Consumer-G: Focus on Customer Experience. Copyright Arqiva Limited 2015 Cambridge Wireless Mobile Broadband SIG 1

Transcription

1 Consumer-G: Focus on Customer Experience 1

2 New-G Promise Stretch old-g, in isolation 1G 2-2.5G 3G 4G 5G 2kbps 64kbps 2mbps 1Gbps >1Gbps AMPS 2G: TDMA, CDMA, GSM 2.5G: GPRS, EDGE WCDMA CDMA-2000 Single standard OFDMA, SC-FDMA Single standard OFDMA, SC-FDMA b a g n ac v ad 11mbps (2.4GHz) 54mbps (5GHz 54mbps (2.4GHz) 600mbps (2.4+5GHz) 1gbps (5GHz) 7gbps (60GHz) CCK, DSSS OFDM OFDM, DSSS OFDM, SU-MIMO OFDM, MU-MIMO, Channel Bonding SC, OFDM, MU-MIMO, Channel Bonding 2

3 Towards 5G What are we prioritising on solving? 1 Greater Coverage 3GPP R10 R11 Co-Channel CoMP & eicic More Macro deployments 2 More Capacity 3GPP R10 R13 Carrier Aggregation Higher-order MIMO 3D-Beamforming? Service Continuity 3GPP R12 R13 Dual Connectivity 3GPP-WiFi Interworking (ANDSF*) (LTE WiFi Aggregation LWA) *ANDSF: Access Network Discovery and Selection Function, 3

4 Consumer-G Simplicity Unclear benefits of new-g vs. price to upgrade Slow adoption of New-G Killer apps for 5G that require continues coverage MUST HAVE: Still Voice! (CS or IP based) Increasingly important: App coverage Latest USwitch report ranks Coverage, as one of the 3 most important factors for UK smartphone users *Source: 4

5 Consumer-G Don t care Which-G Need reliable, affordable and seamless voice and data service, EVERYWHERE! e.g. Korea Telecom (KT) ubiquitous coverage via outdoor-indoor small cells and WiFi UK Consumers value WiFi as much as cellular Offer it to them Public WiFi in a 4G World report 1, first UK public WiFi research piece: Preferred provider: 59% of respondents expect MNOs to provision them with WiFi Stickiness: 58% are willing to switch operators for a bundle with inclusive WiFi 4G subs value WiFi: 4G subscribers place a higher monetary value on public WiFi than 3G subscribers and 75% of 4G subscribers use public WiFi 3G subs prefer WiFi: 3G subscribers prefer public WiFi over cellular Device uptake: 53% of their subscribers would still be using congested 2G/3G services at least until 2017 (Ericsson report more pessimistic most devices will still be on 3G by 2020 globally) 2 Sources: 1. surveyed 2000 UK consumers

6 Towards 5G Will Service Continuity make it? Outdoor-Indoor Hacks: Lower frequency for greater indoor penetration runs out of capacity quickly LAA/LTE-U too expensive to implement VoWiFi implementations confusing to consumer OUTDOOR INDOOR ANDSF that gives MNOs control over Cellular/WiFi decision not a priority of MNOs at the moment Small Cells interest at early stages more outdoor than indoor 6

7 Commercial Impetus Industry Do cellular industry vested interests create barriers to reaching truly seamless convergence of cellular and WiFi as WiFi is viewed as a 'dirty' solution? Is LAA/LTE-U on the right path to convergence or just adds more spectrum? More spectrum is not the panacea it will fill up Are MNOs prioritising WiFi, Small Cells & Macro integration? Network and device vendors are developing features that integrate WiFi and cellular (Dual Connectivity, ANDSF in R12, LWA proposed in R13) But most MNOs still focus on Macro 7

8 Industry Driver MNOs Roadmaps MNOs roadmaps driving new service propositions and uptake network and handset vendors follow Example of KT GiGa internet service using LWA If MNOs embraced Small Cells and WiFi from a MNO-managed experience perspective, consumers would adopt new-g earlier: Bridge the outdoor-indoor service gap and improve indoor coverage Reduce macro interference and serve more customers Minimise hardware upgrade cost via LWA which is more focused on convergence and consumer experience as LTE packets travel over WiFi Vendors and governments can have their cake by selling more Small Cells and more spectrum respectively! 8

9 The Road to 5G Consumer-G Let s not lose the forest for the trees by focusing on capacity only Focus on session continuity by introducing Small Cells and WiFi as an MNOmanaged experience MNOs cannot solve the convergence problem alone Standardised protocol development is paramount to: Avoid value chain inefficiencies that lead to higher costs for consumers Accelerate new technology adoption by consumers 9

10 Commercial in Confidence