2/25/2003 - The wireless industry has long known that network issues such as coverage, dropped calls, and echo impact customer satisfaction and retention. A survey by Isurus Market Research, a research firm that specializes in helping technology providers, commissioned by NMS Communications, shows that network sound quality is an additional "hidden" issue that impacts customer churn and average revenue per user (ARPU). In the phone survey of 450 active mobile subscribers throughout the U.S., respondents cited voice and sound quality as differentiators that could affect their mobile phone usage and choice of operator. In particular, 72 percent of respondents indicated they would take and place more calls in noisy environments such as their cars, in restaurants, or on city streets if the quality of those calls was improved.
Despite continued emphasis on pricing plans, coverage, and data service offerings as competitive differentiators among the nation's wireless carriers, subscribers consider sound quality an important feature that is not yet adequately addressed. After hearing a sample conversation with a new network voice quality system, 61 percent of those surveyed said they would consider switching providers to obtain this quality of service.
"Improvements in call quality represent rich and still untapped market opportunities for wireless carriers to reduce subscriber churn, create additional pricing leverage, and build quality associations into wireless market brands," said Scott Ellison, program director, Wireless and Mobile Communication, of IDC. "Wireless subscribers, the media, and regulators are all increasingly aware of the importance of quality issues for wireless services, and IDC research also shows that wireless service quality is becoming a more important issue to the wireless market."
Other research findings include:
To obtain further highlights from the research, visit www.nmscommunications.com.
About Isurus Market Research
Isurus Market Research helps technology providers better understand their markets and improve effectiveness in the areas of marketing, sales, and product development. From Fortune 500 companies to start-ups, technology providers turn to Isurus for help on issues such as identifying market opportunities, creating effective messaging, and developing products that motivate purchase. Visit http://www.isurusmrc.com for more information.
About NMS Communications
NMS Communications (Nasdaq:NMSS) helps its customers increase revenues and returns on investments by rapidly deploying new carrier-grade communications products and services. Every telecom operator and communications equipment provider on the Global Fortune 50 list relies on NMS Communications for technology-leading products and services, including system building blocks, systems, consulting, and support. Visit www.nmscommunications.com for more information.
NMS Communications is a trademark of NMS Communications Corporation.
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