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4G in Emerging Markets: Best Practices

出版商 Ovum (TMT Intelligence, Informa) 商品編碼 355548
出版日期 內容資訊 英文 25 Pages
商品交期: 最快1-2個工作天內
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新興市場上4G:最佳業務實踐 4G in Emerging Markets: Best Practices
出版日期: 2015年12月14日 內容資訊: 英文 25 Pages



第1章 摘要

  • 概要
  • Ovum的見解

第2章 建議

  • 給經營者的建議

第3章 市場動態

  • 擁有大規模成長機會與獨特課題的新興市場

第4章 該抓住先發優勢還是看準市場領導緊接其後

  • 快速有效的行動

第5章 避開高價位的方法

  • 重新評估價格策略
  • 瞄準廣泛用戶層提案使用低資料
  • 將展現出階段性附加價值的使用者轉移到高價格計劃

第6章 探討對4G網路發展的階段性方法

  • 配合每個階段的需求
  • 地方的4G需求雖然不明確但是潛在力明確
  • 經營者應該評估4G網路共享的可能性
  • 這是讓LTE從其他技術轉移到世界標準的機會
  • VoLTE雖日益號舉卻仍未成主流

第7章 藉由使用低成本4G終端促進無津貼的大眾市場上的發展

  • 將4G提供給大量的用戶
  • 決策與供應商秘密聯合的規格

第8章 活用地區內容促使4G的引進差異·活性化

  • 創造地區特色

第9章 4G的速度行銷當然也有效

  • 以更快的下載·上載為焦點

第10章 為了擴大資料利用的初期暗示

第11章 市場的狀況

  • 朝4G化發展的新興市場
  • 開拓發展的新興市場經營者

第12章 附屬資料

  • 調查手法
  • 新興市場明細
  • 相關報告書
  • 著者
Product Code: TE0009-001464

Rapidly falling device and infrastructure costs mean that the time is right for emerging-market operators to launch 4G services.


  • 4G is no longer just a high-end proposition in emerging markets, but device costs are still too high for it to be truly universal.
  • Analyses 4G best practice in an emerging market context.
  • Explains how operators can plan effective network rollout, pricing, and marketing strategies.

Features Benefits

  • Analyses 4G best practice in an emerging market context.
  • Explains how operators can plan effective network rollout, pricing, and marketing strategies.

Questions Answers

  • How should operators approach 4G network launches in emerging markets?
  • When should they launch their networks?

Table of Contents

1. Summary

  • In brief
  • Ovum view

2. Recommendations

  • Recommendations for operators

3. Market dynamics

  • Emerging markets present unique challenges with major growth opportunities

4. Seize first-mover advantage or launch soon after the market leader

  • Acting early and effectively

5. Move away from the premium pricing approach

  • Rethinking pricing strategies
  • Using low-data offers to target a broad base of users
  • Migrating users to higher-priced plans by offering incrementally more value

6. Pursue a phased approach to 4G network rollout

  • Meeting demand in phases
  • 4G in rural areas - uncertain demand but clear potential
  • Operators must assess 4G network-sharing possibilities
  • LTE is an opportunity to transition from other technologies to the global standard
  • VoLTE is coming but has not yet arrived in the mainstream

7. Use low-cost 4G devices to encourage subsidy-free mass-market uptake

  • Bringing 4G to meaningful numbers of users
  • Working closely with vendors to determine specifications

8. Leverage local content to differentiate and drive 4G uptake

  • Catering to local tastes

9. Marketing 4G on speed is obvious, but it works

  • Highlighting quicker downloading and uploading

10. Early indications point to increases in data usage

  • Gauging 4G's impact on KPIs

11. Market status

  • Emerging markets are edging toward 4G
  • The emerging-market operators that are leading the way

12. Appendix

  • Methodology
  • Emerging markets included:
  • Further reading
  • Author

List of Figures

  • Figure 1: South Africa, 4G market share by operator, 2Q13-2Q15
  • Figure 2: Vodacom's approach to scaling 4G network and device availability in South Africa
  • Figure 3: 4G network and pricing evolution
  • Figure 4: Sales volume (millions): LTE device volumes in selected emerging markets, 2013-20
  • Figure 5: Selected operators' content strategies
  • Figure 6: Vodacom's 4G marketing
  • Figure 7: Smile Nigeria 4G marketing
  • Figure 8: The impact of 4G on operators' KPIs
  • Figure 9: 4G penetration in emerging markets, 3Q13-2Q15*
  • Figure 10: 4G penetration in selected emerging markets, 2015-20
  • Figure 11: Number of emerging-market operators by 4G subscriptions as a percentage of total subscriptions, 2Q15
  • Figure 12: Top 10 emerging-market operators by subscriptions and 4G penetration
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