4 keys to shaping quality of experience
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A consumer research study conducted by Hot Telecom and sponsored by Amdocs reveals four key factors shaping mobile users' quality of experience: facilitating a digital lifestyle, enhancing data coverage and speed, utilizing Wi-Fi, and personalizing experiences. North American consumers are the most satisfied and willing to pay more for better service, particularly with data coverage and download speeds, but they also express concerns about data pricing and roaming costs. The survey highlights spending patterns and device usage, showing North Americans prioritizing data over voice and a significant percentage looking for Wi-Fi to enhance their mobile experiences.
4 keys to shaping quality of experience
- 1. Consumer Research Study Four Keys to Shaping Quality of Experience September, 2015
- 2. 2 Consumer Survey • Independent online survey conducted by Hot Telecom and sponsored by Amdocs (Q1 2015) • First global survey providing a comprehensive view of what quality of experience means to mobile consumers • Respondents: 4,722 mobile end-users of all age groups and genders Information Security Level 1 – Confidential © 2015 – Proprietary and Confidential Information of Amdocs
- 3. 3 Technologies: Survey respondents profile Global – mixed technologies and spend profiles Geography: Spend profiles (by monthly average): 29% N. America 25% Europe 51% less than US$50 33% between US$50 - US$100 16% over US$100 Usage: 53% Personal 6% Mainly work 7% 2G 46% 3G 36% 4G 11% Do not know 16% CALA 41% Equally work & personal 30% APAC Source – Hot Telecom May 2015 Survey of 4700 consumers globally
- 4. 4 Research points to 4 keys to shaping quality of experience • Key 1 - Facilitate the digital lifestyle • Key 2 - Boost data coverage and speed • Key 3 - Exploit Wi-Fi to enhance voice and data • Key 4 - Create a personalized experience 1 2 3 4 Information Security Level 1 – Confidential © 2015 – Proprietary and Confidential Information of Amdocs
- 5. 5 What do North America consumers think about quality of experience?...
- 6. 6 North America – A satisfied customer willing to pay more to improve their experience • Furthest down technology migration path – 52% of consumers using 4G • Biggest spenders vs. other markets – 23% spend more than $100 per month on voice/data services • Among the most satisfied consumers – 38% are very satisfied with their provider • What do they dislike most – data plan pricing followed by roaming costs, data download speeds and coverage • Encountering less technical challenges than other regions – less dropped calls, poor quality • Willing to pay more for improved quality of experience – 40% for better coverage, 33% for fast data download speed, 30% for data speed booster Information Security Level 1 – Confidential © 2015 – Proprietary and Confidential Information of Amdocs
- 7. 7 How NA consumers most use their mobile devices Social media, browsing, mobile apps are lower than global average 0 50 100 Making Phone Calls Text Email Mobile apps - Skype,… Browsing Social Media Exchange photos Which activities are most important and that they work all the time? Global North America 0 20 40 60 2G 3G 4G Don’t know NA Global % of respondents Which activities are most important and that they work all the time? %of respondents North America Sample – by Technology Which devices do they use regularly? 24 84 54 70 0 20 40 60 80 100 Mobile phone Smartphone Tablet Laptop NA Global %of respondents 1 Source – Hot Telecom May 2015 Survey of 4700 consumers globally
- 8. 8 How much do North American consumers spend on mobile usage? 37 40 15 6 2 0 10 20 30 40 50 60 Less than $50US $50-100 $100-150 $150-200 $200+ NA Global % of respondents spend more than $100 per month - highest of all markets23% 1 Source – Hot Telecom May 2015 Survey of 4700 consumers globally
- 9. 9 value data over voice – 2nd largest group after APAC (59%) North American consumers prefer data vs voice access in times of crisis 45% 45% North America global Voice % of respondents % of respondents 55% 55% North America global Data 55% 1 Source – Hot Telecom May 2015 Survey of 4700 consumers globally
- 10. 10 North America - Important factors in increasing loyalty towards service providers 69 68 55 55 54 0 10 20 30 40 50 60 70 80 Low Price of Data Plan Low Price of Voice Plan High Quality Voice Calls Extensive Data Coverage High Speed of Data Download Global NA % of respondents QoE is a loyalty booster – reduce churn, drive satisfaction 2 Source – Hot Telecom May 2015 Survey of 4700 consumers globally
- 11. 11 North American consumers willing to pay more for improved quality of experience – but less than in other markets 40 33 30 0 10 20 30 40 50 Better data coverage Greater speed of data download Data speed booster North America Global % of respondents QoE becomes a revenue generator 2 Source – Hot Telecom May 2015 Survey of 4700 consumers globally
- 12. 12 of mobile users say they look for a Wi-Fi network whenever possible (vs. 79% globally) North American consumers like Wi-Fi But less than in APAC and CALA Reasons for looking for a Wi-Fi network 47% 48% 46% 66% 47% 32% 41% 46% 60% 35% 42% 56% 43% 35% 43% 65% To get better quality To get faster downloads or video To prevent going over my plan limits Save money To prevent going over my plan limits To get faster downloads or video To get better quality North America EuropeCALA APAC Save money 77% % of respondents 3 Source – Hot Telecom May 2015 Survey of 4700 consumers globally
- 13. 13 North America - If you were to recommend your provider, what things do you currently like most? 0 5 10 15 20 25 30 35 40 45 50 Low price of voice plan Low price of data plan High quality voice calls New devices Voice coverage Data coverage High speed of download Global NA Pricing, coverage and devices are identified as the things NA consumers most like 4 Source – Hot Telecom May 2015 Survey of 4700 consumers globally
- 14. 14 North American consumers are the most satisfied North America - How satisfied are consumers with their service provider? 4 38% 33% 24% 18% 52% 58% 67% 57% 10% 9% 9% 25% North America Europe Asia CALA Dissatisfied Satisfied Very satisfied North America Europe APAC CALA Source – Hot Telecom May 2015 Survey of 4700 consumers globally
- 15. 15 To find out more… http://solutions.amdocs.co m/4-Keys-To-Shaping- Quality-Of-Experience- Whitepaper.html