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市場調查報告書

4G的最佳業務實踐

4G Best Practice

出版商 Ovum, Ltd. 商品編碼 355542
出版日期 內容資訊 英文 20 Pages
商品交期: 最快1-2個工作天內
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4G的最佳業務實踐 4G Best Practice
出版日期: 2015年02月04日 內容資訊: 英文 20 Pages
簡介

4G是將行動寬頻大眾市場化,並提供發揮了HSPA+的潛力之強力且高成本效率的終端用戶·體驗技術。

本報告分析主要4G經營者如何推出這個技術,如何為該服務定價並銷售,為您概述為以下內容。

第1章 摘要

  • 概要
  • Ovum的見解

第2章 建議

  • 對還沒啟動LTE的經營者的建議
  • 對已經啟動LTE的經營者的建議

第3章 LTE商品化的最佳業務實踐

  • 推出時期:第一個行動者有優勢嗎?
  • 網路的發展和終端策略
  • 網路的品質與範圍內競爭的經營者

第4章 行銷

  • 提高LTE行銷品牌強度的技術使用

第5章 4G服務策略的最佳業務實踐

  • 內容與服務的綁定套組
  • LTE對KPI的影響
  • 終端用戶行動的影響

第6章 市場的狀況

  • LTE用戶數領先的Verizon

第7章 市場展望

  • LTE-A及VoLTE市場的狀況主要的促進要素

第8章 附屬資料

  • 調查手法
  • 相關報告書
  • 著者
目錄
Product Code: TE0009-001393

4G is the technology that made mobile broadband mass-market, delivering on the potential of HSPA+ to provide a compelling and cost-effective end-user experience. This report analyzes how the leading 4G operators have approached the launch of the technology and how they have priced and marketed services.

Highlights

  • The experience of the world's leading 4G operators by subscriptions shows the importance of maintaining a 4G network advantage. Because the network has a direct impact on the quality of the network experience, operators that lead on network quality can differentiate from rivals.
  • To stay competitive, successful 4G operators have evolved their pricing by bundling more value with 4G subscriptions. By so doing, operators have been able to differentiate around content, and also migrate subscribers to higher-cost monthly plans by offering incrementally more data and content at higher prices.
  • The most successful 4G marketing messages to date have communicated the speed advantages of 4G over 3G, without highlighting actual download speeds, which is neither understood by all consumers nor is necessarily an accurate reflection of real-life network speeds.
  • Helps operators that have already launched 4G assess how they can create and maintain a competitive advantage in the market for high-value mobile broadband subscriptions.
  • Gauges potential strategies for operators that have yet to launch 4G.

Features Benefits

  • Helps operators that have already launched 4G assess how they can create and maintain a competitive advantage in the market for high-value mobile broadband subscriptions.
  • Gauges potential strategies for operators that have yet to launch 4G.

Questions Answers

  • What is the best approach for 4G network rollouts and evolving the network to maintain a competitive advantage over rivals?
  • What is the best 4G pricing approach for stimulating consumer interest and encouraging higher data usage?
  • How can operators create a service strategy that adds value to mobile broadband access that both stimulates data usage and enables operators to differentiate from rivals?
  • What impact are the leading 4G operators seeing on KPIs as a result of consumer adoption?
  • How should operators approach the next stages of 4G network evolution: LTE-A and VoLTE?

Table of Contents

1. Summary

  • In brief
  • Ovum view

2. Recommendations

  • Recommendations for an operator yet to launch LTE
  • Recommendations for an operator that has already launched LTE

3. Best practice in commercializing LTE

  • When to launch: Is there an LTE first-mover advantage?
  • Network rollout and device strategy
  • Operators compete on network quality and coverage

4. Marketing

  • LTE marketing - using technology to enhance the brand

5. Best practice in 4G service strategies

  • Bundling content/services
  • Impact of LTE on KPIs
  • Impact of LTE on end-user behavior

6. Market status

  • Verizon leads in number of LTE subscriptions

7. Market outlook

  • LTE-A and VoLTE market status and key drivers

8. Appendix

  • Methodology
  • Further reading
  • Author

List of Figures

  • Figure 1: Vodacom - scaling the network and device availability
  • Figure 2: AT&T networks-focused 4G marketing
  • Figure 3: EE's 4G marketing
  • Figure 4: Verizon's 4G marketing
  • Figure 5: Verizon Wireless, data ARPU and total ARPU, 4Q12-4Q14
  • Figure 6: Top 20 LTE operators by subscriptions, 3Q14
  • Figure 7: LTE-A operators by region, 4Q14
  • Figure 8: VoLTE launches by operator and region, 3Q14
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