PHL mobile Internet has room for improvement–Ericsson ConsumerLab

A recent market survey conducted by a leading consumer research firm revealed that there is more room for expansion when it comes to mobile and Internet services in the country.   A study conducted by Ericsson ConsumerLab revealed that while mobile phone penetration in the country has peaked in recent years, customers are still looking for improvement in mobile and Internet services, such as network accessibility, quality and stability of coverage, and Internet speed.   Internet services, in particular, have been singled out as a viable area for improvement.   According to the study, data from operators show that that at just 3 million broadband subscribers or 3 percent of the population, Philippine broadband penetration remains very low.   Vishnu Singh, regional head of ConsumerLab for Ericsson in the Southeast Asia and Oceania region, said there is a “strong demand for Internet connectivity in the Philippines, particularly for mobile broadband.”   Singh added that 66 percent of non-internet users are interested in using internet-related service on their mobile phones.   Business enabler   Singh revealed that customers are willing to pay more, but for “different things depending on how they use broadband access and on their particular circumstances.”   The study projected that video calls will continue to be in demand, as more Filipinos go overseas to find employment. Seventy percent of the respondents said they availed themselves of video call services in their PCs in the last 12 months.   Citing a case study they did in Southern Philippines, where a resident was able to earn through online selling, Singh added that many Filipinos are also aware of the income opportunities the internet can bring.   Moreover, 60 percent of the survey respondents see the mobile phone as “business enabler.”   Singh believes that this is an area of opportunity. “While we see that our respondents from the survey are aware of the benefits of broadband connectivity, there is still a need to educate consumers on the positive effects of broadband access,” he said.   The study advised service providers to get a “deeper understanding of their customers’ changing demands” and to deliver customer expectations.   As always, customers will impulsively react to poor experience, so the key is to solve their problems and improve the experience at the various touch points that impact the customer journey,” Singh concluded.   Ericsson ConsumerLab has more than 15 years’ experience in customer research, which provide market insights aimed at improving marketing and product management for Ericsson companies. Its global research program covers 100,000 individuals in more than 40 countries and 10 megacities. —With Ralph Angelo Ty/VS, GMA News