In August of 2010, Acision commissioned independent market research agency, Quanti, to undertake a detailed survey to understand consumer perceptions of mobile broadband in Brazil. The research covered key aspects associated to mobile broadband today, including insight in Mobile broadband usage and Quality of Experience.
The research in Brazil forms part of a global research initiative that Acision has undertaken in the United Kingdom, the US, Australia and Singapore. For every region, the Acision research focuses on all aspects of mobile broadband including the usage of the mobile internet on Smartphones, mobile handsets, dongles, modem sticks, data cards, netbooks, and integrated mobile broadband within laptops.
The motivation for Acision to undertake this global research has been the phenomenal uptake of mobile broadband worldwide and the rumoured Quality of Experience issues accompanying it's steady rise. One of the key objectives of the research has been to quantify these QoE issues, understand it's principle drivers and determine whether global parallels exist in its development lifecycle. Also, the potential for addressing the key issues in terms of consumer awareness of mobile broadband and willingness to accept fairness, optimisation and differentiation measures, has been another key objective. In both areas we can conclude the global research initiative has been very successful and provides insight in this new and exciting market segment which is beneficial to all stakeholders, being consumers, operators, content providers and regulators.
In this report we have dedicated a section on how Brazil can prepare for growth in Mobile broadband subscriber uptake and usage. Comparing the research results from Brazil with those from mature Mobile broadband markets, like the US and the UK, provides useful insight for Brazilian operators on fairness principles, how to deal with video, and ways to differentiate the Mobile broadband offer.
The research in The US, UK, Australia and Singapore, which is also referenced in this report, had been conducted by YouGov and Toluna. Separate reports for each of these countries are available as well.
12. Government and public info online + creation of e-government and other e-applications (such as for health, education, and agriculture)Source: World Bank
13. Mobile Communications significance… Nowadays 30 years ago 15 years ago Mobile Technology Analog Digital IP Voice Services Voice + Data Voice + Data + BB Voice Connectivity Celco Business Voice + Data Connectivity Connectivity + Virtual Marketplace
25. Mobile-only internet very high in Brazil Slide Number:11 Mobile only use and combined use Mobile only access to internet is much higher in Brazil as an alternative for fixed access Mobile broadband is therefore the only internet experience for many people and there is less fixed line comparison Source: Quantinet/YouGov/Acision, 2010
26. Enormous untapped potential in Brazil Slide Number:12 Perception of non-mobile internet consumers 66% of consumers (44 million) with access do not use mobile internet 6.1 million (14%) consumers are considering the service now 7.3 million (16%) are simply unaware of the advantages or services Source: Sept 2010 Quantinet research commissioned by Acision N=1506
27. Key takeaways from our research Slide Number:13 Major opportunities exist today with over 6 million consumers ready to start using mobile broadband now Pricing is a probable inhibitor for growth and seen as a key dissatisfier for 55% of Brazilians Relatively comparable satisfaction levels compared to the US and UK, but moving forward Brazilian operators should deploy key capabilities to manage QoE levels in an exponential growth situation