Imagine a salesman who drives for a living. What kind of car would he choose? A battered Mini, a practical BMW 5 Series, or a high-performance Porsche? On paper, any of these cars could reach their destination, given that speed limits cap their potential to 70 mph or 130 km/h. But what truly matters? Comfort, reliability, efficiency, and cost. Just as you wouldn’t choose a car based solely on its top speed, why would you select mobile connectivity based only on speed?
Now, let’s apply this thinking to mobile networks. For years, operators have sold speed as the ultimate measure of quality. But consumer expectations have evolved—speed alone is no longer a meaningful differentiator.
Looking at the data, LTE speeds are sufficient for most applications. For example, streaming Netflix in Ultra High Definition (UHD) requires a minimum speed of 15 Mbps, which many 4G networks can deliver. Furthermore, in most markets, the speed gap between 4G and 5G is narrowing We’ve reached a point where current networks meet the demands of everyday usage. If speed is no longer the key differentiator, what do consumers really care about?
Opensignal’s latest U.S. Household Survey helps us answer this question. The survey respondents who asked about key factors in choosing a wireless carrier found that:
- 67% of users prioritize cost
- Reliability ranks second, alongside other network quality measures
- Only 19% care about speed
These figures have remained consistent for years. Consumers expect a consistent, high-quality experience, not just record-breaking speeds in ideal conditions. Why? Because there are no mainstream applications that require ultra-fast speeds. Instead, users care about:
- Uninterrupted video calls
- Gaming without lag
- Stable connections in crowded areas
How many of us have felt frustrated when we couldn't make an important phone call or when maps wouldn’t load in an unfamiliar neighborhood?
The Role of Excellent Consistent Quality (ECQ)
Opensignal measures this with ECQ (Excellent Consistent Quality), which evaluates how well a mobile network supports common mobile application requirements at a level that is ‘good enough’ for users to maintain or complete various tasks on their devices.
Why Consistency Matters
When subscribers experience dropped calls, failed connections, or prolonged buffering, frustration builds. And what happens next? They start looking for a new provider.
Opensignal’s ECQ metric quantifies this, showing that:
- Subscribers with ECQ above 80% are significantly less likely to churn.
- Time spent with no signal or poor ECQ directly correlates with churn.
Operators can’t rely solely on acquiring new customers—they must maximize revenue from their existing user base. This is where the 5G monetization challenge comes in.
Waiting for the 5G ‘Killer App’
While 5G promises new revenue streams, operators are still searching for the must-have application that will justify their massive 5G investments. So far, potential monetization strategies include:
- Speed-based tariffs
- Boosted experiences for gamers and premium users
- Network slicing for events like Formula 1 racing
But none of these have redefined the market—yet.
FWA: The 5G Revenue Bright Spot
One major success story? Fixed Wireless Access (FWA). By leveraging existing mobile infrastructure, 5G FWA has become a cost-effective, scalable broadband solution, particularly for:
- Budget-conscious users looking for “good enough” home broadband
- Legacy network replacements (e.g., copper phase-out, DSL transitions)
- Underserved rural regions
Why Consumers Love FWA
- Self-installation within minutes—no technician needed
- Affordable pricing—a strong alternative to fiber
- Higher Net Promoter Scores (NPS)—T-Mobile and Verizon users love the convenience
FWA has already transformed the broadband market in countries like the U.S., and India. But 5G monetization isn’t just about consumers—there’s potential in enterprise and industrial use cases such as manufacturing, logistics, and supply chain.
How 5G Enhances FWA
FWA isn’t new—but 5G massively improves its value proposition. Why?
- Higher spectral efficiency than 4G FWA or WiMAX
- Stronger reliability & lower latency
- Better support for data-heavy applications
Case Study: FWA vs. Starlink in Canada
Our recent analysis of the Canadian market showed that rural connectivity remains a key challenge.
- Starlink outperforms FWA for speed and streaming on-demand video.
- However, FWA provides a more consistent experience than Starlink across Canada and in urban locations.
- Starlink’s Consistent Quality score outpaces FWA in rural areas.
- Comparing 90-day periods (Feb 2024 – Aug 2024), Starlink’s download speed declined by more than 15Mbps, while FWA remained steady.
Can Satellites Close the Coverage Gap?
Time spent with no signal remains a major issue—especially in rural and remote areas. This is where Non-Terrestrial Networks (NTNs), particularly satellite Direct-to-Device (D2D) services, could help fill the gap.
The Reality of D2D Connectivity
- T-Mobile & Starlink: Launched D2D text messaging in 2025, followed by voice & data.
- AT&T & Verizon: Partnering with AST SpaceMobile.
But there’s a catch. D2D is not a replacement for traditional mobile networks. Why?
- Small smartphone antennas limit performance
- Satellite bandwidth is expensive
- Speeds will be slow—best suited for emergency use & remote IoT
Still, D2D is promising, thanks to its ability to offer an affordable way to extend connectivity in rural networks; however, it will remain a niche solution for now.
AI in Telecoms: Reality Check
In a recent webinar, we asked our survey attendees a question: What do you think will be the biggest impact of AI in the telecom industry?
The majority, 44%, believe AI’s biggest impact will be optimizing network operations, followed by lowering costs and improving efficiency (25%). Enhancing customer experience came in a close third with 23%, while only 8% see AI as a significant risk.
Continue the Conversation with us at MWC!
We’re excited to continue discussing industry trends with you at MWC in Barcelona next week. Come chat with us at our booth to hear more about topics like:
- 5G Inside: Operators must prioritize end-user experience rather than just focus on achieving a topline speed figure .
- Our Digital DNA: Network reliability is fundamental to digital life and consumer loyalty.
- Enterprise Re-Invented: FWA and private networks are reshaping business connectivity.
- AI+: AI won’t be a silver bullet but can improve efficiency and customer engagement if applied correctly.
- Game Changers: Satellite and other emerging tech will play a role but remain complementary solutions.
The future of telecom isn’t just about speed—it’s about delivering reliability, consistency, and real-world value to consumers and businesses alike.
Meet with Opensignal at MWC to discuss how we can help you achieve your goals with data-driven insights.
If you weren’t able to join us for a webinar, you can watch the recording here.
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