U.S. Consumers Show High Interest in Femtocell Services, Survey Finds

More than half of U.S. broadband households with mobile phones are interested in femtocell benefits, and are willing to pay for the devices and associated new services, a survey by Parks Associates, conducted for the Femto Forum has found.

The survey found that fewer than 10 percent of consumers were previously familiar with femtocells. However after hearing a description of the femtocell and its benefits, 56 percent of respondents found femtocells appealing, and two thirds found the technology either “very” or “extremely” appealing. Additionally, 89 percent of those respondents who were already familiar with femtocells  found them appealing.

The primary driver for femtocell interest was improved in-home coverage. Important secondary drivers included increased mobile handset battery life, faster mobile broadband, advanced femtocell services and home-zone calling tariffs.

The survey found that 72 percent of consumers who found femtocells appealing were very interested in at least one advanced femtocell service. Examples of such services include "Virtual Home Number," which rings every cell phone in the home, or "Family Alerts," which warn when a subscriber has left or returned home.

Half of these respondents indicated a willingness to pay $4.99 a month for their single favorite service or $9.99 a month for a bundle of their favorite three services.

Although Wi-Fi is sometimes viewed as a femtocell alternative, the survey showed that 84 percent of people who heavily use Wi-Fi on their 3G devices found femtocells appealing, apparently because of the improved voice coverage and battery life.

Among consumers who consider themselves likely to change operator in the next 12 months, 44 percent said that they would very likely reconsider if their current operator offered a femtocell. Similarly, 35 percent of consumers in multi-operator households said they would likely consolidate their services around a single provider who offered a femtocell.

Demand is highest when upfront device costs are in the $20 to $50 range. This demand is cut in half when device prices are in the $50 to $100 range and halves again when the cost exceeds $100.

“The clear message from this research is that femtocells have widespread appeal and consumers are willing to pay for them," said Harry Wang, director of mobile product research, Parks Associates.

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