CIOTechie_Operators_Must Create Compelling, Differentiated 5G Experiences to Motivate Customers to Adopt 5G Plans

Operators Must Create Compelling, Differentiated 5G Experiences to Motivate Customers to Adopt 5G Plans


Operators_Must-Create-Compelling-Differentiated-5G-Experiences-to-Motivate-Customers-to-Adopt-5G-Plans Operators Must Create Compelling, Differentiated 5G Experiences to Motivate Customers to Adopt 5G PlansConsumers Need More Understanding of the Benefits of 5G to Overcome Skepticism, Finds Strategy Analytics

BOSTON — Mobile network evolution to 5G technologies is already underway despite consumer satisfaction with current 4G mobile data experiences remaining high. A new report from the User Experience Strategies (UXS) group at Strategy Analytics investigating why consumers should shift to 5G, has found that while 5G will produce upgraded speeds with improvements focused on spectrum/channel optimization and high frequency usage, consumers need more understanding of the benefits of 5G to overcome consumer skepticism to adoption.

Key report findings:

  • Consumers express strong interest in 5G overallonce the benefits and use cases are explained to them.
  • Consumers are particularly interested in 5G to replace their fixed home broadband as long as it can deliver the anticipated improvementin speed over 4G, but only if it is reliable and
  • Other use cases of highest interest are those that improve safety or address current pain-points such as the ability to get connection in congested areas or in fast-moving vehicles.

Kevin Nolan, VP User Experience Practice and report author commented, “Consumer satisfaction with the current 4G mobile data experience is high. Therefore, operators must create compelling, differentiated 5G experiences if they want to motivate customers to adopt 5G plans.”

Continued Nolan, “Moreover, while understanding of the benefits of 5G is currently extremely limited, consumers already have concerns about 5G: largely centered around when 5G will be available where they live, how much more it will cost and what its impact will be on battery life. These questions must all be addressed to ensure mass adoption.”

Added Chris Schreiner, Director, Syndicated Research UXIP, “Specific effort must be made to address consumer skepticism around the need for 5G. Since the technology evolution is about more than simply “faster upload and download speeds”, consumers need more convincing that 5G is not simply just a marketing ploy to raise prices. Operators must educate consumers on the most compelling aspects of 5G and promote features such as the ability to solve existing pain points, especially connectivity improvements in high network demand situations.”

About Strategy Analytics

Strategy Analytics, Inc. provides the competitive edge with advisory services, consulting and actionable market intelligence for emerging technology, mobile and wireless, digital consumer and automotive electronics companies. With offices in North America, Europe and Asia, Strategy Analytics delivers insights for enterprise success.

About User Experience Strategies (UXS)

Analyzing UX innovation opportunities in wireless, smart home, and other emerging technologies, UXS forms part of the User Experience Innovation Practice (UXIP) at Strategy Analytics. Focusing on user behaviors, motivations and interests across multiple consumer verticals, UXIP helps clients meet consumer needs, develop usable solutions and deliver compelling user experiences through both syndicated and proprietary research capabilities. With our extensive expertise in large-scale survey work, in-depth interviews, focus groups and observational sessions, UXIP’s research methodologies allow strategic user-centric analysis on the potential for new technologies. Providing actionable insight, go-to-market strategies and business recommendations, UXIP is a leading supplier of consumer knowledge to the technology industry. Click here for more information.