Mobile_OperatorsService Providers

Service Providers

India Mobile Operators: Brand Associations in a Hyper-Competitive Market

Report Summary:

The Indian wireless market has experienced a dramatic shift in competitive intensity and market development since the launch of Reliance Jio in September 2016, with its rivals losing 31% of service revenue and 46% of EBITDA between 4Q16 and 4Q17. Consolidation is seeing the service provider landscape collapse down to four major operators, better able to scale their CAPEX to support the rapid growth in data traffic volumes.

Satisfaction with service providers is high, but this is not slowing down switching behaviour in a high-churn environment. In a volatile market, with the exit of many brands in recent years, users are looking to service providers who are trusted, stable, and secure, with network quality and value for money the most highly rated service provider characteristics. Vodafone-Idea, Airtel, and BSNL will need to work hard to build advanced, innovative, customer-friendly brands that can still compete on the “basics” of a high quality network experience.

Table of Contents

Executive Summary: India Wireless Market Competitive Outlook
Competition in 2018: Key Themes and Competitive Overview
Consumer Sentiment: Survey among India Android Smartphone Owners
Conclusions and Recommendations
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