Ericsson ConsumerLab has released new research offering fresh insights into how smartphone users perceive differentiated connectivity and what this means for communications service providers (CSPs). The study focuses on consumer interest in guaranteed network performance, their willingness to adopt such offerings, and the role differentiated connectivity plays in strengthening customer loyalty.
The findings are presented in a new CSP-focused report titled Winning in the Market with Differentiated Connectivity Offerings. The report aims to answer key questions CSPs face as they consider launching or expanding differentiated connectivity services.
Research Scope and Methodology
The research is based on a large-scale consumer survey conducted between June and August 2025. More than 43,000 smartphone users took part in the study, including 34,000 regular users of 5G services. Participants were aged between 15 and 69, ensuring representation across a wide range of age groups and usage behaviors.
The survey covered 27 global markets, giving the findings a broad international perspective and allowing comparisons across different regions and levels of market maturity.
What Is Differentiated Connectivity?
Differentiated connectivity refers to network offerings that provide guaranteed or enhanced performance for specific use cases or moments. Instead of a single, uniform level of service, users can receive improved reliability, speed, or responsiveness when it matters most. Examples include smoother video streaming, stable connections during live events, or dependable performance for advanced applications.
This approach reflects a shift from traditional pricing models toward value-based services built around quality and user experience.
Why Differentiated Connectivity Matters to CSPs
One of the main questions addressed in the report is the overall benefit of moving toward differentiated connectivity. The research examines how users currently experience mobile connectivity, how they perceive network quality, and whether they are interested in paying extra for guaranteed performance.
The findings suggest that many users place high value on reliable connectivity, especially during important moments. For CSPs, this creates an opportunity to move beyond basic data plans and offer services that better match real user needs.
Value Beyond Revenue Growth
While increased average revenue per user (ARPU) is often a key driver for new services, the report highlights additional benefits of differentiated connectivity. One major advantage is its positive impact on brand equity and brand perception.
When users associate a service provider with dependable network performance, their trust in the brand increases. This can improve overall satisfaction and help CSPs stand out in crowded and highly competitive markets.
Driving Consumer Adoption
The report also explores how CSPs can encourage wider adoption of differentiated connectivity. A critical factor is user awareness. The research looks at how familiar smartphone users are with the concept and whether current, ready-made offerings meet their expectations.
Results show that awareness levels vary across markets. This means that clear communication and simple explanations of benefits are essential. If users understand how differentiated connectivity improves their everyday experiences, they are more likely to adopt these services.
Market Competition and Pricing Pressure
In many markets, competition among CSPs is heavily driven by price. The research outlines how differentiated connectivity can help providers compete more effectively without relying solely on low-cost offers.
By focusing on quality and performance, CSPs can protect themselves against price-based competition. Differentiated connectivity allows providers to offer added value that is harder for competitors to replicate through pricing alone.
Preparing for Future Technologies
The report does not limit its focus to current use cases. It also considers whether differentiated connectivity will be necessary to support the next generation of applications and devices.
Ericsson ConsumerLab examines the growing adoption of AI-native apps and devices, including AI agents that require consistent and assured network performance. These technologies place higher demands on connectivity, making guaranteed performance increasingly important. The findings suggest that differentiated connectivity will play a key role in supporting future digital experiences.
Global Markets Covered
The research spans a diverse set of markets across different regions. Countries included Australia, Brazil, Canada, Chile, China, France, Germany, Greece, India, Indonesia, Ireland, Italy, Japan, Saudi Arabia, Malaysia, Mexico, the Philippines, Qatar, Singapore, South Korea, Spain, Sweden, Taiwan, Thailand, the UAE, the UK, and the U.S.
This wide geographic coverage strengthens the relevance of the findings for CSPs operating at both regional and global levels.
Key Takeaways for Service Providers
The Ericsson ConsumerLab report shows that differentiated connectivity is becoming an important strategic option for CSPs. It responds directly to consumer demand for reliable performance, strengthens brand perception, and supports long-term competitiveness.
As smartphone usage continues to evolve and new technologies emerge, differentiated connectivity is positioned not only as a solution for today’s needs but also as a foundation for future digital services.
