4G Uptake: Marketing Lessons & Best Practice

  • ID: 3049200
  • Report
  • Region: Global
  • 36 Pages
  • Mobile Market Development Ltd (Wireless Profit)
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FEATURED COMPANIES

  • 4G Americas
  • EE
  • Juniper
  • O2
  • Singtel
  • Telegeography
  • MORE
Many MNOs have either launched 4G-LTE services or are planning to do so. Some have achieved rapid take up and high market penetration. With a well-targeted tariff structure the best 4G proponents have ensured revenue growth that will provide a good return on investment, as well as lower operating costs, while at the same time providing users with an improved high speed mobile internet service.

However, not all operators have been universally successful with 4G, and market take up, penetration, improved revenues or profitability remain as issues in many cases. For operators for whom the full potential of 4G is yet to be attained in their markets and for those operators yet to launch, or in the early stages of 4G deployment, it is essential to understand what actions they could take to maximise benefits.

This report looks at uptake of 4G services and the marketing approaches taken by a selection of the most successful operators and the relative successes they have achieved. It pays particular attention to tariffs, coverage and promotion in the context of the factors that are required for the successful uptake of innovative services, and considers the lessons that can be learned. In conclusion it summarises best practice and provides recommendations for action by operators.
Note: Product cover images may vary from those shown
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FEATURED COMPANIES

  • 4G Americas
  • EE
  • Juniper
  • O2
  • Singtel
  • Telegeography
  • MORE
1 Overview

2 Introduction
2.1 Background to the Report
2.2 Report Content
2.3 Currency and Conversions
2.4 Further Questions and Feedback

3 4G LTE - Deployment and Uptake
3.1 Introduction
3.2 Definition of 4G
3.3 Global Deployment and Uptake
3.4 Country Variations

4 Marketing 4G - MNO Examples
4.1 Introduction
4.2 Operator Objectives and Motivations
4.3 Pricing Approaches
4.4 Examples of Operators' Approaches
4.4.1 Telia, Sweden
4.4.2 SK Telecom, South Korea
4.4.3 Verizon & AT&T, USA
4.4.4 Telstra, Australia
4.4.5 Rogers, Canada
4.4.6 Swisscom
4.4.7 EE, UK
4.4.8 Optimus & Vodafone, Portugal

5 User Experience and Behaviour
5.1 Introduction
5.2 Network Performance
5.3 Changes in Data Usage
5.4 Changes in User Activity
5.5 Impact on Operator Profitability

6 Factors for Success & Marketing Lessons
6.1 Introduction
6.2 Factors Influencing Adoption of Innovation
6.2.1 Relative Advantage
6.2.2 Compatibility (With Existing Values and Practices)
6.2.3 Complexity
6.2.4 Trialability
6.2.5 Observability
6.3 Using the Marketing Mix to Influence Adoption
6.4 Lessons - Marketing & Factors for Success
6.4.1 Communicating Network Performance
6.4.2 Coverage
6.4.3 Handsets
6.4.4 Pricing

7 Key Findings & Best Practices

8 Recommendations

Appendix - Feedback Questions
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- 4G Americas
- AT&T
- EE
- Informa
- Juniper
- NTT DoCoMo
- O2
- Rogers
- SK Telecom
- Singtel
- T-Mobile
- Telegeography
- Telia
- Telstra
- Verizon
- Vodafone
Note: Product cover images may vary from those shown
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Note: Product cover images may vary from those shown
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