5G report: The value of 5G services and the opportunity for CSPs

5G消费者市场调研报告

5G 服务的价值及运营商机遇

3,000 consumers reveal what they really want from 5G.

3,000名消费者揭示其对5G网络的切实需求

5G research report: What consumers really want

5G调研报告：消费者真正想要什么

When you build it, they will come

当你们建设它（5G）时，他们便会如约而至。

That’s been the driving ethos behind the 5G network buildout, but now CSPs need to know exactly where those new subscribers will come from, and which 5G services will most spark their desire.

这一直是 5G 网络建设的驱动力，但现在运营商需要确切了解这些新用户将来自哪里，以及哪些 5G 服务最能激发他们的需求。

To answer these questions, Nokia conducted in-depth research with more than 3,000 consumers in markets where 5G is already deployed: the US, the UK and South Korea.

为了回答这些问题，诺基亚在已部署5G的市场（美国、英国和韩国）中对3000多名消费者进行了深入研究。

Complementing a parallel report on enterprise perceptions of 5G, this major new market research report reveals what consumers expect from 5G, which services they most want to receive, and how they’d like to receive them.

作为关于“企业对 5G 看法”报告的补充，这份新市场研究报告揭示了消费者对 5G 的期望——他们最想获得何种服务及如何获得这些服务。

Below you’ll find highlights of what they told us – and what they mean for CSPs.

下面将阐释研究要点及其对运营商的意义

👉点击此处播放视频👈

Demand for 5G enhanced mobile broadband (eMBB) increases significantly when consumers understand what it is and what it can do for them.

了解5G增强型移动宽带 (eMBB) 的产品属性及作用后，消费者需求显著增加。

We found that 80% of consumers who understand 5G want it, compared with just 23% of those who aren’t familiar with it.

我们发现了解5G网络的消费者中有80%产生了相关需求，而不熟悉5G的消费者中只有23%需要它。

Next steps: Drive demand by showing consumers that 5G offers much more than “faster 4G”

下一步：向消费者展示5G不仅仅是“更快的4G”，从而促进需求增加

Over half of survey respondents said they’d be willing to pay more for 5G. Focus group participants, however, said they’d look carefully at costs and at different providers' offers. This suggests that cost will be a consideration for adoption but not a barrier to it, and consumers show a willingness to pay more if they understand the 5G difference.

超过一半的受访者表示他们愿意为5G支付更多费用。然而，焦点小组的参与者则表示，他们会仔细研究成本、对比不同运营商的价格。这表明价格将是消费者考虑的重要因素，但并非障碍。同时，如果消费者了解到5G的价值，他们愿意支付更多费用。

Next steps: Earn the right to charge a premium with attractive offers that go beyond faster connectivity

下一步：提供有吸引力的优惠，而不仅仅是更快的连接，从而赢得获得赚取溢价的权利。

50% of respondents said they’re likely to switch provider to get 5G if their own provider doesn’t offer it in the next 12 months. Those most likely to switch – remote workers, video streamers, home monitors – are highly engaged users who will make substantial use of 5G capabilities.

50%的受访者表示，如果他们自己的运营商在未来12个月内不提供5G服务，他们可能会更换提供商。最有可能更换运营商的是那些远程工作者，频繁使用视频流、家庭监控等应用的人，他们是将大量使用5G功能的用户。

Next steps: Roll out 5G early, find engaged users, and entice them to switch with high-value offers that align with their current 4G use

下一步：尽早推出 5G服务，寻找目标用户，通过与他们目前使用的4G相一致的高价值优惠来吸引他们变更网络。

Our survey revealed a strong appetite for 5G-enhanced services in many areas, from fixed wireless access to home monitoring and real-time drone video, to cloud gaming, AR-based translation, precise navigation, and more.

调查显示，客户在很多领域都对5G增强服务有强烈需求，从固定无线连接到家庭监控和实时无人机视频设备，从云端游戏到AR翻译和精确导航等。

Next steps: Explore the potential for higher-value 5G services and forge partnerships to maximize market reach.

下一步：探索高价值5G服务潜能并建立合作伙伴关系，以最大限度扩大市场规模。

Overview

概述

Consumers see 5G FWA as a viable alternative to wired broadband

消费者将5G FWA视为有线宽带的可行替代方案

Respondents were overwhelmingly interested in FWA in the home, with 76% rating it as appealing – even higher than eMBB.

受访者对家庭FWA非常感兴趣。76%的受访者表示，对他们来说FWA比eMBB更有吸引力。

These findings validate the perception of FWA as a promising near-term opportunity for CSPs.

这些发现证实了FWA是运营商近期可以把握的机遇。

Better service

更优质的服务

Consumers are generally happy with the speed of their wired home broadband, but many are frustrated with the service they get for their money.

消费者通常对其有线家庭宽带的速度感到满意，但许多人对他们付的钱所得到的服务感到沮丧。

Respondents said they’d be willing to pay the same or more for 5G FWA if the service is at parity or better than their current broadband connection – citing unlimited data, no throttling, and transparency about expected speeds as examples. Over 80% find easy DIY installation, with no need for an engineer visit, a valuable benefit.

受访者表示，如果5G FWA的服务与他们目前的宽带连接服务比如无限数据、无节流和预期速度透明等持平或更好，他们愿意为5G FWA支付相同或更多的费用。超过80%的人认为易于DIY安装，不需要工程师上门，是一个有价值的好处。

More choice

更多选择

A lack of choice among wired broadband providers means many consumers are willing to look at 5G FWA as an alternative.

有线宽带运营商选择的缺乏导致消费者更愿意将5G FWA作为替代方案

In addition to their mobile provider, they’re open to considering 5G FWA offers from companies they already have relationships with, like tech giants, pay-TV providers, and utility companies. MVNO partnerships with those providers could open up new opportunities.

除了移动运营商外，消费者愿意接受已与其建立关系的公司提供的5G FWA服务，例如科技巨头、付费电视运营商和公用事业公司。MVNO与这些运营商的合作可能会产生新的机遇。

Next steps

下一步

Employ case studies and social proof to convince prospective subscribers that FWA can be as good or faster and more reliable than wired broadband.

通过案例研究和社会验证向潜在订购者证明FWA可以与有线宽带一样好甚至更快、更可靠。

Explore new pricing models: Innovative offers like DIY installation with a one-month free trial, or all-you-can eat data plans, could convince consumers to switch from their wired provider.

探索新定价模式：通过DIY安装、1个月免费试用或无限量数据套餐等创新服务模式吸引消费者从他们的有线运营商变更过来。

Forge partnerships to expand adoption: MVNO partnerships could help to maximize reach.

建立合作伙伴关系以扩展应用：建立MVNO合作伙伴关系有助于扩大影响范围。

Overview

概述

Video applications are already popular, and consumers are ready to hear how 5G can enhance them further.

视频应用已经非常普及，消费者已经准备好“聆听”5G将如何进一步升级。

Consumers find video the most appealing 5G enabled service after FWA, with 66% finding video capture and streaming services appealing, and 69% saying video detection and alerts hold high appeal.

消费者认为视频是继FWA之后最具吸引力的5G服务。66%的消费者认为视频捕捉和流媒体服务极具吸引力；69%的消费者表示其对视频监测和告警应用很有兴趣。

The key to success will be in targeting consumers with 5G video services that are most appealing to them.

成功的关键在于用最具“诱惑力”的5G视频服务来吸引消费者.

Overview

概述

AR has the broadest appeal, with pockets of highly engaged users finding 5G-enabled VR and cloud gaming appealing.

虚拟现实技术最具备吸引力，一部分用户对5G虚拟现实和云游戏非常感兴趣。

There are interesting contrasts between familiarity and adoption. While over two-thirds of respondents are familiar with VR, less than 20% currently own a VR headset. By contrast, less than half of consumers are familiar with AR as a term, but 63% have tried an AR application of some kind.

熟悉度和采用度之间存在有趣的对立关系。虽然超过三分之二的受访者了解虚拟现实技术，但目前只有不到20%的人拥有VR设备。相比之下，只有不到一半的消费者了解“AR”这个术语，但63%的消费者尝试使用过某些AR应用。

Overview

概述

Better connectivity and service reliability in congested areas are easily understood and highly appealing aspects of 5G.

在人群聚集区域可提供更好的连通性和可靠性是5G更具吸引力的原因之一。

Nearly two-thirds (65%) of respondents find the idea of 5G-enhanced venues appealing – whether it’s a stadium game, concert, festival, theme park, museum, or any other place where lots of people congregate.

近三分之二 (65%) 的受访者表示5G增强型场馆的设想很有趣——无论是体育赛事、音乐会、庆典、主题公园、博物馆，还是任何其他多人聚集的场所。

Overview

概述

The majority of vehicle owners are interested in enhanced connectivity in the car, especially for road safety and enhanced navigation.

大多数车主都对增强汽车连接通性感兴趣，他们特别关注道路安全和增强导航系统方面的提升。

73% of vehicle owners found the idea of vehicle connectivity appealing, making connected vehicles an interesting use case for CSPs, particularly in markets with higher vehicle ownership.

73% 的车主认为智慧网联车辆的想法很有吸引力，这使得互联车辆成为运行商的一个有趣的用例，特别是在较高车辆持有率的市场。

5G is likely to be available to one-third of the world’s population by 2025. Consumers already know it will bring them faster speeds and better connectivity. But beyond the basics, our research shows that demand for an array of 5G-enabled services is just waiting to be unlocked.

截止至2025年，全球三分之一的用户可能会使用 5G网络。消费者已经认识到5G将提供更快的速度和更好的连通性。除此外，研究表明一系列5G服务的相关需求正在等待“解锁”。

• Consumers want 5G when they understand it: Drive demand by showing consumers that 5G offers much more than ‘faster 4G’.

当消费者了解5G时就会产生需求：向消费者展示5G不仅仅是“更快的4G”以促进需求增长

• Consumers are willing to pay more for 5G: Earn the right to charge a premium with attractive 5G offers that go beyond faster connectivity.

• 消费者愿意为 5G 支付更多费用：通过更快连接的有吸引力的优惠赢得收取溢价的权利

• Engaged users will switch provider to get 5G: Roll out 5G early, find engaged users, and entice them to switch with high-value offers that align with their current 4G use.

用户将更换运营商以获得 5G服务：尽早推出 5G网络，定位目标用户，通过推出与其目前使用的4G网络相适配的的高价值服务吸引他们变更网络。

• FWA and video are the top use cases beyond eMBB: Unlock demand for 5G FWA with attractive pricing offers and success stories. For video, emphasize speed, quality and wire-free capabilities.

• FWA和视频设备是除eMBB 外的主要用例：通过有吸引力的价格优惠和成功案例释放用户对5G FWA的需求。在视频设备方面，强调速度、质量及无线功能。

• Opportunities abound for CSPs to expand beyond connectivity: Explore the potential for higher-value 5G services and forge partnerships to maximize market reach.

• 运营商有很多机会“拓展至连接外”：探索更高价值5G服务潜力，建立合作伙伴关系，最大限度扩大市场规模。