The Consumer                                   Response To FTTH                                     In North America      ...
The Consumer Response To FTTH In North America
Real Consumer Market Research                             Over 1,000 FTTH                             Consumers Surveyed  ...
…About Real And Universal Questions                                         Is FTTH even relevant?                        ...
Relevance Of FTTH  The Consumer Response To FTTH In North America
Wireless/Mobile Is Very Important …But Not The Primary Way The Internet Is Utilized           The Consumer Response To FTT...
Most Online Time Is Spent On Large Screen Devices     Percent Time Spent Online By Device Type (Average For All Ages)     ...
Most Online Time Is Spent On Large Screen DevicesPercent Time Spent Online By Device Type (Average For Under 35 Age)      ...
Mobile Devices Are Not Generally Preferred At Home                      Percent Preferring Devices At Home For Online Task...
Value Proposition Of FTTH      The Consumer Response To FTTH In North America
Speed Is Just Part Of The StoryThe Consumer Response To FTTH In North America
Customers Describe Diverse FTTH Advantages                       Categorization of Open End Responses                     ...
Better Reliability / Service     The Consumer Response To FTTH In North America                                           ...
FTTH Is The Most Stable Platform                                               Reported Reboots Required Each Month       ...
Users Much More Satisfied With The FTTH Experience                               Percent “Very Satisfied” With Aspects Of ...
Why Is FTTH Service Actually Better?                  1. More stable network                  2. Real time feedback loop f...
Better VideoThe Consumer Response To FTTH In North America                                                 17
FTTH Offers More Television Channels       FTTH                                 292    Satellite                       224...
FTTH Is Perceived To Be Best For Video Streaming% Very Satisfied With Video Streaming – Free Of Stops or Buffering       F...
Users Much More Satisfied With The FTTH Experience                                Percent “Very Satisfied” With Aspects Of...
Why Is FTTH Video Actually Better?                 1. Less video compression                    needed                 2. ...
Better DataThe Consumer Response To FTTH In North America                                                 22
FTTH Has The Highest Tested Download Speeds                                             Median Tested Download Speeds     ...
FTTH Is “Pulling Away” With Tested Upload Speeds                                                  Median Tested Upload Spe...
FTTH Has The Fewest Limitations On Usage                                                   Percent Aware Of Caps On Usage ...
Users Much More Satisfied With The FTTH Experience                              Percent “Very Satisfied” With Aspects Of D...
Why Is FTTH Data Actually Better?                  1. More capacity and speed                     downstream              ...
Better PriceThe Consumer Response To FTTH In North America                                                 28
FTTH Has The Lowest Cost Per Mbps        FTTH ($57.35)        $2.64Cable Modem ($50.80)          $3.68        FTTN ($49.60...
Future Value Of FTTH   The Consumer Response To FTTH In North America
The Future Young Broadband UserThe Consumer Response To FTTH In North America
Under 35 Male Advanced Broadband Interests                                              “Very Interested” By Broadband Asp...
Under 35 Female Advanced Broadband Interests                                              “Very Interested” By Broadband A...
The Future Older Broadband UserThe Consumer Response To FTTH In North America
The Future Young Broadband UserThe Consumer Response To FTTH In North America
The Future Older Broadband UserThe Consumer Response To FTTH In North America
Over 54 Male Advanced Broadband Interests                                              “Very Interested” By Broadband Aspe...
Over 54 Female Advanced Broadband Interests                                              “Very Interested” By Broadband As...
Impact Of FTTH The Consumer Response To FTTH In North America
FTTH Changes How We Work                              • Employed FTTH users say they                                work 1...
FTTH Is Seen As A Prime New Housing Amenity                     Importance Of Area Amenities If Shopping For New Home     ...
FTTH Adds Home Value                                            • Non FTTH users believe a                                ...
FTTH Is Lowering Community CostsFTTH Drives $Millions In Community Expense Reductions                              • Assum...
FTTH Is Adding Primary Dollars To CommunitiesExternalities Could Actually Pay Off Deployment Costs In Few Years           ...
Marketing Techniques    The Consumer Response To FTTH In North America
FTTH Buyers Learned From A Variety Of Sources                      Source Of Most Important Information Prior To PurchaseF...
Information Sources Vary By Population Density   More mass                                              More grass   marke...
How Do We Increase Take Up?      The Consumer Response To FTTH In North America
Ignite Customer Passion                    Benefits:                    - Online speed / Possibilities                    ...
FTTH Has Tremendous Market Power When Leveraged    “Our competition* doesn’t have a chance. We have    more HD, better vid...
Thank You!               www.RVALLC.com               • Service Provider and Consumer Research               • North Ameri...
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Michael render

  1. 1. The Consumer Response To FTTH In North America Michael Render February 2013The Consumer Response To FTTH In North America
  2. 2. The Consumer Response To FTTH In North America
  3. 3. Real Consumer Market Research Over 1,000 FTTH Consumers Surveyed Over 1,000 Other Broadband Consumers SurveyedThe Consumer Response To FTTH In North America
  4. 4. …About Real And Universal Questions Is FTTH even relevant? What is the actual value proposition? What is the future valueHow Do proposition?We Drive What is the human,Take up? community, and environmental impact? What marketing techniques work best? The Consumer Response To FTTH In North America
  5. 5. Relevance Of FTTH The Consumer Response To FTTH In North America
  6. 6. Wireless/Mobile Is Very Important …But Not The Primary Way The Internet Is Utilized The Consumer Response To FTTH In North America
  7. 7. Most Online Time Is Spent On Large Screen Devices Percent Time Spent Online By Device Type (Average For All Ages) Desktop 48% 88% Laptop 40%Handheld device 7% Tablet device 5% 0% 20% 40% 60% 80% 100% The Consumer Response To FTTH In North America 7
  8. 8. Most Online Time Is Spent On Large Screen DevicesPercent Time Spent Online By Device Type (Average For Under 35 Age) Laptop 48% 82% Desktop 34%Handheld device 14% Tablet device 5% 0% 20% 40% 60% 80% 100% The Consumer Response To FTTH In North America 8
  9. 9. Mobile Devices Are Not Generally Preferred At Home Percent Preferring Devices At Home For Online Tasks Handheld Tablet Desk/Lap Television All AGES: Watch a movie 1% 1% 7% 92%Communicate with a friend via text or email 38% 8% 51% 2% Play on online game 7% 16% 66% 11% Work on a project for work or school 1% 4% 91% 5% AGE UNDER 35: Watch a movie 0% 2% 17% 82%Communicate with a friend via text or email 64% 5% 29% 2% Play on online game 11% 10% 63% 15% Work on a project for work or school 0% 3% 96% 1% The Consumer Response To FTTH In North America
  10. 10. Value Proposition Of FTTH The Consumer Response To FTTH In North America
  11. 11. Speed Is Just Part Of The StoryThe Consumer Response To FTTH In North America
  12. 12. Customers Describe Diverse FTTH Advantages Categorization of Open End Responses The real “triple play”: Fast / Speed/ Capacity 56% Better Video / TV 48% Reliable / Cust Service 25% Better Price 6% Positive general 3% Packaged / Bundled 3% Other 5% -20% 0% 20% 40% 60% The Consumer Response To FTTH In North America 12
  13. 13. Better Reliability / Service The Consumer Response To FTTH In North America 13
  14. 14. FTTH Is The Most Stable Platform Reported Reboots Required Each Month FTTH 1.1Cable Modem 1.6 DSL 2.5 Wireless 3.2 0 1 2 3 4 5 6 The Consumer Response To FTTH In North America 14
  15. 15. Users Much More Satisfied With The FTTH Experience Percent “Very Satisfied” With Aspects Of Service 65% 44%Reliability – service uptime 42% 43% FTTH 43% 33% CableProvider’s customer service 37% Wireless 27% DSL 0% 20% 40% 60% 80% 100% The Consumer Response To FTTH In North America 15
  16. 16. Why Is FTTH Service Actually Better? 1. More stable network 2. Real time feedback loop from the individual subscriber 3. Parallel efforts to provide excellent human serviceThe Consumer Response To FTTH In North America
  17. 17. Better VideoThe Consumer Response To FTTH In North America 17
  18. 18. FTTH Offers More Television Channels FTTH 292 Satellite 224Cable Modem 202 0 50 100 150 200 250 300 The Consumer Response To FTTH In North America 18
  19. 19. FTTH Is Perceived To Be Best For Video Streaming% Very Satisfied With Video Streaming – Free Of Stops or Buffering FTTH 47%Cable Modem 28% DSL 18% Wireless 18% 0% 20% 40% 60% 80% 100% The Consumer Response To FTTH In North America 19
  20. 20. Users Much More Satisfied With The FTTH Experience Percent “Very Satisfied” With Aspects Of Video 73% Quality of HD picture 62% 58% 57% Number of HD channels 52% 41% FTTH 46% Satellite VOD 36% Cable 0% 20% 40% 60% 80% 100% The Consumer Response To FTTH In North America 20
  21. 21. Why Is FTTH Video Actually Better? 1. Less video compression needed 2. Capacity for more channels and more HD 3. More capacity for OTT video streamingThe Consumer Response To FTTH In North America
  22. 22. Better DataThe Consumer Response To FTTH In North America 22
  23. 23. FTTH Has The Highest Tested Download Speeds Median Tested Download Speeds 25 20 FTTH 15 Cable ModemMbps FTTN 10 DSL 5 Wireless 0 2007 2008 2009 2010 2011 2012 The Consumer Response To FTTH In North America
  24. 24. FTTH Is “Pulling Away” With Tested Upload Speeds Median Tested Upload Speeds 10 8 FTTH 6 Cable Modem Mbps FTTN 4 DSL 2 Wireless 0 2007 2008 2009 2010 2011 2012 The Consumer Response To FTTH In North America
  25. 25. FTTH Has The Fewest Limitations On Usage Percent Aware Of Caps On Usage FTTH 3.1% DSL 6.2%Cable Modem 11.6% Wireless 16.9% 0% 5% 10% 15% 20% The Consumer Response To FTTH In North America 25
  26. 26. Users Much More Satisfied With The FTTH Experience Percent “Very Satisfied” With Aspects Of Data 60% 37% Broadband speed (upload) 33% 29% 61% 44%Broadband speed (download) 32% 28% FTTH 55% Cable Consistency of speed 31% Wireless 28% DSL 0% 20% 40% 60% 80% 100% The Consumer Response To FTTH In North America 26
  27. 27. Why Is FTTH Data Actually Better? 1. More capacity and speed downstream 2. More capacity and speed upstream 3. Less of a shared and oversubscribed modelThe Consumer Response To FTTH In North America
  28. 28. Better PriceThe Consumer Response To FTTH In North America 28
  29. 29. FTTH Has The Lowest Cost Per Mbps FTTH ($57.35) $2.64Cable Modem ($50.80) $3.68 FTTN ($49.60) $6.44 DSL ($44.30) $15.28 Wireless ($49.38) $17.64 0 5 10 15 20 The Consumer Response To FTTH In North America 29
  30. 30. Future Value Of FTTH The Consumer Response To FTTH In North America
  31. 31. The Future Young Broadband UserThe Consumer Response To FTTH In North America
  32. 32. Under 35 Male Advanced Broadband Interests “Very Interested” By Broadband Aspect Advanced work from home 71% Advanced websites/ full video 67% High quality two way video calls 65% Large, super resolution HD TV 60%Switch TV, Internet, etc., on one device 58% Work, research, Advanced online medical 55% communication, Advanced online shopping 52% entertainment, Advanced online college 47% true convergence. Remotely operating machines/ robots 47% 3D TV 44% Young males are more interested in pioneering Holographic 3D TV 43% futuristic technologies. Home/ Pet monitoring 41% Average 54% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% © RVA LLC 2012 The Consumer Response To FTTH In North America
  33. 33. Under 35 Female Advanced Broadband Interests “Very Interested” By Broadband Aspect Advanced work from home 62% Advanced online shopping 62% High quality two way video calls 60% Advanced websites/ full video 55% Large, super resolution HD TV 55%Switch TV, Internet, etc., on one device 54% Similar to males, Advanced online college 47% except advanced shopping moves Advanced online medical 40% nearer the top. Home/ Pet monitoring 36% 3D TV 21% Holographic 3D TV 21% Remotely operating machines/ robots 19% Average 44% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% The Consumer Response To FTTH In North America
  34. 34. The Future Older Broadband UserThe Consumer Response To FTTH In North America
  35. 35. The Future Young Broadband UserThe Consumer Response To FTTH In North America
  36. 36. The Future Older Broadband UserThe Consumer Response To FTTH In North America
  37. 37. Over 54 Male Advanced Broadband Interests “Very Interested” By Broadband Aspect High quality two way video calls 51% Large Super resolution HD TV 50%Switch TV, Internet, etc., on one device 44% Advanced online medical 44% Work moves off the Advanced websites/ full video 40% top of the list, while advanced online Advanced online shopping 39% medical interests Advanced work from home 36% moves nearer the top. Home/ Pet monitoring 25% 3D TV 21% Advanced online college 21% Holographic 3D TV 16% Remotely operating machines/ robots 13% Average 33% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% The Consumer Response To FTTH In North America
  38. 38. Over 54 Female Advanced Broadband Interests “Very Interested” By Broadband Aspect Advanced online shopping 52% High quality two way video calls 52%Switch TV, Internet, etc., on one device 45% Advanced online medical 42% Large, super resolution HD TV 37% Similar to older males, Advanced websites/ full video 37% but advanced online shopping moves to the Home/ Pet monitoring 32% top of the list. Advanced work from home 32% Advanced online college 27% 3D TV 14% Remotely operating machines/ robots 10% Holographic 3D TV 8% Average 32% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% The Consumer Response To FTTH In North America
  39. 39. Impact Of FTTH The Consumer Response To FTTH In North America
  40. 40. FTTH Changes How We Work • Employed FTTH users say they work 1.2 extra days per month from home (on average). • 11% of FTTH users have a home-based business.The Consumer Response To FTTH In North America
  41. 41. FTTH Is Seen As A Prime New Housing Amenity Importance Of Area Amenities If Shopping For New Home Non FTTH Users: Green space/ walking, jogging 83%Internet from a direct fiber optic line 78% 24 hour neighborhood patrol 61% Fitness center/ Club house 55% Community pool/ park 53% Current FTTH Users:Internet from a direct fiber optic line 89% Green space/ walking, jogging 81% 24 hour neighborhood patrol 54% Community pool/ park 54% Fitness center/ Club house 53% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Percent saying very or somewhat important The Consumer Response To FTTH In North America
  42. 42. FTTH Adds Home Value • Non FTTH users believe a home that doesn’t already have very high speed Internet from a direct fibre optic line and advanced inside wiring would have to be discounted $5,337 on average to be considered.* • FTTH users believe an average discount of $6,451 would be* Based on $300,000 Home required.* The Consumer Response To FTTH In North America
  43. 43. FTTH Is Lowering Community CostsFTTH Drives $Millions In Community Expense Reductions • Assuming 50% FTTH take-rates, FTTH drives a 3% community-wide increase in work from home… • …and, thus a 1.8% reduction in total vehicle traffic and related public costs… • …as well as a 1.1% reduction in ozone and CO2 emissions. The Consumer Response To FTTH In North America
  44. 44. FTTH Is Adding Primary Dollars To CommunitiesExternalities Could Actually Pay Off Deployment Costs In Few Years • 11% of FTTH users have a home-based business averaging $48,730 in revenue. ($13,790 in estimated incremental revenue, of which 63% comes from outside the community). • Assuming 50% take-rates, community revenue increases by an average of nearly $0.5 million per 1,000 FTTH passings. • When leveraged well, FTTH drives as many as 25 new traditional jobs per 1,000 FTTH passings. This could mean as much as $1.1 million in new revenue to the community per 1,000 FTTH passings. The Consumer Response To FTTH In North America
  45. 45. Marketing Techniques The Consumer Response To FTTH In North America
  46. 46. FTTH Buyers Learned From A Variety Of Sources Source Of Most Important Information Prior To PurchaseFriends/neighbors/co-workers 30% TV advertising 27% Direct mail 26% Internet/ Website 18% Door-to-door salesperson 10% News stories 10% Grassroots, traditional and new mass marketing Newspaper advertising 6% Telephone call 5% Community meeting 2% Radio advertising 2% Door hangers 1% Billboards 0% Other 6% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% The Consumer Response To FTTH In North America
  47. 47. Information Sources Vary By Population Density More mass More grass marketing roots marketing The Consumer Response To FTTH In North America
  48. 48. How Do We Increase Take Up? The Consumer Response To FTTH In North America
  49. 49. Ignite Customer Passion Benefits: - Online speed / Possibilities - Video quality - Reliability/ Customer service Impacts: - Lifestyle - Community - EnvironmentalThe Consumer Response To FTTH In North America
  50. 50. FTTH Has Tremendous Market Power When Leveraged “Our competition* doesn’t have a chance. We have more HD, better video, faster speed, local contact, competitive price, and are always up. …What are they going to do?” * From a small alternative provider with competition from the largest telephone company in the US, and the fourth largest cable TV company. The Consumer Response To FTTH In North America
  51. 51. Thank You! www.RVALLC.com • Service Provider and Consumer Research • North American Market Forecasts www.FTTH Council.org • North American FTTH Council • General FTTH Resources And ToolkitsThe Consumer Response To FTTH In North America
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