Indo Asian Mobile News: Mobile Number Portability Failed to Impress Consumer

Mobile Number Portability (MNP) failed to excite customers with only two percent subscribers chose to avail the service so far. The service allows the telephone subscribers to shift from one operator to another without changing their present numbers.

Vodafone India director Samaresh Parida said that the much larger percentage of customers who are into prepaid category is the main reason for the slow port-in and port-out. Ninety-five percent of the country’s mobile customers are in prepaid category. He added that this segment is not sensitive to number retention which has a monthly churn rate of 4 to 5 per cent.

Industry experts pointed out that another factor of low porting requests is that the service has limitations with annoying process such as documentation, filling- up forms, clearing dues and consent certificates from departing operators. Many anticipated that MNP will be a game changer after its launched on January 20 in pan-India.

To become a game changer was not in the mind of the company but they expect it to change market dynamics, according to Parida. Many telecom companies did some marketing campaigns to lure new customers and keep existing ones following the launch of the service.

Most of the firms now regarded MNP as failure but they used their available resources for extensive marketing strategy by giving better services with lower tariffs.

Idea Cellular did extensive television advertisements for MNP. Even though MNP is not successful on an industry level, Idea experienced the maximum revenue in the number of users who chose to port in their network via MNP route, according to a spokesperson of the Idea Cellular.

Industry experts think that MNP will perform better once the draft of proposals by National Telecom Policy to abolish inter-circle roaming and extend MNP to national level are carried out. (c) 2011

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