Product Management :: Product Marketing

18 September, 2012

Wi-fi predominant connection over mobile network for smartphone users

Deloitte Global Mobile Consumer Survey 2012 shows that 58% of smartphone users and 93% of tablet users connect to the internet over wi-fi rather than over the mobile network. It's faster more reliable and more responsive.

Interesting, smartphone users in other countries (US, Germany, France and Japan) prefer to connect via the mobile network.

  • Other stats: 30% would prefer to pay for a fixed amount of data and then pay addition usage charges once they have reached the limit.  
  • Half the smartphone owners subscribe to less than 1Gb of data and only a fifth of respondents subscribe to unlimited data package.
Mobile Operators are missing a simple trick - but one that massively demonstrates their value: a simple counter that is constantly displayed on their home page which shows their usage since last billing date / top-up date vs their contract ceiling. It should display call minutes, text minutes and data limits.

What I find irritating about mobile operators is that they wish to charge users a different additional tariff for tethering another device (for me, a laptop or a netbook) to their mobile phone. I tether these device infrequently to my phone, but when I do, it is very useful, but my usage isn't predictable enough to justify the expense - particularly when swinging off someone's wi-fi usually works.

Naturally, mobile operators don't want to offer unlimited data - this resources isn't infinite. Such a policy is madness, as I have blogged a long time ago:

However, I would like to use what has been contracted without any gotcha clauses! David Halstead, technology, media and telecommunications partner at Deloitte in Cambridge recommends:
Mobile operatios should offer their customers a seamless connectivity experience including Wi-fi hotspots that their customers can use when they are out and about.

Hmm, this concept is known as fixed mobile convergence and has been around for ages!

Article first seen on Cambridge Network.

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