RIYADH – People in large cities, such as Riyadh or Jeddah, consider mobile network coverage among the top factors that impact their quality of life, along with water distribution and the availability of social spaces, ranging from cafés to entertainment facilities, Ericsson said in its new report. The research conducted by Ericsson's ConsumerLab research team, surveyed participants from around the world and found that an average of 50 percent of city dwellers use their mobile phones every day to connect to the internet, and around 40 percent own a smartphone. "These findings will probably not come as a surprise to a resident of Riyadh or Jeddah, who has become accustomed to relying on mobile-based service to communicate, find information and solve day-to-day challenges, while on the go," said Anders Lindblad, president of Ericsson Region Middle East. He added: "What is significant, however, is the level of emphasis being placed on reliable mobile connectivity when, just one generation ago, access to electricity and water would have dominated basic human needs. What is clearly reflected in these findings is the fact that we are fast evolving into what, we at Ericsson call, a 'Networked Society' where everything that can be connected will be connected." Significantly, the study also found that people living in cities are also more socially active, with wider social circles, than people not living in cities. Other highlights listed for living in a city are the accessibility to restaurants, cafés, entertainment facilities, and markets. On the other hand, poor air quality and lack of parking can impact dissatisfaction. "Urbanization is a global mega-trend. City populations grow by 7500 people per hour, and people are clearly feeling some stress from overcrowding. But we also see how people in cities use ICT as a means to alleviate such feelings and to better experience city life," said Michael Bj?rn, Head of Research at Ericsson ConsumerLab. More advanced handsets encourage heavier usage of mobile Internet. This is also verified by more basic users who identify the cost of more capable handsets as being one of the major barriers for them. However, with the prices of smartphones decreasing rapidly, it is expected that more and more people will start to develop more advanced data habits. Differentiated, step-by-step offers are one way to encourage people to use their mobile devices more often, by attracting people to the usefulness of mobile Internet access. For this to happen, basic access and a high quality mobile Internet experience are crucial. The social networking experience is particularly important, as these services are in many cases the major driver for those using mobile data services. Reducing the feeling of risk is crucial. Today, capped users tend to limit their usage so that they don't hit the cap. By minimizing the feeling of risk through communication and/or risk sharing, it is probable that more consumers would use data services on their mobile phones, and to a greater degree. The feeling of not being restricted is also important in markets where unlimited plans are or have been common, as users are not accustomed to having to be involved. Users must be guided in finding a plan which fits their usage, and upselling services should be used as an alternative to additional charges or reduced quality of experience. As always, it is important to know your users and offer price models based on their different incomes and usage profiles. – SG
