Ericsson ConsumerLab study reveals what attracts mobile phone users to specific operator's contracts
Mobile phone users are found to be attracted to specific operator contracts depending on the network quality and coverage, the price of its data service, and the ease of understanding the plan itself, account to a report conducted by Ericsson ConsumerLab.
The Smarter Mobile Broadband report claims that smarter management and charging of mobile internet is able to enhance the consumer experience, while also producing revenue for the operators.
The study, which involved over 2,300 interviews across the US, UK, Indonesia and Brazil, found that 40-45% of respondents would use the internet on their mobile phones more often is they have access to better speed.
Other important reasons for internet users to choose specific plans included the network quality and coverage, data service pricing and ease of understanding of the data plan.
Cecilia Atterwall, head of Ericsson ConsumerLab, explained: "Users' previous experiences affect the way they rate the more personalized and dynamic offerings that smarter traffic management and charging allows. Users from the UK and US who have experience with unlimited plans are more cautious about moving to differentiated plans. This is because they are not used to having to think about their online habits. However, in the primarily prepaid markets of Brazil and Indonesia, the concepts were viewed more positively. People in those markets are used to paying for what they use and topping up when necessary, and therefore they don't perceive it as much of a restriction to their current plan."
Meanwhile, 30-45% of respondents said that a lower price of data was a key element to increasing their mobile internet use, while the battery life was important to 30-40%. The same number said that a better network coverage also influenced their usage.
In the US and UK, one of the two most appealing services was the ability to control user data cost while roaming.
"It is clear that more advanced handsets encourage heavier usage of mobile internet. With a rapid uptake of smartphones in all markets, we expect to see a growing number of people to develop more advanced data habits, as internet usage on the go becomes a natural part of daily life," Atterwall continued.
The offer of unlimited plans for specific services which became incorporated into everyday life and lowered the feeling of restriction was also found to improve user experience of mobile internet and be more attractive to consumers.
US and UK consumers were also looking for general internet browsing, email, social networking, Wi-Fi access and map services through their phones, it was found.
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