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市場調查報告書

非洲、中東地區的4G的商用化策略

4G Commercial Strategies in Africa and the Middle East

出版商 Pyramid Research, Inc. 商品編碼 352621
出版日期 內容資訊 英文 38 Pages
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非洲、中東地區的4G的商用化策略 4G Commercial Strategies in Africa and the Middle East
出版日期: 2016年02月19日 內容資訊: 英文 38 Pages
簡介

非洲、中東地區的4G服務的利用可能性,這數年來急速繼續增加。

本報告提供非洲、中東地區的4G的商用化策略調查分析,4G的市場趨勢,行動4G的商用策略,主要業者分析和概要等系統性資訊

摘要整理

簡介

行動加入:各技術

  • 4G的市場趨勢
  • 智慧型手機的銷售額
  • 頻譜和4G
  • 行動4G服務的利用可能性

4G的商用化策略概要

  • 客戶區分
  • 產品
  • 價格設定
  • 促銷
  • 流通

案例研究

  • Zain Saudi Arabia
  • Turk Telekom
  • MTN South Africa
  • Maroc Telecom

主要的結論與建議

附錄

圖表

目錄
Product Code: TC0015IR

Summary

Availability of 4G services has been increasing rapidly over the past few years across Africa and the Middle East (AME). This follows significant research, scoping and lobbying efforts by operators on issues such as spectrum allocations and the viability of 4G services in the local market. Such operators have or will use a variety of commercialization strategies determined by market demographics for client segmentation, suitable devices, appropriate pricing strategies, effective promotional campaigns to raise awareness and optimal use of distribution networks. As a result, over the next five years, growth in 4G subscriptions will largely be driven by continued adoption across Middle Eastern countries (e.g., Saudi Arabia, UAE, Kuwait and Qatar) and in relatively developed African telecoms markets, such as South Africa and Nigeria. In less developed markets such as Democratic Republic of Congo, 4G network rollout will be selective with initial rollout expected in high population density areas

Key Findings

In the MENA region, operators are increasingly developing online stores and marketing OTT services through OTT partnerships to increase 4G-compatible smartphones and increase data bundle adoption. In sub-Saharan Africa, operators largely rely on informal distribution networks to reach their addressable market and offer promotional data bundles for specific services (e.g., social network data bundles), this will support 4G uptake over the next five years.

In the battle for market share, the success of an operator to acquire 4G subscriptions in AME is also dependent on marketing their unique selling points and service strengths.

For example, incumbents with large networks market their quality of service capabilities (e.g., Turk Telekom), while operators with lower market share in terms of subscribers can promote their value-for money focus (e.g., MTN South Africa).

Operators across AME are however facing a number of challenges related to their 4G strategies. Key challenges, particularly in several African markets, include the high cost of network rollouts. While in more developed telecoms markets in terms of smartphone adoption, such as the GCC, operators are increasingly concerned with spectrum allocations to deliver 4G speeds and coverage effectively.

Synopsis

‘4G Commercial Strategies in Africa and the Middle East' report provides an overview of the variety of commercialization strategies operators have adopted in AME, including analysis of the major components.

It consists of:

  • Overview of 4G market trends in AME and factors including adoption, smartphone sales and frequency spectrum usage.
  • Overview of the key components of mobile 4G commercialization strategies covering client segmentation, products, pricing, promotion and distribution strategies.
  • Analysis and overview of select operators in AME which have or will launch mobile 4G services.
  • Key findings from commercialization strategies in the region and a set of recommendations for telecom operators and network vendors.

Reasons To Buy

Gain understanding of successful 4G commercial strategies utilized by telcos in key AME markets.* Align product portfolios by selecting suitable commercial strategies needed to ensure the optimal up-take of 4G services in the local market.

Quicken the decision-making process by understanding the strategies which underpin commercial 4G strategies in terms of client segmentation, products, pricing, promotion and distribution.

Gain understanding of the competitive landscape, to strengthen your positioning in the market versus operators.

Table of Contents

  • Executive summary
  • Introduction
  • Mobile subscriptions by technology in AME
    • 4G market trend in AME
    • Smartphone sales in AME
    • Frequency spectrum and 4G in AME
    • Mobile 4G service availability across AME
  • 4G commercial strategies overview
    • Client segmentation
    • Product
    • Pricing
    • Promotion
    • Distribution
  • Case studies
    • Zain Saudi Arabia
    • Turk Telekom
    • MTN South Africa
    • Maroc Telecom
  • Key findings and recommendations
  • Appendix: Acronyms and definitions

List of Tables

  • Exhibit 1: Mobile subscriptions by Technology, AME
  • Exhibit 2: 4G Subscription Penetration of Population, 2015-2020
  • Exhibit 3: Key Challenges For 4G Operators in AME
  • Exhibit 4: Total Mobile Handset Sales in AME, 2014-2020
  • Exhibit 5: Mobile Handset Sales Distribution in AME, 2014-2020
  • Exhibit 6: 4G Spectrum Features
  • Exhibit 7: 4G Spectrum Allocations in AME Countries
  • Exhibit 8: Mobile 4G Availability in AME, January 2016
  • Exhibit 9: 4G Commercialization Strategies Components
  • Exhibit 10: AME Demographics, 2014
  • Exhibit 11: GDP Per Capita (PPP-Adjusted), 2014-2020
  • Exhibit 12: Client Segmentation Examples With Accompanying Services
  • Exhibit 13: INWI Morocco Starter Pack Promotions
  • Exhibit 14: DU UAE 4G Data Bundle Recommendations
  • Exhibit 15: Pricing Strategies
  • Exhibit 16: Price Comparisons For 4G and Fixed Broadband Services in AME
  • Exhibit 17: Key Questions to Answer in 4G Promotion Campaigns
  • Exhibit 18: Popular Distribution Channels According To Market Maturity
  • Exhibit 19: Saudi Arabia Mobile Market Context
  • Exhibit 20: Zain Saudi Arabia's Data Bundle (SIM-only) Per Gb Price Comparison To Local Competitors*, 2016
  • Exhibit 21: Zain Saudi Arabia's VAS/OTT Offers, 2016
  • Exhibit 22: Zain Online Account, 2016
  • Exhibit 23: Turkey Mobile Market Context
  • Exhibit 24: Turk Telekom Own-brand 4G Smartphone (TT175) Specifications
  • Exhibit 25: Turk Telekom 4G Promotional Campaign
  • Exhibit 26: Turk Telekom 4G SIM Card Offer
  • Exhibit 27: South Africa Mobile Market Context
  • Exhibit 28: MTN'S 'Perfect For LTE Bundles', 2016
  • Exhibit 29: MTN'S Data Bundles Variety, 2016
  • Exhibit 30: MTN's 4G Network Coverage, 2016
  • Exhibit 31: Morocco Mobile Market Context
  • Exhibit 32: Maroc Telecom Postpaid Dedicated Mobile Internet 4G Packages, 2016
  • Exhibit 33: Maroc Telecom ICFLIX Offer, 2016
  • Exhibit 34: Maroc Telecom 4G Promotional Website

List of Figures

  • Exhibit 1: Mobile subscriptions by Technology, AME
  • Exhibit 2: 4G Subscription Penetration of Population, 2015-2020
  • Exhibit 3: Key Challenges For 4G Operators in AME
  • Exhibit 4: Total Mobile Handset Sales in AME, 2014-2020
  • Exhibit 5: Mobile Handset Sales Distribution in AME, 2014-2020
  • Exhibit 6: 4G Spectrum Features
  • Exhibit 7: 4G Spectrum Allocations in AME Countries
  • Exhibit 8: Mobile 4G Availability in AME, January 2016
  • Exhibit 9: 4G Commercialization Strategies Components
  • Exhibit 10: AME Demographics, 2014
  • Exhibit 11: GDP Per Capita (PPP-Adjusted), 2014-2020
  • Exhibit 12: Client Segmentation Examples With Accompanying Services
  • Exhibit 13: INWI Morocco Starter Pack Promotions
  • Exhibit 14: DU UAE 4G Data Bundle Recommendations
  • Exhibit 15: Pricing Strategies
  • Exhibit 16: Price Comparisons For 4G and Fixed Broadband Services in AME
  • Exhibit 17: Key Questions to Answer in 4G Promotion Campaigns
  • Exhibit 18: Popular Distribution Channels According To Market Maturity
  • Exhibit 19: Saudi Arabia Mobile Market Context
  • Exhibit 20: Zain Saudi Arabia's Data Bundle (SIM-only) Per Gb Price Comparison To Local Competitors*, 2016
  • Exhibit 21: Zain Saudi Arabia's VAS/OTT Offers, 2016
  • Exhibit 22: Zain Online Account, 2016
  • Exhibit 23: Turkey Mobile Market Context
  • Exhibit 24: Turk Telekom Own-brand 4G Smartphone (TT175) Specifications
  • Exhibit 25: Turk Telekom 4G Promotional Campaign
  • Exhibit 26: Turk Telekom 4G SIM Card Offer
  • Exhibit 27: South Africa Mobile Market Context
  • Exhibit 28: MTN'S 'Perfect For LTE Bundles', 2016
  • Exhibit 29: MTN'S Data Bundles Variety, 2016
  • Exhibit 30: MTN's 4G Network Coverage, 2016
  • Exhibit 31: Morocco Mobile Market Context
  • Exhibit 32: Maroc Telecom Postpaid Dedicated Mobile Internet 4G Packages, 2016
  • Exhibit 33: Maroc Telecom ICFLIX Offer, 2016
  • Exhibit 34: Maroc Telecom 4G Promotional Website
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