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.

Scope

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?

Companies mentioned

None

Table of Contents

Overview

Catalyst

Summary

G growing in APAC thanks to smartphones, but spectrum shortage remains hindrance

G mobile subscriptions penetration to reach .%

Smartphone sales to account for over % of total handset sales by in APAC

Shortage of spectrum hinders growth of G technology, some countries considering refarming spectrum for more efficient use

Regional mobile operators increasingly rolling out G networks across APAC

G commercialization strategies vary

Client segmentation: Operators should develop products and services to target three key segments

Product strategies: Operators offer devices at discounted prices with data plans to boost adoption

Operators price their G services based on market conditions, competition, and customers’ willingness to pay

Promotion strategies: Operators provide G information on their websites to increase service awareness and adoption

Distribution strategies: Operators use online channels to market their services, but retail stores remain more useful in rural areas where subscribers need technical guidance

Commercialization strategies in action

Telstra Australia

Client Segmentation: Targets all key segments in Australia with range of products and services

Telstra capitalizes on its robust network by charging relatively high prices for its G services

Telstra distributes G services through an online store and a network of retail outlets across Australia

KT a leading playing in South Korea thanks to innovative services, data-centric plans, and effective promotion

KT targets customers with new innovative products and services

KT offers data-centric plans, LTE broadcast services and launch new technology combining WiFi and LTE

KT focuses on the high speed of its G services, while providing membership plans for existing customers

Reliance Jio gaining a strong foothold in India

Jio signs many infrastructure sharing agreements for faster roll-out of its services

Jio to enter the G market with a range of services including own smartphone brands and various applications

Jio joins hands with several vendors for G devices and distribution, also plans to use own retail stores for distribution

NTT DoCoMo targets early adopters via promotions in one of the world's most developed telecoms markets

NTT aims at aggressively promoting G services to take advantage of early adopters

NTT launches promotions and provides free OTT services to attract subscribers

Conclusions

Good commercialization strategies can help companies capitalize on a growing market, particularly in emerging economies

Appendix

Definitions

Sources

Further Reading

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List of Tables

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List of Figures

Figure 1: Mobile subscriptions by technology, Asia-Pacific

Figure 2: 4G subscription penetration 2015 and 2020

Figure 3: Total mobile handset sales in Asia-Pacific, 2014-2020

Figure 4: Mobile handset sales distribution in Asia-Pacific, 2014-2020

Figure 5: 4G spectrum features

Figure 6: 4G spectrum allocation in APAC countries

Figure 8: Asia-Pacific demographics, 2014

Figure 9: Client segmentation examples with accompanying services

Figure 10: DiGi Malaysia promotion for 4G-enabled device

Figure 11: Pricing strategies

Figure 12: Price comparisons for 4G and fixed broadband services in Asia-Pacific

Figure 13: Key questions to answer in 4G promotions

Figure 14: Popular distribution channels according to market maturity

Figure 15: Telstra's 4G plans, 2016

Figure 16: Telstra's retail store network, 2016

Figure 17: KT's LTE data-centric plans, 2016

Figure 18: Growth in KT's LTE subscriber base

Figure 19: Group voice and video call feature on Jio chat

Figure 20: NTT data volume before being switched to 128kbps connection

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