Operators in SSA should manage customers’ expectations for 5G to avoid disappointing them
"Operators should educate consumers on the benefits of 5G and align expectations with what their network can deliver in order to avoid early disappointment."
Most smartphone users in Sub-Saharan Africa (SSA) expect that 5G will significantly improve their mobile experience, but many of them are confused about whether they have access to 5G, according to our survey conducted in 3Q 2021.
Operators in SSA should carefully consider how they promote 5G. They will want to push 5G’s capabilities in their marketing and use them as part of their messaging about network performance and quality. However, this needs to be weighed against the reality that most customers will not be using 5G for a number of years. Operators risk creating unnecessary disappointment if they get the balance wrong.