The mobile telecom industry is experiencing tough competition amongst all the Mobile Service Providers (MSPs), each providing cheaper and innovative service to get the better of the other. In the backdrop of this scenario, this study is conducted to understand the customers' perspective. It aims to identify the important factors that influence customers' decision while purchasing a prepaid mobile service. Further, the paper evaluates the top-of-the-mind status for the existing brands of MSPs and the comparative influence of the `brand vis-à-vis economy of the offer' on customer decision-making while choosing a service.
The
mobile telecom industry is undergoing significant transformation. Apart from the
other changes, there is an ensuing battle between the Code Division Multiple Access
(CDMA) and Global System for Mobile Communications (GSM) technologies. Mobile
Service Providers (MSPs) still debate on which one is a better technology. Moreover,
the immense opportunities of this industry has led the big Indian corporates to
enter the industry. Presently, the industry is witnessing a fierce price war as
the different service providers are presenting offers like more talk-time, less
recharge, extended grace period, etc. As a result the customers are facing dilemma
over the choice of an MSP as per their requirements. The situation gets worse
with the schemes and offers changing frequently.
Firstly, the Indian market is still very young and the consumers perceive the
mobile phone merely as a communication device rather than looking for other features
that it can provide (conferencing, internet, camera, etc.).Secondly, the consumers are yet to become tech-savvy and hence the high-end technology
features do not attract attention. Thirdly, in India, service features like grievance redressal, customer care and
feedback, customer-oriented product and service knowledge dispensing are still
not very strong and hence retards the process of developing from one level to
the next. |
