NEW ORLEANS – In a study released by the WiFi Alliance, 90% of participants said that they would stick with their current mobile service provider, while 70% said that they would switch service providers, if necessary, to gain access to such a service. Sounds simple, right? Ubiquitous, easy to access Wi-Fi to virtually eliminate churn.
Perhaps not so. While the acknowledgement that Wi-Fi will be a key part of future heterogeneous network (hetnet) roll-outs, relying too heavily on WiFi as an access technology can actually be a hinderance to deploying robust capacity in a given cell site – especially as cells become smaller. Because Wi-Fi relies on commonly used spectrum bands, the more access points in a given site, the greater the potential for interference. Obviously, interference hinders performance.
According to equipment makers that are building the gear to enable het nets the key to fully leveraging Wi-Fi to enhance cell site capacity – and as a result improve user experience – is to create effective, automated network control mechanisms that can dynamically adjust downlink access to individual users depending on factors such as network congestion, services being accessed by the device, etc.
This involves participation from a variety of network elements in both the RAN, core and, likely OSS/BSS systems. To be clear, the commercial technology exists. It is being displayed all over the show floor at the Morial convention center this week. However, while the WiFi Alliance’s data provides a useful sign post for operators to use as a guide for improving customer satisfaction and stickiness, there is clearly more to this story than the raw data suggests.
Key Takeaways
- While network operators need to embrace findings such as this – they provide valuable insight into the desires of their customers – the must be equally diligent in managing expectations that could be generated from them. To its credit, the WiFi Alliance is doing its job; advocating for its constituents. However, simply pointing out that consumers want easier, faster, and potentially cheaper access from their mobile devices does little move the needle in terms of how to make it a reality.
- Network equipment vendors need to leverage the WiFi Alliance’s findings to reiterate their het net value proposition stories. While WiFi is part of the het net story, it is but one piece. To this end, they need to use the findings to help carriers better understand how their solutions can enable a better end user experience without over relying on single technologies that, at an extreme, could run counter to the end goal.
