Consumer frustrations get aired at last!
09 October 2009
The publication of new research data on consumer and small business experience on mobile phone use is welcome. This data supports what many have been thinking but had inadequate independent evidence to express. Despite claims about good mobile coverage by many providers, consumers and small businesses do have problems. They have problems because of significant ‘not spots' and because mobility is limited. Few journeys can be made without a disruption of service.
91% of small business users and 56% of consumers across the UK regularly have intermittent and poor quality service - this rises to 59% of consumers in Northern Ireland.
The surprise is that so many report satisfaction with their mobile service given the number of problems experienced. It is also surprising that so few do anything about it. About 1 in 5 consumers will take some sort of action, most often contacting their provider. 3 in 5 small business consumers will take some sort of action, including contacting their provider and even changing supplier. Are our expectations too low? If so it is sad because it is in effect allowing providers to continue delivery of a poor service.
In fact quality of service and reception is more important even than cost. What consumers find most frustrating is to discover no reception in their own home and yet be locked into a contract. Not surprisingly small business users want good coverage in their place of work. 99% of private sector businesses in NI are SME's. For them poor mobile coverage is a business critical issue.
Northern Ireland also has the highest number of mobile only users in the UK. Some 13% of households have mobile only. For them quality of service at home is critical.
What can be done? The Consumer Panel is right to call for:
- Action to ensure consumers and small businesses aren't trapped into contracts that don't give them the coverage they need - ideally some kind of ‘try before you buy' scheme.
- Better quality, more comparable information for consumers to help them understand the coverage they are likely to get
- Ofcom to work to understand the causes of the ‘non spots' and then work collectively with operators and others to find solutions. Competition will not offer solutions in sparsely populated areas. Collaboration and co-operation might.
Let's hope this new research data energises providers, regulators and consumers to do more to get the service improved.