The front running communications service providers currently driving the global demand for consumer 5G, known as 5G Pacesetter CSPs, are three times more likely to retain customers and almost twice as likely to grow average revenue per user (ARPU) and mobile services revenues compared to other CSPs, according to Ericsson ConsumerLab.
Ericsson ConsumerLab identifies four stages of 5G maturity, ranging from 5G Explorers– those at the start of their 5G journey to 5G Pacesetters – who are more advanced in setting the pace on delivering best in class 5G coverage, performance, and innovation. 5G Pacesetters are always market share leaders or incumbents in their local markets.
Pacesetters are characterized by best net promotor score (NPS) in their markets and driving innovation by offering 5G services such as cloud gaming, immersive video (AR/VR) and 5G fixed wireless access.
Key 5G pacesetter insights
- 50 percent of 5G Pacesetters increased ARPU by one percent or more year-on-year compared to a quarter of all other CSPs
- 75 percent of 5G Pacesetter CSPs monetize 5G based on tiers of speed, quality of service, fixed-mobile convergence or bundled content
- 5G Pacesetters have an average 5G population coverage of 75 percent, download speeds of 270 Mbps, and average 5G availability of 14 percent or above
- Almost 50 percent of the 5G Pacesetters have already launched 5G fixed wireless access
- 5G Pacesetter CSPs are proactive in implementing 5G standalone and multi-access edge computing (MEC)
How to emerge as a 5G pacesetter
Ericsson ConsumerLab suggests the following steps to emerge as a 5G Pacesetter:
- Build extensive coverage and communicate milestones
- Improve marketing of 5G
- Extend coverage indoors and improve speed
- Explore 5G convergent offerings
- Provide home broadband on 5G
- Innovate with tariff plans by upselling to higher value tiers
- Offer immersive services and experiences for consumers
- Nurture ecosystem partnerships and programs for the smartphone and beyond
