Complexity and simplicity — two words that could not be more important for today’s digital and communications service providers to appreciate. It’s a simple fact that consumers are complex in their individuality, and they want their operators to acknowledge that.

Now, don’t confuse this with simplicity when it comes to the process of selecting a data plan. If all one has to do is click a single button to get a new data plan, it wasn’t difficult from a process point of view. But if there were only two options to choose from, and neither was really tailored to fit a specific set of needs, it wasn’t a very good experience, was it?

66 and 65 percent — those are the numbers of consumers, surveyed by Comptel, who increasingly shop on mobile devices versus at brick-and-mortar stores, and who prefer to purchase digital content and services when and how it is convenient for them, respectively.

Consumers – particularly digital natives – want to dictate their own buying experience. Period. They don’t want digital and communications service providers telling them where and when they can buy, and what they can and can’t get according to a limited spectrum of options. Instead, they want to be empowered to choose mobile data plans — from a wide range of possibilities — that cater to their specific needs and desires.

Now here is the kicker: 62 percent do not believe their operators offer a wide enough range of mobile data packages to choose from — almost identical to the numbers above. What this tells us is that roughly two-thirds of mobile users are primed to gravitate toward digital and communications service providers that recognise the value of empowering their customer base. Operators that acknowledge this is the reality of the modern consumer stand to reap enormous rewards, as evidenced by our survey findings.

The modern consumer wants a more personal relationship with their digital or communications service provider. They don’t want to be treated like another nameless face in an endless sea of nameless faces. This becomes clear when you look at pricing preferences of today’s consumers.

Click here for part 2.

Ari Vänttinen, Comptel
Moving Telco companies in Europe and Asia from ground to cloud. Born 1969, M.Sc. (Economics). Joined Comptel in 2014, member of Executive Board since 2014. Has previously held various marketing executive and management roles at McAFee and Stonesoft Plc since 2010. Before that management consultant at Talent Partners 2007 – 2010 and marketing management and business development roles at Nokia Networks 2004 - 2007.
Connect with Linkedin to Comment

Don't worry. It's stupid easy.