The Nielsen Consumer Experience Mobile Test programme, which measures wireless network performance of all national and select regional carriers, has completed testing 39 markets for the Phase I of its programme (2008-2009). Nielsen has also completed the test of the data networks in the top eight metros in which it reveals an even starker picture of Data network performance in the country.
The survey studied differences in data network performance between CDMA and GSM technologies. It was observed that CDMA technology has a distinct edge over GSM across all of the top six Data Network performance metrics. CDMA Operator network ranks #1 in HTTP Download Data Rate performance in 7 out of 8 metros tested.
The variation in performance of Data network performance between the market leader and the market average in the Tier I markets creates a bigger and better opportunity for differentiation, especially given the upcoming roll out of 3G networks and the big effort from operators to increase revenues from VAS.
The second phase of Nielsen Consumer Experience Mobile Test programme is scheduled to commence soon and will include an expanded scope of markets and features. The first phase of the survey found stark variation in Data network performance between Market Leader and Market Average, creating opportunities for differentiation particularly in Tier I markets. said Shankari Panchapakesan, executive director, Telecom Practice Group, The Nielsen Company.
This trend in perception between GSM and CDMA operators will have an implication on driving customer acquisition, retention and usage initiatives like VAS and 3G which will be used as a means of differentiation. Mobile Number Portability (MNP) will further catalyze this impending market sentiment. The CDMA operators should leverage their inherent network advantage to drive consumer perception of their network. said Panchapakesan.
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