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Public WiFi is a key part of customers out of home experience and actually more valuable to 4G users
Three quarters of 4G subscribers still use public WiFi networks for internet connectivity and two thirds of 4G subscribers would consider moving to a different network provider if they supplied public WiFi access as part of their subscription package.
It is becoming clear that MNOs should be embracing public WiFi as a complement to their offering as it could give them the opportunity to increase 4G service uptake and customer retention.
The Public Wi-Fi in a 4G World report, written by Analysys Mason, which questioned 2,000 consumers on their perception and use of public WiFi services compared to that of cellular networks supports this view as:
- 59% of respondents expect MNOs to provision them with WiFi
- 58% are willing to switch operators for a bundle with inclusive WiFi
- 4G subscribers place a higher monetary value on public WiFi than 3G subscribers and 75% of 4G subscribers use public WiFi
- 3G subscribers prefer public WiFi over cellular
- 53% of their subscribers would still be using congested 2G/3G services at least until 2017
MNOs have the opportunity to increase 4G uptake and customer retention by giving consumers what they want and expect from their mobile service providers – a public WiFi service as part of their device bundles.
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What is the consumer perception and use of public WiFi services compared to that of cellular networks?
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