The Online Competition for America's Ears & Thumbs

Online customer experience proves to be an important brand-building tool for major wireless carriers and third-party resellers. But the most important driver for conversion is the ability to quickly and clearly compare phones and plans.

Wireless prospects and customers rely heavily on the Internet for shopping and managing their accounts.
Third-party wireless sites, though lesser known, prove to be strong competition for the major carrier sites, primarily because of their ability to compare phones and plans from competing carriers.
Customer expectations appear to be noticeably higher for sites of the heavily advertised major carriers, and for Amazon, the leading third-party vendor, as indicated by brand impact scores.
Online wireless prospects most value the ability to easily compare plans and phones, clear site navigation, and a streamlined purchase process.