LTE to repair customer loyalty disconnect

There is a significant disconnect between what drives loyalty among mobile consumers and what mobile operators believe drives loyalty as well as churn. Research released at MWC this week suggests that consumers in general will focus on a single aspect of their mobile service – such as device, tariff, or coverage – whereas operators tend to believe that a collection of issues drive positives and negatives in churn and loyalty.

Customer loyalty ‘obsolete’ in prepaid market

The average mobile customer switches service provider every 27 months, more than twice as frequently as a decade ago, according to research released this week. At the end of 2011, 44 per cent of global mobile subscribers churned – the highest level ever – according to Strategy Analytics.

O2UK intros location-driven loyalty programme

UK mobile operator O2 has announced a significant push into location based marketing services in a bid to drive customer loyalty. The Priority Moments service, which builds on the firm’s existing Priority loyalty scheme, sees the carrier partnering with a wide range of UK retail and leisure outlets to offer discounts and special offers to its customers.