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Business Insider Information


Although competition in the U.S. wireless carrier market is still fierce, the price war between the four U.S. carriers (Verizon, AT & T, T-Mobile and Sprint) has begun to cool in the past year.

To avoid further price competition, operators have begun to shift their focus to adding value to mobile plans by offering new products to differentiate them the competition. After declining in the past two years, this helped the average revenue per user (ARPU) for all operators start to stabilize in the first quarter of 2018.

The four giants have now begun adjusting their unlimited plans to attract subscribers by offering more options. The strategy has begun in two forms: introducing expensive new unlimited plan packages with various features and options, while also catering to price-sensitive customers with more affordable plans, eliminating the additional benefits of free digital content and international coverage . As a result, a new battlefield is emerging, and differentiation has now fallen to the value carried by their mobile plans.

Looking ahead, the U.S. aircraft carrier market will face competitive pressure due to various trends:

  • The US smartphone market is gradually becoming saturated. Penetration in the United States hit It was 85% in 2018, up 82% in 2017 and 77% in 2016.
  • eSIM technology makes it easier for consumers to change carriers. eSIM technology is a non-physical SIM card slot that can be paired with a physical SIM card to enable dual SIM capabilities-allowing customers to switch operators without changing other SIM cards or devices.
  • Wired mobile virtual network operators (MVNOs) are gradually grabbing US operators' share of wireless add-on products. Cable TV MVNOs (such as Comcast's Xfinity Mobile and Charter's Spectrum Mobile) are expected By 2020, it will attract a net increase of about 50% of wireless customers, or about 2.2 million users.

All of this means that for the Big Four, building loyalty and winning new subscribers is more important than ever, and it is critical for these mobile operators to understand the consumer confidence of their services.

In this report, Business Insider Intelligence uses consumer survey data collected by our proprietary team in 2017 and 2018 to assess the features that are most important to consumers when choosing a mobile provider and determine which features can Convince them to switch to the competition. It contains insights that can help telcos guide strategic investment and marketing decisions to win and retain customers in this increasingly competitive field.

The companies mentioned in the report are: AT & T, Amazon, Apple, Charter, Comcast, Hulu, Netflix, Pandora, Sprint, T-Mobile, Tidal and Verizon.

Here are some of the key elements of the report:

  • T-Mobile once again surpassed the top four US carriers in terms of value, loyalty and satisfaction. T-Mobile customers want to see improvements in coverage.
  • Verizon customers see no more value than a year ago.
  • AT & T is the only airline to experience any decline in capacity.
  • Sprint is still a good choice, but it doesn't provide much other features.
  • In terms of functionality, subscribers still value the basics most. However, the demand for international coverage is growing.
  • 5G is the next major battlefield of the four giants, and the winners of the 5G competition are likely to make a leap in the number of customers.

Full report:

  • Identify the features that are most important to consumers when choosing a mobile operator.
  • Identifying which features are good or critical to consumer willingness to change operators.
  • Research consumer perceptions of emerging technologies and trends in the mobile industry, such as 5G, new connected devices, and T-Mobile-Sprint mergers.
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