Ericsson: Network performance key priority for mobile operators

Improved network performance is vital for ensuring subscriber loyalty among smartphone users, and provides operators with a significant competitive advantage.
These findings come from a new Ericsson ConsumerLab report, which also shows that users have high expectations from mobile networks.
About 50 percent of all mobile phones sold globally in Q1 2013 were smartphones, and by 2018 up to 50 percent of handsets in the MEA and Asia Pacific regions will be smart phones.
According to Ericsson, this surge in smartphone users is the reason why network performance should be a priority for operators.
The ConsumerLab research looked into the factors that influence users’ loyalty to operator brands, says Anders Lindblad, president, Ericsson Middle East Region.
“As the number of smartphone users continues to increase across the region, we expect that now more than ever, network performance will be an important factor that influences consumer loyalty to an operator brand. At the same time, we see that operators are keeping network performance on top of their agenda in order to continue to meet subscriber demands,” he said.
Reliability and performance are absolutely fundamental to smartphone users, therefore, providing a network experience that is good, reliable and efficient.
“The Ericsson study revealed that when service requirements such as reasonable waiting times and sufficient coverage are not met, especially when people are in transit, consumer loyalty suffers. However, with the proper technology and infrastructure in place, operators can ensure that their networks are capable of maintaining user satisfaction, and at Ericsson we are committed to support our clients in doing so,” he added.
To secure a good user experience, content needs to appear on the screen quickly. Relatively low levels of satisfaction with network performance are often a result of smart phone users becoming tired of waiting.