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How communication service providers can ride the convergence wave to fulfill consumers’ need for control over their communication and entertainment needs.
Accenture’s Mobile Web Watch 2013 Survey shows there are exciting opportunities ahead as communications service providers redefine their role in the communications value chain.
Communications service providers are operating on a new frontier—one in which a voracious subscriber appetite for data is rapidly replacing voice traffic, and connectivity is becoming commoditized despite innovation. It is a frontier in which über-connected consumers are expressing a desire for immediacy and for greater control of their digital communication and entertainment options. It is one of industry and role convergence, requiring carriers to change their mobile strategy and align operations against a new plan.
Mobile Web Watch 2013 Infographic30,900 individuals and 26 countries participated in the Mobile Web Watch 2013 online survey. Want to keep your wireless customers satisfied? View the Infographic
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Mobile Web Watch 2013 is the sixth edition of the Mobile Web Watch survey, an extensive consumer survey conducted by Accenture on Internet access through mobile devices. The objective of this research is to measure and understand mobile Internet usage and uncover emerging trends. This Mobile Web Watch survey of 30,900 mobile consumers in 26 countries attempted to answer four fundamental questions:
Are customers willing to pay more for better connectivity?
Will migration to Internet calls make traditional voice calls defunct and accelerate the transition to new business models for CSPs?
Who will own the customer in the future?
What is the demand for new services such as mobile payments, personal cloud, location-based advertising and augmented reality?
Mobile Web Watch 2013 distils the preferences of consumers into insights for communications service providers as they steer through the tectonic shifts taking place in the competitive landscape of mobile Internet use.
Despite many known challenges, our research shows there are exciting opportunities in front of communications service providers.
Mobile Internet users want a breadth of digital offerings at their fingertips and are open to receiving those offerings from the best provider—whomever that may be.
Network speed matters and mobile Internet users are willing to pay more for faster Internet connections.
Communications service providers have the opportunity to expand aggressively to provide a larger breadth of digital offerings, including cloud services and location-based offers.
Mobile payment capabilities are highly attractive to consumers, presenting communications service providers with significant opportunity to lure the elusive highly connected customer and create new revenue streams. Mobile payments are important enough to mobile Internet users that many would be willing to switch their mobile provider, bank, device manufacturer or merchant in order to be able to use them.
From a “must have” perspective, consumers indicate that network quality and security remain top concerns.
Internet calls will replace circuit-switched voice calls sooner than expected and leading carriers will be proactive in determining how to execute effectively against this dramatic usage pattern shift.
Empowered by smartphones and tablets, savvy consumers have come to expect immediacy at their fingertips. The device and the network are simply the means by which they manage and control the communication and entertainment aspects of their lives.
In the era of convergence, customer ownership and distribution power give carriers a position of strength from which to build to meet consumers’ ongoing communication and entertainment needs. They have an opportunity to improve their return on investment by monetizing better connectivity.
They must also expand horizontally to provide a seamless digital customer experience. This will require deep insight into subscriber behavior, new forms of collaboration within the industry, new capabilities within the organization and an ability to constantly innovate to keep pace with today’s demanding consumers.
With the right capabilities, Mobile Web Watch 2013 shows that innovative Communication Service Providers can blaze a trail on the new frontier, persuading mobile Internet users to trust them as the provider to fulfill the bulk of their communication and entertainment needs.
Learn more about Accenture services, research and client successes for the communications industry
June 3, 2013
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