2016/09/21 Strategy Analytics: Binge On A Resounding Success With 99% Satisfaction

20% of Binge On users upgraded to get zero-rated video

Boston, MA - September 13, 2016 – An overwhelming 99% percent of smartphone users on T-Mobile USA’s Binge On claim to be satisfied with the quality of mobile video streaming according to a new report from Strategy Analytics “Binge On A Resounding Success With 99% Satisfaction.” The research is powered by SA’s AppOptix USA research platform built using an opt-in panel of USA mobile users, a resident telemetry app, and a big data analytics environment. The study measured smartphone owners’ awareness; interest and satisfaction in competitive offers like Binge On, a proposition which balances consumers’ willingness to accept limits to mobile video streaming quality against unmetered access to that video.

Other findings from the report include:

• 68% of customers of rival wireless networks indicated either strong or moderate interest unmetered video streaming over the mobile network in exchange for streaming limited to DVD quality.
• A significant 14% of users in our panel claimed to be either very interested or extremely interested in switching to T-Mobile to get zero-rated video, versus 32% indicating a moderate interest.
• 20% of Binge On users claiming to have upgraded their tariff in order to get zero-rated video, Exhibit 9.

Nitesh Patel, Director of Wireless Media Strategies, Strategy Analytics, noted “Many operators are rightly focused on building high quality networks to support the best video experiences for their customers. However, T-Mobile’s Binge On has proved that not only are users prepared to accept limited quality video streaming in exchange for unmetered use, but that satisfaction can also remain high. Given our findings it is not surprising T-Mobile is including unlimited streaming in its recently launched T-Mobile One tariff.”

David Kerr, Vice President, Strategy Analytics, noted “The survey results prove that Binge On has been a success for T-Mobile, helping to raise its ARPU, increase mobile video usage and to give US smartphone owners another reason to consider switching to T-Mobile. Binge On has proved an important stage in the evolution from Simple Choice tariffs to T-Mobile One.”       
Source: Strategy Analytics