In recent years, number portability (the ability to retain your phone number while switching to another carrier) has been a hot issue in the US. Network operators and consumer advocates weighed in strongly on either side of the argument. Finally, the US telecommunications regulator, the Federal Communications Commission (FCC), mandated compulsory cell phone number portability across US networks. The ruling came into effect on 24 November 2003.

Seeking to discover the implications of the FCC ruling, Synovate conducted a nationwide survey of 1,000 cell phone subscribers. The aim was to ascertain consumer awareness of the ruling, the likelihood of a switch, and who stood to benefit.

Awareness

The vast majority of phone users were aware of their "ability to change cell service providers and retain your current number portability."

Likelihood to switch

Considering the amount of time people spend complaining about cell phone networks, the level of brand committment among subscribers appears pretty high. Only 7% of cell phone owners claimed they were extremely likely to jump to another carrier.

Winners and losers

Unsurprisingly, the level of customer commitment varied widely between brands.

The brands whose users demonstrated the greatest committment were Cingular, AT&T Wireless, T-Mobile and Verizon.

Cingular achieved highest loyalty with nearly 69% of customers demonstrating solid commitment to
the brand.

Sprint and US Cellular users revealed the least brand commitment.

         
Undecided switchers up for grabs

One implication of this study is that number portability potentially offers a considerable business opportunity for the US cell phone network operator who is best able to attract their competitors' deserters.

The study found that half of those who intended to switch had not yet chosen their intended new supplier. The preferred brand of those who had was Verizon.