-
8/8/2019 2010 U.S. Wireless Mobile Analysis by Crimson Hexagon
1/17
Confidential & Proprietary
Wireless/MobileCarriers
AnalysisofOnlineConsumerOpinionsKeyFindings
Real-&meMarketResearchforReal-&meMarketers
Contact: Melyssa Plunkett-Gomez
VP, Sales & Business Development
617.547.1072 x107
-
8/8/2019 2010 U.S. Wireless Mobile Analysis by Crimson Hexagon
2/17
Confidential & Proprietary
HowdoconsumersfeelaboutthemajorUSmobilecarriers?Overallimpressions&qualityofcustomerserviceQuality&selecDonofphonesPlans,contracts,andoverallcostsNetworkqualityandcoverage
Howdothemajormobilecarriersstackupinthecourtofpublicopinion?
2
AnalysisOverview
KeyQuesDons
-
8/8/2019 2010 U.S. Wireless Mobile Analysis by Crimson Hexagon
3/17
Confidential & Proprietary3
ConversaDonsrelatedtoconsumer
experiencesandopinionswithAT&TWireless,
VerizonWireless,Sprint&T-Mobile
TOPICS
200,000real-DmeonlineconversaDonswere
analyzedfromJuly1,2010toAugust6,2010
DATA
TwierContent:Tweetsfromuserslocatedin
UnitedStates
SOURCES
AnalysisOverview
Approach
-
8/8/2019 2010 U.S. Wireless Mobile Analysis by Crimson Hexagon
4/17
Confidential & Proprietary
NegaDveopinionsoutweighedposiDveopinionsforallmajorcarriers,exceptVerizon(+7%)
SprintistheonlymajorcarrierenjoyinganetposiDveopinionofitsPlans/Cost(+2%)
AT&Tonlyachievedanetneutralopinionofitsphones,withVerizontheonlynetposiDve(+7%)
ThewidestrangeofconsumeropinionwasintheareaofcarrierNetworkquality(fromAT&Ts-11%toVerizons+7%)
4
AnalysisOverview
KeyFindings
-
8/8/2019 2010 U.S. Wireless Mobile Analysis by Crimson Hexagon
5/17
Confidential & Proprietary5
IndividualBrandAnalysis
ConsumerOpinionSummaryData
-
8/8/2019 2010 U.S. Wireless Mobile Analysis by Crimson Hexagon
6/17
Confidential & Proprietary6
ataAnalyzed
RelevantconversaDonsbycarrier
64,096
42,625 42,938
48,941
-
10,000
20,000
30,000
40,000
50,000
60,000
70,000
ATT T-Mobile Sprint Verizon
-
8/8/2019 2010 U.S. Wireless Mobile Analysis by Crimson Hexagon
7/17
Confidential & Proprietary7
AT&TConsumerOpinions
PercentageofonlineconversaDon
Neutralopinion=16%
-22%
-6%
-15% -16%
8% 6% 5% 5%
-25%
-20%
-15%
-10%
-5%
0%
5%
10%
15%
GeneralCS Phones Plan/Cost
Network/
Recep&on
Take-away:ATTreceivesstrongestnega&veresponse
toitsPlans/Costofthemajorcarriers,butonlyneutral
viewofitsPhonesdespiteiPhoneexclusivity.
-14%0%
-10%-11%
-
8/8/2019 2010 U.S. Wireless Mobile Analysis by Crimson Hexagon
8/17
Confidential & Proprietary8
T-MobileConsumerOpinions
PercentageofonlineconversaDon
-22%
-9% -8%
-15%
7% 8%3% 5%
-25%
-20%
-15%
-10%
-5%
0%
5%
10%
15%
GeneralCS Phones Plan/Cost
Network/
Recep&on
Neutralopinion=22%
Take-away:Network/Recep&onandcustomerservice
arekeyareasofnega&vesen&mentforconsumers
relatedtoT-Mobile-2ndamongmajorcarriersinboth
-15% -1%
-5% -10%
-
8/8/2019 2010 U.S. Wireless Mobile Analysis by Crimson Hexagon
9/17
Confidential & Proprietary9
SprintConsumerOpinions
PercentageofonlineconversaDon
Neutralopinion=16%
-23%
-13%
-6%-9%
6%10%
8% 10%
-25%
-20%
-15%
-10%
-5%
0%
5%
10%
15%
GeneralCS Phones Plan/Cost
Network/
Recep&on
Take-away:Amongcarriers,Sprintsuffersthemost
fromcustomerserviceissueswithconsumers,buthas
themostposi&vepercep&onarounditsplans/cost
-17%
+2%-3% +1%
-
8/8/2019 2010 U.S. Wireless Mobile Analysis by Crimson Hexagon
10/17
-
8/8/2019 2010 U.S. Wireless Mobile Analysis by Crimson Hexagon
11/17
Confidential & Proprietary11
CompeDDveBenchmark
CategoryIndex
-14%
0%
-10% -11%
-15%
-1%
-5%
-10%
-17%
-2%
2% 1%
-6%
7%
-1%
7%
-20%
-15%
-10%
-5%
0%
5%
10%
GeneralCS Phones Plan/Cost
Network/
Recep&on
T-Mobile
Verizon
AT&T
Sprint
-
8/8/2019 2010 U.S. Wireless Mobile Analysis by Crimson Hexagon
12/17
Confidential & Proprietary
-11% -13% -13%-9%
-11% -9% -11%-9%
-6% -9%-13%
-8%
-15% -8%-6%
-7%
-16%-15% -9%
-8%
8% 7% 6%12%
6% 8% 10%
15%5% 3%
8%
6%
5% 5%
10%
15%
-60%
-40%
-20%
0%
20%
40%
ATT T-Mobile Sprint Verizon
12
CompeDDveBenchmark
PercentageofonlineconversaDon
Pos:Network
Pos:Plans/Cost
Pos:Phones
Pos:General&
Service
Neg:Network
Neg:Plan/Cost
Neg:Phones
Neg:Cust.Service
Neg:General
-35%
+7%
-31%
-18%
-
8/8/2019 2010 U.S. Wireless Mobile Analysis by Crimson Hexagon
13/17
Confidential & Proprietary13
Findings
AnalysisSummary
-
8/8/2019 2010 U.S. Wireless Mobile Analysis by Crimson Hexagon
14/17
Confidential & Proprietary
Leader:Verizonwith+7%overallopinion PosiDveopinionsweredrivenbysaDsfacDonwithnetworkcoverage
andexcitementwithroids.
Poten&alChallenger:Sprint(-18%) espiteanegaDveoverallopinion,Sprintwastheonlycarrierwitha
netposiDveopinionofitsPlans/CostandenjoysanetposiDveopinionofitsNetwork
Laggards:ATT(-35%),T-Mobile(-31%) NegaDveopinionsweredrivenbypoornetworkcoverageandhigh
costsfordataplans
AT&TsiPhoneexclusivitydidnotprovideenoughofaboosttoposiDvesenDmenttoovercomeoveralldissaDsfacDonwithitsPhones
14
FindingsMobileCarrierPerformance
-
8/8/2019 2010 U.S. Wireless Mobile Analysis by Crimson Hexagon
15/17
Confidential & Proprietary
Verizonwins3of4categories,aclose2ndinthefourth. MuchofthisposiDvesenDmentreflectsaprideforVerizon,
specificallyanD-AT&T
AllcarriershavealongwaytogotoimproveconsumeropinionofCustomerService
NetworkqualityrepresentsthecategorywithgreatestdifferenDatedconsumeropinion(-11%to+7%)
15
FindingsAddiDonalHighlights
-
8/8/2019 2010 U.S. Wireless Mobile Analysis by Crimson Hexagon
16/17
Confidential & Proprietary
WhatdrivesposiDveopinionsofVerizonsnetwork? CanSprintmaintain/improveitsleadinpercepDonofitsPlans/Cost?
ArethereanybrightspotsinconsumeropinionsforT-Mobiletofindandexploit?
WillAppleseffortstofixthehighlyvisibleiPhone4issuesrepairtheweakperformanceofATTinthePhonescategory,despiteitsimpactonNetworkqualityandPlan/
Costopinion?
16
FindingsAreasforFurtherInvesDgaDon
-
8/8/2019 2010 U.S. Wireless Mobile Analysis by Crimson Hexagon
17/17
Confidential & Proprietary
For the full report contact: Melyssa Plunkett-Gomez
VP, Sales & Business Development
617.547.1072 x107
Wireless/MobileCarriers
AnalysisofOnlineConsumerOpinionsKeyFindings
Real-&meMarketResearchforReal-&meMarketers