U.S. Consumer Sentiments Provide a Warning to Mobile Operators and Encouragement to Would-Be Disruptors
|出版日期||內容資訊||英文 15 Pages
|美國的消費者信心指數分析：對行動通訊業者來說的威脅和對預定新加入企業來說的希望 U.S. Consumer Sentiments Provide a Warning to Mobile Operators and Encouragement to Would-Be Disruptors|
|出版日期: 2015年12月04日||內容資訊: 英文 15 Pages||
根據IDC調查結果，美國的消費者對無線通訊服務4大公司的滿意度 (費用，服務選項等) 相對變地低。儘管如此，對市場的整體滿意度保持相對高的水準。同時，近幾年登場的「Wi-Fi First」服務模式，出示新的提案價值，對應對現有通訊業者感到不滿的消費者需求。尤其Google的「Project Fi」，獲取得自母公司的強力支援，也聚集來自現有企業的關心。
This IDC study analyzes consumer perceptions of wireless service across key metrics to characterize the state of demand for evolving traditional operators as well as emerging disruptive consumer-oriented mobile service models. The results of IDC's latest ConsumerScape 360 Survey's Consumer Telco module data point to relatively low levels of consumer satisfaction with value for price and choice of service plans among the top 4 U.S. operators in particular. Despite this, overall levels of satisfaction indicated in Apostle Model profiles are relatively high. At the same time, a nascent group of "WiFi First" service models has emerged with a fresh set of value propositions aimed squarely where consumer data suggests the leading U.S. operators are deficient. At least one of these services, Google's Project Fi, has sufficiently powerful backing to command the full attention of the current and traditional market leaders.
"There is no near-term recipe for disruption at scale from these models," said John Jackson, IDC's research vice president for Mobile and Connected Platforms. "This is particularly true among the top 4 operators in the presently uber-competitive climate, where value for price has become a central competitive pillar. But the leading operators can't afford to ignore the vulnerabilities implied by these consumer sentiments," he continued. "The case for alternative models remains valid, and depending on a certain set of conditions, it is poised to strengthen in the medium term."