Opensignal analyzes the potential of UPC / Sunrise to win customers from the competition!The Sunrise and UPC merger is expected to have a major impact on telecommunications in Switzerland. Consulting firm Opensignal, known for its speed tests, used its data in particular to assess the proportion of its users from each of Sunrise’s rival mobile operators, who used UPC as their Internet Service Provider (ISP). In fact, there is significant potential here …
“We found that a significant majority of our users using UPC as an Internet service provider relied on non-UPC or Sunrise operators (or their sub-brands) for their mobile connectivity,” Opensignal said interestingly. This report completed in late 2020.
Salt and danger?
“About one in five Salt mobile users, for whom we also identified an ISP, has used UPC as their ISP. Given the Sunrise / UPC merger, our data suggests that the combined entity would have the opportunity to try to attract this subset of our user base with mobile / landline packages, ”Opensignal notes.
Having been late for the landline, Salt has the lowest proportion of Openignal users who relied on it for their mobile and landline services. However, most of Swisscom’s mobile customers have also used it as Internet service providers. This is not surprising given Swisscom’s historic role in this segment.
Significant potential
At the end of its analysis, the accuracy of which is directly related to the quality of your data, Opensignal notes that there is indeed significant potential for Sunrise / UPC. That said, Opensignal also finds that as long as Swisscom and Salt users are satisfied with their mobile experience, they will be less likely to be tempted by a fixed / mobile broadband package …
The history of recent years shows that it is not easy to delight your competitors’ customers. And even when Salt breaks the prices, it was not apparent after the various problems it created, especially by changing its billing system. UPC / Sunrise marketing will really have to put in a lot of effort …
Xavier Studer
