Ericsson estimates that India's mobile subscriber base will grow from 795 million in 2013 to 1145 million subscribers by 2020. Simultaneously, smartphone penetration will grow from 10% or 90 million devices in 2013 to 45% or 520 million devices.
Mobile broadband usage is on the rise with social media, web browsing and chat driving more than a third of the mobile broadband traffic currently. Video consumption also continues to grow.
However, ubiquitous mobile broadband experience for users is a challenge at present, with only a third being able to access internet over a mobile broadband network every time they attempt. "Consumers’ value broadband and their expectations around experience are evolving fast. A few years ago access needs were limited to ‘some-time’, today it is ‘real-time’, and it is moving towards being connected all the time with access to high quality content. Smartphones and MBB services are becoming more affordable. As a result, we are seeing the advent of a new Networked Society in India as in other parts of the world that will benefit consumers and businesses alike," said Ajay Gupta, Head of Strategy & Marketing, Ericsson India.
Users also value superior network performance as they rate network reliability, coverage and speed as the top three parameters for a good mobile broadband experience.
Operators looking to effectively monetize broadband services and tap future growth opportunities need to significantly invest in scaling network performance in three areas - ensuring network ubiquity, consistent app coverage and new charging models based ‘personalization’ that address consumer’s specific preferences.
