4G Mobile Broadband: Commercial strategies for faster Return on Investment in Asia-Pacific
4G services are exhibiting strong growth in Asia-Pacific, although there are marked differences between the region's developed and developing markets. Operators are eager to exploit the plentiful growth opportunities on offer and this case study looks at exactly what those opportunities are, and examines the commercialization strategies players are adopting.
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.
Reasons To Buy
Why is 4G growing in Asia? How do 4G commercialization strategies vary from company to company, and from country to country?
What strategies are companies adopting?
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.