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
|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||
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.