2010 U.S. Wireless Mobile Analysis by Crimson Hexagon

8/8/2019 2010 U.S. Wireless Mobile Analysis by Crimson Hexagon

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Confidential & Proprietary

Wireless/MobileCarriers

AnalysisofOnlineConsumerOpinionsKeyFindings

Real-&meMarketResearchforReal-&meMarketers

Contact: Melyssa Plunkett-Gomez

VP, Sales & Business Development

[email protected]

617.547.1072 x107


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HowdoconsumersfeelaboutthemajorUSmobilecarriers?Overallimpressions&qualityofcustomerserviceQuality&selecDonofphonesPlans,contracts,andoverallcostsNetworkqualityandcoverage

Howdothemajormobilecarriersstackupinthecourtofpublicopinion?

2

AnalysisOverview

KeyQuesDons


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Confidential & Proprietary3

ConversaDonsrelatedtoconsumer

experiencesandopinionswithAT&TWireless,

VerizonWireless,Sprint&T-Mobile

TOPICS

200,000real-DmeonlineconversaDonswere

analyzedfromJuly1,2010toAugust6,2010

DATA

TwierContent:Tweetsfromuserslocatedin

UnitedStates

SOURCES

AnalysisOverview

Approach


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NegaDveopinionsoutweighedposiDveopinionsforallmajorcarriers,exceptVerizon(+7%)

SprintistheonlymajorcarrierenjoyinganetposiDveopinionofitsPlans/Cost(+2%)

AT&Tonlyachievedanetneutralopinionofitsphones,withVerizontheonlynetposiDve(+7%)

ThewidestrangeofconsumeropinionwasintheareaofcarrierNetworkquality(fromAT&Ts-11%toVerizons+7%)

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AnalysisOverview

KeyFindings


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IndividualBrandAnalysis

ConsumerOpinionSummaryData


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ataAnalyzed

RelevantconversaDonsbycarrier

64,096

42,625 42,938

48,941

-

10,000

20,000

30,000

40,000

50,000

60,000

70,000

ATT T-Mobile Sprint Verizon


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AT&TConsumerOpinions

PercentageofonlineconversaDon

Neutralopinion=16%

-22%

-6%

-15% -16%

8% 6% 5% 5%

-25%

-20%

-15%

-10%

-5%

0%

5%

10%

15%

GeneralCS Phones Plan/Cost

Network/

Recep&on

Take-away:ATTreceivesstrongestnega&veresponse

toitsPlans/Costofthemajorcarriers,butonlyneutral

viewofitsPhonesdespiteiPhoneexclusivity.

-14%0%

-10%-11%


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T-MobileConsumerOpinions


-22%

-9% -8%

-15%

7% 8%3% 5%

-25%

-20%

-15%

-10%

-5%

0%

5%

10%

15%


Network/

Recep&on

Neutralopinion=22%

Take-away:Network/Recep&onandcustomerservice

arekeyareasofnega&vesen&mentforconsumers

relatedtoT-Mobile-2ndamongmajorcarriersinboth

-15% -1%

-5% -10%


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SprintConsumerOpinions


Neutralopinion=16%

-23%

-13%

-6%-9%

6%10%

8% 10%

-25%

-20%

-15%

-10%

-5%

0%

5%

10%

15%


Network/

Recep&on

Take-away:Amongcarriers,Sprintsuffersthemost

fromcustomerserviceissueswithconsumers,buthas

themostposi&vepercep&onarounditsplans/cost

-17%

+2%-3% +1%


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CompeDDveBenchmark

CategoryIndex

-14%

0%

-10% -11%

-15%

-1%

-5%

-10%

-17%

-2%

2% 1%

-6%

7%

-1%

7%

-20%

-15%

-10%

-5%

0%

5%

10%


Network/

Recep&on

T-Mobile

Verizon

AT&T

Sprint


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-11% -13% -13%-9%

-11% -9% -11%-9%

-6% -9%-13%

-8%

-15% -8%-6%

-7%

-16%-15% -9%

-8%

8% 7% 6%12%

6% 8% 10%

15%5% 3%

8%

6%

5% 5%

10%

15%

-60%

-40%

-20%

0%

20%

40%

ATT T-Mobile Sprint Verizon

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CompeDDveBenchmark


Pos:Network

Pos:Plans/Cost

Pos:Phones

Pos:General&

Service

Neg:Network

Neg:Plan/Cost

Neg:Phones

Neg:Cust.Service

Neg:General

-35%

+7%

-31%

-18%


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Findings

AnalysisSummary


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Leader:Verizonwith+7%overallopinion PosiDveopinionsweredrivenbysaDsfacDonwithnetworkcoverage

andexcitementwithroids.

Poten&alChallenger:Sprint(-18%) espiteanegaDveoverallopinion,Sprintwastheonlycarrierwitha

netposiDveopinionofitsPlans/CostandenjoysanetposiDveopinionofitsNetwork

Laggards:ATT(-35%),T-Mobile(-31%) NegaDveopinionsweredrivenbypoornetworkcoverageandhigh

costsfordataplans

AT&TsiPhoneexclusivitydidnotprovideenoughofaboosttoposiDvesenDmenttoovercomeoveralldissaDsfacDonwithitsPhones

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FindingsMobileCarrierPerformance


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Verizonwins3of4categories,aclose2ndinthefourth. MuchofthisposiDvesenDmentreflectsaprideforVerizon,

specificallyanD-AT&T

AllcarriershavealongwaytogotoimproveconsumeropinionofCustomerService

NetworkqualityrepresentsthecategorywithgreatestdifferenDatedconsumeropinion(-11%to+7%)

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FindingsAddiDonalHighlights


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WhatdrivesposiDveopinionsofVerizonsnetwork? CanSprintmaintain/improveitsleadinpercepDonofitsPlans/Cost?

ArethereanybrightspotsinconsumeropinionsforT-Mobiletofindandexploit?

WillAppleseffortstofixthehighlyvisibleiPhone4issuesrepairtheweakperformanceofATTinthePhonescategory,despiteitsimpactonNetworkqualityandPlan/

Costopinion?

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FindingsAreasforFurtherInvesDgaDon


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For the full report contact: Melyssa Plunkett-Gomez

VP, Sales & Business Development

[email protected]

617.547.1072 x107

Wireless/MobileCarriers

AnalysisofOnlineConsumerOpinionsKeyFindings

Real-&meMarketResearchforReal-&meMarketers

2010 U.S. Wireless Mobile Analysis by Crimson Hexagon

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