Acision Launches Global Consumer Research Report: Seizing the Opportunity in Mobile BroadbandBy Acision Uk Ltd, PRNE
Sunday, February 13, 2011
63% of Global Consumers Want to Pay for Mobile Broadband VAS
BARCELONA, Spain, February 14, 2011 - 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
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 Experience.
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 countries.
"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 evolution."
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 traffic. - 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
- 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 consumers. - 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 between countries.
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
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
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
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 functional layer.
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.
Press contacts: Annette Leach / Morgan Evans, Hotwire PR, Tel: +44(0)207-608-2500, Email: acision at hotwirepr.com
Tags: Acision UK Ltd, Barcelona, February 14, Spain