Sony Ericsson goes down in MICS poll

Sony Ericsson dropped from first to fifth rank for customer satisfaction in the latest Mobile Industry Customer Satisfaction (MICS) survey, by market watcher Aura Research.

The data is exclusive to Mobile News.

Coming on the back of its third profit warning in a year, Sony Ericsson dropped six percentage points in the survey.

A Sony Ericsson spokesperson said: "We recognise the past 12 months has been challenging and we are constantly listening to feedback from customers and consumers.

"Our own research of the market place shows the brand and handset popularity tracking well, but we are always striving to improve what we offer and well take this research on board."

Newcomer Apple stormed to top place, followed by Samsung.

Meanwhile, Tesco Mobile and its MVNO host O2 led from Virgin Mobile for customer satisfaction.

Tesco surpassed O2 by just over two percentage points, but its jump of more than nine points from last year saw it move up from its previous rank of third.

O2’s rating improved by just under two percentage points from last year.