Network quality more important than price war: Nielsen

Network quality more important than price war: Nielsen

New Delhi: Network quality remains the top priority for consumers when choosing an operator, even as most telecom operators are busy lowering call rates to outdo rivals, according to research firm Nielsen.

“Network quality is the most important consideration for Indians when it comes to selecting a service provider. But the fact is Indians don’t really know which service provider has the best network in their circle, all they know or to be more precise are told by the service providers is how much lower their prices are when compared to the competition," it said in a statement.

The Nielsen Consumer Experience Mobile Test Program said there was a disconnect between what was important to consumers compared to the focus of service providers.

“It shows that even though network quality is a more important criterion than price, price war between service providers have become customer acquisition tool," it added.

The report said it was because of this lack of information and communication that consumers do not know who the market leaders are in network quality in their circle and are compelled to make choices based on their perception of supremacy.

The report indicates that of 18 circles tested on Reliability metric, a clear ‘Leader´ exists in just four circles, while in 10 circles, there is a tie for first place for network reliability.