The Mobile Network Operator App Rank 2023 stands as a crucial analytical resource in the realm of mobile telecommunications. Conducted in 2023, this report delves into the digital customer experience provided by mobile network operators through their applications, with a comprehensive evaluation of over 600 criteria and 60 customer scenarios.
This study not only benchmarks the existing services but also pinpoints vital areas for enhancement and offers clear, actionable insights for telecom companies looking to advance their digital service offerings.
This overview explores the potential for strategic engagements and tailored solutions in collaboration with the Markswebb team.
Contents
The Mobile Network Operator App Rank 2023 covers 8 applications from the most popular mobile network operators in a country in Eastern Europe, representing over 90% of the subscriber base. The study explores 60 customer scenarios divided into 14 blocks of user tasks.
More than 600 criteria were formulated to assess the digital capabilities of these apps. These criteria focus on the ease of use, accessibility, clarity, and speed of completing tasks. The criteria are weighted based on task frequency, impact on customers, and the significance of any problems encountered during task resolution.
UX researchers document their evaluations based on how well each app performs across the defined scenarios. They record the app's functionality, convenience, and how easy it is to navigate and complete tasks.
The study identifies a significant variation in the quality of digital customer experience among operators. While basic communication management tasks show less variability and generally higher scores, there is substantial room for improvement in more complex 'office' tasks such as managing SIM cards, updating personal details, and registering new products.
The research highlights digitalization of office tasks as a major area for growth, especially tasks that typically require a visit to a physical office. This includes blocking and reissuing SIM cards, switching to eSIM, and registering new numbers.
Operators in the region are currently only experimenting with personalization and do not fully utilize its potential. The research suggests that more effective use of customer context could enhance personalization, which remains an underexploited area.
The research ranks applications based on their digital customer experience and lists 120 best practices identified during the study. This comprehensive ranking and practice list serve as valuable resources for operators looking to improve their digital services.
The benchmarking system used in this research is adaptable for other countries, allowing operators outside the Eastern European country to evaluate and improve their apps based on these insights.
Enhancing the digital customer experience in mobile network applications significantly improves user satisfaction and, as a result, the efficiency of telecom operators.
The Markswebb study is instrumental for telecom operators seeking to:
This research is particularly valuable for companies focusing on increasing user engagement, optimizing service delivery, and leveraging digital platforms for expanded service offerings.
The Mobile Network Operator App Rank 2023 benchmark is based on a universal list of user tasks that are relevant to users in any country. Therefore, using the research evaluation system, a full check-up of the app can be performed regardless of the market localization:
This is a universal tool to objectively compare different telecom applications with each other and with the market, see differences and key gaps, evaluate the application in relation to the level of ideal customer experience, find growth points and track the achievements.
We provide actionable insights and a database of 120 best practices to help telecom operators enhance app functionality, user engagement, and operational efficiency.
Our approach to evaluating mobile network applications combines user experience research with a sophisticated analytical framework. The methodology involves:
The evaluation system is built on a set of objective heuristics designed to minimize subjective bias. The core idea is that the more tasks a user can accomplish within the app, the higher the score. Frequently occurring and critical tasks are given more weight, while tasks that are easier, faster, simpler, and more intuitive also receive higher scores. Frequent and critical issues encountered during tasks are given more weight as well.
Each app is evaluated against 600+ criteria, which are validated by market participants. These criteria are organized into 14 task blocks covering 60 client scenarios. The evaluation uses the mystery shopper method, where evaluators purchase SIM cards, set up test environments, and simulate real usage. This approach ensures that apps are filled with realistic data, creating authentic usage scenarios.
Scenarios are thoroughly tested to document functionality, ease of use, and UX quality, focusing on task availability, ease of finding functions, simplicity, absence of UX issues, and task completion speed. Best practices are identified, documented, and contextualized during scenario testing, and compiled into a database linked to specific business tasks.
The data is systematized and analyzed to produce a rating that reflects how comprehensively and conveniently users can manage mobile services within the app. Criteria are weighted based on task importance and interface functionality, and the final score is the sum of criteria scores, each multiplied by their respective weights. This robust evaluation system provides an objective measure of the quality of user experience in mobile applications.
By the way, we're proud of our research methodology, which excels in comparative analysis by meticulously organizing all gathered data to enable objective comparisons between various applications. We decompose services into their essential elements, assign weights according to user significance, and derive a score that truly represents the quality of the user experience.
The approach of the four largest operators in the country is more in line with the operator’s business objectives, while the Mobile Virtual Network Operator (MVNO) strategy is focused on users. Virtual operator apps lag in quality when it comes to "office" tasks such as managing SIM cards, changing personal data, and registering new products. MVNOs hardly use their app to sell additional goods and services, while for the big four, this is commonplace.
The research underscores a critical gap in the telecom industry, particularly focusing on the need for enhanced personalization and better utilization of customer context in mobile network applications. The insights derived from the study reveal that many telecom operators, especially in a country in Eastern Europe, are only in the initial stages of exploring the vast potential of tailored user experiences. These personalized experiences are not just add-ons but central components that can significantly elevate customer satisfaction and retention rates.
The analysis indicates that while basic functionalities related to mobile communication are generally well-managed, there is a notable disparity in how advanced features and personalized services are implemented. The ability to tailor services and interface elements to the unique needs and circumstances of each subscriber - such as location, usage patterns, and even device preferences - remains largely underutilized.
Further, the study suggests that operators who do invest in these areas tend to see more profound engagement levels and a stronger connection with their users. Personalization in mobile apps can range from customized data plans and tailored communication services to more intuitive and anticipatory customer support features.
By effectively leveraging user data and applying these insights to create a more responsive and personalized user interface, telecom companies can transform a generic mobile app into a critical touchpoint that resonates more deeply with users, fostering loyalty and encouraging longer-term retention. This strategic focus not only meets the growing expectations of consumers for personalized digital interactions but also sets a foundation for higher competitive advantage in the crowded telecom market.
The Mobile Network Operator App Rank 2023 provides telecom operators with a clear perspective on their digital service capabilities and outlines strategic actions for enhancement. As the industry moves towards more integrated and user-centric services, this research is an essential tool for operators ready to refine their digital strategies and improve overall customer engagement. We invite you to collaborate with Markswebb to leverage these insights and elevate your digital offerings.
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