COMPORTAMENTO DO CONSUMIDOR BRASILEIRO DE TELEFONIA MÓVEL DIANTE DA PORTABILIDADE NUMÉRICA: UMA ANÁLISE A PARTIR DA PERSPECTIVA DOS ESPECIALISTAS DO SETOR DE TELECOMUNICAÇÕES

Abstract

This paper aims to analyze from the perspective of experts in the telecommunications industry in Brazil, the behavior of the mobile market in Brazil, by breaking a barrier to exit with the introduction of Number Portability. Historical information from the operators' churn indicator showed that the introduction of number portability, which guaranteed the maintenance of the users phone number on any carrier, had no significant effect on the migration of users between them, contrary to predictions from the regulator and the operators themselves . Taking into account the history of the indicator churn mobile industry, it appears that the Number Portability brought moderate increase in this migration rate, around 0.5 percent and far below the expectations of operators and the regulator. Through in-depth interviews conducted with experts from leading mobile operators in Brazil, seeks to explain the reasons for this unexpected behavior of users. According to results of the interviews, the low adhesion of the Brazilian consumer mobile Number Portability to be explained by the absence of aggressive promotions, probably due to lower EBITDA margins of the same, the drastic reduction of handset subsidies, the similarity of service quality by different operators, as perceived by the user, the distrust of the user in an easily throw that in your perception, you can create a problem, and especially the improvement of the operators in their models of retention, loyalty and customer relationship.