The difference between the simple matching and Jaccard measures is that the Jaccard measure does not consider two services to which an individual does not subscribe to be similar. Therefore, simple matching considers wireless and Internet services to be similar when a customer either has both or neither, while Jaccard considers them to be similar only when a customer has both. This causes a difference in the cluster solutions because there are many customers who don't have wireless or Internet services. Thus, these clusters are more similar in the simple matching solution than the Jaccard solution. The measure that you use depends on the definition of "similar" that applies to your situation.