Vodafone Three Times as Popular

15th March , 2004

Europe : The latest Strategy Analytics Wireless Network Strategies report, "Sharks And Minnows - European Mobile Operator Satisfaction Monitor, " finds that Vodafone is the preferred destination for 32 percent of its rivals' customers in Western Europe, well clear of second-placed MMO2 (11 percent) and Orange (10 percent).

"The European wireless market has served Vodafone well-its customers rate it highly for customer care, network quality and service scope. Customers of other operators are well-aware of the discrepancies between Vodafone and their current service providers," commented Phil Kendall, Director of the Wireless Network Strategies service.

According to Sara Harris ( inset above ), Senior Industry Analyst, and author of the report, "Among the other large carrier groups of this region, T-Mobile and TIM are failing conspicuously to meet customer expectations, and are thus finding themselves in precarious positions. Although these operators may be rated well on service quality, it is clear that a significant proportion of their customers are deeply dissatisfied with the pricing and customer care they are being offered."

David Kerr, Vice President of the Global Wireless Practice, says, "Smaller operators, such as E-Plus or WIND, are in even more exposed positions. This should give 3/Tre, the third-generation operator, some indications of the challenges ahead." Ten percent of potential churners in the UK, and 20 percent in Italy, would choose to sign up for 3/Tre, but despite its data-centric marketing approach, 3/Tre has to attract customers on price, like all new entrants before it. There is nothing to stop those customers from looking for a better deal once they sign up for 3/Tre - or for any other company."

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