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アフリカと中東の4G商用戦略

4G Commercial Strategies in Africa and the Middle East

 

出版社 出版年月電子版価格 図表数
Pyramid Research
ピラミッドリサーチ社
2016年2月US$1,195
シングルユーザ価格
34

サマリー

Summary

Availability of 4G services has been increasing rapidly over the past few years across Africa and the Middle East (AME). This follows significant research, scoping and lobbying efforts by operators on issues such as spectrum allocations and the viability of 4G services in the local market. Such operators have or will use a variety of commercialization strategies determined by market demographics for client segmentation, suitable devices, appropriate pricing strategies, effective promotional campaigns to raise awareness and optimal use of distribution networks. As a result, over the next five years, growth in 4G subscriptions will largely be driven by continued adoption across Middle Eastern countries (e.g., Saudi Arabia, UAE, Kuwait and Qatar) and in relatively developed African telecoms markets, such as South Africa and Nigeria. In less developed markets such as Democratic Republic of Congo, 4G network rollout will be selective with initial rollout expected in high population density areas
 

Synopsis

‘4G Commercial Strategies in Africa and the Middle East’ report provides an overview of the variety of commercialization strategies operators have adopted in AME, including analysis of the major components.

It consists of:


  • Overview of 4G market trends in AME and factors including 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 AME 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 utilized by telcos in key AME markets.·     Align product portfolios by selecting suitable commercial strategies needed to ensure the optimal up-take of 4G services in the local market.
  • 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 your positioning in the market versus operators.

Companies mentioned in this product:

Zain Kuwait Inwi Morocco Du Jumia Tigo Tanzania TTCL Ooredoo Oman Telekom South Africa Meditel Zain Saudi Arabia SABB Bank STC Mobiliy Turk Telekom Turkcell Vodafone Turkey MTN South Africa Brightstar ItsOn Maroc Telecom Icflix GAM Sicotel Altadis



目次

Executive summary
Introduction
Mobile subscriptions by technology in AME
4G market trend in AME
Smartphone sales in AME
Frequency spectrum and 4G in AME
Mobile 4G service availability across AME
4G commercial strategies overview
Client segmentation
Product
Pricing
Promotion
Distribution
Case studies
Zain Saudi Arabia
Turk Telekom
MTN South Africa
Maroc Telecom
Key findings and recommendations
Appendix: Acronyms and definitions

 

Tables and Figures

Exhibit 1: Mobile subscriptions by Technology, AME
Exhibit 2: 4G Subscription Penetration of Population, 2015-2020
Exhibit 3: Key Challenges For 4G Operators in AME
Exhibit 4: Total Mobile Handset Sales in AME, 2014-2020
Exhibit 5: Mobile Handset Sales Distribution in AME, 2014-2020
Exhibit 6: 4G Spectrum Features
Exhibit 7: 4G Spectrum Allocations in AME Countries
Exhibit 8: Mobile 4G Availability in AME, January 2016
Exhibit 9: 4G Commercialization Strategies Components
Exhibit 10: AME Demographics, 2014
Exhibit 11: GDP Per Capita (PPP-Adjusted), 2014-2020
Exhibit 12: Client Segmentation Examples With Accompanying Services
Exhibit 13: INWI Morocco Starter Pack Promotions
Exhibit 14: DU UAE 4G Data Bundle Recommendations
Exhibit 15: Pricing Strategies
Exhibit 16: Price Comparisons For 4G and Fixed Broadband Services in AME
Exhibit 17: Key Questions to Answer in 4G Promotion Campaigns
Exhibit 18: Popular Distribution Channels According To Market Maturity
Exhibit 19: Saudi Arabia Mobile Market Context
Exhibit 20: Zain Saudi Arabia’s Data Bundle (SIM-only) Per Gb Price Comparison To Local Competitors*, 2016
Exhibit 21: Zain Saudi Arabia’s VAS/OTT Offers, 2016
Exhibit 22: Zain Online Account, 2016
Exhibit 23: Turkey Mobile Market Context
Exhibit 24: Turk Telekom Own-brand 4G Smartphone (TT175) Specifications
Exhibit 25: Turk Telekom 4G Promotional Campaign
Exhibit 26: Turk Telekom 4G SIM Card Offer
Exhibit 27: South Africa Mobile Market Context
Exhibit 28: MTN’S ‘Perfect For LTE Bundles’, 2016
Exhibit 29: MTN’S Data Bundles Variety, 2016
Exhibit 30: MTN’s 4G Network Coverage, 2016
Exhibit 31: Morocco Mobile Market Context
Exhibit 32: Maroc Telecom Postpaid Dedicated Mobile Internet 4G Packages, 2016
Exhibit 33: Maroc Telecom ICFLIX Offer, 2016
Exhibit 34: Maroc Telecom 4G Promotional Website

 

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