New Study: Xfinity Mobile’s Success Has Serious Implications for Wireless Players and MSOs
A new study reveals that Xfinity Mobile’s pricing strategy is stealing customers from all major carriers. Almost 60% of current Xfinity Mobile customers said they switched because of the better deal, while an additional 27% cited the better deal and dissatisfaction with their previous provider as the reasons for switching. These, and other findings, are from a new, independent telecommunications market research study conducted by Market Strategies International.
The study, The Xfinity Mobile Effect, evaluated the success and competitive threat of cable companies offering wireless service. As Comcast marks the one-year anniversary of its Xfinity Mobile launch, it’s clear that their venture into the coveted “Quad Play” space (internet, television, telephone and wireless services) is paying off, both as a wireless service and as a tool that enhances Comcast’s core Xfinity Internet and TV businesses.
The study also revealed that once consumers are exposed to Xfinity Mobile’s plan, they indicated that they are somewhat more willing to make the switch to Xfinity Mobile than when asked about their general attitudes about switching. This is particularly true for consumers who have been with their current provider for a shorter period of time.
“What makes Xfinity Mobile’s success compelling is that current customers are very happy with the service and are willing to recommend it to other consumers,” said Paul Hartley, managing director of the telecom division at Market Strategies. “Its Net Promoter® Score, based on a likelihood to recommend, easily beat other competitors with a tremendous score of +59, which is practically unheard of in the wireless industry and demonstrates the impact Xfinity Mobile is having.”
“In the telecom industry, the importance of a Quad Play strategy cannot be understated from a customer experience standpoint,” added Jeffrey Johnson, director of research and consulting at Market Strategies and the study’s author. “Consumers that sign up for multiple services are more valuable for the company. Our research shows that Comcast is now firmly rooted in Quad Play—a space that only AT&T and Verizon have successfully dominated in the past.”
About The Xfinity Mobile Effect
Market Strategies interviewed a sample of 1,044 consumers aged 18 to 64 between March 14th and 28th, 2018. Respondents were recruited from the Full Circle opt-in online panel of US adults and were interviewed online. Survey invitations were sent in proportion to US census populations and the data were weighted to match wireless provider market share. Due to its opt-in nature, this online panel (like most others) does not yield a random probability sample of the target population. As such, it is not possible to compute a margin of error or to statistically quantify the accuracy of projections.