During the past year we at Netradar have been working with leading Telecom Operators, Regulators, Technology Vendors and Application Developers. Insights and observations arising from our data were shared in our blog posts, tweets and social media channels.
As we are heading towards Mobile World Congress 2019, I will try to summarize here some of these points. If you would like me to elaborate these further, drop me a note at firstname.lastname@example.org and we can meet up over a cup of coffee or tea.
Network Maximum Speed ≠ Happy Customer
Mobile operators are keen to advertise maximum network speeds that have been measured during legacy drive testing campaigns. Unfortunately, this has very little to do with real customer satisfaction.
Firstly, typical user demands on the network are considerably lower than above mentioned maximum network speeds. But shouldn’t this lead into excellent satisfaction results? Unfortunately, this is very often not the case.
We have taken a very different customer driven approach on this challenge: “Do I as a customer get what I need, when and where I need it, or do I have to queue up to get served?” Netradar Service Level Score (SLS) gives a unique perspective on this subject.
5G Challenge – Pinpoint the User Need
Telecom industry gets excited about overhyped next generation networks. This was the case for 3G and 4G – and is the case for 5G. For 5G there is at least one guaranteed use-case: building the capacity to serve customers better.
However, the challenge with 5G small cell size is that the user needs and the network coverage must match with extreme detail. One must pinpoint and monitor the user need and network bottlenecks for optimal network setup.
Churn – Quality Does Matter
Typically pricing and campaigns do have a major impact on consumer’s decision making – “To churn or not to churn?” According to our data, network quality is an important factor in this decision making.
Sadly, it is too often the case that churning customer doesn’t get any better service from his/her new service provider.
Traffic Splits and Tariffs
French consumers are more demanding users of cellular networks compared to their Spanish or Italian counterparts. In Spain, people seem to offload more often heavier applications to Wi-Fi. In Japan consumers clearly favor Wi-Fi over cellular, both in terms of usage and in daily and top speeds.
Furthermore, major differences were found between British, German and Finnish mobile users what comes to their data usage patterns. Many of these differences can be explained by different cellular tariff plans.
Device Screen Size – Video Streaming
British consumers use cellular data very cautiously and offload most of their daily data usage to Wi-Fi networks.
More interestingly, the usage of various types of services does vary a lot depending on the device brand and type in use by the customer. Video streaming is associated with devices with bigger and better screens.
Mobile Gaming Market – Fragmented
In Our study 56% of the users had installed at least one mobile game in their phone.
The mobile game supply is vast, as the study found thousands of different games installed. However, the ten most popular games penetration combined was only under 28%.
Behavioral Analytics – Not Enough
Most of the applications do not work in a vacuum but run on a range of devices and demand proper connectivity from networks.
If application developer purely focuses on in-app behavioral analytics some important elements will likely get omitted which might have fundamental impact on the app developer’s business.
Data Paralysis – Actionable Insights
Lastly, the scenario is very much known to all of us – raw data pours in from multiple sources and we are overwhelmed with our limited resources to process all of this, let alone producing actionable insights which drive improvements in our business processes.
There are alternatives to fight this data paralysis: a) Just get on with it – proceed with small steps at a time b) Go back to basics – find areas with biggest impact c) Identify your pain points.
Looking forward to seeing you in Barcelona!