In Business Model, Internet Access, Mobile

Consumers say they want 5G.

Sure they do, just like they tell researchers they want all sorts of things, when price is not an object. Of course, price and value do matter, quite a lot.

After they weigh higher 5G device costs, they might not actually be so willing to switch, at least at first. That might especially be the case if the value is not so great, compared to the alternative of a fast 4G service. When actually confronted with the costs of new 5G devices, and 5G speeds, compared to 4G, many consumers will decide that fast 4G is a better value. 

In fact, mobile service providers might have to rely on such demand “softness.” It will give them more time to introduce 5G gradually, as need grows.


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