WASHINGTON, Jan. 16, 2018 /PRNewswire/ -- Ericsson (NASDAQ:
ERIC) today presented Towards a 5G consumer future – its
Consumer and Industry Insight report that discusses the six calls
to action from consumers that operators need to act upon to provide
a foundation for adoption of 5G technology.
The report, the biggest 5G consumer expectation study to date,
represents the views of 800 million smartphone users worldwide.
Jasmeet Sethi, Senior Advisor,
Ericsson Consumer & Industry
Lab, says: "Our latest study does not look at a consumer view on 5G
in isolation, but rather uncovers unmet consumer needs that must be
fulfilled by operators on the way to 5G. From offering an
effortless buying experience to focusing on real network
performance, consumers are demanding changes they would like to see
already made today."
Here are the six consumer calls to action:
Provide us with effortless buying experience
Consumers perceive the telecom market to be too complex. With
six in 10 smartphone users grappling with the complexity of mobile
data plans, there is considerable misalignment between what users
buy and what they use. With only three in 10 smartphone users
satisfied with the way their operator presents plans online, the
digital telecom experience is neither simple nor effortless.
Offer us a sense of the unlimited
Consumers aren't counting on unlimited data plans, but they are
looking for a sense of the unlimited. Peace of mind rather than
actual use is the main motivator behind buying unlimited data plans
and operators are urged to explore alternative ways to offer this
feeling of freedom.
Treat gigabytes as currency
The average smartphone user has 31 gigabytes of unused mobile
data left over per year, enough to make 65 hours of video calls,
spend 517 hours streaming music, or binge-watch six seasons of a TV
show like Game of Thrones, equating to as much as 1.5 terabytes
over their lifetime. Two in five consumers would like to use this
excess as currency and expect to be able to save, trade or gift
unused data.
Offer us more than just data buckets
Faster broadband speeds and fair wireless contracts are
considered more important than the data buckets that currently
dominate the market. As bundled video content and innovative data
plans play an increasingly important role in the choice of operator
and service bundle, consumers want operators to innovate, evolve
and personalize data plans.
Give us more with 5G
Contrary to the belief that consumers are uninterested in 5G,
globally the idea of 5G services appeals to 76 percent of
smartphone users; 44 percent are in fact willing to pay for 5G.
Consumers expect most 5G services to go mainstream within 3 to 4
years of the launch and over 50 percent expect to be using
5G-enriched services within two years of the launch.
Over a third expect 5G to offer capabilities beyond speed,
network coverage and lower prices: improvements such as better
battery life and the ability to connect not only devices but also
the Internet of Things. Consumers also predict an end to paying for
gigabytes consumed and instead expect to pay a single fee for each
5G service or connected device.
Keep networks real for us
Moving towards a 5G future, consumers are calling on operators
to avoid baseless marketing slogans and instead focus on real
network experience, increasing the honesty of their marketing. The
report shows that only four percent trust operators' own
advertising and network performance statistics.
The insights in the report are based on Ericsson ConsumerLab's
global research activities of more than 20 years, and draw on data
from a survey of 14,000 iPhone and Android smartphone users aged
between 15 and 65. The views expressed in the survey are
representative of 800 million consumers across Argentina, Brazil, China, Egypt,
Finland, France, Germany, Indonesia, Ireland, Japan, Mexico, South
Korea, the UK and the US.
For more detailed information, please download the full report
here.
NOTES TO EDITORS
For media kits, backgrounders, and high-resolution photos,
please visit www.ericsson.com/press
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Ericsson is a world leader in communications technology and
services with headquarters in Stockholm,
Sweden. Our organization consists of more than 111,000
experts who provide customers in 180 countries with innovative
solutions and services. Together we are building a more connected
future where anyone and any industry is empowered to reach their
full potential. Net sales in 2016 were SEK
222.6 billion (USD 24.5
billion). The Ericsson stock is listed on Nasdaq Stockholm
and on NASDAQ in New York. Read more
on www.ericsson.com.
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The following files are available for download:
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