The European Union wants mobile phone operators to allow customers to switch contracts in just a day. Viviane Reding, the Commissioner for Information Society and Media, said that despite being able to switch contracts and retain their number, consumers are forced to wait up to and over a month in some European countries, which affects customer choice and market competition.

In a video message posted to her website, Ms Reding said: "Europe should be ambitious when it comes to empowering our consumers, because empowered consumers are the best recipe for strong competition on the market, investment into attractive services and, at the end, lower prices for all."

A poll by Convergys saw 2500 UK citizens reveal that 17 per cent of mobile phone users would pay a premium for better customer service. In the UK, it can take some time to switch contracts, particularly if users wish to retain their numbers. Ms Reding said: "This is an intolerable situation. It distorts competition between operators in Europe's borderless single market and puts citizens in countries with less effective consumer rules at a disadvantage. I want all Europeans to be able to switch their phone operator - whether mobile or fixed - within one single day, as it is already the case in Ireland and in Malta."

Network operators like Orange, O2 and T-Mobile would have to change their service options if the move goes ahead, allowing mobile users to swap to a different provider within a day. This contest for network providers would ensure further healthy competition, Ms Reding believes, and better deals for customers.