Consumer Research Confirms Importance of Policy and Charging Control to Operators

Mobile broadband has become a part of everyday life, and with so many people depending on—and demanding for—mobile connectivity, we at Comptel wanted to explore consumers’ evolving relationship with providers of mobile broadband services and their levels of satisfaction with operators’ service and price plans and flexibility.

Last month, we commissioned independent research firm Vanson Bourne to survey 2,000 consumers from across the United Kingdom, France, Germany and United States, and found that mobile broadband users are now ready and willing to pay for a higher quality of experience (QoE).  Seventy-four percent of respondents who are willing to pay for a higher QoE said that they are prepared to spend more money just for faster download speeds.

Which of the following would you be willing to pay more for?

And, 61 percent indicated that they want their CSPs to offer more personalized yet simpler service plans, such as having pricing based on individual usage habits while getting just one bill for all Internet and broadband services.

Would you like to see your CSP offer service and price plans that are simpler and bespoke?

Further to this, 87 percent of consumers see QoE as a key driver that will influence their allegiance to their CSP, and the majority of them would not only move but also pay more money for faster and personalized services.

Is a high QoE a key driver for you when it comes to changing CSPs?

In today’s highly competitive market, providing high QoE could be the most powerful mechanism for gaining or even just keeping customers—and the demand for a better mobile broadband experience presents a major revenue opportunity for CSPs.

Policy control and charging is key for operators to capitalize on consumers’ demand for faster download speeds and more personalized yet simpler service plans.  It can help them optimise QoE by smoothing data usage more evenly across their networks, while dynamically adapting and simplifying service bundles based on individual customers’ wants or needs, and introducing progressive pricing strategies that monetise this consumer demand.

Full copies of this research report will be available at the Comptel’s booth at Mobile World Congress (14-17 February in Barcelona ) in Hall 1 at Stand 1C06—be sure to stop by and say hello!