On large telecommunication markets, clients� loyalty is low

Mobile telephony market leader, Orange Romania says that on a market with fierce competition, the clients’ loyalty plunged.

“An important factor that influences loyalty level of the clients on a certain market is the competition on the respective market, given by the number of players, market shares and number portability that enables users to retain their telephone numbers when changing service,” said Raluca Cristureanu, Base Management Division Manager Orange Romania.

Zapp representatives said clients grasp the quality of any customized treatment and wait for rewards for their loyalty to a network by special programs. Most of Zapp’s clients get to choose a new mobile phone or free national calls in the network, as main options for the amassed loyalty points.

Aggressive programs

Mobile telephony operators will direct their strategy into maintaining clients’ portfolio through more aggressive loyalty programs in purpose of raising penetration rate of mobile voice services.

“In the context of a market with already 6 players, the loyalty program becomes a core element in maintaining clients’ portfolio. Once the telecom market in Romania is maturing, following the trends of west European markets, clients become more demanding, due to experience achieved in using this kind of services and bonuses they had received,” Vodafone Romania representatives stated for Wall-Street.

Cosmote Romania says migration of clients between mobile phone operators is very often encountered all over the world. “The client will always follow the offers advantageous to him/her, that respond to their communication needs, and will chose an operator willing to meet these demands” operator said.

Portability will raise competition

Number portability will lead to launchings of new offers for both categories of users, corporate and residential, which will tighten the operators’ race into luring clients.

Translated and adapted by Camelia Oancea.

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