Press release

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

Sponsored by Businesswire

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
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.

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5G Use Cases (Graphic: Business Wire)

5G Use Cases (Graphic: Business Wire)

Key report findings:

  • Consumers express strong interest in 5G overall once 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 improvement
    in speed over 4G, but only if it is reliable and cheaper.
  • 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
    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.