Telecommunications industry economics have been fundamentally altered in recent years by broadband industry trends. One of the most significant changes has been cellular service being usurped by broadband delivery as the primary driver of telecom market growth.
The wireless services market, traditionally the industry's focus, has gone stale. Meanwhile, the broadband market is growing more than 14 times faster than cellular services. The adoption of 5G fixed wireless access (5G FWA) is driving this broadband connectivity growth.
The issue isn’t quality. Simply getting better at what you do isn’t enough. That means telcos will have to evolve to survive, much less thrive, due to the impact of fixed wireless access.
Fixed Wireless Access (FWA) technology on 5G networks has enabled wireless companies to offer lower-priced broadband as part of cellular service bundles. That has prompted virtually every cellular provider to enter the broadband market by offering FWA on 5G cellular networks.
Broadband industry trends show dramatically increased broadband market competition as a result of the influx of new fixed wireless service players into the marketplace. Compounding the issue, fast-growing FWA adoption makes it a serious threat to incumbent broadband connectivity providers that are responding by incorporating FWA into their cellular services.
Learn more about why broadband industry trends are causing telcos to lose both clients and revenue (and what you can do about it) in our blog post here.
Most publicly available telecom connection data cannot distinguish FWA connections on 5G. Before 5G, cellular connections could be reliably bucketed as non-broadband for market share estimation. 5G puts every mobile service provider in the broadband space, yet legacy data compilation techniques still simply report FWA as “cellular” on connectivity data streams.
With the advent and expected rapid adoption of 5G FWA, a “cellular” record may or may not be a truly cellular connection. The attached IP could, in fact, be supporting broadband connectivity through an FWA service.
The resulting underestimation of broadband market share when using traditional market share calculation methods is an enormous challenge when acquiring and retaining customers is a top priority for broadband providers. And among the most important tools driving acquisition and retention is telco market share (vendor performance versus competitors) and telco flow share (customer movement between competitors and technologies) data.
We break down the telco market share and telco flow share blind spot in 5G FWA – and how to fix it – in this blog post.
Traditional metrics for the telecom market are not necessarily as useful in getting a 360-degree view of evolving current fixed wireless service, mobile, and broadband industry trends. It’s critical that telcos know which data points help accurately observe and predict telco market share and telco flow share for both residential and commercial subscribers.
With the right data points, telcos can accurately assess both business and residential telco market share and telco flow share in a 5G FWA era by:
Telcos have access to huge quantities of first-party data, which is limited to their direct relationships with subscribers and the information that can be captured through internal systems. It’s only a narrow view of the market landscape.
There are significant gaps, particularly around household data, which is considered one of the most predictive features of the propensity of acquisition, retention, churn, and average revenue per user (ARPU) expansion.
Read this case study to learn how high-quality data and predictive features were used to better identify and understand households.
Mobilewalla’s Market Flow product helps telcos accurately assess changing broadband consumption, subscriber trends, and 5G Fixed Wireless Access usage by using privacy-compliant and highly predictive telco market share data and telco flow share data.
Market Flow includes a library of data and predefined consumer features that have proven to be highly predictive for broadband provider use cases. This telco flow share and telco market share data will enhance your competitive insights and effectively support your operational planning and customer acquisition/retention strategies for both residential and business segments.
Global broadband providers use our Market Flow data to:
Get the facts about Market Flow from our data sheet
Mobilewalla is a leading consumer intelligence provider, giving our customers the most comprehensive consumer data repository in the digital ecosystem. Our data is:
Telecommunication companies around the world leverage our highly accurate consumer data sets for richer, more robust customer profiles including information about their competitors’ customers and consumers.
With app usage, location, and behavior-based data, enterprises can build a complete picture of current and potential customers to connect with them when and where they are ready to engage.
