DigitalNews Today: ‎‎Key Report Backs Smile VoLTE Service to Thrive

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‎‎Key Report Backs Smile VoLTE Service to Thrive

Monday, September 28, 2015

Changing consumer needs are creating a new demand to overcome Inflexible data plans and slow download speeds flagged as reason for only 27% of Nigerians stream videos.

According to a new Ericsson ConsumerLab first ever TV and Media report for Nigeria, ‎36% of the time spent watching TV and video content is done on television screens making it the single most popular platform for TV and video consumption in Nigeria. ‎

The report comes on the heels of Smile Communications Nigeria Limited rolling out the first 4G LTE voice calls services on LTE Samsung Galaxy S6; first LTE compliant smartphone in the country.

‎Alero Ladipo, chief marketing officer, Smile Nigeria and Emmanouil Revmatas, director, Information Technology and Mobile, Samsung Electronics West Africa, underscored the need for both companies to enhance the customer experience through their product propositions.

They said the service relies on the noble pedigree and innovative streak of both companies which they are determined to harness in serving the best interest of their customers.

According to the Ericsson’s ConsumerLab which representative views and habits of over 24 million people across the country, 51% of consumers want to choose when they watch TV and video content rather than follow a set schedule.

A key finding of the report is that TV and video content consumption is no longer tied to the traditional TV screen.

Though television screens remain the single most popular platform for TV and video consumption, it only accounts for one third of the total time spent watching videos. 64 percent of the time is spent watching videos on a mobile device: smartphone, tablet and laptop.

Ericsson also found that today’s viewers of TV and video content in Nigeria do not want to adhere to a specific device or schedule, and seek the freedom and flexibility to choose what they watch, when to watch it and on which device.

Out of the regular TV viewers in Nigeria in the survey, only 37% are satisfied with the choice and variety of available content. They prefer to choose and pay for the channels that they want. Current pay TV services offer limited customization capabilities.

Johan Jemdahl, Managing Director, Ericsson Nigeria said “The proliferation of mobile devices and availability of mobile broadband has significantly altered the consumption patterns of TV and video content in Nigeria. With the ownership of smartphones significantly higher than that of television and PCs (which include desktops and laptops) and more Nigerians demanding flexibility in their viewing schedules, the opportunities for mobile television cannot be overstated.”

While the survey revealed that only 27% of Nigerian consumers stream videos more than weekly, compared with the global average of 76%, Ladipo added, “The customer experience at our shops should create a lasting impression with the customer. A customer must enjoy the simplicity of the service and leave ready-to-go. Our partnership with Samsung gives the customer the opportunity to own the latest Samsung LTE compliant smartphone (Samsung Galaxy S6 edge with a Samsung complimentary clear cover), a 5GB bundle Smile plan for a fixed price”.

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