Always a competitive industry, the mobile phone market is growing even more aggressive. With the wireless phone number portability ruling becoming effective in November 2003, a complete and current understanding of consumer behavior and attitudes is absolutely critical. The implementation of effective customer retention strategies over the next five years will define the success or failure of major players in the mobile phone market.

Original consumer research answers questions such as:

Always a competitive industry, the mobile phone market is growing even more aggressive. With the wireless phone number portability ruling becoming effective in November 2003, a complete and current understanding of consumer behavior and attitudes is absolutely critical. The implementation of effective customer retention strategies over the next five years will define the success or failure of major players in the mobile phone market.

Original consumer research answers questions such as:

What do consumers value most in a wireless plan?

How likely are consumers to switch providers, and what offers will be the most tempting?

How can wireless companies create brand loyalty among consumers?

Though the industry includes pagers, two-way radio, cellular, specialized mobile radio services (SMR), digital personal communications services (PCS), and fixed wireless services, the bulk of the market is with cellular and digital PCS services, and these are the focus of this report. The primary focus of this report is cellular and digital PCS. Wireless phones are defined as any mobile phone providing voice or data services via cellular or digital service. Excluded from the report are pagers, specialized mobile radio services (SMR), two-way radios, and fixed wireless services.

A number of U.S. reports covering related sectors have been published, are planned, or are in preparation, including:

Mobile Electronics – U.S. Report, June 2003

Personal Digital Assistants – U.S. Report, December 2002

Teen Consumer – U.S. Report, June 2002

Internet in the US Lifestyle – U.S. Report, January 2002

Mobile Phones – U.S. Report, October 2001