Good Coverage above all other attractive schemes has been established as the unequivocal reason for the subscribers’ preference for a service provider of mobile telephony, according to a survey conducted by Opsbuds.

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From its recent survey, which adopted a three layered assessment of the minds of the mobile phone service users, Opsbuds found that bundle offers such as packaging handsets with free connection and widespread retail outlets are not a deciding factor for selecting a service provider by mobile phone users.

The survey was conducted across the 4 major telecom circles and the 4 metros in India , which include, Metros,Circle A,Circle B and Circle C.The top of mind reason for preferring a service provider is good network coverage for 80% of the respondents which is the basic expectation of the service.

The unaided reason for as many as 37% is brand image. Interestingly only on being aided a reason as little as 23% indicated innovative tariff plans to choose a service provider. Even in the case of prepaid customers on being aided low denomination recharge (~15%) and full recharge (~13%) option featured as a reason.

Therefore, there seems to be a consensus among subscribers that pricing is not a decision maker, wonder why the Telcos are at a price war hitting their ARPUs

The over all finding reveals that good coverage is the major reason across age, gender and circles will be a wakeup call for most of the service providers, who were under the impression that brand and good tariff plans alone will make them sail through the customers mind share.