RESEARCH carried out by Tnsrms, a Lagos-based research company, has revealed that consumers are losing about N730 billion yearly to poor call quality services provided by telecommunications companies in the country
The regional director, West Africa for Digital, Technology and Telecoms, Seyi Adeoye,said there is need for telecommunications operators to deliver clear call quality and also track customers’ pulse.
In its research entitled “How would the telecom market space change in 2014?”, the global market research said that what will drive the telecom market space this year is clear call quality.
The report stated, “given the level of multisimming in Nigeria, which is well over 30 per cent and would be at significantly higher figure for urban areas; little wonder Mobile Number Portability is not making much of an impact. The trick remains; drive stickiness via creation of an experience to remember for your customers”.
The research also disclosed that mobile money would gather more steam because it easily provides a compelling solution to the challenges of financial inclusion; illiteracy and a lack of awareness, a cumbersome documentation process and difficulty in proving identity or proof of address, long distances and often awkward physical access to bank branches particularly in rural and isolated locations, low income and high transaction costs.
It argued that the market would be a customer-centric space as against the ‘operator centric’ scenario that held sway for a while.
On using freebies to attract attention of customers, the research warned telecommunications operators to begin to understand the value perception range of the Nigerian customer segments. “There have been shifts and operator strategies must be around Value Maximization for each of the target segment: Provide value as defined by the identified segment and at a profitable price tag.
“Services and products must now be delivered within the context of consumers’ realities and idiosyncrasies. Operators must explore behavioural analytics which utilizes user’s mobile concierge of choice, simple behavioural analytics (demographics and behaviour) and contextual data (location, time) to offer users specific content and services that they are most likely to value from the long tail of available services”.
The Tnsrms report stressed that aggressive competition may weaken prices and for some individual operators, it may not be optimal to offer further price reductions. Moreso, the high level of price based competition in the market is partly a reflection of a lack of non-price differentiation”
Looking ahead, it said, digital natives for whom technology is second future would shape the future of the Nigerian telecommunications space: facing this digital multimedia world is a challenge and opportunity.
According to the company, the Nigerian market is extremely youthful with over 80 per cent of Nigerians less than 40 years old and 41 per cent of the population less than 14 years old.
Nigeria is currently the largest online community in Africa with well over 60 million persons accessing the Internet.
It therefore said that in order to future-proof their businesses, operators in Nigeria must aggressively pursue the provision of a complete host of multimedia and ICT products and services solutions to all their customers: online commerce, educational services, cloud services, mobile money, mobile advertising, gamification drive, own OTT offers, entertainment + sports services etc. It recognized that some operators are already looking in this direction.
On the regulatory side, it recalled that the Nigerian Communications Commission (NCC), has announced its plans to auction the remaining slots in the 2.3GHz spectrum – aimed at unbundling the nation’s broadband infrastructure, which it believed will boost the provision of internet access.
“In addition, there is also the proposed licensing of infrastructure companies to hasten the deployment of broadband to all nooks and crannies of the country under the national broadband network deployment plan”, it added.
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The regional director, West Africa for Digital, Technology and Telecoms, Seyi Adeoye,said there is need for telecommunications operators to deliver clear call quality and also track customers’ pulse.
In its research entitled “How would the telecom market space change in 2014?”, the global market research said that what will drive the telecom market space this year is clear call quality.
The report stated, “given the level of multisimming in Nigeria, which is well over 30 per cent and would be at significantly higher figure for urban areas; little wonder Mobile Number Portability is not making much of an impact. The trick remains; drive stickiness via creation of an experience to remember for your customers”.
The research also disclosed that mobile money would gather more steam because it easily provides a compelling solution to the challenges of financial inclusion; illiteracy and a lack of awareness, a cumbersome documentation process and difficulty in proving identity or proof of address, long distances and often awkward physical access to bank branches particularly in rural and isolated locations, low income and high transaction costs.
It argued that the market would be a customer-centric space as against the ‘operator centric’ scenario that held sway for a while.
On using freebies to attract attention of customers, the research warned telecommunications operators to begin to understand the value perception range of the Nigerian customer segments. “There have been shifts and operator strategies must be around Value Maximization for each of the target segment: Provide value as defined by the identified segment and at a profitable price tag.
“Services and products must now be delivered within the context of consumers’ realities and idiosyncrasies. Operators must explore behavioural analytics which utilizes user’s mobile concierge of choice, simple behavioural analytics (demographics and behaviour) and contextual data (location, time) to offer users specific content and services that they are most likely to value from the long tail of available services”.
The Tnsrms report stressed that aggressive competition may weaken prices and for some individual operators, it may not be optimal to offer further price reductions. Moreso, the high level of price based competition in the market is partly a reflection of a lack of non-price differentiation”
Looking ahead, it said, digital natives for whom technology is second future would shape the future of the Nigerian telecommunications space: facing this digital multimedia world is a challenge and opportunity.
According to the company, the Nigerian market is extremely youthful with over 80 per cent of Nigerians less than 40 years old and 41 per cent of the population less than 14 years old.
Nigeria is currently the largest online community in Africa with well over 60 million persons accessing the Internet.
It therefore said that in order to future-proof their businesses, operators in Nigeria must aggressively pursue the provision of a complete host of multimedia and ICT products and services solutions to all their customers: online commerce, educational services, cloud services, mobile money, mobile advertising, gamification drive, own OTT offers, entertainment + sports services etc. It recognized that some operators are already looking in this direction.
On the regulatory side, it recalled that the Nigerian Communications Commission (NCC), has announced its plans to auction the remaining slots in the 2.3GHz spectrum – aimed at unbundling the nation’s broadband infrastructure, which it believed will boost the provision of internet access.
“In addition, there is also the proposed licensing of infrastructure companies to hasten the deployment of broadband to all nooks and crannies of the country under the national broadband network deployment plan”, it added.
source: http://ift.tt/1chQCvk Please drop your comments below...
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