Smarter Charging of Mobile Internet Boosting Consumer Experience
(firmenpresse) - STOCKHOLM, SWEDEN -- (Marketwire) -- 06/06/12 --
* Ericsson ConsumerLab releases Smarter Mobile Broadband report showing
that
smarter management and charging of mobile internet can enhance the
consumer
experience at the same time as securing operator revenue
* Study focused on internet usage via mobile phones and conducted in four
countries covering more than 2,300 interviews in US, UK, Indonesia and
Brazil
* 40-45% of respondents said they would use internet on their mobile
phones
more if they had access to better speed
* Most important reasons for a mobile internet user to choose a specific
plan:
network quality and coverage; data service pricing; how easy it is to
understand the data plan
Ericsson (NASDAQ: ERIC) ConsumerLab have studied whether smarter traffic
charging
and management of mobile internet could improve the consumer experience, at
the
same time as securing operator revenue. The 'Smarter Mobile Broadband'
study is
based on interviews with 2,300 mobile internet users aged between 16-59
years
old in the US, UK, Indonesia and Brazil.
The study found that the most important reasons for a mobile internet user
to
choose a specific plan are: the network quality and coverage, the price for
using data service, and how easy it is to understand the data plan. It also
reveals differences in how respondents react about traffic management and
charging concepts. Some elements were deemed attractive in all markets,
while
some had appeal only in certain markets showing that offers and plans
attractiveness vary among all countries in the world.
Cecilia Atterwall, Head of Ericsson ConsumerLab, says: "Users' previous
experiences affect the way they rate the more personalized and dynamic
offerings
that smarter traffic management and charging allows. Users from the UK and
US
who have experience with unlimited plans are more cautious about moving to
differentiated plans. This is because they are not used to having to think
about
their online habits. However, in the primarily prepaid markets of Brazil
and
Indonesia, the concepts were viewed more positively. People in those
markets are
used to paying for what they use and topping up when necessary, and
therefore
they don't perceive it as much of a restriction to their current plan".
How to attract new customers
The question facing many operators is how to go about attracting new users,
as
well as increasing usage among basic existing users. The study identified a
number of ways to address this: 40-45% of respondents said they would use
their
mobile phones more if they had access to better internet speed; 30-45% said
that
lower price of data is a key element to increase usage; 30-40% said that a
better battery life for the mobile phone is also important; 30-40% said
that
having a better network coverage also influences usage. Many consumers also
express frustrations about paying for a plan that is not fully used, this
would
in turn favor more personalized price plans.
Local differences
The study also revealed differences in how respondents from the four
countries
face different charging concepts. In Brazil, users were most in favor of
selecting and paying for specific services, while in Indonesia users were
more
concerned with boosting speed. In the US and UK, one of the two most
appealing
concepts was the ability to control user data cost while roaming.
"It is clear that more advanced handsets encourage heavier usage of mobile
internet. With a rapid uptake of smartphones in all markets, we expect to
see a
growing number of people to develop more advanced data habits, as internet
usage
on the go becomes a natural part of daily life", Atterwall says.
Finally, the study indicates that one way of making the charging smarter
from a
consumer perspective, and at the same time encourage heavier usage and
improve
the user experience, is to create value step by step. By allowing users to
have
a truly unlimited plan for the specific services that are greatly
incorporated
in their everyday life, they will not feel restricted in their usage of
these
services. Relevant services to be included in the unlimited plans vary for
different user groups: Users from US and UK focus on general internet
browsing,
email, social networking, Wi-Fi access and map services. In Brazil people
very
much use it for internet browsing, social networking and instant messaging,
while social networking in particular is the primary service in Indonesia.
The full report can be read here.
About Ericsson ConsumerLab - The Voice of the Consumer
Ericsson ConsumerLab has more than 15 years' experience of studying
people's
behaviors and values, including the way they act and think about ICT
products
and services. Ericsson ConsumerLab provides unique insights on market and
consumer trends.
Ericsson ConsumerLab gains its knowledge through a global consumer research
program based on interviews with 100,000 individuals each year, in more
than 40
countries and 10 megacities - statistically representing the views of 1.1
billion people. Both quantitative and qualitative methods are used, and
hundreds
of hours are spent with consumers from different cultures.
To be close to the market and consumers, Ericsson ConsumerLab has analysts
in
most of the regions where Ericsson is present, which gives a thorough
global
understanding of the ICT market and business models.
All ConsumerLab reports can be found at .
NOTES TO EDITORS
Cecilia Atterwall, Head of Ericsson Consumer Lab
Download high-resolution photos and broadcast-quality video at
Ericsson is the world's leading provider of communications technology and
services. We are enabling the Networked Society with efficient real-time
solutions that allow us all to study, work and live our lives more freely,
in
sustainable societies around the world.
Our offering comprises services, software and infrastructure within
Information
and Communications Technology for telecom operators and other industries.
Today
more than 40 percent of the world's mobile traffic goes through Ericsson
networks and we support customers' networks servicing more than 2.5 billion
subscribers.
We operate in 180 countries and employ more than 100,000 people. Founded in
1876, Ericsson is headquartered in Stockholm, Sweden. In 2011 the company's
net
sales were SEK 226.9 billion (USD 35.0 billion). Ericsson is listed on
NASDAQ
OMX, Stockholm and NASDAQ, New York stock exchanges.
Fig 1.:
Cecilia Atterwall (photo):
Fig 4. :
Smarter charging of mobile internet boosting consumer experience:
This announcement is distributed by Thomson Reuters on behalf of
Thomson Reuters clients. The owner of this announcement warrants that:
(i) the releases contained herein are protected by copyright and
other applicable laws; and
(ii) they are solely responsible for the content, accuracy and
originality of the information contained therein.
Source: Ericsson via Thomson Reuters ONE
[HUG#1617371]
FOR FURTHER INFORMATION, PLEASE CONTACT
Ericsson Corporate Public & Media Relations
Phone: +46 10 719 69 92
E-mail:
Ericsson Investor Relations
Phone: +46 10 719 00 00
E-mail:
Themen in dieser Pressemitteilung:
Unternehmensinformation / Kurzprofil:
Datum: 06.06.2012 - 06:13 Uhr
Sprache: Deutsch
News-ID 153511
Anzahl Zeichen: 0
contact information:
Town:
STOCKHOLM, SWEDEN
Kategorie:
Telecommunication Equipment
Diese Pressemitteilung wurde bisher 305 mal aufgerufen.
Die Pressemitteilung mit dem Titel:
"Smarter Charging of Mobile Internet Boosting Consumer Experience"
steht unter der journalistisch-redaktionellen Verantwortung von
Ericsson (Nachricht senden)
Beachten Sie bitte die weiteren Informationen zum Haftungsauschluß (gemäß TMG - TeleMedianGesetz) und dem Datenschutz (gemäß der DSGVO).
