Customer Retention and Interoperability Research - Report of Findings
The overall objective of this research was to gain insight into the impact of changes in the communications sector on consumers’ propensity to switch services and/or devices, both now and in the future, and the barriers that might influence behaviour as communications markets evolve.
Specifically, the research looked at the service and device elements that drive decisions to switch providers, and explored potential barriers that may impact ease of switching with a particular focus on the role and impact of the following issues:
- Interoperability (i.e. the ability for different services, platforms and operating systems to work with one another)
- Portability (i.e. the ability to transfer content for one service/device to another)
- Ecosystems (i.e. where individuals have multiple devices which use the same operating system, for example a mobile phone and a tablet which use either the Apple iOS, or the Android OS).
The research also looked at consumer response to attempts by previous or existing communications providers to retain their business, before a switch or during the consideration period. It also explored usage of OTT (over the top) services (i.e. the delivery of content over an infrastructure that is not under the same administrative control as the content or communications provider services).