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Click here (https://store.roymorgan.com/home.php?cat=358) to access the Roy Morgan Online Store where you are able to purchase customer profiles of Mobile Phone Service Providers and Mobile Phone Handset Brands.

Mobile Phone Service Provider Satisfaction for business owners fell to the lowest levels in more than three years during December 2007 with 70% (down from 75% in 2004) of business owners reporting that their Service Provider “mostly met” or “exceeded” their expectations. 

‘3’ records largest decline since 2004

‘3’ (including Orange) has steadily declined in Business Owner satisfaction, despite being the latest major entrant into this market,  dipping from a post-introduction high rating of 82% (December, ‘04) to 59% in November, 06 — a total loss of 23%.  Since their low, ‘3’ has regained 8% of their rating fall to end the reporting period at 67% satisfaction.  The overall decline in satisfaction since September, ’04 has also been shared by Optus (to 65%, down 10%) and Telstra (to 71%, down 4%). 

Vodafone and ‘3’ increase satisfaction over past year

Since December 2006 only two providers have increased reported satisfaction levels with Vodafone ending at 71% (up 6%), and ‘3’ up 7% to 67%.

Period: 24 month moving average;

Sample: 1,725 Australian consumers aged 14+ who are owners, partners or proprietors of a business, small business owners or farm owners in 24 months to Dec 2007;

% Satisfied is the proportion of business owners who report that their expectations have been “mostly met” or “exceeded” by their mobile phone service provider in the last 12 months.

David Laffin, Roy Morgan Research Telecommunications Industry Director, says:

“Whilst Mobile Phone Service Provider satisfaction levels have been declining overall for business owners in recent years, their industry has rarely witnessed the high number of product and service innovations, meaning that customers need to change their knowledge of product usage at a similar speed.

“By observing the trend to increasing satisfaction results recorded by Vodafone and ‘3’ in 2007, any marketer may investigate key communication strategies that meaningfully reflect on service provision for customers, at all levels of their organisation.

“Only Roy Morgan Single Source data can help you to anticipate significant change in your marketplace.”

These findings are derived from Roy Morgan Research Single Source data, based on 4,381 interviews between October 2002 and December 2007 with Australian consumers who are owners, partners or proprietors of a business, small business owners or farm owners.

Further analysis of Roy Morgan Single Source data reveals the latest insights and long term trends in:

• Opinions of Mobile Service Providers (eg. prompt, reliable, competitive prices, friendly, etc.);
• Opinions of Handset brands;
• Purchase intentions including Handset brands, important features in handsets and Retail outlets;
• Switching behaviour, intention to switch and reasons for switching;
• Business or Personal Usage;
• Pre-paid or Post-paid details;
• Contracts and Capped Plans, length of time to contract expiry;
• Amount spent on Mobile Phones, whether pay for content and who pays the bill;
• Functions and services used on Mobile Phone (number of calls, SMS, etc.); and
• Attitudes to Mobile Phones.

For further information:

David Laffin — Roy Morgan Research Telecommunications Industry Director

Office +61 3 9224 5341                 Mobile +61 421 619 117

David.Laffin@roymorgan.com

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