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Tuesday, February 12, 2013

Mobile broadband customers are happy to pay more if they get what they want

Mobile broadband customers want more value-added services to choose from and are willing to pay their network operator for personalisation across these extra services.

Those are some of the findings from a survey sponsored by mobile broadband specialist Tekelec and conducted by Signals Research Group.

Consumers in Brazil, India and South Korea preferred consumer/entertainment-oriented services including VoIP and video, while those in the UK and the USA preferred productivity-oriented services including web browsing and email.

Overall, the top three specific services that consumers wanted from their mobile broadband service were web browsing, email and remote lock/wipe security. However, respondents preferred the idea of a bundle of multiple services rather than choosing any single service.

When it came to pricing, concepts based on usage and specific applications were most popular; these ranked higher than those based on bandwidth & performance, family sharing and even free access with advertising.

UK consumers rated web browsing as their most-preferred service (48%), followed by email at 42% and security at 42%. The top UK pricing concept was usage (69%); charging for specific applications was in second place (63%).

Houck Reed, vice president for product management and marketing at Tekelec, said “Understanding demographic differences, device ownership, and existing service experience indicators will help service providers understand customers – what engages them, what disenchants them, what moves and inspires them – not only as individuals, but also as members of communities and groups in an increasingly mobile and social-media-oriented world.”

The report contacted almost 3,500 mobile broadband consumers in Brazil, India, South Korea, the United Kingdom and the United States.

[Whitepaper]

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Author: The Fonecast
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