63% of Global Consumers Want to Pay for Mobile Broadband VAS
To Improve Quality of Experience, 67% Support the Application of
Fairness Principles and Another 60% Video Optimization
BARCELONA, Spain, Feb. 14 /CNW/ - Acision, a world leader in mobile
data, today announced the launch of its global consumer research report
on mobile broadband, titled 'Seizing the Opportunity in Mobile
Broadband'. The research, which was conducted between June and November
2010, provides a unique insight into consumer perceptions of mobile
broadband use in the United Kingdom, North America, Brazil, Australia
and Singapore. The research explores consumer observations including
Quality of Experience (QoE), customer satisfaction and video quality as
well as acceptance of fairness policies and willingness to pay for
possible Value Added Services (VAS).
Steven van Zanen, SVP Marketing, Mobile Data Control, Acision said: "The
motivation to undertake this global research has been the phenomenal
uptake of mobile broadband worldwide and the rumoured Quality of
Experience issues accompanying its steady rise. One of the key
objectives of the research has been to quantify this and determine
whether global parallels exist in its development lifecycle. We have
been surprised by the remarkable resemblance between these different
markets and see a clear basis for proactive operator strategies to
seize the opportunity that exists in mobile broadband."
The Acision research shows that 71% of consumers use mobile regularly
throughout the week and are simply asking operators to further develop
the mobile broadband service from where it is today, with 63% of global
consumers willing to pay for mobile broadband VAS. Another great area
of opportunity is Quality of Experience. There are, of course, issues
to solve here, but to improve Quality of Experience, 67% of consumers
support the application of fairness principles, and another 60% would
like video optimization to be applied. These are key capabilities that
operators can apply to compete at an entirely new level: Quality of
These opportunities cannot be ignored with QoE issues being widespread,
with 79% of global consumers suffering issues of some kind including
experiencing slow speeds (62%), network coverage issues (39%), and
connection drops (36%). 74% of video consumers are stating regular
issues like frequent pausing and long waiting times. Worldwide this is
driving a churn potential of 31% which is nearly equivalent in all
"Operators are already doing all they can to expand bandwidth but our
research shows that some of the QoE issues are intrinsic even in best
practice networks," continued van Zanen. "A further investment in
capability is required to reach to the next stage of mobile broadband
To address challenges with mobile broadband services and seize the
potential revenue opportunity, changes in operator capabilities are
required at three main levels:
Data layer: High performance and reliable components that handle network
Content layer: Best-in-class components which are able to optimise
specific content services such as video or browsing.
Control layer: Highly intelligent components which enable real-time,
complex and rich decision-making.
"Operators will then need to develop rich service offerings to address
individual consumer requirements and support paid-for optimized or
premium services, delivered via a bundle or transaction-based offering
that consumers both understand and can relate to," concluded van Zanen.
Global consumer research key findings
Customer satisfaction and loyalty: Mobile broadband is seen as an
important and valuable service by the majority of users. A significant
amount of consumers, however, are dissatisfied with certain of the
aspects of the service:
60% of global consumers stated reliability, coverage or speed as the
most important service aspect. Other aspects like price, usage
allowance or usage control are perceived as most important by 40 % of
Significant levels of dissatisfaction exist with coverage (29%) and
pricing levels (28%) being the most important areas.
79% of customers globally have QoE issues of some kind including slow
speeds (62%), network coverage (39%), connection stability and unable
to connect (both at 36%). Only 21% of respondents state that they
haven't experienced any issues.
Video QoE issues are experienced by 74% of the 37% of consumers watching
videos. Issues such as waiting time for the video to play and frequent
pauses both affect 54% of video viewers.
Churn potential is considerable at 31%, with remarkably low variance
Consumer support for fairness, optimisation and VAS: Operators can seize
the opportunity in mobile broadband through high levels of consumer
Fairness policies - Consumers, once they understand the need for
resource management, have a high acceptance of policies (67%) that
enable a fair allocation of the available capacity. Many consumers
(35%) are even prepared to pay a premium for the service if it provides
an improved QoE.
Video optimisation - 60% of respondents are willing to accept video
optimisation as long as they benefit from an improvement of those
aspects they find most important in their service experience,
especially less stalling of videos.
Paid Value-Added Services - 63% of consumers state a clear need for some
kind of VAS service and a willingness to pay an additional fee for
services like notifications (41%), fair bandwidth management (35%),
spend control (35%), roaming (34%), shared bundle (33%), customisation
(30%), content compression to save on bundle (29%) and priority (26%).
This provides a clear marketable consumer segment where operators
worldwide can build a more diverse and long term revenue model.
The full report can be downloaded at http://www.acision.com/Products-and-Solutions/Mobile-Data-Control.aspx, and provides further insight into Acision's research and analysis.
NOTES TO EDITORS
As a world leader in mobile data, Acision powers innovation and
profitable growth in mobile data services. As a pioneer of mobile
messaging, Acision's real time mobile data solutions support its
customers worldwide to drive new revenues with innovative services
while controlling, optimising and monetising data traffic. For more
information, visit Acision at http://www.acision.com
About Acision Broadband Mobility Suite
Acision Broadband Mobility Suite is the most affordable, scalable mobile
broadband solution for the breadth of capability provided. It combines
all of the key capabilities operators need to address in today's mobile
broadband challenge such as policy management and enforcement, web and
media optimization, service allowance and bundle management,
location-awareness and VAS - uniquely pairing control and cost saving
measures with the creation of revenue generation.
As a single solution, Acision Broadband Mobility Suite enables mobile
operators to control all types of internet traffic and ensure a
profitable, reliable mobile broadband business today and tomorrow. It
leverages Acision's unparalleled experience in massively scalable data
service solutions and provides a TCO which is affordable even at the
most extreme levels of mobile data growth. Acision Broadband Mobility
Suite uses common hardware, offering independent scaling of each
From June to November 2010, Acision commissioned a number of independent
market research agencies (YouGov, Quantinet and Toluna) to undertake a
detailed survey to understand consumer perceptions of mobile broadband
in the UK, United States, Brazil, Singapore and Australia. The research
covered key aspects associated to mobile broadband today, including
Quality of Experience (QoE), customer satisfaction levels, perceived
video quality, the potential of Value Added Services (VAS) and consumer
awareness and acceptance of fairness policies and content optimisation.
For every region, the Acision research focused on all aspects of mobile
broadband including the usage of the mobile internet on Smartphones,
mobile handsets, dongles, modem sticks, data cards, netbooks, and
integrated mobile broadband within laptops. All the research was
conducted using the same questionnaire and panel based methodology all
using representative sample of over 1000 consumers per market aged 18
years and up.
SOURCE Acision UK Ltd
For further information:
Press contacts: Annette Leach / Morgan Evans, Hotwire PR, Tel: +44(0)207-608-2500, Email: email@example.com