Good coverage is the top most reason for selecting a provider

Good network coverage, above all other attractive schemes, is the reason for subscribers' preference for a mobile operator, while brand image and innovative tariff also play their part.

 The top of mind reason for preferring a service provider is good network coverage for 80 percent of the respondents which is the basic expectation of the service, according to a study by Opsbuds Solution.

The unaided reason for as many as 37-per cent is brand image. Interestingly only 23 per cent respondents indicated innovative tariff plans to choose a service provider.

Opsbuds, is a joint venture between G7 Tech Solutions Pvt Ltd and The Beanpod, is a Bangalore-based provider of customer experience management and market research solutions to service providers.

Bundle offers such as packaging handsets with free connection and widespread retail outlets are not a deciding factor for selecting a service provider.

The research used the sampling method over a representative sample size of 2,408 mobile users, and was conducted across the four major telecom circles and the 4 metros in India.

Another interesting findi as that Idea Cellular and Reliance COmmunications were among the top 3 performers in terms of brand image ahead of Tata, MTS and Uninor.

''With the Indian customer evolving and becoming more tech savvy, the telecom providers need to address the market very differently,'' K K Cariapa, chief buddy, Opsbuds said.