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Mobile Network Providers - Canada - October 2017

OVERVIEW
What you need to know
Definitions
EXECUTIVE SUMMARY 
The issues
Most are not interested in changing their service
Figure 1: Interest in changing service carrier, July 2017
Service quality and low-costs are critical
Figure 2: Attitudes towards mobile data, voice and service features, July 2017
The largest share chose cheapest plan available
Figure 3: Service provider selection factors, July 2017
The opportunities
Data is in demand
Figure 4: Data-related attitudes towards mobile data, voice and service features, July 2017
Most have been with their carrier for five years or less
Figure 5: Tenure with current mobile service provider, July 2017
Flexibility with where consumers get ‘connected’
Figure 6: Entertainment-related attitudes towards mobile data, voice and service features, July 2017
What it means
THE MARKET – WHAT YOU NEED TO KNOW
Younger consumers will aid growth
Mobile phone service will grow at a moderate pace
Growth in smartphone ownership a bonus for carriers
Financial worries can lead to careful spending habits
MARKET FACTORS 
Younger cohorts will aid growth
Figure 7: Projected trends in the age structure of the Canada population, 2014-19
Growth in smartphone ownership a boon for carriers
Financial concerns can lead to cautious spending habits
MARKET SIZE AND FORECAST
Mobile phone services will grow albeit moderately
Figure 8: Volume of subscribers (m), mobile/cell phone services, Canada, 2011-22
Figure 9: Volume of subscribers (m), mobile/cell phone services, Canada, 2011-22
Forecast methodology
KEY PLAYERS – WHAT YOU NEED TO KNOW 
Getting the most out of flagship phones
Milestone giveaways
Canadians’ thirst for data
Carriers struggle to offer unlimited data
The importance of pricing for mobile service plans
5G networks not too far away
MARKETING AND ADVERTISING
Getting the most out of flagship phones
Figure 10: Bell Mobility, acquisition mail, June 2017
Figure 11: Bell Mobility, cross sell email, August 2017
Figure 12: Bell Mobility, mobile advertisement, August 2017
Figure 13: Telus Mobility, print advertisement, April 2017
Milestone giveaways
Figure 14: Fido, print advertisement, October 2016
New apps for improved customer experience
Figure 15: Telus, informational email, January 2017
Targeting younger consumers
Figure 16: Virgin mobile, print advertisement, March 2017
WHAT’S WORKING?
Canadians’ thirst for data
WHAT’S STRUGGLING?
Canadian carriers struggle to offer unlimited data
The importance of pricing for mobile service plans
Figure 17: Public Mobile Audition Tape 7, July 2017
WHAT’S NEXT?
The number of ‘connected devices’ will likely increase
5G networks not that far away
THE CONSUMER – WHAT YOU NEED TO KNOW 
Rogers takes top spot
Most consumers have been with their carrier for five years or less
Most are not interested in changing their service
Over a third pick the cheapest plan available
Service quality and low-costs are vital
Most find unlimited data important but too costly
MOBILE SERVICE PROVIDER 
Rogers leads the pack
Figure 18: Mobile service provider, July 2017
Figure 19: Mobile service provider, July 2017
Income is a determinant in choice of service provider
Figure 20: Mobile service provider, by household income, July 2017
Just over half of consumers have been with their service provider for five years or less
Figure 21: Tenure with current mobile service provider, July 2017
Figure 22: Tenure with current mobile service provider, 18-44s vs over-45s, July 2017
INTEREST IN CHANGING SERVICE CARRIER 
Most are not interested in changing their service
Figure 23: Interest in changing service carrier, July 2017
Figure 24: Interest in changing service carrier, 18-44s vs over-45s, July 2017
Poor service and technical issues can motivate most to switch providers
Figure 25: Service-related attitudes towards mobile data, voice and service features, July 2017
SERVICE PROVIDER SELECTION FACTORS 
Over a third chose the cheapest plan available
Figure 26: Service provider selection factors, July 2017
Younger cohorts more influenced by friends/family
Figure 27: Service provider selection factors, 18-44s vs over-45s, July 2017
Low-cost plans are important to most
Figure 28: Attitudes towards mobile data, voice and service features, July 2017
Over three quarters find unlimited data plans too costly
Figure 29: Data-related attitudes towards mobile data, voice and service features, July 2017
Flexibility is preferred with where consumers can get ‘connected’
Figure 30: Entertainment-related attitudes towards mobile data, voice and service features, July 2017
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Consumer survey data
Consumer qualitative research
Abbreviations and terms
Abbreviations

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