ABSTRACT
Basically, Nigerian
consumers of mobile telecommunications services had to lose their telephone
numbers and adopt new ones when switching from one mobile network provider to
another and to prevent this ugly situation SIM porting was launched on April
22, 2013 by the Nigerian Telecommunications Commission (NCC). Mobile Number
Portability (MNP) is a service that enables mobile telephone users to switch
from one mobile network operator to another, in search of better service
quality, while retaining their original telephone numbers. The research x-rays
the Effect of Subscriber Identity Module (SIM) Porting in Marketing Strategies
using MTN SIM Porting as a case study. Critical reviews to related literature
were made. Relevant theories were used to gratify the study. Quantitative research
design was used in which cross-sectional survey method was adopted while the
data collection instrument was questionnaire. Questionnaires were administered
to 120 respondents while 110 copies of questionnaires were returned for
analysis. Frequency and percentage method of data analysis was used. Mobile
Number Portability in Nigeria has fuelled healthy competition among telecoms
service providers in the country, but the acceptance of the service by
consumers is still very low. However, findings of the study indicated that with
increased awareness about the service and its benefits, and with the erasure of
the discouraging conditions that accompany the porting process, more consumers
will use the service. Almost all the respondents are using more than a GSM with
majority of them using GSM with dual SIM card facility and the reason(s) for it
is due to poor service from GSM providers, relocation of users, due to high
tariff from some GSM providers, because of browsing data either on modem on
another GSM. Finally, it is recommended that GSM service providers should
improve their service, equipment and packages to prevent flowing out of their
service.
