7% of smartphone users are ‘on-the-edge’ of Delight; Techarc identifies improvement areas for better customer satisfaction and retention.

In 2026, one of the major challenges for all smartphone OEMs is finding new customers. In our recent series of RaRe Quadrant reports (check out RaRe Quadrant Report links at the end of this InsightsPro) for all key OEMs, the majority of customers fall in the ‘Delight’ quadrant, implying their high satisfaction and acceptance levels with the brands they are with. Their chances of inter-switch to other brands stand less. Equally, the new subscriber addition rate is consistently dropping, with people who could try out any brand becoming their first-time…