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...