Satisfying customers’ need for more
It’s not only the current network performance that steers consumer perceptions, it’s the continuous improvements that makes the difference. When service providers deploy 5G, consumer satisfaction will depend on consistent and effective network evolution over time.
For close to 60 percent of smartphone users, the highest expectation for 5G is to deliver speeds faster than current mobile networks. Across the globe, data consumption is increasing by more than 40 percent every year. Video in particular will account for 75 percent of network traffic by 2024, up from 55 percent today. Networks will need to adapt from Standard and High Definition video resolution to 2K and 4K, placing higher requirements on speed and quality. Further into the future, services like AR/VR applications will put even higher requirements on network performance. This demand for better customer experience means that operators must continuously adapt and expand network capacity.
Solution: Build capacity where it’s needed
Consumers want both smooth experiences and obvious incremental improvements in network speeds to feel satisfied with network performance. Evolving networks towards 5G is crucial to keeping up with the appetite for higher speeds and quality user experience.
To solve this, mobile service providers need to understand the difference between average performance and ‘cell edge’ performance. Consumers are more likely to remember bad experiences. That is why evaluating the worst 5 to 10 percent of the customers’ experience is a truer measure of quality. It’s also how the deployment of 5G should be focused. To ensure cost-efficiency, the deployment of 5G capacity should start with the most congested sites. Build capacity where it’s needed most and where it will have the highest impact.