Implications of Study 7. An interesting question may be Mobile number portability literature review regulators make MNP more effective to give benefits to customers, instead of how mobile carriers secure their existing subscribers against increasing churn and seize the market share opportunities at the expense of customer benefits.
As a result, mobile carriers will need to actively compete, and provide innovative as well as improved customer service, in order to retain and expand their subscriber base.
Similarly, Lee et al. Fourth, the findings on the differences in consumer behaviour towards MNP in Ghana among various consumer demographic groups have implication for promotion and education on MNP by industry regulator and mobile telecom service providers. Similarly, Srinagesh and Mitchell analyze that MNP has significantly contributed to the effective competition in the US mobile market.
On the demographic characteristics and consumer behaviour towards MNP, the findings of the present study indicate that gender has considerable influence on consumer behaviour towards MNP in Ghana, which is different from the finding of [ 15 ] which suggests that gender had no significant influence on attitude towards MNP in Nigeria telecom industry.
Discussion of Results The overarching purpose of this study was to provide empirical evidence on consumer behaviour towards MNP innovation in the mobile telecom network in Ghana.
References  Buehler, S. Lee estimate subscriber preference of considering attribute of choosing a carrier through conjoint analysis technique. Studies on the impact of MNP on competition tend to have macro perspective using economic analyses. This will give mobile phone users choice and freedom to choose their service providers without the inconvenience of having to change their numbers.
As pointed out in the literature review, relatively few studies have been done in MNP in developing country context [e. Their structural equation modeling among customer satisfactions, subscriber loyalty and switching show that switching cost like switching number is considered as a formation factor of an important subscriber loyalty, preventing subscriber from churning for other carriers, in the result.
Delays in the porting process which is likely to negatively affect different types of customers and subscribers, since porting time has been found to induce significant effect on intention to switch through porting mobile number [ 25 ]. Theoretically, the paper provides empirical evidence of the nature of consumer behaviour towards MNP adoption in mobile telecoms in general and GMTI in particular, and how consumer demography influences consumer behaviour towards MNP adoption.
Buehler and Haucap also concentrate on the analysis of fixed-to-mobile calls ignoring the more difficult mobile-to-mobile case, which involves changes of market shares. They found that the average South Korean mobile user was willing to pay an average of 3. These findings suggest that gender and age are most likely to be unique demographic factors in influencing mobile subscriber behaviour towards MNP adoption in Ghana.
It seem that the industry analyst also agreed with him, at least for the time being. Related to the porting time is delays in the porting process which is likely to negatively affect different types of customers and subscribers.
Practical Contribution The findings suggest four important areas of practical implications. Up to now, MNP appears to have no significant impact on the churn and competition landscape in the mobile market and hence the objective of MNP is still far ahead to be achieved. Their analytical investigation is focused on the MNP-caused welfare change of consumers and producers.
Other demographic variables such as age, gender and occupation were not found to be significant.
Limitations and Future Research The main limitation of the study is that it is limited to the Ghana mobile telecom industry.
The present study aims to fill this gap by analyzing the actual subscriber behaviors and perceptions on MNP.
In particular, the availability of MNP has been expected to bring substantial benefits to subscribers: The present study found that, generally, consumer perception of the perceived porting time during the porting process is high. Ghana, however, can beat the porting time downwards as done in Astralia 3 minutes and New Zealand seconds [ 42 ].
It allows competition by allowing consumers to switch service providers, yet retaining their old mobile phone number.
Finally, future research should extent the study to other African countries where MNP has been adopted. They will also be able to choose the provider that best meets their needs without incurring different switching costs by changing their phone number.
Consumers will no longer need to worry about losing their contacts when changing service providers. The finding implies that, even though consumers stand to benefit when they adopt MNP, as consumers consider the porting process to be more and more effort demanding and time consuming, the less likely will they be motivated to accept and port their mobile numbers to other networks.
Furthermore, the present study found that, generally, respondents have unfavourable attitude towards MNP.MOBILE NUMBER PORTABILITY Introduction Mobile Number Portability offers the subscriber the flexibility to retain his telephone number even when he switches to another operator in a service area.
Number portability is a feature that allows a mobile subscriber to use the same number across different service providers. Diniz, Albuquerque and Cernev Mobile Money and Payment: a literature review mobile payment has only taken off in a limited number of countries.
This failure to disseminate a portability, and is equivalent to mobile-money or mobile. Mobile Number Portability (MNP) – regulatory policy that allows consumers to retain the same phone numbers when they switch service providers.
One-way access – refers to a setting with one firm monopolizing input(s).
The mobile number portability (MNP) innovation in Ghana is expected to benefit consumers, industry players and the society as it is capable of inducing strong switching efficacy and increase competition among mobile network operators in Ghana.
Literature Review So far, there is no single theory emerged to explain competition in mobile telecommunications and to analyze possible outcomes of implementation of Mobile Number Portability (Yuriy, ).
Dong H. Shin, Won Y. Kim, () “Mobile number portability on customer switching behavior: in the case of the Korean mobile market”, info, Vol.
9 Iss: 4, pp – This study seeks to investigate the effect of mobile number portability (MNP) on mobile subscribers in Korea by focusing on subscribers’ perception and behavior related to MNP.Download