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Why service providers should care about FWA customization offerings

A Consumer Lab blog series on FWA Household Perceptions.

Senior Researcher at Ericsson Consumer Lab

Principal Research & Chief Statistician at Ericsson Consumer & Industry Lab

Fixed wireless customization offerings

Senior Researcher at Ericsson Consumer Lab

Principal Research & Chief Statistician at Ericsson Consumer & Industry Lab

Senior Researcher at Ericsson Consumer Lab

Contributor (+1)

Principal Research & Chief Statistician at Ericsson Consumer & Industry Lab


In our previous blogs, we looked at the value cluster and the performance cluster, and in our final blog of this series we will take a closer look at the households behind the customization clusters.

In this cluster, we have the “Bundling Seekers” and “Convenience Seekers”, let’s look at the lives of household members within these segments.

As the name suggests, bundling seekers are households that are interested in bundling opportunities and options to secure good offers and speeds. They enjoy picking and choosing from different services, and cost is not an issue, as households within this segment often come from higher-income groups and live in large houses in metropolitan areas.

Their peers, the convenience seekers, are similar in the fact that they are interested in flexibility when it comes to connectivity options, but they are more limited when it comes to what they can spend. Being mainly represented by single households, individuals within the convenience seekers are interested in knowing they can easily secure reliable speed.

The bundling seeker

52-year-old Michael resides with his wife and three teenage children in a large house in the city center of a bustling metropolitan area. As a high-income professional, Michael's life revolves around efficiency and sophistication in every aspect, particularly in managing home technology. He has a strong preference for bundled service packages that seamlessly integrate internet, TV, music streaming, gaming subscriptions, and other digital services to cater to his family's varied interests.

Michael’s family’s household is a high-tech environment equipped with IoT-enabled home automation systems and a plethora of personal devices. Their internet usage is intense, encompassing streaming high-definition content, engaging in competitive online gaming, and facilitating remote work. Such activities demand not only a high-speed internet connection but also a reliable backup to ensure uninterrupted service, especially during unexpected outages.

When it comes to dealing with internet service providers, Michael seeks packages that not only provide robust high-speed internet, but also enhance his family's digital experience with premium music and gaming options. These services must be fully compatible with their sophisticated smart home setup. He expects nothing less than top-tier customer service from his providers, requiring quick, effective responses and expert handling of technical issues, particularly those related to IoT device integration and backup connectivity solutions.

Michael is discerning and only chooses technologies and service providers that can deliver a comprehensive, flawless user experience. Each component of his service bundle must work seamlessly together, adding significant value and justifying the investment. His ideal provider is one that not only meets but exceeds expectations, ensuring that all technological needs of the entire family are met with precision and reliability.

The convenience seeker

Jessica, a university student in her mid-twenties, resides alone in a rented apartment in a vibrant urban area. Operating within the constraints of a student budget, she is particularly drawn to straightforward, hassle-free solutions for her home services, aiming to minimize costs and avoid unnecessary complexities that could distract from her studies and personal life. Her internet usage is an integral part of her daily routine, encompassing activities such as streaming music and videos, engaging in social networking, and shopping online. Additionally, her academic responsibilities necessitate a reliable internet connection for accessing educational resources and submitting assignments. While her technological needs are not extensive, they are crucial for maintaining her day-to-day comfort and connectivity.

When it comes to choosing an internet provider, Jessica looks for solutions that are easy to install and seamlessly compatible with her array of devices, including her smartphone, laptop, and smart TV. The prospect of fixed wireless access (FWA) is particularly appealing to her due to its promise of easy setup without the complexities of extensive in-home wiring or the need for professional installation—common obstacles in rental situations. Jessica expects clear and simple communication from her internet provider, with straightforward troubleshooting solutions that can be managed without in-depth technical knowledge. She values customer service that is not only accessible but also empathetic and accommodating, ensuring that she can easily navigate the setup process and resolve any issues that arise. This support is crucial for her to maintain a stress-free living and studying environment, allowing her to focus on her academic and personal growth without being bogged down by service interruptions or complicated technical interactions.

As shared in the views of the different households identified in the study and presented in this blog series, FWA can be a suitable option for all households, depending on how it is marketed and offered. Looking at households’ views and their connectivity needs, FWA can be positioned as an alternative to other connectivity mediums or contribute to reducing the digital divide, depending on where the household is located. With its versatile offerings, FWA can be positioned to cater to different household segments.

Still research shows that almost 50 percent of households are not aware of FWA as a technology. This significant number can be explained by the fact that FWA is still a relatively new offering. To address this and raise awareness about the flexibility and abilities of FWA, operators should consider driving targeted marketing campaigns, especially in areas where FWA is available.

Another element of the flexibility of FWA, is speed. FWA speeds can be affected with the different types of CPE (Customer Premise Equipment), with households being able to choose between indoor or outdoor CPEs influencing the speed offered to the home, as does the overall package and price households can decide to choose from. For operators, FWA as a solution has immense growth potential, but it needs to be looked at from various angles such as network capacity planning, who the target market is, what areas they are looking at, and the brand position the operator aims to position itself in.

One thing is for sure - FWA is on a growth path and the journey has just started. If you are interested in finding out more, we invite you to explore our FWA insights.

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For more insights, read the report.

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