Ofcom has announced a new “One Touch Switch” initiative designed to make switching broadband providers simpler and more reliable for consumers.
Telecom providers have a long history of raising out-of-contract prices, a practice that often hits older and less digitally active customers hardest because they are less likely to shop around for better deals. One Touch Switch aims to reduce this friction by streamlining the switching process so customers can move to a new supplier with minimal hassle.
Under current arrangements, some customers face complicated transfers when changing between different network types. For example, switching between an Openreach-based provider and Virgin Media historically required notifying both companies separately and coordinating service start and end dates to avoid a break in connectivity.
Legislation introduced on 15 February 2020 already requires broadband, landline, pay-TV, and mobile providers to notify customers when their contracts are due to expire. That rule helped ensure consumers are at least aware when it’s a good time to look for a new deal. Ofcom’s One Touch Switch builds on that progress by making the actual switch easier and more convenient.
Many newer full-fibre networks are being rolled out across the UK by companies such as CityFibre, Gigaclear, Truespeed, Hyperoptic and others. The new One Touch Switch process will let customers move between these networks and legacy providers more smoothly, reducing the need for customers to coordinate with multiple companies.
Ofcom and industry participants describe the process this way: rather than the customer contacting both their existing and their new provider, they only need to inform the new provider. The new provider will then handle the necessary coordination to move the service across networks and ensure continuity of service.
“We want to make switching broadband providers as simple as possible for consumers, regardless of which network they are on,” said a BT spokesperson. “By allowing customers to only have to notify their new provider, we believe this process will do just that. We’re keen to get the new process up and running quickly, and we urge all providers to work collaboratively on this.”
Ofcom’s previous research found that a significant number of people avoid switching providers because of perceived hassle: 41% of those who decided not to switch said they were put off by having to contact more than one provider, while 43% thought switching would be too time-consuming. Among those who did switch, nearly a quarter (24%) reported unwanted retention attempts from their existing provider aimed at persuading them to stay.
By reducing the administrative burden and the need for consumers to manage multiple contacts, One Touch Switch should lower those barriers and make it easier for customers to find better value deals, helping drive competition and better outcomes across the broadband market.
(Photo by Cleo Vermij on Unsplash)
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