Wireless & Mobile Landscape

AT&T and Verizon Wireless Rural Mobile Churn Package

Details

Pages: 73 and 72

Because the overall number of mobile subscribers is no longer growing in the saturated U.S. mobile market, service providers must lure subscribers away from another provider if they want to grow their subscriber base. This is equally true for regional mobile operators and national operators.

Many in the mobile industry want to know why mobile subscribers churn. In other words, what specific factors increase the likelihood of churn? How do network quality, customer service, price, advertising and promotions, and other non-mobile services offered by a provider affect subscribers’ likelihood to stay with or leave their mobile service provider?

This package includes two market studies that each analyze the causes of churn for AT&T and Verizon Wireless subscribers in rural (non-metropolitan) markets. The following two market studies are included in this package:

- AT&T Rural Mobile Consumers: Why might they churn?

- Verizon Wireless Rural Mobile Consumers: Why might they churn?

The two market studies are included in this package at a discounted price. Alternatively, the two market studies can be purchased individually by going directly to the pages for each market study using the above links.


Key Questions Answered

  • What are AT&T’s and Verizon Wireless’ churn rates currently and historically?
  • What percentage of AT&T and Verizon Wireless rural consumers and U.S. mobile consumers have been with their current service provider for less than one year? More than one year? More than two years?
  • What percentage of AT&T and Verizon Wireless rural consumers and U.S. mobile consumers have been with only one service provider?
  • How do advertising and promotions affect AT&T and Verizon Wireless rural consumers’ and U.S. mobile consumers’ likelihood to switch providers?
  • How do bundled services, such as AT&T’s U-Verse and DirecTV, and Verizon’s FiOS affect AT&T and Verizon Wireless rural consumers’ and U.S. mobile consumers’ likelihood to switch providers?
  • How do AT&T and Verizon Wireless rural consumers and U.S. mobile consumers perceive the network quality, pricing and customer service of the four major U.S. mobile operators? How could this perception affect their likelihood to churn from their current provider?
  • Why do AT&T and Verizon Wireless rural consumers and U.S. mobile consumers who have stayed with their operator for more than one year do so? What, if anything, might make them change in the future?
  • How can a rural mobile operator get AT&T and Verizon Wireless subscribers to churn away from the national operator?

Who Should Read

  • Regional mobile network operators
  • Wireless and Mobile advertising agencies
  • Mobile service retailers and distributors
  • Financial and investment analysts.

Table of Contents

  • Please refer to the table of contents on the page for each market study.

List of Tables

  • Please refer to the list of tables on the page for each market study.

List of Charts and Figures

  • Please refer to the list of charts and figures on the page for each market study.

For additional information on either the AT&T Rural Mobile Consumers: Why might they churn? or the Verizon Wireless Rural Mobile Consumers: Why might they churn? market study, please contact Iain Gillott, at (512) 263-5682 or by email.