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Jan 14, 2014, Dubai, UAE.AMRB, a leading regional research & consulting firm based in Dubai, released a Syndicated Report measuring reaction to recently launched Mobile Number Portability (MNP) service in UAE. MNP finally came into effect in UAE on December 30, 2013. With the introduction of MNP, the UAE mobile services market has finally caught up with more developed markets in terms of offering greater choice to consumers. Implementation of MNP globally has been driven by three key elements - decrease in market prices, to facilitate market competition and to increase consumer welfare. As of 2012 end, 70 countries had implemented MNP worldwide, including markets within the region like Egypt, Pakistan and India. While the advent of the second telco infused a breath of fresh air into the category a few years ago, MNP is likely to further invigorate the sector by increasing the level of competition between Etisalat and du. The AMRB study focused on understating the awareness on MNP and predicts the likely behavior of newly found freedom among mobile users of UAE, a country that boasts of having one of the highest mobile penetration in the world. “The success or failure of MNP will ultimately depend upon the time taken to change from one telco to the other, as well as the switching cost involved. While this may largely be dictated by the TRA, telcos that are able to provide a more efficient process and also better value, are likely to gain more from the introduction of MNP. While the UAE telco market is poised for significant churn in the near term, over the longer horizon, introduction of MNP is a positive step that would lead to greater competition between Mobile Service Providers (MSPs), which would ultimately benefit the consumers”, said Sukhdev Singh, Associate Vice President, AMRB Dubai while launching the report. “The reasons and motivators to shift are clearly varied amongst consumers of different ethnic backgrounds. The report gauges consumer pulse while investigating why consumers are likely to churn and what can actually hold then back. Organizations interested in developing further understanding and insight on the consumers psyche and the impact of MNP can avail the report free of cost by contacting our offices in Dubai”, added Sukhdev. Some quick facts and findings of the study: - A quick survey among 500 odd mobile users in UAE revealed that 60% of the mobile users are aware of MNP being introduced in the market. As compared to 58% of Etisalat subscribers, 62% of du subscribers claimed to be aware of MNP.
- The awareness among Asian subscribers is particularly high at 63%, as compared to about 50% in case of Arabs and Westerners.
- In the most interesting finding, 10% of those aware claimed to have already registered with the competing telco for MNP.
- Almost one fourth of all subscribers (23%) expressed high likelihood of utilizing MNP in near future.
- The propensity to shift service provider is observed to be particularly higher among Expat Arabs with one third expressing high likelihood to shift. In comparison, about 22% of the Asian subscribers expressed high likelihood to change service provider using MNP.
- Subscribers who have been on with a particular network for > 2 years are slightly more likely to utilize MNP to change their service provider. There was however, no considerable difference between prepaid or postpaid subscribers with regard to reaction to introduction of MNP in UAE.
- For about 56% of the du subscribers considering change to Etisalat, the driver is expectation of ‘better network coverage'.
- In case of Etisalat, 47% of the subscribers wanting to shift to du cite ‘better prices and packages for Voice calls' as the key reason to shift.
- The ‘Customer Service' is the second key reason for subscribers from du as well as Etisalat, with 46% and 39% of the subscribers respectively claiming to be unsatisfied with the current service provider.
- Though marginal, about 7% of the subscribers want to shift just for the sake of experimenting!
About MNP: Mobile number portability (MNP) enables mobile telephone users to retain their mobile telephone numbers when changing from one mobile network operator to another.MNP is important for telecoms markets because it removes a bar to switching that keeps those with much equity in the number – in particular many business users. The reduction in barriers to switching is of particular benefit to challenger operators against dominant incumbents. Typically, when MNP is implemented in a country, a rise in churn follows. About AMRB: AMRB, a Kantar group company, was established in 1999 and is one of the fastest growing research companies in the Middle East & North Africa region. Since inception, AMRB has worked with various blue chip clients across a wide geography and diverse categories. The agency's forte lies in consumer, B2B/ Industrial and stakeholder research. AMRB operates across the Middle East and North Africa region with its headquarters in Dubai. This extensive regional coverage, coupled with local knowledge and grassroots understanding of individual markets, enables AMRB to be a trusted research partner for leading brands in the region. AMRB's parent organization within Kantar is IMRB International, the largest research agency in South Asia. About Kantar: Kantar is the data investment management division of WPP and one of the world's largest insight, information and consultancy networks. By connecting the diverse talents of its 13 specialist companies, the group aims to become the pre-eminent provider of compelling and inspirational insights for the global business community. Its 28,500 employees work across 100 countries and across the whole spectrum of research and consultancy disciplines, enabling the group to offer clients business insights at each and every point of the consumer cycle. The group's services are employed by over half of the Fortune Top 500 companies.
For more information on services provided by AMRB, please visit www.amrb-mena.com
For any further information on Mobile Number Portability study, please contact: Sukhdev Singh, Associate Vice President
205, Al Masraf Tower, Baniyas Street,
Deira, PO Box 4327, Dubai
sukhdev.singh@amrb.aePh: 04 6097 453
To Avail Free copy of the report, kindly send an email to mnp@amrb.ae
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