To investigate how Mobile Cellular Network Operators can increase the average revenue per user by stimulating the usage of broadband services

Abstract

The objective of this research is to investigate how mobile cellular network operators can increase the average revenue per user by stimulating the usage of mobile broadband services. There is a general consensus that the revenue from voice calls is slowly reaching saturation; hence, mobile cellular operators, service providers and content providers are looking for other sources of revenue from their new and existing customers. They are therefore beginning to focus more intensively on customer retention and on developing new strategies that will stimulate the usage of high speed mobile data services. The research shows that most people are aware of many of the mobile data services offered by operators, but that they thought that they were unreliable, slow, difficult to use and expensive. By and large, people signed up for mobile data services because they wanted a mobile always-on connection anytime, anywhere, with faster speed when accessing e-mail and other services or when downloading data from the Internet. The majority of people would use mobile broadband internet service if it cost less to use; if the speed were faster and the service were easy to use; if the cellular phone had a larger screen and used less battery power; and if the keyboard were larger. The relationship between Network operators, WASPs and content providers was found to be good, even though at times it is strained by the increased competition between them; this forces them not to cooperate on some issues for fear of compromising their competitive advantage.