Persistent problems with the quality of mobile voice calls continue to negatively affect customer attitudes toward their network operator, which ultimately will require operators to invest in better-performing technologies like voice over Long Term Evolution (VoLTE) and HD Voice to reduce customer churn, according to the latest report from Heavy Reading 4G/LTE Insider, a paid research service of Heavy Reading.
“Mobile Call Quality: Does Better Really Matter?” identifies and analyzes key issues affecting the market for mobile voice products and services, including handsets, infrastructure and HD Voice licenses. The report is based on interviews with a representative sample of companies.
“Call quality affects operator expenses such as attracting and retaining customers,” notes Tim Kridel, research analyst with Heavy Reading 4G/LTE Insider and author of the report. “The catch is that even when an operator provides call quality that’s noticeably superior to that of its rivals, it’s not necessarily something that customers will pay extra for.”
VoLTE is one of several new tools that operators have for improving call quality, but HD Voice arguably has the most potential impact, Kridel says. “Operator research indicates that HD Voice already is a market differentiator,” he continues. “However, operators won’t be able to charge a premium for superior call quality because as more operators deploy HD Voice and other enhancements, lifelike quality becomes table stakes.”
Key findings of Mobile Call Quality: Does Better Really Matter? include:
– Consumer surveys show call quality is a major loyalty factor, especially in the U.S.
– Higher call quality can increase revenue by encouraging longer and more frequent calls
– Higher call quality could spur more consumers and businesses to cut the cord
– Cellular minutes of use are flat, but that doesn’t necessarily mean customers are talking less
– HD Voice is a minor additional expense, partly because it leverages VoLTE
– Infrastructure vendors say mobile operator RFIs and RFPs routinely ask about call quality
– Mobile operators could use VoLTE and HD Voice to fend off OTT rivals
– Call-quality upgrades also benefit non-voice services such as ringback tones, gaming and music
