customer Satisfaction in the Middle East and North Africa
出版日期: 2016年03月08日 內容資訊: 英文 34 Slides
簡介

根據調查結果,中東、北非的客戶流失的主要推動因素,是網路速度。還有新的費用方式和選擇供應商時,最重視的是資料分配數量。

本報告提供中東、北非的行動用戶的行動、偏好、計劃調查分析,以客戶流失、滿意度的推動因素為焦點提供系統性資訊。

目錄

  • 摘要整理
  • 行動客戶流失、滿意度的主要推動因素
  • 青年用戶間的滿意度的問題
  • 客戶流失、滿意度的價格結構和資料的影響
  • 調查手法和面板資訊
  • 關於著者、ANALYSYS MASON
目錄

"Network speed is the key driver of churn for most respondents in the Middle East and North Africa, while data allowance is most important when selecting a new tariff or provider."

This report focuses on aspects of Analysys Mason's annual Connected Consumer Survey that relate to the behaviour, preferences and plans of mobile users in the Middle East and North Africa (MENA). In particular, it focuses on drivers of customer churn and satisfaction for this region. It is important for operators in these markets to understand the main drivers of churn and identify the levers for improving customer satisfaction in order to allocate resources more effectively, design service propositions and adapt marketing messaging.

This report focuses on the following issues that are critical to the strategy of mobile operators in 2016:

  • the drivers of churn, and approaches to customer retention
  • how operators can influence Net Promoter Scores (NPS)
  • the impact of 4G on customer satisfaction and intention to churn
  • how data usage and allowances relate to churn
  • the demographic groups that are more likely to churn and the options that operators have for reducing that risk.

SURVEY DATA COVERAGE

The research was conducted in July and August 2015. The survey groups in the Middle East and North Africa were chosen to be representative of the mobile-Internet-using population in the region. We set quotas on age, gender and employment status to that effect. There were a minimum of 750 respondents per country, and 3750 respondents.

GEOGRAPHICAL COVERAGE

Morocco Oman Qatar Saudi Arabia UAE

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WHO SHOULD READ THIS REPORT

Operator-based strategy executives and marketing managers who are interested in understanding consumer market trends, as well as identifying the levers to improve customer retention and satisfaction. Market intelligence and research executives in service providers that are responsible for understanding end-user trends and supporting business units in identifying and addressing new opportunities. Equipment/device manufacturers and software providers that want to identify end-user trends in customer satisfaction and help their operator customers to improve their ability to address market opportunities.

Access to 4G services appears to contribute to improving customers' satisfaction with their provider and they are more willing to recommend it

Customers that self-report as using a 4G service are more likely to recommend their operators than those on a 2G or 3G network, echoing experience in other regions. The variation between improvements in NPS can be attributed to a number of factors:

  • In Morocco, we observe a large gap in the level of customer satisfaction with much higher NPS among 4G users. This is likely to be exaggerated by an early-adopter bias - LTE was only launched in June 2015.
  • In Qatar, Ooredoo uses sub-1GHz spectrum for LTE, which could have contributed to improved network coverage over 3G. The predominance of very high-end smartphones in the market is likely to have contributed to better overall customer experience.
  • In Oman and Saudi Arabia, the gap is less pronounced. This might be linked to the poor speed cited by subscribers (including those on 4G) as the reason to change providers.
  • In the UAE, users have enjoyed great speed over 3.5G and 3.75G for a long time. Therefore, an improved user experience with LTE was less noticeable.

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About the authors

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Karim Yaici (Senior Analyst) is a lead analyst for Analysys Mason's The Middle East and Africa regional research programme. His primary areas of specialisation include operator strategies, telecoms market developments and consumer trends in MEA. He is also a regular speaker and moderator at regional telecoms events. Karim has provided recommendations to operators, telecoms solution vendors and regulatory bodies on areas encompassing market review, investment potential, best practices in the industry and strategic responses to competitive threats. He has also carried out a number of operational benchmarking studies and contributed extensively to the market assessment and forecasting of multiple verticals in the telecoms industry.


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Aris Xylouris (Research Analyst) focuses on data modelling and collection for Analysys Mason's Consumer Services research practice, contributing to the Fixed Broadband and Multi-Play, Mobile Services, Digital Economy and Mobile Devices research programmes. Before joining Analysys Mason, he held internships as an economic analyst in the media sector, working on market analysis, financial evaluation, profitability analysis and business plan development. His wider experience includes quantitative forecast modelling and computer simulations using agent-based models. Aris holds a Bachelor in Economics from Athens School of Economics and Business, and an MSc in Behavioural Economics from Warwick University.


Table of Contents

  • EXECUTIVE SUMMARY
  • KEY DRIVERS OF MOBILE CUSTOMER CHURN AND SATISFACTION
  • SATISFACTION ISSUES AMONG YOUNG USERS
  • IMPACT OF PRICING STRUCTURES AND DATA ON CHURN AND SATISFACTION
  • METHODOLOGY AND PANEL INFORMATION
  • ABOUT THE AUTHORS AND ANALYSYS MASON
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