Earlier last week, the whole world was holding their collective breath waiting for the new iPad to be released and the newest version of this popular smart device was finally unveiled. Undoubtedly millions of people the world over will flock to stores and online websites to get their new gadget and start using it for everything, just as they have with previous tablets and similar devices.
In Latin America it will be no different. In a region with a strong mobile broadband growth and in which Smartphones and smart devices have seen double-digit growth rates, year-on-year, the arrival of the new iPad marks yet another milestone of an increasingly interesting dilemma: end users armed with smart devices such as the iPad are demanding more and more data to fully explore the endless mobile possibilities that their devices can provide yet the best networks available are not always capable of allowing that customer experience to be as fast and as pleasing as demanded by the user.
Take Brazil, for instance. In January 2012, smart devices were responsible for 43% of manufacturers’ revenues and are expected to surpass, in revenues, all other phones and mobile devices by the end of this year, according to consulting firm Gfk. In the whole of 2011, out of the 212 new devices introduced to the Brazilian market, 70 of them had smart features.
In Latin America, while smart devices are already responsible for the majority of the data traffic, they are still a smaller percentage of the total devices and the networks are predominantly 2G or 3G.The first FDD-LTE auctions are still a few months away. So, many operators have been hard pressed to cope with the surge in traffic and signaling that smart devices have been throwing at them, while still trying to offer an enjoyable customer experience to their subscribers.
Nokia Siemens Networks has always taken a very end-user-oriented approach and was the first vendor to introduce features (Network Controlled Fast Dormancy) in its networks that dealt cleverly with the intense signaling that the iPhone and its siblings produce.
Also, operators who have networks provided by Nokia Siemens Networks can enjoy a 3G/DC-HSDPA implementation that ensures that subscribers with even the newest wave of 3G tablets and devices like the new iPad are able to take full advantage of their features and enjoy a truly remarkable performance that can match their owner’s expectations At 42 Mbps for the DC-HSDPA 3G networks, they can deliver an astonishing performance.
All of this, currently, is only possible to users in Latin America who are subscribers of operators with networks provided by Nokia Siemens Networks.
User demand usually drives the supply side in any consumer value chain but now Nokia Siemens Networks has made available a plethora of solutions so operators throughout Latin America have several options to boost their networks’ capacity and performance in order to match the increasing numbers of avid iPad and smart devices users’ expectations and deliver the kind of customer experience for which they would, arguably, be willing to pay premium prices.
The demand side is rapidly raising the stakes but the supply side is more than ready to match it. In the end, nowadays the key metric for any operator should be: Is my customer satisfied with the service I am providing?
For many people in Latin America, there is no reason why the answer should not be a resounding YES.
This post is by Daniel Medina from our LatAm team.