The Connected Consumer Survey 2016: mobile churn and customer satisfaction in emerging Asia–Pacific

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Date: 10-Apr-2017
No. of pages: 35
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"High levels of competition in emerging Asia–Pacific seem to have become normalised, and customers simply expect their next plan to offer better value."

This report focuses on aspects of Analysys Mason's Connected Consumer Survey that relate to the behaviour, preferences and plans of smartphone users in the emerging Asia–Pacific (EMAP) region. In particular, it focuses on respondents' satisfaction with their mobile services.

This report answers the following questions:


  • How do churn levels differ between countries and operators? Which factors seem to affect churn decisions? What are churners looking for in their next tariff?

  • What is the Net Promoter Score (NPS) of different operators? What seems to affect it? How do operators perform in different parts of the country, and which demographics are they strong in?

  • How does data consumption correlate with customer satisfaction?

  • How do different data pricing strategies affect customer experience and satisfaction?


Survey data coverage:

The research was conducted in October and November 2016. The survey groups were chosen to be representative of the mobile-Internet population in the region. We set quotas on age, gender, employment, and regional demographics to that effect. There was a minimum of 1000 respondents per country, and 4000 respondents in the region.

Geographical coverage:


  • Indonesia

  • Malaysia

  • Philippines

  • Vietnam

The Connected Consumer Survey 2016: mobile churn and customer satisfaction in emerging Asia–Pacific

Table of contents

About this report
Executive Summary
There is a diverse range of satisfaction scores in EMAP, which highlights the importance of dimensions such as pricing and network quality
Higher data allowances generally correlate with higher customer satisfaction, but operators could do more to maximise potential benefits
Network coverage and data speeds, and not just low prices, are the key elements that appeal to EMAP users for their next plan
Recommendations

Main Drivers Of Churn And Customer Satisfaction
The intention to churn from customers’ existing mobile providers is relatively low in emerging Asia–Pacific
Pricing and low data speeds are the key reasons for churn in emerging Asia–Pacific countries
Challengers benefit most from price being the main driver of churn in emerging Asia–Pacific
Network coverage and data speeds, and not just low prices, are the key elements that appeal to EMAP users for their next plan
Incumbent operators often score poorly on customer satisfaction, despite their advantages in network deployment

Network Coverage And Performance
Regional NPS variations help to isolate the effect of network coverage and performance on customer satisfaction
Indonesia: Telkomsel performed particularly well in the Jakarta area; XL Axiata has the highest satisfaction ratings among rural customers
Malaysia: Celcom and U Mobile are performing well in the capital city of Kuala Lumpur, but rural customers have fewer choices
Philippines: Globe is leading the market with consistently better NPS scores across all regions
Vietnam: 3G population coverage is over 90% and concerns over service quality were mainly focused on data speeds

Focus On Mobile Data Pricing
There is a strong correlation between higher levels of data consumption and increased customer satisfaction; operators should capitalise on this
Telkomsel is satisfying its high-data-usage customers, whereas both Indosat and XL perform relatively well at the lower end
Malaysian operators are strongly competing for high data usage customers, with mixed results
Both operators in the Philippines compete closely on pricing and have similar satisfaction profiles across different levels of data consumption
There is little variation in Vietnamese operators’ NPS profiles by data consumption
Malaysian operators that want to migrate customers to postpaid plans should ensure that postpaid customers feel that they are getting value

Methodology And Panel Information
About The Authors And Analysys Mason
About the authors
Analysys Mason’s consulting and research are uniquely positioned
Research from Analysys Mason
Consulting from Analysys Mason

List of Figures

Figure 1: Net Promoter Score for mobile operators, by country
Figure 2: Net Promoter Score by data allowance and by country
Figure 3: Factors influencing respondents on choosing their next plan, by country
Figure 4: Intention to change mobile service plan within 6 months, by country
Figure 5: Main reasons cited by respondents for churn, by country
Figure 6: Intention to churn within the next 6 months, by operator
Figure 7: Factors influencing respondents on choosing their next plan, by country
Figure 8: Net Promoter Score for mobile operators, by country
Figure 9: Highest and lowest NPS by region, by country
Figure 10: NPS for major mobile operators in Indonesia, by region
Figure 11: NPS for major mobile operators in Malaysia, by region
Figure 12: NPS for major mobile operators in Philippines, by region
Figure 13: NPS for major mobile operators in Vietnam, by region
Figure 14: Net Promoter Score by stated monthly data consumption, all countries
Figure 15: NPS by stated monthly data consumption in Indonesia, by operator
Figure 16: NPS by stated monthly data consumption in Malaysia, by operator
Figure 17: NPS by stated monthly data consumption in the Philippines, by operator
Figure 18: NPS by stated monthly data consumption in Vietnam, by operator
Figure 19: NPS by type of mobile plan, Malaysia
Figure 20: NPS by proportion of data allowance used, contract customers, Malaysia

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