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市場調查報告書

4G利用的推動:行銷相關教訓和最佳業務實踐

4G Uptake: Marketing Lessons & Best Practice

出版商 Mobile Market Development Ltd 商品編碼 315017
出版日期 內容資訊 英文 36 pages
商品交期: 最快1-2個工作天內
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4G利用的推動:行銷相關教訓和最佳業務實踐 4G Uptake: Marketing Lessons & Best Practice
出版日期: 2014年09月30日 內容資訊: 英文 36 pages
簡介

許多MNO開始的4G-LTE服務或計劃開始。然而,全部的經營者仍未取得成功,依然殘留引進、普及、改善盈利等課題。對未得到完全4G潛力的經營者和還未開始服務的經營者,或是在4G發展初期階段的經營者來說,何種行動能獲得最大限度利益,必要的理解是非常重要的。

本報告提供推動4G服務利用的行銷方法的相關調查、全球4G LTE的引進與發展情形、主要MNO行銷方法的案例研究、成功因素與教訓、最佳業務實踐、相關經營者的建議等彙整資料。

第1章 概要

第2章 簡介

第3章 4G 與LTE - 引進利用

  • 簡介
  • 4G定義
  • 全球引進與利用
  • 國家的差異

第4章 4G的行銷 - MNO範例

  • 簡介
  • 業者的目的、動機
  • 定價方法
  • 業者的方法範例
    • Telia(瑞典)
    • SK Telecom(韓國)
    • Verizon & AT&T(美國)
    • Telstra(澳洲)
    • Rogers(加拿大)
    • Swisscom
    • EE(英國)
    • Optimus & Vodafone(葡萄牙)

第5章 用戶體驗與用戶行動

  • 簡介
  • 網路性能
  • 資料利用的變化
  • 用戶活動的變化
  • 業者盈利的影響

第6章 成功因素和行銷的教訓

  • 簡介
  • 影響革新的引進要素
    • 當面的優勢
    • 兼容性(跟現有的價值、實踐的)
    • 複雜
    • 追蹤可能性
    • 可觀測性
  • 刺激引進的行銷組合的利用
  • 教訓 - 行銷和成功因素
    • 通訊網路性能
    • 覆蓋範圍
    • 終端
    • 定價

第7章 主要調查結果、最佳業務實踐

第8章 建議

附錄

目錄

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.

Table of Contents

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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