10 Jobs To Be Done by Mobile Broadband that will remain
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10 Jobs To Be Done by Mobile Broadband that will remain

This text was originally published on the Ericsson Networked Society Blog on April 20, 2017.

Today’s mobile broadband services deliver a range of core services that will remain, even as 5G begins complementing 4G and WiFi. This post highlights the core jobs we expect to remain the same.

Connect users to the Internet

The #1 job to be done is to offer internet connectivity. This is a task that has evolved from the early days of dial-up to today’s personalized access.

The remaining potential for this function is closing the digital divide, working toward universal penetration, extending access to machines, and enabling communication between devices.

Offer an open ecosystem for users and application developers

The #2 job to be done is to offer an open marketplace that connects users and application developers, where all users can reach all applications and vice versa. An eco-system relying on a “one service fits all” paradigm based on best-effort internet connectivity.

The remaining part of fulfilling this function concerns offering users and application developers alternatives beyond basic connectivity.

Enable access through a personal device

The #3 job of mobile broadband is to offer a personalized service to a personal device. This can be a personal smartphone or a tablet with applications selected by the user, smartphones that offer a combination of 4G and WiFi access, or tablet restricted to WiFi-only access.

The remaining part of fulfilling this job is about extending reach outside WiFi zones for non-smartphone devices, and to tie a portfolio of devices to each user.

Provide service availability 24/7

The #4 job concerns always-on access – a need initially satisfied by DSL and growing in importance with the personalization of devices.

As mobile broadband penetrates 24/7 businesses, this remaining job to be done is to reduce impact of maintenance windows.

Provide services with ubiquitous coverage

The #5 job to be done is to secure universal coverage for all devices. Making sure the personal device, with 24/7 service access, can be used wherever users go. Today this is taken for granted by consumers, and is of growing importance for business users.

The remaining job to be done here is to eliminate coverage and capacity white-spots that often exist in rural areas and indoors.

Pricing to enable universal penetration

The #6 job to be done is to secure the right value > cost for users where mass-market penetration demands affordability in the lower user segments. This needs to be done together with a business model that users can understand.

The remaining job to be done shows up on both sides of the spectrum – a lower end to close the digital divide where affordability is part of the problem, and a higher end penetrating under-served business segments. Here, creative use of analytics can help in identifying micro segments.

Capacity growth based on demand

The #7 job to be done is about offering capacity to meet user demand. Most new broadband service generations have been positioned with a higher peak speed than previous generations. Networks must offer a capacity that increases as fast as the user demand.

The remaining job to be done in this area is related to supporting new usage patterns, where for example, streaming video is replacing smart phone data apps as the major service quality driver.

Provide a control interface to digital devices

The #8 job to be done is about being a control and gateway platform for WiFi/Bluetooth enabled devices – acting as a bridge from from wide area to local area radio networks.

The expected evolution for this job to be done is to support a broader spectrum of devices in a more diversified way.

Protect users from bill shocks

The 9th job to be done is tied to protecting users from bill shocks. This is a need triggered by limits on data quantities included in the fixed monthly fee in home country and the risk of using larger than planned data amounts when abroad. This is major user concern shaping preferences between Mobile and WiFi access that has been temporarily put out of play with “all you can eat” offerings.

The expected evolution for this job is tied to business model innovation beyond bytes and bucket pricing, where alternative models with bundling of applications and connectivity come into play.

Battery powered for a full day’s use

The final job to be done is to keep personal devices powered up for a full day on a single charge. Battery capacity needs to allow usage of the device throughout the day by using the natural sleeping window for recharging.

The remaining job to be done in this area is focused on securing battery evolution support two device directions. More power hungry devices as well as devices where batteries need to last years.

Outlook for the future

  • The core role of Mobile Broadband will remain associated with smartphones and tablets.
  • These functional jobs functions will remain the same when 5G is introduced to complement 4G and WiFi.
  • There is latent potential across all functions to deliver a better user mobile broadband experience in the future.
  • Mobile Broadband business model innovation, beyond bytes and buckets, will be required to capture new market segments.


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