Operator strategies for mobile broadband in emerging markets
Ovum Plc
August 7, 2009 37 Pages - SKU: OV2428232
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| Mobile broadband in emerging markets is a very different proposition to that seen in mature markets. Mobile broadband is viable as a fixed-line alternative as long as operators can rise to the specific challenges of providing data in low-ARPU markets
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- Executive summary
- In a nutshell
- Ovum view
- Pragmatic approach to mobile broadband in emerging markets
- Customer segmentation is crucial
- The role of government is key
- Key messages
- Mobile broadband in emerging markets: a definition
- Market analysis
- Market drivers
- Latent Internet demand
- Limited fixed network
- Bridging the digital divide
- Market barriers
- Spectrum
- Governments’ role
- International connectivity
- Low ARPU
- Coverage
- Devices
- Low literacy rate
- Operator strategies
- Go-to-market strategy
- The 3G data bonus
- Measured deployment
- Land grab
- Fixed substitution
- Integration
- Customer segmentation
- The ‘pyramid’ underpins segmentation
- Introducing an emerging market mobile broadband customer segmentation model
- Apex
- Public sector
- Enterprise
- Resellers
- Mass urban market
- The bottom of the pyramid: lower urban and rural
- Business models
- Prepaid must dominate
- Potential for emerging market operators to become SMART
- Pricing strategy
- Keep it simple
- Fixed substitution requires fixed benchmarks
- Operational issues
- Cost-effective deployment and management
- Traffic control
- Fair usage policies remain the simplest to implement
- Network optimisation tools coming to the fore
- Dynamic pricing has potential
- Customer support
- Measuring the impact
- Measures? What measures?
- The mobile broadband profitability dashboard
- Appendix 1: definition of mobile broadband in emerging markets
- By service
- By access technology
- Vendors focus on HSPA, but vested interests shine through
- Operators take a more pragmatic approach, but HSPA still dominant
- By access device
- A model defining mobile broadband in emerging markets
- Emerging markets
- List of Tables
- Table 1: Grameenphone Community Information Centre business model
- Table 2: Vodacom mobile broadband pricing in South Africa
- Table 3: Vodacom mobile broadband excess usage charges in South Africa
- Table 4: Ovum forecast markets defined as ‘emerging’
- List of Figures
- Figure 1: Optimum mobile broadband pricing
- Figure 2: Strategic options for mobile broadband in emerging markets
- Figure 3: Sample mobile broadband advertising from Mobilink
- Figure 4: Sample demographic profiling correlated to PC ownership and fixed broadband access in Argentina
- Figure 5: Emerging market mobile broadband customer segmentation model
- Figure 6: Techniques to reduce the total cost of ownership of mobile broadband customers
- Figure 7: Mobile broadband performance dashboard
- Figure 8: WCDMA, TD-SCDMA, HSPA, LTE, CDMA EV-DO and mobile WiMAX connections in emerging markets: 2008-14
- Figure 9: Mobile broadband users in emerging markets by access device: 2008-14
- Figure 10: Defining mobile broadband in emerging markets by access technology and device
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