The UK Mobile Phone Industry - Thesis Example

 What have been determined is that there is another market that is coexisting alongside the cellular phone market. Cellular or mobile phone service subscriber attrition or the migration of subscribers to another mobile phone service provider is a normal trend that occurs if the expectation of the subscribers en masse were not met.

This could be the failure of the mobile service provider to meet the very basic demand which is the provisioning of mobile service. Or the failure of the mobile service company to resolve long-standing issues. Or the failure of the mobile service company to grow alongside their subscriber to provide the necessary technology or functionality and be the constant companion in whatever endeavour they would be engaged in. For whatever reason behind the decision to migrate to another mobile service provider, it is the failure of the mobile service company.

The question this thesis is trying to answer is what strategy can be employed to ensure customer loyalty to prevent customer attrition. The last fifteen years have seen the mobile phone industry experiencing phenomenal growth in usage as well as in technological advances. From TDMA to CDMA from simple GSM to 3G or even 4G technology, the mobile phone industry has created a lifestyle and a social norm that permeate every sinew of society’s collective consciousness. Not only would the demand for the technology increase the level of sophistication of mobile phone users’ needs and tastes, but it will also similarly increase along with what technology can offer.

With roughly seven billion potential users worldwide the mobile phone’s market insertion only managed nearly fifty percentile. Mobile phone patronage is clearly dependent on what technology can offer as proven by the shift from CDMA to full GSM format at the advent of Short Messaging System (SMS) then to Multi-Media Messaging System (MMS) and recently internet on demand. The convergence of technology eliminates the great divide between data, voice calls, video and audio. These changes not only define the way people live with the mobile phone but it likewise enables each aspect of a person’s life. Personal communication has changed the dynamics of society to the extent that relationships are also defined by the way people communicate through mobile phones.