About innovation and flexibility, it was noted that 58% of Two Degree customers thought that it was innovative and most flexible, 50% of Vodafone customers thought it to be innovative and flexible, while 49% of the Spark customers voted it in the same category. A staggering 93% of Two Degree customers are satisfied with their service and about 77% would recommend it further to a friend or a family member. These numbers speak a lot about the intensity of competition in the New Zealand market and the incessant continuity with which Vodafone will have to be focused on improving its services, getting customer oriented, and making plans which are perceived to be good and customer friendly for the future.
It is absolutely important after looking at the condition and situation of the competition that Vodafone must focus on linking its performance with the changing customer demand so that all their actions and strategies are aligned with meeting a single objective of fulfilling customer demand, irrespective of the rapid demand shifts experienced (Joshi & Gimenez, 2014). This will improve its productivity in terms of demand fulfilment as it arises and reduces uncertainty in meeting its objectives. The market is ever changing with the impact factors playing their respective role in affecting the service industry. The telecom market is undergoing rapid change and it is either trying to consolidate its position in some countries or expanding aggressively in others. New Zealand has less people and more mobile phones, which indicates that the scope is not of acquiring a new market share, but to acquire the existing market share from rivals by extreme efforts of differentiation in the telecom industry.
Customer needs are getting more precise and customised as the market matures and the demand for variations in new products and demand of new features have bene rising. There is less gap that has remained between a mobile service provider quality and the broadband bandwidth that is offered by landline holders. This makes the demand genuine and Vodafone has answered with the 4G introduction of services which are faster in live streaming, and also provides the much needed fast network services. The quality of voice calls is no more an issue but the problem of call drops is sometimes detrimental for the brand when the customer gets angry with the brand services. In a recent Roy Morgan research about the reasons of mobile service provider switching in New Zealand, they found that the reason of switching a service provider is more because of price affordability than with the network coverage. This is a surprise for Vodafone and must accommodate in its future strategy (“Price trumps coverage as reason for mobile switching”, 2014).