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亞太地區的4G市場:提升ROI (投資報酬率) 為目標的商業性策略

4G Commercial Strategies for Faster ROI in Asia-Pacific

出版商 GlobalData 商品編碼 357430
出版日期 內容資訊 英文 38 Pages
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亞太地區的4G市場:提升ROI (投資報酬率) 為目標的商業性策略 4G Commercial Strategies for Faster ROI in Asia-Pacific
出版日期: 2016年04月30日 內容資訊: 英文 38 Pages

亞太地區的4G利用可能性,域內的已開發國家和發展中國家差別很大。但,每個國家隨著數據通訊服務的需求擴大都達成迅速的市場成長。各通訊電信業者,也面臨頻寬的不足和網路發展成本的增加等課題。因此,以提升投資報酬率 (ROI) 為目標,必須建立、發展各種商業性策略。域內的發展中國家 (印度、馬來西亞等) 的情況是以4G服務的利用可能性擴充為目標,另一方面,域內已開發國家的情況是,M2M/IoT等資料集中的應用等最尖端服務的提供成為課題。

本報告提供亞太地區的4G市場概況,今後擴大業績的商業性策略的理想狀態相關分析,域內全體、各國的4G的普及、活用狀況,及4G市場活性化的各個類別 (客戶分類、產品策略、定價、推銷、銷售體制等) 的戰略構想,主要企業的案例研究,對產業相關人員的建議內容等彙整,為您概述為以下內容。




  • 亞太地區的4G市場趨勢
  • 亞太地區的智慧型手機銷售趨勢
  • 亞太地區域內的頻寬和4G
  • 亞太地區的行動4G服務的利用可能性


  • 產品
  • 定價
  • 推銷
  • 銷售體制


  • Telstra (澳洲)
  • KT (韓國)
  • Reliance Jio (印度)
  • NTT DoCoMo (日本)



Product Code: TC0084IR


Availability of 4G services is disparately distributed between developed and emerging countries in Asia-Pacific region. However, 4G has been rapidly gaining ground across the region with the rising demand for data services. In increasing network capacity, mobile operators face challenges such as the shortage of spectrum and high cost of network deployment. The key question for operators is how to achieve their ROI objectives and staying competitive in the marketplace.

Operators in the APAC region have been using a variety of commercialization strategies including client segmentation, devices availability, appropriate pricing strategies, effective promotional campaigns to raise awareness and optimal use of various distribution networks. Operators in emerging countries like India and Malaysia are focusing on affordability of 4G services in order to accelerate adoption. On the other hand, operators in developed markets aim to provide advanced services such as M2M/IoT and other data intensive applications to boost 4G adoption

Key Findings

  • Total 4G mobile subscriptions in Asia-Pacific is expected to increase by a CAGR of 25.1% between 2015 and 2020. The success of operators to realize returns on investment for 4G services relies on their underlying commercialization strategy.
  • Operators in emerging countries can benefit by offering cost-effective services to the large young population and residential segment. Operators in developed markets should targeting tech-savvy customers with larger data volume bundles, discounted OTT and VAS services and enterprise services (e.g., IoT/M2M and access to data networks).
  • Operators in developed markets offer larger data allowances, and in many cases, unlimited data with free calls and text messages. In emerging markets, operators focus on accelerating adoption by bundling devices with LTE plans as affordability remains a key hurdle in these markets.
  • Distribution strategies are aimed at leveraging existing direct and indirect sales channels to drive 4G uptake. Operators use both their physical retail stores and online websites to drive adoption of 4G service. Physical stores are important to drive take up particularly in rural areas due to tech support available for the population.


'4G Commercial Strategies in Asia-Pacific' report provides an overview of the variety of commercialization strategies operators have adopted in APAC, including analysis of the major components.

It consists of:

  • Overview of 4G market trends in APAC highlighting 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 APAC 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 utilised by telcos in key APAC markets.
  • Align product portfolios by selecting suitable commercial strategies needed to ensure faster up-take of 4G services.
  • 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 market positioning and competitiveness.

Table of Contents

  • Executive summary
  • Introduction
  • Mobile subscriptions by technology in Asia Pacific
    • 4G market trend in Asia Pacific
    • Smartphone sales in Asia Pacific
    • Frequency spectrum and 4G in Asia Pacific
    • Mobile 4G service availability across Asia Pacific
  • 4G commercial strategies overview
    • Client segmentation
    • Product
    • Pricing
    • Promotion
    • Distribution
  • Case studies
    • Telstra Australia
    • KT South Korea
    • Reliance Jio India
    • NTT DoCoMo Japan
  • Key findings and recommendations
  • Appendix: Acronyms and definitions
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