面向5G消费者的未来（英文版）.pdf

ERICSSON CONSUMERLAB TOWARDS A 5G CONSUMER FUTURE 1Towards a 5G  consumer futureAn Ericsson Consumer and Industry Insight ReportJanuary 2018ERICSSON CONSUMERLABSix calls to action from consumers for  operators to rethink mobile broadband MethodologyIn July 2017, 1,000 smartphone users in 14 countries participated in an online survey. A total of 14,000 iPhone and Android smartphone users aged between 15 and 65 took part in the survey. The views expressed in the survey are representative of 800 million smartphone users across Argentina, Brazil, China, Egypt, Finland, France, Germany, Indonesia, Ireland, Japan, Mexico, South Korea, the UK and the US. In addition to the survey,  Ericsson ConsumerLab, together  with Tefficient, analyzed and benchmarked mobile broadband strategies of operators globally. Data from App Annie has also been used for this report. App Annies Android data on smartphone data consumption is derived from a large global panel of real-world users, combined with additional proprietary data sets.The voice of the consumerEricsson ConsumerLab has more than 20 years experience of studying peoples behaviors and values,  including the way they act and think about ICT products and services. Ericsson ConsumerLab provides unique insights on market and consumer trends.Ericsson ConsumerLab gains its knowledge through a global consumer research program based on interviews with 100,000 individuals each year, in more than 40 countries statistically representing the views of 1.1 billion people.Both quantitative and qualitative methods are used, and hundreds of hours are spent with consumers from different cultures. To be close to the market and consumers, Ericsson ConsumerLab has analysts in all regions where Ericsson is present, developing a thorough global understanding of the ICT market and business models. 3  Expectations for a 5G consumer future4  Provide us with an effortless buying experience6 Offer us a sense of unlimited8 Treat gigabytes as currency10 Offer us more than just data buckets12 Give us more with 5G15 Keep networks real for usContentsAll reports can be found at: ericsson/consumerlab2 ERICSSON CONSUMERLAB TOWARDS A 5G CONSUMER FUTUREArgentinaBrazilChinaEgyptFinlandFranceGermanyIrelandJapanMexicoUKUSIndonesiaSouth KoreaExpectations for a 5G  consumer futureThe promise of 5G has the potential to completely change the way we interact with wireless devices, from smartphones to cars. Though the unknowns are many and there are still technical issues to be resolved, a 5G future ultimately depends on consumer and business expectations.ERICSSON CONSUMERLAB TOWARDS A 5G CONSUMER FUTURE 3Thus, it is imperative to understand whether the vision set out by current  wireless technologies and telecom operators offerings specifically mobile broadband plans meets consumer expectations today. This report uncovers six calls to action from consumers which operators  must act on, to drive consumer satisfaction and monetize mobile broadband  for a 5G future.1.  Provide us with an effortless buying experience4.  Offer us more than  just data buckets2. Offer us a sense of unlimited5. Give us more with 5G3. Treat gigabytes as currency6. Keep networks real for usWith 6 in 10 smartphone users grappling with the complexity of mobile data plans, there is considerable misalignment between what users  buy and what they use. Given that only 3 in 10 smartphone users are satisfied with the way their operator presents mobile broadband plans online, the digital telecom experience is neither simple nor effortless.Consumers buy data buckets because that is how telecom operators sell them today. Higher mobile broadband speeds and fair wireless contracts are considered more important. However, bundled video content within mobile plans and innovative data plan features increasingly play a role in consumers choice of plan and eventually mobile service provider. Consumers want operators to innovate, evolve and personalize a data plan based on  their unique needs.Eighty percent of smartphone users are not necessarily looking for limitless plans but rather a sense of unlimited. While unlimited plans are easier to buy and offer peace of mind by avoiding bill shocks, high mobile data usage is not the main motivation; 70 percent of those buying such plans are not the heaviest mobile data users. Contrary to the belief that consumers  are uninterested in 5G, globally the idea of 5G services appeals to 76 percent  of smartphone users in our survey;  44 percent are in fact willing to pay for 5G. Over one-third expect capabilities beyond speed, coverage and low prices, and half envision using 5G-enriched services within two years of launch. Consumers predict an end to paying by gigabytes consumed and instead paying a single fee for 5G services or each 5G-connected device.The average smartphone user globally is left with unused, paid-for mobile data of 31GB a year, or as much as 1.5TB over their lifetime. Two in five users consider gigabytes as actual currency and expect to be able to save, trade or even gift this unused data to others. However, most users today cannot use mobile data  as currency.Consumers want their operator to have the best wireless network. This is driven more by their perception of the best network. However, this perception is not influenced by marketing claims but rather their direct experience with the network; only 4 percent trust operators own advertising and network performance reporting. Consumers expect operators to steer clear of baseless marketing slogans and instead focus on real network experience.Consumers six calls to action4 ERICSSON CONSUMERLAB TOWARDS A 5G CONSUMER FUTUREProvide us with an effortless buying experienceThe telecom market is extremely difficult for consumers to navigate; 57 percent of smartphone users find it complicated to understand what is included in mobile data plans. A similar proportion says that wading through all the options for the best plan is confusing.Operators frequent price changes, campaigns and introductory promotions compound this. With just 3 in 10 users across 14 countries satisfied that their operator presents mobile broadband plans simply and transparently, operators must work hard to help consumers navigate this mobile maze.Given this complexity, half of all smartphone users are unaware of their plans data allowance and 7 in 10 users are unsure how much mobile data they consume monthly. This results in a gross misalignment between what consumers buy and what they use. Only one-third use their entire mobile data allowance; the rest either exceed or have unused data by the end of the month. A lack of recommendations, insight or support during the buying process causes a quarter of heavy data users (who represent 14 percent of all smartphone users globally) to buy smaller monthly data allowances than they require, while up to 60 percent of light data users buy more than they require. This often leads to the consumer experiencing data plan distress on approaching their allowance limits; on average, half of all smartphone users globally experience this. Base: Smartphone users aged 1565 across Argentina, Brazil, China, Egypt, Finland, France, Germany, Indonesia, Ireland, Japan, Mexico, South Korea, the UK and the USSource: Ericsson ConsumerLab, Towards a 5G Consumer Future, 2018Figure 1: The complexity in telecom (percent of smartphone users who agree with the following statements)It is complicated to understand what is included in mobile data plansNavigating through and finding the best  plan among all the options is confusingIt is difficult to keep up with frequent price changes, price campaigns, introductory prices and discountsTotal Argentina China Ireland South KoreaMexico UKJapan Brazil Indonesia France Finland Germany US57%71%67% 67%68%74%75%74%54%57%54%63%73% 73%71%69% 69%46%54%62%59%59%54%63%58%53%49%45%59%70%67%72%57%64%69%73%72%78%74%79%64%69%Half of all smartphone usersGlobally, half of all smartphone users experience data plan distress and limit their mobile broadband usage due to the fear of being hit by overage fees. ERICSSON CONSUMERLAB TOWARDS A 5G CONSUMER FUTURE 5One possible hidden drain on mobile data allowances is mobile advertising. Anywhere from 18 to 79 percent of the monthly data bucket can go towards delivering advertising.1Our survey suggests that 70 percent of smartphone users globally are unaware of mobile ads eating up data allowances but, when made aware, 6 in 10 expect operators to give them more control over whether to see these ads and be transparent about data consumed by mobile advertising.The lack of communication around data being consumed by advertising, as well as data plan distress, are costing telecom operators consumer loyalty. Globally, among those smartphone users who switched operators in the past six months, half switched to a new data plan. However, 2 in 10 among them switched because of plan misalignment; they either exceeded their allowance and were charged an overage fee or had unused data left over. With the research and buying process for most consumers now starting online, consumers want effortless digital simplicity from providers. However, only one-third (37 percent) of smartphone users globally say they are satisfied with operators ability to present plans in a simplified and transparent way, and a similar proportion (30 percent) are satisfied with their ability to assist them in the online buying process with recommendations via chatbots. The operator challenge is to simplify the purchase process, bring about greater transparency regarding usage and meet consumers evolving needs, demands and expectations. Today this experience is neither effortless nor simple.1 Enders Analysis, March 2016 businessinsider.in/Ads-on-news-sites-gobble-up-as-much-as-79-of-users-mobile-data/articleshow/51435661.cmsBase: All smartphone users aged 1565 across Argentina, Brazil, China, Egypt, Finland, France, Germany, Indonesia, Ireland, Japan, Mexico, South Korea, the UK and the USSource: Ericsson ConsumerLab, Towards a 5G Consumer Future, 2018Figure 2: Telecom operators fall short on digital customer experience (percent of smartphone users globally who say they are satisfied  with their operator)Global averageSimple and transparent ways to explain  data plans253035404550Data plans that offer peace  of mindIntelligent online recommendations based on usageSimple  online  buying experienceDigital tools to customize and design plansImmediate help and guidance using virtual chatbotsReal-time insight on usage70%70 percent of smartphone users globally are unaware of mobile ads eating up data allowances, while  6 in 10 expect operators to act on this. 6 ERICSSON CONSUMERLAB TOWARDS A 5G CONSUMER FUTUREOffer us a sense of unlimitedIn theory, unlimited data plans ease consumers decision making since it takes away the need to decide what data bucket volume to buy. However, this advantage is marginal; only 44 percent of unlimited mobile data plan users globally are very satisfied that plans are communicated simply and transparently, versus 34 percent on mobile data plans with fixed allowances. One possible reason for this is that unlimited plans also have certain limitations. Some are restricted by internet speeds, as has been seen in Finland; others, by a lowered quality of video streaming, imposing restrictions on tethering or reducing speeds and deprioritization of traffic after reaching the fair usage policy limits (depending on plan details), as seen in the US.Consumers primary motivation to buy unlimited plans is for peace of mind and to reduce the fear of receiving penalties when exceeding their data allowance limits. However, 70 percent of users buying such plans do not necessarily use the most mobile data. Average cellular consumption across unlimited data plan users in all countries surveyed (except for Finland) was 7.5GB of monthly mobile data.2This varies, with South Koreans using 18GB per month, while those in Germany use just 2.5GB. Despite having the capability to use as much cellular data with such plans, most users on unlimited plans globally still used 2.5 times more Wi-Fi compared to cellular data.Hence, smartphone users are not necessarily looking for limitless data plans but rather a sense of unlimited, so that they feel they have enough data to cater to their needs. For most users today on capped data plans, saving unused data to be used later is as good as access to unlimited data. One-third (32 percent) want to save unused mobile data in a data vault that could be used at any time, while 45 percent would prefer data consumed by social, video or music apps not to be counted towards the monthly data limit. Twelve percent just want the flexibility to change  data allowances on their contracts  each month based on their usage, or double their existing data allowance. Overall, a large majority (80 percent)  of smartphone users are willing to accept the features of a sense of unlimited data plan.2  Ericsson ConsumerLab, analysis of data consumption across unlimited data plan users in the App Annie panel, July 2017 Note: App Annie panel data not available for Finland ERICSSON CONSUMERLAB TOWARDS A 5G CONSUMER FUTURE 73  jdpower/press-releases/us-wireless-network-quality-performance-study-volume-2Those already on unlimited data plans are not averse to changing to a sense of unlimited either; about 7 in 10 such users, including 65 percent of users in the US, would consider giving up their unlimited plans. Moving towards 5G, offering a sense of unlimited to consumers encourages mobile data usage and helps operators to monetize mobile broadband efficiently. The bucket plan is not yet extinct; it just needs to evolve.Recent findings released by other firms show that people on unlimited plans have a much more positive perception of their operators network quality.3In contrast, our survey in 14 countries gauged perceptions among both unlimited and capped data plan users and found that users on large enough capped plans were equally happy with network performance. It would seem that having enough, not necessarily unlimited, mobile data to cater to users needs so they do not feel concerned is the key to satisfaction.Base: All smartphone users aged 1565 with capped data plans across Argentina, Brazil, China, Egypt, Finland, France, Germany, Indonesia, Ireland, Japan, Mexico, South Korea, the UK and the USSource: Ericsson ConsumerLab, Towards a 5G Consumer Future, 2018Figure 3: Preferred data plan features that offer a sense of unlimited to smartphone usersUnlimited streaming  of video without using data allowance15%Unlimited usage  of social networking apps without using  data allowance23%Unlimited music streaming without  using data allowance7%Ability to adjust data allowances each month based on usage12%Get a bigger bucket  at a marginally  higher price12%Save unused data