A survey about the first few months of 4G deployment in Spain shows that approximately 20 percent of Spanish consumers do not realize or understand the advantages of this new type of technology, according to reports. Of Spanish users, 22 percent already have access to 4G connections, thanks mainly to operators such as Vodafone, Yoigo, Orange and Movistar that offer the service. But only one company, the MVNO Amena, is using it as the basis for an advertising campaign, with the slogan, “4G: faster than ADSL and cheaper than fiber.”
It is interesting that mobile operators are investing heavily in LTE (4G) rollouts but not investing the far smaller sums of money involved in promoting the service—which should include educating the public as to its advantages. In Spain, part of the problem may be that most actual and potential subscribers do not have LTE-compatible smartphones. In addition to learning about the benefits of high-speed service through advertising, customers need to experience it directly. Therefore, operators should do their utmost to get LTE devices into the hands of as many people as possible. Eventually, demand for LTE will grow and with it, demand for more high-end smartphones.