Viasat has warned that Mobile Network Operators risk losing substantial market share as new research shows nearly half of global smartphone users would switch providers to gain satellite-enabled connectivity in areas without terrestrial coverage.
The study, published this week in partnership with GSMA Intelligence, surveyed 12,390 consumers across 12 countries. It found that more than a third of respondents report losing basic mobile service at least twice a month, while 60% say they would pay extra for direct-to-device satellite features that promise coverage in hard-to-reach areas.
Willingness to pay varies sharply by market. In high-growth economies, enthusiasm is particularly strong: 89% of respondents in India and 82% in Indonesia were prepared to pay more, compared with 56% in the United States and 48% in France.
On average, consumers globally say they would add 5–7% to their monthly phone bill for satellite-capable services. India again stands out, with users willing to pay an uplift of around 9% despite the country’s low average revenue per user, which the report places at $2.35.
Viasat said these dynamics present both an opportunity and a risk for network operators. The report found that 47% of users would switch operators if satellite coverage in traditional dead spots were included as part of their subscription.
Lower-ARPU markets could, therefore, offer meaningful new revenue streams if operators tailor commercial strategies to match population scale and demand.
Awareness of satellite-enabled features remains uneven. In India, 74% of respondents said they were familiar with such services, almost 50 points higher than in Japan, underscoring what the report describes as a ‘marketing gap’. In less economically developed markets, consumers were found to be more enthusiastic about data-heavy satellite applications such as web browsing and video calls, whereas demand in advanced economies centred on messaging and emergency functions.
Andy Kessler, Vice President at Viasat Enterprise, said the findings showed the industry had reached “an inflection point” as frustration with inconsistent mobile coverage grows. “Consumers are willing to pay, or even switch providers, for reliable connectivity,” he said. “This is more than a feature upgrade — it is increasingly essential for digital inclusion, safety, and economic growth.”
Tim Hatt, Head of Research & Consulting at GSMA Intelligence, said the results were “a decisive signal of demand”. With satellite services aligning to 3GPP standards and moving from trials towards commercial launch, he said operators would compete on “reach, resilience, and customer trust”.
The survey, conducted between May and June, covered Australia, Brazil, Canada, France, Germany, India, Indonesia, Italy, Japan, South Africa, the United Kingdom, and the United States, and follows a similar study carried out last year to track shifting consumer attitudes.
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