Mobile Number Portability
Brand opportunities: A study on Impact of Mobile Number Portability on Telecom Brands.
Abstract
Manoharan*, Sumeet, Tejdeeep Julian * Asst. Prof, IFIM B school, Electronic city, Bangalore **, *** Students, IFIM B school, Electronic city, Bangalore
Mobile Number Portability (MNP), a technology enrolled by TRAI under which one can change his/her mobile service provider without needing to change the mobile number, not like the old times when the number had to go with the service provider.
The focus of this paper will be primarily to understand the impact of the technology on mobile phone subscribers and service providers and thereby get some insight into what would be its impact on the Telecom warfare across the nation. Mobile subscribers finally have the freedom to switch the operators according to their needs without losing their mobile number which has very much become an identity. So with a free market, who is gaining and who is losing out? Which is the most preferred network among mobile subscribers?
The decision to switch to a new operator depends on the general perception about the brand and thus these numbers reflect the brand perception of mobile users. Though Airtel is the number one mobile service provider in India but Vodafone has established itself as a distinct brand with the help of its innovative communication strategy.
According to a survey conducted by Teleguru, Network coverage and tariff rates emerged as the top 2 reasons as to why respondents want to avail of MNP while retaining their number. We will also have a deeper insight into the reasons like the impact of advertisement and others on MNP.
It is worth noting that the new entrants in the Indian telecom space have been able to gain as much as 14% of the total subscriber pie (as stated by TRAI) by 2010. So, with the pace that the new entrants are moving, it is clearly visible that MNP can give a new lease of life to them. Till now it seems visible that
Abstract
Manoharan*, Sumeet, Tejdeeep Julian * Asst. Prof, IFIM B school, Electronic city, Bangalore **, *** Students, IFIM B school, Electronic city, Bangalore
Mobile Number Portability (MNP), a technology enrolled by TRAI under which one can change his/her mobile service provider without needing to change the mobile number, not like the old times when the number had to go with the service provider.
The focus of this paper will be primarily to understand the impact of the technology on mobile phone subscribers and service providers and thereby get some insight into what would be its impact on the Telecom warfare across the nation. Mobile subscribers finally have the freedom to switch the operators according to their needs without losing their mobile number which has very much become an identity. So with a free market, who is gaining and who is losing out? Which is the most preferred network among mobile subscribers?
The decision to switch to a new operator depends on the general perception about the brand and thus these numbers reflect the brand perception of mobile users. Though Airtel is the number one mobile service provider in India but Vodafone has established itself as a distinct brand with the help of its innovative communication strategy.
According to a survey conducted by Teleguru, Network coverage and tariff rates emerged as the top 2 reasons as to why respondents want to avail of MNP while retaining their number. We will also have a deeper insight into the reasons like the impact of advertisement and others on MNP.
It is worth noting that the new entrants in the Indian telecom space have been able to gain as much as 14% of the total subscriber pie (as stated by TRAI) by 2010. So, with the pace that the new entrants are moving, it is clearly visible that MNP can give a new lease of life to them. Till now it seems visible that
References: 1. http://teleguru.in/2011/02/trai-mnp-impact-mnp-data-mnp-requests-mnp-subscribers/ 2. http://teleguru.in/2011/02/india-mnp-data-report-effect-vodafone-idea-cellular-aircel-airtel-tata-tele-bsnl-mtnl-stel-etisalat-uninor-loop-mts-videocon-reliance-all-circles-operator-wise/ 3. http://teleguru.in/2011/01/mnp-not-getting-porting-code-airtel-where-to-complain-mnp-proceduremnp-complaint-process/