Currently, the mobile telephony industry is going through significant and competitive changes. Per second billing in the GSM sector is one such change. Every new phenomenon has taken then industry by storm. The industry is lucrative and competition has assumed critical significance as some new entrants in the market have launched operations using marketing strategies as the solitary platform. Some second tier players have joined the bandwagon and are pursuing this segment actively. Established payers in the market are facing challenges from these fledgling occurrences and it remains to be seen whether the much talked about trends such as per second billing are here to stay or just passing fads. Whether at all consumers are satisfied with their service providers on long term usage is a question, the answer to which may determine the future strategy of the already established brands or new ones.
At the awareness level, a brand like Etisalat has done wonders with spreading its word as reliable service providers. This will be the biggest trump card in leveraging Etisalat in India. Already, it has captured enough attention in the market to generate general benefit expectations as also first time trials. However, what is important is the benefit the user receives after actually experiencing the service. The gap between the expected and experienced benefit is responsible for establishing a pattern in usage in the future. Therefore, it becomes imperative to study the triggers for a customer to shift from a current usage brand to another. Research should help Etisalat understand this behavioural phenomenon, the gap in the expected benefits and also the post usage satisfaction of switcher.
The primary question here is what the impact from the launch really is, why it is and whether it will last. Therefore, the following should be double checked before the launch as pre emptive measures with competitors:
Understand the triggers responsible for a shift to new service provider
Understand consumer benefit expectations with the shift
Understand consumer experience with the shift
Study post usage satisfaction with respect across the following touch points: