Why service providers should care about FWA Performance offerings

In our first blog in this series where we spoke about the value cluster we met Linda and Pavitra and shared what the connectivity needs and demands for households in the price pusher and mobile preference segments look like, and we also tapped into what type of offers would be of interest for them.

We continue to explore the segments, and in this blog, we will look at the segments that make up the performance cluster. The performance cluster includes the households segments “Connectivity” and “Capacity Upgraders”.

The capacity upgraders households are home to individuals who need to ensure top-notch connectivity as they are heavy internet users; as a result, their requirements prioritize securing the best speed and coverage, and good customer service.

Connectivity upgraders are also on the lookout for reliable connectivity, but their baseline differs from others in the performance cluster segment. For them, the driver is to join the reliable connectivity club at home.

The main difference between segments in the performance cluster and the other two clusters is the increase in demand for connectivity in the home; those in the capacity segment want to boost what they have, and connectivity upgraders want to enhance their connectivity by moving from tethering to more reliable forms of connectivity, with the ability to consume more data.

Let’s take a look at the households behind the segments.

The capacity upgraders

25-year-old Bissan lives in a bustling metropolitan area, in a spacious, detached home with her family. As part of a well-off household and working in a tech-oriented profession, Bissan enjoys the benefits of high-speed broadband, but is constantly seeking enhancements to support her tech-heavy lifestyle. Her family are passionate internet users, engaging in activities such as streaming ultra-high-definition (UHD) video, participating in competitive online gaming, and managing an extensive array of smart home devices. Their home is equipped with a sophisticated network setup that spans multiple connected devices across various rooms.

Bissan is also a content creator and storyteller that live-streams from her home, and she is always on the lookout for connectivity technologies that push the boundaries beyond her current capabilities, particularly solutions that enhance indoor coverage to eliminate any dead zones within her large home. Whether it's opting for high-capacity fiber-optic services or exploring the potential of cutting-edge 5G FWA solutions, she seeks the most advanced options available that can significantly improve her family's digital experience.

In her interactions with internet service providers, Bissan sets high standards. She expects the latest advancements in connectivity technology along with firm guarantees of uptime and robust customer support that's both knowledgeable and promptly responsive. Clear communication from her provider regarding any upgrades or enhancements is crucial for her to stay ahead of the technological curve. Bissan values services that are not just technically sufficient but are also tailored to meet the needs of tech-savvy customers like herself. These services should offer more than basic connectivity, providing a sense of exclusivity and a comprehensive digital experience that aligns with her family's high-tech lifestyle.

The connectivity upgraders

29-year-old Ben resides with his family in a small village where the digital demands of modern life are increasingly at odds with the available internet services. As a proactive family man, Ben’s household frequently engages in streaming videos, browsing social media, and managing work-related tasks online. However, their current internet service often falls short, especially when multiple devices require simultaneous connectivity. In his village, traditional fiber broadband options are non-existent, making fixed wireless access (FWA) the only viable high-speed internet solution that matches their budget. Ben views FWA as a potential game-changer for his family, offering the significant speed enhancements they desperately need.

Ben’s approach to selecting an internet provider is driven by practicality and a keen interest in technological solutions that address the specific challenges of rural connectivity. He sees FWA not just as an alternative, but as a critical improvement that could transform his family’s online experience. His enthusiasm for upgrading is tempered by a need for transparent communication from providers. He expects them to be upfront about both the capabilities and limits of their service, ensuring there are no surprises down the line.

In his interactions with internet service providers, Ben prioritizes clear, straightforward pricing and detests hidden fees. He values customer service that is not only easily accessible but also empathetic towards the unique challenges faced by residents in rural areas. This level of understanding and support from providers is crucial for Ben as he navigates the options available to significantly improve his family’s internet connectivity.

Although both Bissan and Ben are seeking reliable connectivity, they come from different backgrounds with regard to their connectivity demands. Like most of the capacity upgraders, Bissan resides in a metropolitan; she has multiple options to choose from when it comes to connectivity. Her connectivity demands stem from her increased usage of the network and being up to date on the latest apps and tools that enable her to create awesome streaming experiences for her follower base. Ben, on the other hand, resides with his family in a rural area with not many connectivity options available for them.

What should operators keep in mind when addressing households similar to Bissan’s and Ben’s?

For Bissan, who has many options to choose from, 5G FWA would be appealing as it caters to her and her family’s connectivity needs. The possibility of having various speed-tiered offerings available with high-speed plans appeals to individuals like Bissan, as such offers provide enhanced connectivity and better speed, but also the flexibility to choose what works for them. As for Ben, having offers with the flexibility of various speeds will ensure he can select the ones that support his family’s connectivity requirements, and upgrade as needed.

Wrapping up our dive into the second cluster, we prepare for our third and last blog, looking into the Customization cluster. See you there.

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