Western operators should position mobile broadband as a complement to fixed broadband, not a substitute, says Analysys Mason - Press releases - News | Analysys Mason

Attempts to sell mobile broadband as an alternative to fixed broadband are likely to fail in European and U.S. markets because there is a strong, and correct, perception among consumers that mobile broadband is slower, less reliable and more expensive than fixed broadband, say researchers at Analysys Mason.

Where consumers have a choice between fixed and mobile broadband, mobile broadband should not be sold as the primary means of access, but as a complement. This is based on the findings of the Connected Consumer survey 2, a study of the telecoms and media activities of 6000 consumers across Europe and the United States.

More than 70 percent of respondents who expressed an opinion agreed with statements that mobile broadband was slower, less reliable and more expensive than fixed broadband.

Customers are also becoming increasingly happy with their fixed broadband service. Of respondents who said they were not interested in mobile broadband, 72 percent said it was because they are happy with their fixed service (up from 65 percent last year).

Western operators should position mobile broadband as a complement to fixed broadband, not a substitute, says Analysys Mason - Press releases - News | Analysys Mason