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市場調查報告書

新興國家市場上的LTE:Vodacom的4G網路發展創造的競爭優勢

LTE in Emerging Markets: Vodacom uses 4G network roll-out to create competitive advantage

出版商 Ovum, Ltd. 商品編碼 355546
出版日期 內容資訊 英文 17 Pages
商品交期: 最快1-2個工作天內
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新興國家市場上的LTE:Vodacom的4G網路發展創造的競爭優勢 LTE in Emerging Markets: Vodacom uses 4G network roll-out to create competitive advantage
出版日期: 2015年09月25日 內容資訊: 英文 17 Pages
簡介

Vodacom構築為了得到南非的4G市場上的主導地位的明確策略。由於在南非固網寬頻不發展,同時行動寬頻、服務急速成長,該公司在各地積極地進行基地台 (BTS) 建設、服務區域擴大等,以在全國展開4G網路。同時,根據費率方案策略和行銷策略,打算在國內各種消費階層提供4G網路、服務。

本報告提供新興國家市場上LTE產業的具體的案例,Vodacom的南非的4G產業,該公司的南非國內的LTE的發展情形,及服務差異化的動向,具體的戰略構想 (網路、設備、費用、行銷),業績的影響,產業相關人員的建議等彙整,為您概述為以下內容。

第1章 摘要

  • 概要
  • Ovum的見解
  • 建議
  • SWOT分析

第2章 市場概要

第3章 LTE策略分析

  • 網路策略
  • 設備策略
  • 費用策略
  • 行銷策略
  • 重要業績評估指標 (KPI) 的影響

第4章 附錄

  • 分析方法
  • 相關調查
  • 著者

圖表一覽

目錄
Product Code: TE0009-001459

In South Africa, Vodacom has a clear strategy of being the 4G leader in the market. In practice, this has meant an extremely aggressive 4G network roll-out program, in terms of network coverage and number of base stations, and a 4G marketing and pricing strategy that has sought to open up 4G technology to a wide segment of South Africa's population.

Highlights

  • Vodacom saw 4G as a way to improve its position in South Africa's fast-growing market for mobile broadband services amid a lack of fixed broadband infrastructure and services. The operator has been the most ambitious in the market by far to build out its 4G network in terms of BTS numbers and nationwide scope.
  • Examines how Vodacom's phased LTE roll-out in South Africa has differentiated its offering from that of other LTE operators
  • Identifies elements of Vodacom's strategy in terms of the network, devices, pricing, and marketing

Features Benefits

  • Examines how Vodacom's phased LTE roll-out in South Africa has differentiated its offering from that of other LTE operators
  • Identifies elements of Vodacom's strategy in terms of the network, devices, pricing, and marketing

Questions Answers

  • How has Vodacom's network strategy become a platform for tangible differentiation in the market for mobile broadband?
  • How has Vodacom priced and marketed 4G at a range of user segments, not just high-ARPU users?
  • How has Vodacom effectively marketed 4G to communicate the benefits of the technology?

Table of Contents

1. Summary

  • In brief
  • Ovum view
  • Recommendations
  • SWOT

2. Market overview

3. LTE strategy analysis

  • Network strategy
  • Device strategy
  • Pricing strategy
  • Marketing strategy
  • Impact on KPIs

4. Appendix

  • Methodology
  • Further reading
  • Author

List of Figures

  • Figure 1: Vodacom 4G SWOT
  • Figure 2: South Africa 3G market share by operator, 2Q13-2Q15
  • Figure 3: South Africa 4G subscriptions by operator, 2Q13-2Q15
  • Figure 4: South Africa data revenues as a % of total revenues by operator, 2Q13-1Q15
  • Figure 5: South Africa 4G market share by operator, 2Q13-2Q15
  • Figure 6: South Africa 4G base stations by operator, end-1Q15
  • Figure 7: Vodacom network expansion, December 2013-June 2015
  • Figure 8: Vodacom highlights its network advantage
  • Figure 9: Vodacom 4G marketing, 3Q15
  • Figure 10: Vodacom 4G marketing, laptops and tablets, 3Q15
  • Figure 11: South Africa data revenues by operator, 2Q13-1Q15
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