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East African Broadband Markets Tracker
Frost & Sullivan, June 2010, Pages: 322
Broadband Internet service is at the early stage of development, but there are more than a hundred market participants in the east African region offering Internet connectivity and application services. The markets in the study includes Kenya, Tanzania and Uganda; analyses industry challenges, drivers and restraints; forecasts revenues, subscribers, ARPS, subscriber description and revenue contribution; describes pricing and marketing strategies; explains service offerings and bandwidth wholesale pricing; analyses competitive environment; and provides opportunity analysis, best practices and strategic recommendations.
Introduction of Inexpensive and Superior Undersea Fibre-optic Cables Boosts the Demand for Broadband Internet in East Africa
The introduction of undersea cables in the East African region is boosting the demand for broadband Internet services. Fibre-optic cables are less expensive than copper wires and satellites, and deliver better quality broadband services that offer customers a high value-to-price ratio. Although broadband Internet service is in the early stage of development, there are several market participants in the East African region offering Internet connectivity and application services. “Fixed-wireless technology has a lower cost of network deployment, reduced tariff and higher quality of services (lower network downtime), and most importantly, a better network performance than fixed broadband access, thereby driving the East African broadband market,” says the analyst of this research.
Mobile operators in East Africa have held major market shares in broadband subscription due to the market’s increasing mobile subscriber base in the last three years. Fixed-wireless broadband access will reach its maturity in the next two to three years while 3G mobile broadband will continue to drive market growth. The cost of bandwidth, computers, handsets, and other customer premise equipments (CPEs) is expected to reduce moderately, further fuelling the service uptake in the region for the next seven years.
Service Providers to Step-up their Marketing Capabilities to Succeed in this Market
Recent volatile foreign exchange market developments will reduce investors’ confidence to fund projects in East Africa. Other factors that cause stagnant foreign investments include immature market environment, the slow process of transferring ideas into products and the fibre-optic network rollout. “Furthermore, the small market size in terms of subscribers and revenues does not attract foreign funds, slackening market growth,” explains the analyst.
Service providers should develop a phase-by-phase market entry plan by adjusting business models and repositioning themselves by offering services targeted at different customer groups. They should leverage their marketing capabilities and partnerships with retailers that have good national footprints for maximum delivery of services in the market. “Innovative marketing strategies should focus on attracting new customers, as subscriber growth is the key for revenue generation in the long-term,” concludes the analyst.
Market Sectors
Expert Frost & Sullivan analysts thoroughly examine the following market sectors in this research:
By Country:
- Kenya
- Tanzania
- Uganda
- Technologies
The following technologies are covered in this research:
- Asymmetric digital subscriber line (ADSL)
- Mobile {global system for mobiles (GSM), general packet radio service/ enhanced data rate for global evolution (GPRS/EDGE), High-speed downlink packet access (HSDPA)}
- Worldwide interoperability for microwave access (WiMAX)
- Wireless fidelity (Wi-Fi)
- Satellite
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