Improved network performance is vital for ensuring subscriber loyalty among smartphone users, and provides operators with a significant competitive advantage, a report said.

About 50 per cent of all mobile phones sold globally in the first quarter of 2013 were smartphones, and by 2018 up to 50 percent of handsets in the Middle East and Africa and Asia Pacific regions will be smartphones, added the new Ericsson ConsumerLab report.

Users also have high expectations from mobile networks, according to the report.

The surge in smartphone users is the reason why network performance should be a priority for operators, the report said.

The ConsumerLab research looked into the factors that influence users’ loyalty to operator brands, said Anders Lindblad, president Ericsson Middle East Region.

“As the number of smartphone users continues to increase across the region, we expect that now more than ever, network performance will be an important factor that influences consumer loyalty to an operator brand. At the same time, we see that operators are keeping network performance on top of their agenda in order to continue to meet subscriber demands,” said Lindblad.

“The Ericsson study revealed that when service requirements such as reasonable waiting times and sufficient coverage are not met – especially when people are in transit – consumer loyalty suffers. However, with the proper technology and infrastructure in place, operators can ensure that their networks are capable of maintaining user satisfaction, and at Ericsson we are committed to support our clients in doing so,” he continued.

To secure a good user experience, content needs to appear on the screen quickly. Relatively low levels of satisfaction with network performance are often a result of smartphone users becoming tired of waiting.

Reliability and performance is absolutely fundamental to smartphone users, therefore, providing a network experience that is good, reliable and efficient can be the difference between user satisfaction and churn.

According to Ericsson, users realize that everything can be achieved through their connected devices, and as such look for operators who can deliver fast and reliable mobile internet services.

However, it is not enough for operators simply to improve network performance in the hope that customers will notice. Communication is essential for improving customer perceptions, users need to be aware that things have changed for there to be an impact on satisfaction levels, and for this to improve their loyalty to the operator.

The report also shows that a satisfied user is generally less likely to switch operator, leading to higher operator revenue over the user’s lifetime. – TradeArabia News Service