Mobile_OperatorsService Providers

Service Providers

4G LTE a "Nice to Have" Feature for Many Network Speed Quality Gains Key

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Report Summary:

Mobile operators around the globe have or are deploying 4G LTE networks, and need to understand consumer attitudes as they develop and refine opportunities to monetize with LTE. The opportunity to monetize with LTE includes migrating existing subscribers to LTE and understanding their motivations, encouraging more data use (for business models based on data usage or tiers) particularly through music and video streaming, as well as attracting potential churners by addressing their core factors for selecting a service provider and upgrading to LTE. Strategy Analytics surveys found that over half of mobile users ranked 'quality of network service/reception' as a top three factor for selecting a mobile service provider, second only to considerations of service price. In the US, Spain and Germany, three quarters of users still on 2G or 3G said LTE was a "must have" or "nice to have" for their next phone purchase, and this number was just over 90 percent in China. Top motivations for upgrading to 4G across age segments, mobile spend levels, users with low and high data plans and those likely to churn as well as those likely to stay with their current provider include faster browsing and coverage--thus operators would do well to understand nuances within segments but focus on network quality across the board. Analysis in this report is based on Strategy Analytics web-based consumer surveys among mobile phone owners in six markets—the US, UK, France, Germany, Spain and China—in late December 2013--this report analysis consumer motivations for service provider selection and upgrading to 4G LTE.
Table of Contents

    Selecting a Mobile Service Provider: Impact of Network
    Upgrading to LTE: Interest and Motivations
    Country Level Survey Detail on Upgrading to LTE

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