Core Insights - The report by Viasat indicates a significant demand for direct-to-device satellite services, with 60% of global smartphone users willing to pay more for such services, highlighting a potential revenue opportunity for Mobile Network Operators (MNOs) [1][3][9] Market Demand and Consumer Willingness - A survey of over 12,000 mobile phone users across 12 markets revealed that more than a third of consumers experience loss of basic mobile services at least twice a month, indicating a gap in current service provision [2] - High-growth regions like India (89%) and Indonesia (82%) show a greater willingness to pay for satellite services compared to developed markets such as the U.S. (56%) and France (48%) [3] - On average, consumers are willing to spend 5-7% more on their monthly phone bill for satellite-enabled services, with India showing an average willingness to pay 9% more [4] Revenue Potential and Market Opportunities - Despite a lower Average Revenue Per User (ARPU) of $2.35 in India compared to the U.S.'s $45.57, the larger population and higher willingness to pay present substantial growth opportunities for MNOs in lower-ARPU markets [5] - Providers that do not offer satellite services risk losing market share, as 47% of respondents would switch operators for better outdoor smartphone services [6] Marketing and Awareness Challenges - Awareness of satellite-enabled features varies significantly by region, with 74% of consumers in India aware of these features, compared to much lower awareness in Japan [7] - In less economically developed markets, there is stronger enthusiasm for higher-data-rate applications like web browsing and video calls via satellite, while developed economies focus more on messaging and SOS services, creating a potential 'marketing gap' for MNOs [8] Industry Implications - The data suggests that MNOs must act quickly to leverage the growing interest in satellite services to secure customer loyalty and generate revenue, as this could be crucial for digital inclusion and economic growth [9]