skip to main content
Close Icon We use cookies to improve your website experience.  To learn about our use of cookies and how you can manage your cookie settings, please see our Cookie Policy.  By continuing to use the website, you consent to our use of cookies.
Global Search Configuration

Straight Talk Service Provider

Ovum view

Ovum's eighth and largest survey of wholesale customers has found significant gaps between wholesalers' performance and their customers' demands, particularly in terms of price and quality. Wholesalers must focus their efforts on identifying and closing the gaps between the needs and expectations of their customers and their perceptions of the quality and value for money of the services they receive.

In July, we published the findings of our largest ever survey of wholesale customers from across the globe. It compared wholesale customers' priorities when selecting new suppliers with their opinions of how well their existing suppliers are performing. Across all types of wholesale customer, the conclusion is that performance has failed to improve for the price criteria since the previous survey in 2015, and has actually declined for several important quality criteria. Furthermore, the gaps between expectation and performance have increased for all price and quality criteria, particularly for price flexibility and service delivery times. Wholesalers must act now to remedy this worrying trend.

Another major finding of the survey was that wholesale customer loyalty is increasingly difficult to earn and maintain. More and more wholesale customers are shopping around to find the combinations of service, reach, price, and quality that they need. Wholesalers need to offer convincing reasons if they are going to persuade customers to use them for a significant proportion of their business. This can be done many different ways, such as by developing innovative pricing offers, reducing time to delivery, improving service resilience and recovery, or providing more consistent and powerful portals and B2B interfaces.

However, it is essential that wholesalers develop effective and efficient communications channels with their customers and prospects before they decide which actions are necessary to reduce the gaps between expectation and perception and reverse the decline in customer loyalty. It is only by speaking with and listening to their customers that wholesalers will learn what they need to do to retain and grow their businesses.

Straight Talk is a weekly briefing from the desk of the Chief Research Officer. To receive this newsletter by email, please contact us.

Recommended Articles

  • Service Provider Markets, Consumer & Entertainment Services,...

    MWC 2018 Highlights

    By Ronan De Renesse 27 Feb 2018

    Over 20 of our senior Ovum analysts and consultants attended this year’s Mobile World Congress in Barcelona at the end of February. In between meetings, briefings and presentations, our analyst team were blogging and tweeting about key developments, trends and rumors. Have a look through our daily MWC 2018 Highlights to find out what happened.

    Topics 5G AI IoT Cloud Payments SDN/NFV Smart home

  • Internet of Things

    IoT Viewpoints 2018

    IoT Viewpoints explore the IoT opportunity in 2018 and beyond. Download our latest e-book to get our newest collection of thought leadership articles on the emerging IoT trends, technologies and opportunities.

    Topics IoT

  • Consumer & Entertainment Services

    US pay TV: Is it facing an existential threat?

    By Adam Thomas 28 Mar 2018

    With US pay TV having endured the worst year in its history, thoughts have inevitably turned to the future. The likelihood remains that the immediate future will remain highly uncomfortable for everyone except the scaled multinational digital platforms.


Have any questions? Speak to a Specialist

Europe, Middle East & Africa team - +44 (0) 207 017 7700

Asia-Pacific team - +61 (0)3 960 16700

US team - +1 646 957 8878

Email us at

You can also contact your named/allocated Client Services Executive using their direct dial.
PR enquiries - Call us at +44 788 597 5160 or email us at

Contact marketing -

Already an Ovum client? Login to the Knowledge Center now