Trust is defined as “to place confidence in, rely on.” Whom do customers trust to provide their wireless service? The importance of this simple question cannot be overstated with wireless carriers facing the stiffest competition in decades. And the field is increasingly more crowded as cable powerhouses like Comcast and Charter join the fray. With more than 90% of US households having cell phones and more than 50% being wireless only (a figure that is growing daily), few industries have such a massive, growing addressable market. And they all face one cold, hard truth: Failing to gain the trust of their customers could be a multi-billion dollar mistake.
That’s why we focused on brand trust in our latest consumer omnibus study. We looked at not only the traditional wireless providers but also other potential entrants, including cable and technology companies, to find out who could disrupt the usual suspects. And, even more importantly, through our technology industry research we explore whether it’s even a wise business move for the likes of Microsoft, Amazon and Apple to throw their hats into the wireless ring. Continue reading
Nearly a year ago, my life changed drastically when a tornado destroyed my family’s home. We moved into an apartment while we rebuilt and had many decisions to make, including whether to keep our home telephone number. We decided to keep it in case those who didn’t know what happened tried to reach us or in case certain accounts were tied to it. However, it didn’t take long to realize that, even under these different circumstances, the “home phone” is not as necessary as we had once thought—the only people calling that number were my mother-in-law and telemarketers.
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