A MATRIXX Software survey conducted in the United States and the United Kingdom found that many mobile users are prepared to change carriers if a new provider delivers a superior experience. Nearly three quarters (73%) of respondents said they want their mobile provider to operate more like digital-first companies such as Amazon, PayPal, Netflix, and eBay.
Respondents identified several key features they expect from a modern mobile operator: simple and intuitive interfaces, transparent pricing, real-time access to services, and the ability to customise plans and experiences.
The survey highlights how strongly customer experience influences choice. Seventy-five percent of those surveyed said clear, easy-to-understand pricing is important. Sixty-three percent cited ease of use as a priority, 51% wanted customisation options, and 49% expected immediate access to services.
Jennifer Kyriakakis, founder and vice president of marketing at MATRIXX Software, commented that digital-first brands have raised the baseline for consumer expectations across many industries. “Telcos have an opportunity to attract a new generation of customers who are motivated by intuitive engagement and expect a highly personalised, transparent, and real-time mobile experience,” she said.
In a related finding from Nielsen, viewers still devote most of their screen time to older catalogue content such as reruns and films not currently in theatres. Only about 20% of time spent on subscription video-on-demand (SVOD) services—examples include Netflix, Amazon Prime, and Hulu—is dedicated to original programming. Steve Hasker, chief operating officer at Nielsen, noted that while original content may drive subscriptions and renewals, audiences continue to spend the majority of their viewing time with catalogued programming.