Why Mobile Internet users are very "choosy" when making decision which mobile operators they want to subscribe. Here's why...

1. +Key Factors – Mobile
Internet Users Select
Operators
Dr. Mazlan Abbas
[Source: Unlocking Consumer Value, Ericsson, 2013]

2. +
Unlocking Consumer Value
 The online experience is increasingly important
 Target groups value different Internet features
 Operators should promote areas other than price

3. Today, the quality of network performance is one
of the most important factors affecting customer
loyalty to the operator. Therefore ensuring
network speed and reliability is fundamental to a
trusting, long-term relationship.
PERFORMANCE
SEEKERS

4. The devices that operators offer can be
extremely important for certain consumers. In
particular, it’s important that operators carry
the very latest
and sought-after models. Although the device
does not directly improve the relationship
between the operator and consumer, it can be
used to build on the relationship through
device-related communications, such as
offering upgrades.
DEVICERS

5. INTERACTION
The relationship between operator and consumer is
currently distant and a little unfamiliar. Most users don’t
experience an overly negative relationship, but the
personal touch is somewhat lacking, and the relationship
is often peripheral rather than focal. The relationship could
be vastly improved through offering loyalty rewards or
personalized prices, which could effectively re-engage the
consumer and ensure improved satisfaction.

6. COST CUTTERS
Cost Cutters use mobile internet in very different
ways, depending on their priorities and needs.
Usage can be as rich and frequent as any other
user group. This group appreciates other factors
such as reliable and good network
performance, but they are not willing to pay extra
in order to improve them – price is still the
primary focus.

7. CURIOUS
NOVICES
Curious Novices are popping up everywhere, finding their
feet on digital platforms and discovering the potential of
connected devices. Curious Novices want to become part
of the media and communications evolution but are
unsure and uninformed about their options. They look for
devices that perform well and are easy to use. They need
to feel supported in the technical side of things, so they
appreciate friendly help and advice. The relationship with
the operator should
be a trusting, open and caring one.

8. Staying in control of mobile internet usage
and avoiding bad surprises is something Control Seekers
value highly. They are headstrong users who have
possibly had bad experiences concerning billing and
subscriptions. As a result, they are now cautious in the
way they use mobile broadband services. Some users will
even use trackers to keep a closer eye on their usage,
which helps to avoid financial shocks when the bill arrives,
and ensures data
usage is paced more effectively.
CONTROL
SEEKERS

9. +
THANK YOU
EMAIL: mazlan@gmail.com
TWITTER: mazlan_abbas
FACEBOOK: www.facebook.com/drmazlanabbas
LINKEDIN: my.linkedin.com/in/mazlan/