Hybrid Networks as a Customer Proposition
|出版商||Mobile Market Development Ltd||商品編碼||302230|
|出版日期||內容資訊||英文 25 Pages
The use of multiple network technologies to manage network traffic is by no means a new idea. Operators have been launching their own Wi-Fi networks in order to reduce congestion on their cellular networks for some time.
However few MNOs have recognised the potential of a hybrid network offering as a consumer proposition. Most operators continue to market their plans according to the network technology that is used for service delivery (e.g. 3G or 4G) - yet how much do consumers truly care about the technology? They care more about the connectivity - and their requirements and expectations regarding connectivity are growing all the time.
Consumers are looking for cost effective ways to meet these demands.
Wi-Fi, in particular, has been a popular choice for many, given its low cost nature. In fact, the majority of data accessed by smartphones is accessed over Wi-Fi networks - often with deliberate actions being taken on the part of the consumer to bypass expensive cellular routes. Operators should be looking to avoid the uncontrolled leakage of traffic off their network and improve the consumer experience by creating simple propositions to ensure connectivity by the means most appropriate to the situation (whatever technology that implies).
The development of such propositions, based on a hybrid of network technologies has the potential to differentiate operators from the competition and defend their position from the threat of new entrants, endeavouring to service the needs of smartphone customers unencumbered by an investment in expensive licensed spectrum.