Network performance and consumer experience key to mobile broadband growth in India

INDIA: Ericsson estimates that India's mobile subscriber base will grow from 795 million in 2013 to 1145 million subscribers by 2020. Simultaneously, smartphone penetration will grow from 10 percent or 90 million devices in 2013 to 45 percent or 520 million devices.

A strong user base and high-speed broadband connectivity will fundamentally change the way people live, interact and do business; with consumers expecting data connectivity at all times, everywhere.

Mobile broadband usage is on the rise with social media, web browsing and chat driving more than a third of the mobile broadband traffic currently. Video consumption also continues to grow.

However, ubiquitous mobile broadband experience for users is a challenge at present, with only a third being able to access internet over a mobile broadband network every time they attempt.

"Consumers' value broadband and their expectations around experience are evolving fast. A few years ago access needs were limited to ‘some-time', today it is ‘real-time', and it is moving towards being connected all the time with access to high quality content. Smartphones and MBB services are becoming more affordable. As a result, we are seeing the advent of a new Networked Society in India as in other parts of the world that will benefit consumers and businesses alike," said Ajay Gupta, head of Strategy & Marketing, Ericsson India.

Users also value superior network performance as they rate network reliability, coverage and speed as the top three parameters for a good mobile broadband experience.

Operators looking to effectively monetize broadband services and tap future growth opportunities need to significantly invest in scaling network performance in three areas - ensuring network ubiquity, consistent app coverage and new charging models based ‘personalization' that address consumer's specific preferences.