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Marketing Management II: Mobile Number Portability

The document discusses a study conducted on mobile number portability (MNP) in India. The study aimed to understand consumer perceptions of MNP, expectations from providers, and the impact of MNP. A survey was conducted with 104 respondents in Mysore to collect data on awareness, satisfaction levels, and preferences. The results found high awareness among younger consumers. It also found that dissatisfied customers and prepaid users were more open to changing providers using MNP. The procedure was found to be tedious, impacting adoption rates. MNP adoption was low but expected to grow as costs decrease and processes simplify.

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Rahul Paul
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78 views

Marketing Management II: Mobile Number Portability

The document discusses a study conducted on mobile number portability (MNP) in India. The study aimed to understand consumer perceptions of MNP, expectations from providers, and the impact of MNP. A survey was conducted with 104 respondents in Mysore to collect data on awareness, satisfaction levels, and preferences. The results found high awareness among younger consumers. It also found that dissatisfied customers and prepaid users were more open to changing providers using MNP. The procedure was found to be tedious, impacting adoption rates. MNP adoption was low but expected to grow as costs decrease and processes simplify.

Uploaded by

Rahul Paul
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Marketing Management II

Mobile Number Portability


GROUP B7

Group Members:
Rahul Paul(10097)
Rashmi Singh(10098)
Rohan V(10099)
Rupesh Gupta(10100)
Sajiv T S(10101)
Sanjay Somasekhar(10102)

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MNP

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Problem Definition

Mobile Number Portability

• Change service provider without changing mobile number

Advantages

• Retention of same number


• Low tariffs – Increase in competition

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Aim of Research

To Study :-

• Consumer’s apprehensions & perceptions about MNP

• Consumer expectation from the telecom service provider

• To find the impact of MNP in the telecom sector

• To see the acceptance level among the users

• The consequence of launch in foreign countries


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Approach
Test site : Mysore
Adjacent areas of Mysore

Sample Size : 104

Question Category : Procedure


current service provider
satisfaction level

Quantitative analysis : SPSS

Tests Conducted : Chi-Square, ANOVA


Factor Analysis, Frequency charts.
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Research Design

• Descriptive research

• Information needs

• Data collection from secondary sources

• Data collection from primary sources

• Scaling Techniques

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Research Design (Contd..)

• Questionnaire development and pretesting

• Sampling: Stratified random sampling

• Field work : Kalidasa Road


Devraj Urs road
MORE, Siddharthnagar
BIG BAZAAR , Ramaswamy circle
Students of SDMIMD

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Descriptive Statistics

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Consumer Preference

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MNP or a new connection with respect to Awareness
Chi-Square Analysis
• P value ( 0.015) < alpha value ( 0.05)(assumed)

• Thus we reject the null hypothesis which says the two questions are
independent 

Inference:

• About 89% of the people who have heard of MNP will prefer to go for
it rather than getting a new number

• 50% of the people who have not heard of MNP will prefer to go for it
rather than getting a new number

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Satisfaction with Current Service Provider
Vs. MNP

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Chi-Square Analysis

• P value (0.006) < alpha value( 0.05)(assumed)

• Thus we reject the null hypothesis and accept alternative


hypothesis which says the two questions are dependent on each
other.

Conclusion:

If people are not satisfied with their service provider they

are willing to change.


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Sample- Demography

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Percentage of Sample who have heard of MNP
Age group Vs Awareness

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People around 13-35 have highest awareness about MNP.
ANOVA - Age group Vs Awareness
H0: Mean awareness proportion amongst different age groups is same

H1: The mean awareness proportion amongst different age groups is different

Inference :

• F value is 5.807

• P value 0.018 < 0.05 alpha value (assumed)

• Reject the null hypothesis (H0)

Conclusion:

Average awareness proportion amongst different age groups is


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different
Effect of MNP activation procedure

More than 75% of the people who are willing


12/08/21 MNP to go for MNP think that the procedu
21
is not tedious.
Chi-Square Analysis

P value ( 0.0258) > alpha value( 0.05)(assumed)

Thus we reject the null hypothesis which says the two


questions are independent

Conclusion:

We conclude that for MNP to be successful the procedure to


avail this service should not be tedious

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Customer’s willingness to change

Airtel12/08/21
ranks the highest in customer satisfaction and having
MNP the most loyal customer base followed by Vodafone
23
Whereas BSNL and Idea subscribers are interested to change to a different service provider
Chi-Square Analysis

P value ( 0.0171) > alpha value( 0.05)(assumed)

Thus we reject the null hypothesis which says the


two questions are independent

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Connection Type Vs. MNP

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Prepaid MNP
subscribers (nearly 88%) are more willing to change 25
their service providers as compared to Postpaid subscribers
Factor Analysis

FACTOR ANALYSIS

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Inference

• The five questions related to the respondent’s satisfaction from


their present service provider(s) are quite strongly correlated.

• The age group, connection type and monthly spending on


mobile usage are highly positively correlated.

• People who are aware of the procedure are able to answer


about the tediousness of the procedure

• Questions that ask a respondent if they are willing to change


their service provider while retaining their old no. and if MNP
would be a differentiating factor while choosing a service provider
show high correlation and fall under the same component
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Secondary Research

Mobile Number Portability in other countries


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Success factors & Limitations
• Cost minimization
• Making MNP procedure less tedious

Limitations
• The sample population was not true

• Response rate was low

• The findings are more applicable to the tech savvy


young population of the country

• The study could not allocate equal number of


respondents for each operator
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Conclusion

• The MNP is a very popular term among the mobile using population

• Airtel and Vodafone customers are the most satisfied customers


and are not willing to change their service providers unlike others

• The procedure to change the service provide is tedious

• Network coverage and tariff are the vital factors in determining the
satisfaction level of customers

• MNP is still in its nascent stage at 0.22% (1.7 million users) and is
expected to grow rapidly at a very strong rate
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Thank You

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