Industry overview
What is shaping telecommunications
Telecom operators compete on network experience, price and service across consumer and enterprise markets. Retail and distribution still matter in a digital-first world.
- Network experience drives churn and loyalty
- Data plans and bundles are compared constantly
- Enterprise connectivity needs consultative selling
Client background
A telecom operator, working in Japan, Taiwan & Hong Kong. Client identity is withheld to protect confidentiality.
- Organisation
- A telecom operator
- Sector
- Telecommunications
- Team engaged
- Market Research
- Services
- Consumer panel, Quantitative research, Research consultancy
Client challenge
The operator wanted to know which customers would pay more for 5G plans. 5G plans were priced higher than 4G plans, and early uptake was lower than expected despite strong network investment. The operator had invested heavily in 5G networks, but take-up of 5G plans was slower than expected.
Research objectives
- Deliver on the brief: understanding consumer interest in 5G plans.
- Understand the views, needs and behaviour of smartphone users.
- Produce results that can be compared across groups and locations.
- Give the client evidence it can act on within 6 weeks.
Target audience
The work focused on 3,000 smartphone users.
- smartphone users3,000
Audiences we typically reach in telecommunications
Mobile and broadband subscribersRetailers and distributorsEnterprise IT buyersChurned customersTower and infrastructure partners
Geographic coverage
Coverage: Japan, Taiwan & Hong Kong. Markets: Japan, Taiwan and Hong Kong.
- Japan
- Taiwan
- Hong Kong
Research methodology
A structured quantitative design, so results could be compared across groups, locations and time.
- 1Brief
- 2Online survey
- 3Price testing
- 4Insight
We surveyed users in Japanese, Mandarin and Cantonese about usage, awareness and willingness to pay. The survey covered smartphone users with 5G-capable devices and those planning to upgrade, with quotas by age and usage, and tested willingness to pay at several price points using a structured price sensitivity method. Results were analysed separately for each market, since pricing and device penetration differed.
Consumer panelQuantitative researchResearch consultancy
Sampling strategy
- smartphone users
- 3,000
- Online respondents were drawn from verified panel members who matched the screening criteria, with quotas on key profile attributes.
- Telephone contacts were dialled from verified lists, with quotas tracked live by the field team.
Data collection
- Telephone interviews were run from our CATI centre, with calls monitored for quality.
- The online survey was mobile-friendly and offered in respondents' languages.
Data quality & validation
- Live call monitoring and recording review
- Call-back verification
- Digital fingerprinting and duplicate checks
- Attention, speed and straight-lining checks
- Review of open-ended answers
- Logic and range checks on the final data
- Work carried out under our ISO 20252 quality procedures
Data analysis
- Cross-tabulation by key groups and locations
- Significance testing on the differences that mattered
- Price and trade-off analysis
Key findings
- Heavy video and gaming users valued 5G most.
Usage behaviour predicted willingness to pay.
Recommendations
- The operator targeted plans at those segments.
- The operator also adjusted messaging to focus on specific experiences rather than network speed.
What we recommended, and the client put into practice
Business impact
- Targeted plans with gaming and video benefits gained subscribers faster than the operator’s general 5G offer.
Deliverables & next steps
- Insight report and management presentation
- Cleaned data file and data tables
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: how do users experience the network?
Client identity is withheld to protect confidentiality.