Can You Say Flawless?
Consumers have increasingly stringent expectations when it comes to mobile broadband. They are quick to blame their service providers when apps don’t work properly, and the vast majority of them expect flawless performance with no hiccups. These insights come from an annual survey of smartphone owners, which reveals notable increases in mobile performance expectations over 2013:
• The importance of mobile Internet performance when choosing a service provider rose from 29% in 2013 to 32% this year;
• Expectations of “good mobile data performance all of the time” rose from 64% to 72%; and
• Respondents who hold their mobile operator most responsible when apps don’t function properly rose from 40% to 55%.
Despite the high expectations, consumers expressed confidence in their selections of mobile network operators. Over 40% indicated they would recommend their service provider to a friend seeking great broadband performance versus 9% who would specifically suggest not using their existing provider. The remaining 49% were ambivalent.
As mobile operators expand 4G service, consumers are setting the bar high for broadband performance. Significant efforts and investments are being made, but heavy network congestion still persists, making subscriber satisfaction a constantly moving target. This year’s survey indicates the race to deliver the best mobile broadband experience is far from over as demand for better service keeps growing.
The bottom line is clear: If your network isn’t performing flawlessly, you have a big potential for churn and lost ARPU.
About the Author
John Reister is vice president of marketing and product management for Vasona Networks, helping to drive the company’s collaboration with mobile operators to reduce cell congestion and deliver better subscriber experiences. He has more than 17 years of experience in Networking and Telecommunications. For more information, email firstname.lastname@example.org.
About Vasona Networks, Inc.
Founded in 2010, Vasona Networks, Inc. works with global mobile network operators to achieve better mobile broadband experiences. The company’s pioneering edge application controller, the SmartAIR™1000, and the SmartVISION™ analysis suite, elevate operator capabilities to deliver better subscriber experiences on 3G and 4G networks, and to understand network activities for better long-term planning. For more information, visit www.vasonanetworks.com.
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