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Iran Telecom Market: PEST Analysis, 2011
Teyf Sharif Consulting, June 2011, Pages: 26
The PEST analysis organized in this report builds a framework for a systematic analysis of the most important factors that may influence the uptake and development of telecommunications services in Iran. By using the PEST analysis, it is possible to get an overview on the actual and overall macroeconomic environment and evaluate the existing and potential market barriers and development perspectives in Iran's telecommunications market. The PEST analysis, as usual, is based on four relevant factors, political, economical, social and technical factors that have an effect on the development of telecoms products and services:
Political factors:
It includes the Iranian political system, governmental decisions, laws and rules that governs the related business systems, like employment issues and the position of Iran in international rankings of economic freedom and corruption. Politics here determines the type and number of telecoms licenses in the country and therefore the competitiveness of the market
Economical factors:
This includes Economic growth, Financials (such as inflation rates, taxation plans, banking sector) and the position of Iran in international rankings of overall country risks where in the end determine households expenditure portfolio, the way telecoms operators can collect money and / or sell prepaid vouchers and the attractiveness of the country for potential foreign investors and the wealth of the Iranian economy
Social factors:
It includes Population & Demographics (size, growth, age, education, regions people live, etc.), Religion & Ethnics, cultural needs and the position of Iran in international rankings while they have a strong influence on mobile and broadband affinity, religion and the type of services offered and could be important for Customer Care (languages of call center agents etc.)
Technological factors:
It includes Iran Government plans on the telecommunications sector, Fixed line development and Internet development and the assessment of these factors on the current position of Iran and the planned development of the sector
Some other highlights of the present report:
- Implementation of the Fourth Five Year Development Plan (FFYDP) has important implications for telecommunications (e.g. improvement of banking infrastructure will influence the sales of pre-paid vouchers etc.).
- Privatization speed and upcoming degree of competition balanced through the government
- Planning of new services (mobile and broadband) must be in-line with Islamic values and traditions
- Economic development and promising GDP projections are sensitive to oil prices
- Satisfactory GDP per capita position in comparison to Middle East countries
- High unemployment rate supports new economic activities by accessible and probably cheap labor supply
- Ethnic diversity and a variety of languages have to be taken into consideration when thinking about enhanced mobile services
- Growing population and smaller households, both are very satisfactory trends for a better mobile and broadband penetration
- Irancell has experienced high demand for its 2.5G products so far but has run into some difficulties in maintaining its quality of service. Its introduction of MMS to Iran was very popular
- Irancell attracted high usage for its mobile Internet service when it introduced the service free of charge for the first month in March 2007
- During the next five years, DSL coverage will improve steadily and will be the dominant broadband access technology by 2012
- WiMAX would be particularly suitable for Iran, since it does not require quality last-mile copper and it can be deployed easily and quickly
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