Telecoms Loyalty and ChurnTrends from European MarketsThierry Dieu, ETNO Moscow, 5 December 2012
Telecoms loyalty: growing churn rate in Europe /GSMA
Higher churn rate than for other utility sectorsNumber of customers who changed operator in thepast year /GSMA
The European context Highly competitive telecoms markets Pro-competitive and consumer-friendly policy Rapidly changing consumer habits/ crisis?
The European context (2) Highly competitive telecoms markets and wide consumer choice • More than one hundred mobile network operators + mobile networks virtual operators (Germany: 150/ France: 42/ UK: 60)* • More than a thousand fixed voice and Internet Service providers • Competition from alternative platforms (cable) and online platforms (VoIP) Source: GSMA
EU Legislation encouraging competition andconsumer choice Number portability: A right of European consumers to change, in 1 working day, fixed or mobile operator while keeping their old phone number. Contract terms: Maximum initial duration of a contract signed by a consumer with an operator will be no longer than 24 months. Operators must also offer consumers the possibility of agreeing to a contract with a maximum duration of 12 months. Consumer information: consumer contracts must specify information on the minimum service quality levels, as well as on compensation and refunds if these levels are not met, subscribers options to be listed in telephone directories and clear information on the qualifying criteria for promotional offers.
Consumer satisfaction elements Basic requirements • Coverage • Security • Quality of service/ delivery Competitive advantages • Customer care • Tariffs • Rewarding loyalty
Offers adapted to consumer trends Bundling: Link/ access to favourite services/ content Mobility/ convergence Quality of service