Telecoms are luring customers with cheap plans and unlimited data

bii incentives to change wireless provider

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Cheaper plan rates and unlimited data plans are top of mind for US consumers who are considering switching their wireless provider over the next six months, according to a May 2017 telecom user perception report from Fluent.

Smartphone users across seven leading wireless providers — the Big 4 (Verizon, AT&T, T-Mobile, Sprint), and Boost Mobile, Cricket Wireless, and MetroPCS — identified “lower plan rates” and “unlimited data plan” as the incentives that would most likely prompt them to switch. These were also the two categories that would most convince consumers to stay with their current provider. 

The offering that would most incentivize consumers to stay with their current carrier — or leave it — varied by provider. Here are some of the most notable insights from the data: 

  • Lower plan rates would incentivize Verizon, T-Mobile, or Sprint customers who are intent on switching to retain their current providers. While lower plan rates from competitors were not identified as a major reason for Verizon, T-Mobile, and Sprint customers to switch, lower rates were much more likely to be identified as a reason for current customers planning on switching to stay.
  • Verizon customers, in particular, identified lower plan rates as a key incentive to remain on Verizon’s network. Verizon has one of the most expensive mobile plans on the market, and 68% of its customers who plan on switching within six months identified lower plan rates as an incentive to stay. 
  • The availability of unlimited data was cited most by consumers of AT&T, Boost Mobile, and MetroPCS as an incentive offered by competitors to leave their current provider. However, the offering of unlimited data was most often chosen by Cricket Wireless consumers as an incentive that could prevent their departure. 

Interestingly, these survey results indicate a tepid loyalty among US smartphone users. Considering that unlimited data and lower rate plans were identified as the most likely offerings to prompt consumers to change wireless providers, fewer than half of most subscribers across all seven providers identified these as reasons they’d leave their current provider. 

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