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Network quality is most important to select mobile operator
By siliconindia
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Tuesday, 17 November 2009, 21:49 IST
New Delhi: When it comes to selecting a mobile operator, network quality remains the top priority for Indian consumers, according to the research firm Nielsen. But, most of the Indians do not really know which operator has the best network in their circle, since mobile companies focus more on how much lower their prices are when compared to the competition.
The Nielsen Company, which has launched a network benchmarking programme in India called Nielsen Consumer Experience Mobile Test Programme, measures wireless network performance for all national and select regional service providers in markets covering the population of nearly 100 million people across the country. According to the survey by Nielsen, there is a huge disconnect between what is important to consumers and what is being focused on by service providers.
It also shows that even though network quality is a more important criterion than price, the price war among service providers has become the customer acquisition tool. Consequently, the market shares in India do not follow network superiority because the leading service providers have failed to advertise this information to the Indian consumer.
According to the study, the Reliance Communication's code division multiple access (CDMA) network has superior quality than the other players. "In markets such as North America, a network leader emerges due to clear network superiority. The lead in market share follows the lead in network performance. Both Verizon and AT&T have spent about $360 million last year advertising on network claims," said Nielsen.
