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About half of the mobile users, using advanced services switch there providers within 12 months, says a global survey conducted by Nokia Siemens Networks (NSN).
Amongst the 16,000 users interviewed by NSN, over 40 percent were identified as these heavy users of advanced services and of these more than half had swapped operators in the previous years, with approximately 40 percent ready to switch provider in the next 12 months.
The network coverage and voice quality were rated as the most important criteria in the year 2010 and continue to be among the top criteria to retain customers in 2011. However customers who are classified as 'heavy users of advanced services' now rank mobile broadband quality alongside voice quality and network coverage in determining to leave or stay with their mobile operator.
People who chose their mobile operator for the first time, and subscribers who swapped operators during the last six months, also ranked voice quality, network coverage and mobile broadband quality as the three top criteria in determining their operator.
The number of heavy users of advanced series increased dramatically by 34 percent in mature markets in 2011, and more than half of them are below 35 years of age.
''It is vital for operators to provide a personalized experience by using the information they have about how customers use their mobile services, to improve customer satisfaction and loyalty. Customer insights enable operators to prioritize individually selected services and allocate their precious network resources to match the service expectations of different customer segments,'' said Amiram Mel, head of customer experience management at NSN.