Mobile loyalty is about the OS

This article examines loyalty in mobile phones, looking at how handset, operating system (OS) and network each command loyalty which is both separate and interacts with the others.

Mobile loyalty is about the OS

Tim Pritchard and Simon WoodTNS UK

New research of 4,000 smartphone users shows that the OS is the key factor in mobile choice, influencing choice of handsets and, hence, crucial in retaining customers.

Brand loyalty uncovered

This article is part of a collection of pieces on brand loyalty. Read more.

The mobile phone market is a prime example of the ever more complex brand ecosystems that are evolving, in which brands need to work together to survive. Handset, operating system (OS) and network brands are competing hard for market share, but...

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