Global Telecom Consumer Survey 2011IBM Survey Reveals that Communication Service Providers Face Growing Customer Loyalty Gap Proliferation of Technology in Growth Markets bring new customer opportunitiesMobile World Congress, Barcelona – 29 February, 2012 – According to IBM (NYSE: IBM), the global climatefor today’s communications service providers (or CSPs) is fueled by informed, connected and demandingconsumers, many of whom are growing less loyal as their expectations rise and as they take advantage ofnew channels for information. Also revealed in the survey is a consumer attitude of "love my phone, hatethe service" that has proven pervasive worldwide.IBM unveiled these findings in the “IBM Global Telecommunications Consumer Survey” polling more than13,000 consumers in 24 countries to assess general attitudes, including consumers’ spending priorities,grievances, information sources for products and services, and overall purchasing values.The results shed light on a budget-conscious, demanding consumer spending an increasing amount of timeonline, more apt to interface with their friends and family over social networking sites about their servicesrather than communicate directly with the provider. The survey also paints of picture of a sudden rise inmobile and Internet use in growth markets, indicating new opportunities for providers to target anincreasingly sophisticated and desirable customer. While these customers are loyal to many brands in theirdaily lives, there indeed remains a chasm – and opportunity – for them to become better to connected totheir service provider.“There is a gap in the marketplace in how consumers perceive their provider vs. how they perceive andvalue, for example, their actual device,“ said Bob Fox, Telecommunications Industry Leader in IBM’s GlobalBusiness Services. “The industry is facing a critical time period where reaching the consumer andunderstanding how they communicate has become paramount. Future success will belong to the CSPs thatcan amass more loyal customer, lower churn rates and acquisition and service costs matched to the valueof the customer. To gain competitive advantages, CSPs must deepen their consumer insights, encourageinteractions and create an emotional connection to their customers like we see in other industries.”A New, Global Consumer: The survey revealed that many emerging markets appear to be bouncing backmore quickly from the 2008 economic downturn than mature markets, with a higher level of overallconsumer confidence and purchasing intent, highlighted by spending on communications services.Consumer sentiment on future spending on mobile telecommunications in emerging markets exceedsmature markets by 35%.This growth for emerging market communications providers is likely to continue in the next few years, withconsumer demand, economic power and innovation shifting to rapidly developing markets such as China,IBMCopyright IBM Corp. All rights reserved.
Global Telecom Consumer Survey 2011About the IBM Institute for Business Value: The IBM Institute for Business Value has a worldwide presenceand is comprised of more than 50 consultants who conduct research and analysis across multiple industriesand functional disciplines.To learn more on the consumer survey, contact:Rob van den DamGlobal Telecommunications Leader IBM Institute for Business ValuePhone number: 31 6 51284594E-mail: email@example.comIBMCopyright IBM Corp. All rights reserved.