消费者5G：用户会为毫米波支付多少钱

Consumer 5G: how much users would pay for mmWave INSIGHT SPOTLIGHT Leveraging consumer survey data from Qualcomm, thefirstreportlooked at the pain points consumers facewhen using mobile broadband in a scenario where mmWave could improve experiences, and how bigthose pain points are. Thesecondreport looked at Over the past two years, GSMA Intelligence hasinvestigated the value of mmWave spectrum in greatdepth, with a focus on cost savings from a networkefficiency perspective (TCO,FWA,spectrum needs). Analysis surveyshows greater potential for 5G enhanced to improve currentARPU levels in percentage terms–by almost 30% among respondents The results from Qualcomm’s survey (4,500 respondents across nineleading 5G markets) show that 5G consumers are still experiencing painpoints and would be willing to shift operators if their new providergave them a ‘5G enhanced service’ (fast speeds, instant cloud serviceaccess and high-quality video streaming performance, particularly in mmWave5G: devices and service plan options areimportant too Consumers are clearly willing to pay more for 5G enhanced, but dothey also expect to access it all the time–or just as a booster option totackle occasional challenges or specific needs? Paying through a Consumers are willing to pay $5 per month more for 5Genhanced Consumers were asked whether they would be willing to pay more fora 5G enhanced service; 76% would. Taking all surveyed consumers intoaccount (including those not willing to pay anything extra at all), Beyond service, consumers will need a device thatis capable ofdeliveringthe performance required. Survey responses suggest thatconsumers are also willing to pay extra for smartphones if that monthly ARPU levels could increase by $5 per month for operatorsoffering the 5G mmWave service. Importantly, this amount was similaracross all consumer segments considered in the survey, as well as guarantees access to 5G enhanced: on average, globally, they areprepared to pay nearly $80 extra per device, equivalent to an increase Is mmWave the missing piece for 5G consumers? Previous consumer surveyresearchby GSMA Intelligence found thatwillingness to pay for 5G was greater than for 4G in most majormarkets. This willingness to pay more for 5G was also found in severalother studies (PWC,NokiaandEricsson). The fact that Qualcomm’ssurvey suggests a similar effect when looking at enhancements to 5Greinforces the results. But it also suggests that early 5G might not be The need for a more reliable service is particularly strong in Europetoday. Compared to other markets, European consumers areexperiencing relatively lower levels of 5Gadoptionand experience Implications Mobile operators Ecosystem suppliers •Don’t ignore the mmWave 5G revenue uplift–As datatraffic grows, mmWave will deliver cost savings in dense urbanareas and traffic hotspots. However, as the survey resultsshow, there is also a significant potential revenue uplift. Onaverage, consumers surveyed were willing to pay $5 permonth to enhance their 5G experience. To the extent thatmmWave can help deliver those revenues, it strengthens the •European markets are a growth opportunity–MostEuropean markets have, in relative terms, the greatest revenueuplift opportunities among surveyed markets for 5Genhanced. In the UK and Germany, ARPU levels for theseconsumers could potentially increase by 33% and 32%, •Bring mmWave 5G support to new flagship smartphones–Greater scale has helped reduce manufacturing costs for 5G mmWave devices, increasing the choice of affordablesmartphones available and facilitating greater adoption.Withthe exception ofJapan, where the WTP is slightly lower at $50,in most markets the additional WTP is $80 per device. •Deliver the mmWave 5G people want–With ARPU trends in many markets currently flat or even decreasing, consideringmmWave for its potential revenue uplift should be a serious matter for mobile operators seeking better opportunities tomonetise 5G. For this, they will need to ensure mmWave 5G is •Work closely with operators to reach full equipmentmaturity–Equipment vendors need to continue to improveproduct readiness for mmWave 5G equipment to reach fullmaturity. In Europe, significant consumer willingness to pay for5G enhanced, combined with relatively lower operator capexcompared to the US, suggests that investments in equipment •Offer all the options that consumers want–While payingmonthly is the option most preferred by consumers (61%),some consumers also value the flexibility of being able to payon-the-go and to address specific pain points or needs (e.g.a Related reading Author Pau Castells, Head of Economic Analysis, GSMA Intelligence Vision 2030: mmWave Spectrum Needs ContributorJanna Smith, Sr. Manager Strategy and Analysis, Qualcomm The economics of mmWave 5G © 2023 GSM Association www.gsmaintelligence.com @GSMAi