Yesterday having attended the funeral of one of my extended family I was asked by a number of those in attendance to help with their mobile phones as I was someone who "knows about these things."
The interesting discovery for me was that very few had done the research that Ged did when he decided to leave Orange. Most of these "happy soles" are using Pay As You Go because they think it offers the best value for money because those that they know have usually been unable to use ALL of the minutes and texts on there tariff and so they see them as wasting money rather than saving on call costs. I just wonder if the Networks are hearing the same message but are happy to ignore it whilst they battle it out for the best churn numbers in this mature market.
In talking yesterday it became obvious that those in the room had started to not trust what they were told by the retailers after my outburst last year when One of them called to tell me that she had upgraded to Flext because that was what the man in the shop said was the best contract on offer. After I had gone through just what she does do with her phone she returned the handset and cancelled the contract. I wonder what those in the room would have made of Keith's excellent analysis of CPW's numbers? I am sure that he would have been interested in the way that the consumer is starting to wise up when it comes to buying mobile. I for one think that what I am hearing from Vodafone at present is the right idea I am just not confident that they can execute the strategy with the current team.