RSSCustomers want convergence, research outfit finds
14 November 2005
Two-thirds of people buying communications services would switch providers if it meant they could have a single bill for all their communications services. That’s what National Opinion Poll researchers found when they conducted a survey of UK customers on behalf of Martin Dawes Systems.
The Company says that 68% of 676 adults surveyed believe the convenience of receiving a single bill would be their main reason for wanting to switch to a single provider for both fixed and mobile services. Less surprising is that more than a quarter of respondents gave potential cost savings as their main reason for switching to a converged service provider.
“Being able to provide a single bill for both fixed and mobile usage is a vital aspect of delivering on the convergence promised by converged services,” says Tom Hodgson, sales and marketing director at Martin Dawes Systems. “Operators that have not yet got to market with their mixed-mobile services can still tap into this opportunity if they can provide a single bill for multiple services.”
The survey is particularly interesting because it comes soon after the UK regulator proposed to approve the wholesale-line-rental product, which will enable fixed-line customers to choose from a range of competing providers for both voice calls and line rental.
The desire for a single communications bill is not confined to UK customers, according to Simon Muderack, CEO of product-life-cycle management firm Tribold. “This issue applies to telcos across the world and relates to convergence,” he says. “Customers want a single service provider to deliver them all of their communications services: fixed, wireless, cable/satellite, data. I actually believe the nirvana of the ‘single bill’ is a parochial view. It’s not about a single bill. It’s about having a single provider for a set of convergent services, one-stop shop and being able to get absolutely the right set of services for me the customer at a price that recognizes the true business I do with my communications provider.”
He adds that, for providers, it’s about customer retention and satisfaction and increased ARPU. “Providers need to embrace competition, convergence and commoditization to thrive in this marketplace.” he says “They need to accept that they will have to sell other people’s services to be competitive. What is important in the new marketplace is the customer relationship and the brand.”
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