Will they switch for cheaper?

"In fact, most people switch for better.

Without a doubt, there's a slot in every market for the cheap enough, good enough alternative.

But rapid growth and long-term loyalty come from being better instead."

From Seth Godin

In the tech industry, how does this affect business? One obvious example is smartphones - countless 'cheap, good enough' Android phones to avail of - but is anyone aiming for better? And what would quantify 'better'?

When it comes to mobile networks - better quality signal, speed?