Monetising shifts in 5G consumer behaviour: the need for greater customer segmentation and user experience
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5G adoption has now moved beyond the early-adopter phase. However, the remaining consumers are noticeably interested in 5G, based on findings from our latest consumer survey, which shows that almost half of non-5G users plan to upgrade to 5G. Further, positive news for operators is that these upgrading consumers are willing to pay extra for 5G compared to what they pay for their current 4G subscription.
However, the work remains cut out for operators in terms of capitalising on this positive consumer sentiment for successful 5G monetisation. More efforts across areas such as 5G network quality, 5G customer segmentation, tariff innovation (e.g. speed-based tiering, experience-based consumer propositions, bundling) and 5G partnerships are key to advancing consumer 5G adoption and monetisation.
In this report we explore the above and further aspects of consumer 5G in depth, supplemented with three operator case studies on consumer 5G from around the globe.
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