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QoS leads APAC mobile market differentiator

Posted: 22 Feb 2012 ?? ?Print Version ?Bookmark and Share

Keywords:quality of service? Asia Pacific? mobile coverage? broadband service?

According to the joint survey conducted by Ovum and Telecom Asia, broadband service providers in Asia Pacific have gone past the issue of mobile coverage as the primary distinguishing feature as regards market focus. Instead, quality of service (QoS) has topped the "Mobile Broadband Industry Survey, Asia Pacific" and is being looked into as the main priority.

"While coverage is still a key differentiator between some operators' services, the gap between incumbents and challengers has narrowed, putting more onus on QoS," stated Nicole McCormick, senior analyst Telco Strategy.

However, unlimited data tariffs remain a major barrier to improved QoS in many markets. "Ovum was surprised to find that approximately 40 percent of respondents in this year's survey believed that unlimited plans were the most effective way to charge for mobile data. As data usage increases, unlimited plans will only lead to the degradation of customer experience. Operators will need to abandon these plans if they are to differentiate themselves based on QoS," continued McCormick.

QoS will become a regulatory issue if it is overlooked. Regulators have a duty to ensure that operators are able to offer good QoS by having a clear and upfront spectrum roadmap. They also need to allocate spectrum efficiently, avoiding the temptation to split spectrum between too many operators in the name of competition.

While the responsibility of ensuring good QoS will ultimately fall on operators, regulators will step in if they believe they can introduce measures to improve QoS.

"As the findings from our survey show, many operators will increase their focus on QoS in 2012. Those that don't may well face the wrath of regulators," McCormick indicated.

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