巴西电信业的客户流失

© Oliver WymanThis is the first in a series of sevenOliver Wymanarticles covering on Brazilian consumerprofiles and trends related to telecom services. The series is based on a survey conducted in2Q23 with more than 3,000 respondents representative of population diversity in terms of age,income andgeography.Customer retention is a fundamental and ongoing challenge for operators, and, in this context,this article aims to explore consumers’ propensity and motivation to switch operators(churn).More than 40% consumers consider switching operator, but onlya third change within 24monthsBrazilian consumers have a high predisposition to change telecom operator (41% ofrespondents show this interest). However, only 1/3 of people showing interest activelyconsider changing operators in the near future (up to 24 months) — the result of insufficientdissatisfaction, knowledge of alternatives, contract penalties, or affordabilityfactors.These levels are marginally lower than those observed in the European market, where44% and 42% of respondents indicated an inclination to switch mobile operator and fixedbroadband, respectively. Despite being a more mature market, recent changes in Europeanindustry dynamics (such as 5G network roll-out, increased relevance of MVNOs and thegrowing fiber/FTTH expansion in Europe) may encourage greaterdiscontent.Exhibit 1: Intention to change operator, Brazil versus EuropeIn % of respondents, onaverageNot interestedInterested, but without a deadlineInterested in the next 24 months59%25%16%56%22%22%BrazilEurope59%24%17%58%21%21%BrazilEuropeMobile servicesHow likely are you to switchmobile phone provider?Fixed internetHow likely are you to switchbroadband provider?Source:Oliver WymanAnalysis © Oliver WymanTHE DIFFERENT REGIONS OFBRAZILReturning to the national situation, the inclination to switch operator can vary between thedifferent regions of Brazil by up to 15 pp for fixed broadband and 7 pp for mobile services.In both cases, the North, Northeast and Centre-west regions, which have less extensive androbust infrastructure, have the highest indicators of propensity toswitch.Exhibit 2:Intention to switch operator, by region ofBrazilIn % ofrespondents59%25%16%58%24%18%North56%29%15%Northeast54%23%23%Centerwest60%25%15%Southeast60%25%15%SouthMobile servicesHow likely are you to switchmobile phone provider?59%26%15%AverageSource:Oliver WymanAnalysisPRICE AND SPEED AS MAIN DECISIONFACTORSPrice and speed are unanimous among the main reasons for interest in switching providers,regardless of the type of service. For mobile service, where operators’ network coverage isalready established in the country’s main urban centers, customer-perceived quality appearsto be more homogeneous and, therefore, price stands out as the main factor for switching. Inthe fixed broadband market, customers as especially sensitive to speed, possibly given offerdifferentiation and monetization largely anchored in higher speeds, making this the mainfactor in the decision to choose anoperator. 50%31%19%56%27%16%49%61%23%16%65%20%15%NorthFixed internetHow likely are you to switchbroadband provider?Northeast CenterwestSoutheast SouthAverage27%24%Not interestedInterested, but without a deadlineInterested in the next 24 months © Oliver WymanExhibit 3:Decision factors for switchingoperatorDeciding factors for switching operators ranked from 1 to 10 for mobile services,and1 to 8 for fixedinternetMobile servicesRate (1to10) each factor when decidingyour next mobile service purchase.BrazilEuropePriceReliabilityMedia, gaming andentertainment service packageSpeedCustomer servicePackage with other services(energy, security, telemedicine)Bundled financial servicesBetter environmental,social and governance(ESG) ratings123456789101.2.3.4.5.6.7.8.1.2.3.4.5.6.7.8.9.10.12354678910PriceMobile handset supplyRegional coverageFinancial services packageBest ESG qualificationsNetwork performanceand speedMedia, gaming andentertainment service packageCustomer serviceData capPackage with other services(energy, security)Source:Oliver WymanAnalysisBy cross-referencing income ranges and decision criteria in the evaluation of switchingproviders, it can be noted that there is a correlation between purchasing power and decisionfactor. As expected, as customers’ purchasing power increases, price is no longer the criticalfactor, but speed. However, the change in critical factor occurs in different income rangesfor mobile and fixed broadband services, reinforcing the thesis that the mobile market has alower index of differentiation and perceived quality than the fixed internetsegment. Fixed internetRate (1to8) each factor when decidingyour broadband internet purchase.Brazil12345678 © Oliver WymanExhibit 4:Decision factors for switching operator, by incomegroupRanked from 1 to 10 for mobile services and 1 to 8 for fixed internet; In R$’000Mobile servicesTop 3 rated factors (out of 10 in Exhibit 3) when deciding yournext mobile service purchase.BrazilAverage0