{"id":491425,"date":"2025-12-11T10:37:54","date_gmt":"2025-12-11T10:37:54","guid":{"rendered":"https:\/\/www.mobileworldlive.com\/?post_type=commercialcontent&p=491425"},"modified":"2025-12-11T10:50:48","modified_gmt":"2025-12-11T10:50:48","slug":"the-great-connectivity-convergence-how-mnos-can-capture-rising-demand-for-satellite-services","status":"publish","type":"commercialcontent","link":"https:\/\/www.mobileworldlive.com\/the-great-connectivity-convergence-how-mnos-can-capture-rising-demand-for-satellite-services\/","title":{"rendered":"The Great Connectivity Convergence: How MNOs Can Capture Rising Demand for Satellite Services"},"content":{"rendered":"\n

PARTNER CONTENT:<\/strong> In most markets today, constant and reliable mobile coverage is a universal expectation. Yet for a staggering number of people, this remains an unfulfilled promise. The reality, as revealed by a major new global study from Viasat and GSMA Intelligence<\/mark><\/a>, is that persistent mobile blackspots remain a daily frustration. The good news: developments in technology are providing Mobile Network Operators (MNOs) with the tools to deliver hybrid satellite-cellular services to subscribers and meet this growing demand.<\/strong><\/p>\n\n\n\n

The research, \u201cThe Great Connectivity Convergence: NTN in Consumer Mobile,\u201d surveyed over 12,000 mobile users across 12 countries and reveals substantial demand for satellite services. The message from consumers is clear: they are well aware of existing coverage gaps, are willing to pay to close them, and prepared to switch providers to access better coverage.<\/p>\n\n\n\n

The Coverage Gap: Home and Away<\/strong><\/p>\n\n\n\n

The study reveals 14% of users (globally) struggle with inconsistent or no coverage at home. The problem intensifies when they are on the move, with 21% reporting that they only get good coverage some of the time domestically. This isn\u2019t a minor inconvenience, on average, more than a third of consumers globally lose access to basic mobile services at least twice a month.<\/p>\n\n\n\n

This issue is not confined to remote or developing regions. France and the US record the highest share of users unable to use SMS services at least five times in a single month \u2014 26% and 23%, respectively. This frustration explains why the vast majority consider reliable coverage non-negotiable \u2014 91% say it matters at home, 89% while on the go domestically, and 70% when travelling abroad.<\/p>\n\n\n\n

The Technological Tipping Point<\/strong><\/p>\n\n\n\n

For decades, satellite and cellular connectivity operated in separate spheres. Today, that is changing. The \u201cGreat Connectivity Convergence\u201d is powered by the emergence of non-terrestrial networks (NTN), as defined by 3GPP’s Release 17 standards. This critical development means everyday smartphones can now be adapted to connect directly to satellites using the same global standards they use for cellular networks, without the need for additional hardware.<\/p>\n\n\n\n

Direct-to-Device (D2D) and Direct-to-Handset (D2H) technology is no longer a prohibitively expensive or futuristic concept. It represents a commercially viable path to eliminating dead zones, enabling everything from satellite-supported SOS and messaging to more data-rich services in the future.<\/p>\n\n\n\n

The consumer response to this technological shift is overwhelmingly positive: nearly 80% of people surveyed are interested in satellite-enabled services for traditional cellular dead zones. However, the nature of this demand varies significantly from market to market, requiring a nuanced strategy from MNOs.<\/p>\n\n\n\n

The willingness to Pay Represents a Global Revenue Opportunity<\/strong><\/p>\n\n\n\n

The study provides compelling evidence of new revenue streams. Globally, over 60% of consumers surveyed are willing to pay extra each month for satellite connectivity, with enthusiasm peaking in high-growth regions. In India, for example, 89% of respondents are willing to pay more, followed by 82% in Indonesia. This contrasts with more developed economies like the US (56%) and France (48%).<\/p>\n\n\n\n

On average, consumers surveyed were willing to pay would accept a 5-7% increase in their monthly bill. India stands out again, with an average willingness-to-pay of 9% more. This is particularly significant given the country\u2019s lower Average Revenue Per User (ARPU) of $2.35, compared to the US\u2019s $45.57. This demonstrates that in high-population, lower-ARPU markets, the aggregate revenue opportunity is substantial when commercial strategies are effectively tailored.<\/p>\n\n\n\n

Consumer expectations for these services also differ. In less economically developed markets, enthusiasm is disproportionately stronger for higher-data-rate applications like web browsing and video calls via satellite. In more developed economies, interest currently focuses more on foundational services like messaging and SOS.<\/p>\n\n\n\n

This divergence presents a \u201cmarketing gap\u201d for MNOs. The challenge being to harness the excitement in emerging markets without over-promising on services that are not yet widely available. For the foreseeable future, satellite connectivity on smartphones will focus largely on lower-bandwidth services. MNOs must therefore manage expectations carefully, especially in regions where demand for data-rich services is highest.<\/p>\n\n\n\n

The Churn Threat and Loyalty Opportunity<\/strong><\/p>\n\n\n\n

Perhaps the most powerful finding for MNOs is the direct link between satellite services and customer loyalty: nearly half (47%) of all mobile users stated they would switch to a different provider if it offered smartphone connectivity in areas currently without coverage.<\/p>\n\n\n\n

This willingness to churn has increased over the past year, when looking at data included in a 2024 GSMA Intelligence survey that used the same parameters, solidifying D2H as a powerful competitive differentiator.<\/p>\n\n\n\n

With network quality consistently ranking as the number one purchase criterion for consumers, MNOs that can offer a \u201ccoverage certainty guarantee\u201d through a hybrid satellite-cellular network will hold a significant advantage. Those who delay risk not only missing a new revenue stream but also facing erosion of their market share. To capture this opportunity, MNOs need a partner that can navigate the complex ecosystem of satellite connectivity.<\/p>\n\n\n\n

Viasat is uniquely positioned to enable this transition through an open, standards-based approach. By working within 3GPP Release 17 standards and GSMA international roaming frameworks, Viasat simplifies the integration of native satellite-cellular connectivity for MNOs and OEMs. A key enabler is the use of Viasat\u2019s authorized L-band spectrum for the connectivity link, which allows MNOs to avoid complex spectrum sharing agreements and retain their valuable terrestrial spectrum.<\/p>\n\n\n\n

This ecosystem approach is already delivering real-world benefits. Today, over seven million devices already benefit from D2H-enabled SOS services thanks to Viasat\u2019s capabilities, demonstrating the scalable, practical application of this converging technology.<\/p>\n\n\n\n

A Fundamental Connectivity Shift<\/strong><\/p>\n\n\n\n

The data from the Viasat and GSMA Intelligence study clearly points to strong demand for reliable and ubiquitous connectivity \u2014 and demonstrates that consumers are ready, willing to pay, and prepared to switch providers.<\/p>\n\n\n\n

For MNOs, embracing the \u201cGreat Connectivity Convergence\u201d is a strategic imperative for growth, customer retention, and competitive leadership. By partnering to deliver these services, MNOs can do more than close coverage gaps. They can bridge the digital divide, ensure access to critical services like telehealth and emergency response, and deliver on the promise that a phone should connect wherever life takes you.<\/p>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

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