A global study1 of Internet users has shown that mobile broadband users are up to 22% less satisfied2 with their connectivity when compared to fixed broadband. This is not simply due to a difference in device form factor, but rather to issues such as reduced download speeds. With nearly half of all mobile device owners expected to connect to the Internet through a mobile network in 2010 – and 80% of those connected via smart devices – operators must improve mobile broadband quality.
“At a time when mobile broadband is set to grow at a scorching pace, these findings are a wake up call for the industry,” said Jürgen Walter, head of Business Solutions, Nokia Siemens Networks. “Indeed, with the increased availability and use of smart devices, operators cannot afford to lose any opportunity to make the experience on their networks comparable to that of their fixed-line counterparts’.”
Improving quality of experience requires an approach that examines all aspects of network performance. By analyzing smart device usage, applications and traffic patterns it is possible to create solutions based on hardware and software upgrades, analysis tools and professional services that will help operators enhance their customers’ mobile Internet experience.
According to the study, the most common mobile Internet activity is web browsing, with 92% of survey respondents saying that they surf the web with their mobiles at least once a month. Unfortunately, the satisfaction rate of mobile browsers is 14% lower than for fixed-line browsers, due to factors such as slower web-page loading. For example, when US users were asked about their satisfaction with individual operators, a clear difference emerges in the satisfaction with web page opening times. This suggests that there is an opportunity for operators to invest in delivering an improved mobile web experience to attract and retain customers.
To address this issue Nokia Siemens Networks has built a business solution around its industry-leading browsing gateway3, which reduces file download sizes by up to 90% without affecting the perceived quality of images, and significantly increases browsing speed. Thanks to virus scanning and parent control filters, a browsing gateway can also address security issues – obviously an area of concern for mobile phone and smartphone users, as globally only 56% stated they were at least somewhat satisfied with the level of security offered by mobile Internet access.
The second most common mobile activity is accessing email, which was done at least monthly by 81% of the global sample. It’s therefore no surprise that users expressed strong interest in single sign-on capabilities for email accounts, social network sites, and application stores, as well as interest in operator billing of their online activities. The Nokia Siemens Networks identity management solution enables single sign-on, which allows users to log in once – i.e., by entering the PIN code of their mobile phone SIM card – after which they can automatically use other services on the Internet. According to another Nokia Siemens Networks study4, on a global average 29% of the respondents stated they were interested in such a solution, with countries like the USA (49%) and Indonesia (43%) leading the pack. The most popular mobile services for which subscribers wanted single sign-on were mobile email (46%), instant messaging (42%) and mobile banking / payment (36%).
“The implications of these studies make it clear that a massive opportunity exists for operators to differentiate themselves, based not only on the network quality, but also on the quality of the business solutions that underpin their mobile broadband offering,” added Walter. “Mobile broadband users today are already noticing a difference in the quality of various operators’ offerings. Operators who proactively improve the mobile broadband experience from all angles will widen the gap between themselves and their competition.”
With over 800 network planning and optimization projects delivered every year, other strong assets such as the browsing gateway and identity management, and the Smart Labs, which focus on the relationship between smart devices, mobile apps, and networks, Nokia Siemens Networks is well positioned to enhance the mobile broadband experience for smart device users.
Labels: Nokia Siemens Networks
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