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Published on May 14th, 2013 | by Staff Writer

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Broadband Quality and Coverage Are Essential When Purchasing A Smartphone

The quality of broadband coverage for users represent a key factor in increasing the acquisition of a ‘smartphone’ around the world.

Nokia Siemens Networks conducts a global Acquisition and Retention Study for 2013 to identify the key drivers for a positive customer experience. The study findings for mature markets revealed that more people are using advanced mobile services. Two out of three people are now heavy users, an increase of 37% from the previous year. In addition, almost one-third of customers (29%) are willing to pay more for special mobile services, and an impressive 47% of respondents believe that operators must provide excellent network quality even if they charge more for it.

According to Phil Twist, the Director of Portfolio Marketing at Nokia Siemens Networks, worldwide voice quality, network coverage and call rates have a huge impact on customer loyalty.

“In the releases to come, we will be bringing improvements and innovations to the market, specifically to help operators manage the surge of smartphones and, more importantly, help them make money with mobile broadband,” says Phil Twist.

The penetration of smartphones globally between users drives the level of expectations they have about the quality and coverage of mobile services, which generates a significant technical challenge for operators.

The report also reveals that the quality of the Internet has become a decisive factor in the choice of operators in mature markets such as Denmark, South Korea, Japan, United Kingdom and United States.

The impact on the use of smart devices is more pronounced in mature markets, where two out of three people are active users of advanced data services, so for this type of customer, the quality of mobile broadband is a factor key in your choice of operator.

Differentiate with mobile broadband

As mobile broadband becomes an increasingly integral part of people’s lives, their expectations for quality and performance are growing at the same time. On average, customers stay with their operator for 38 months in emerging markets, 47 months in in-transition markets and 46 months in mature markets. Improving quality, reducing churn and extending this customer relationship are key opportunities for operators.

To succeed here, it is crucial to focus on experience and expectations, as well as network performance. This way operators can differentiate with a ‘business class’ mobile broadband experience. Nokia Siemens Networks addresses this opportunity to help operators make more money from their mobile broadband investments. Together with our customers, we are developing the mobile networks that address the trends revealed in the Acquisition & Retention study, helping our customers meet the growing demand for higher quality and driving loyalty, efficiency and revenue streams.

With our broad Mobile Broadband and Customer Experience Management portfolios and our focus on innovation, quality and efficiency, we help operators ensure that networks deliver the superior mobile broadband experience that people expect. New revenue opportunities The study findings for mature markets revealed that more people are using advanced mobile services. Two out of three people are now heavy users, an increase of 37% from the previous year. In addition, almost one-third of customers (29%) are willing to pay more for special mobile services, and an impressive 47% of respondents believe that operators should offer excellent network quality even if they charge a higher price for it.

Source: www.nokiasiemensnetworks.com

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