Interest in Cross-Selling Offers of Mobile Network Operators - An Exploratory Survey of Residential Customers

摘要

Although mobile network operators (MNO) discuss opportunities to sell additional items beyond plain voice and short message services to their customer base (i.e., cross-selling [CS] activities) for quite a while, there are few empirical studies on customer interest in various categories of MNO CS offers. Therefore, this study investigates consumer interest in (1) new handset/PDA, (2) mobile content, (3) wireline service, and (4) non-telco offerings using survey data gathered from 233 residential users of MNO services in Germany. Respondents were moderately interested in CS offers including a new mobile device or wireline services (e.g., Internet access). Average interest in additional mobile content and non-telco services/products supplied by one's MNO was low. Less satisfied mobile users were more open to CS offers than their more satisfied counterparts. Findings are discussed in terms of their implications for CS mobile content services in 3G/ UMTS networks and for reviving earlier ideas of supplying bundles of (converging) fixed and mobile network access and transmission services.