Skip to main content

Why Marketing is Still Problematic for 4G Operators

The development of personal broadband and mobile broadband applications are being enabled by the next generation wireless broadband technologies -- such as WiFi (802.11ac - 802.11ad), LTE and LTE-A (LTE Advanced).

According to the latest market study by Juniper Research, 4G LTE revenues are set to grow rapidly, reaching more than $340 billion by 2017 globally, that's compared to just over $75 billion in 2013.

This latest growth will represent approximately 31 percent of total service revenues from all mobile network services of all generations (2G/3G/4G) at that time, and reflects the continued success of LTE in serving higher value subscribers.

The new market study finds that with LTE gaining momentum over the past 12 months, initially dominated by the enterprise segment, consumer subscribers will begin to adopt services in volume in 2013 and will overtake the enterprise subscriber base in 2015.

Juniper found that with the increased penetration of LTE capable smartphones and other connected devices, Mobile Network Operators (MNOs) will need to develop clear pricing strategies to transition customers to their 4G networks.


"Overall they will have to present customers with innovative services that will meet users’ requirements and, crucially, that users will attach value to. Operators will have to review their tariff structures to balance the need to monetize the greatly increased data throughput, yet still offer attractive packages," said Nitin Bhas, senior analyst at Juniper Research.

Meaning, from this point forward the success or failure of LTE network deployments will be determined by savvy marketing -- or the apparent lack thereof.

For example, in the UK market, EE felt obliged to reduce its initial LTE pricing by approximately 14 percent -- just within weeks of their network launch -- while Three UK has already announced 4G access at no extra cost.

With the twin spectrum issues -- timing of availability and the MNO cost for wireless spectrum -- playing pivotal roles in deciding the speed of network roll-outs, 4G LTE can represent a substantial financial investment that will take several years to recoup.

This capital outlay is viewed by some as a gamble, bearing in mind that at the outset only a comparatively small number of a mobile network service provider subscribers will be LTE-capable.

Furthermore, the vast majority of LTE revenues (almost 70 percent) are forecast to be generated by the North American and Asian markets.

Popular posts from this blog

Digital Transformation for the Oil and Gas Sector

The savvy CEOs of multinational organizations will accelerate their investment in digital transformation projects in 2022, and beyond, to improve their competitiveness. Every industry leader that is forward-looking will act swiftly to grasp the upside opportunity. Global oil & gas companies face a myriad of operational, commercial, and existential security threats. According to the latest worldwide market study by ABI Research, oil & gas firms apply digitalization to combat these threats and will spend $15.6 billion on digital technologies by 2030. Oil & Gas Digital Apps Market Development Investments in digitalization can help to analyze a supply pipeline’s condition, prepare for fluctuations in the changing prices for oil and gas, as well as aid action plans to create more sustainable operations and transfer to producing renewable energy sources. "Safety and Security are top priorities for oil & gas operators. Data analytics allied with IoT platforms have become

The Fastest-Growing Mobile Opportunity in 2022

The number of mobile communication subscriptions worldwide is currently estimated at 8 billion, with 6 billion on smartphone connections, from a user base of 5.9 billion unique subscribers among a global population of 7.9 billion. Fifth-generation (5G) mobile service subscriptions using a compatible device significantly grew during the COVID-19 pandemic, but 4G connections remain the dominant force within the global telecom service provider sector. While the use of mobile phones is common throughout developing nations, 4G services are still an emerging technology in many parts of the world. Overall, 5G subscriptions will likely grow from 580 million at the end of 2021 to 3.5 billion by the end of 2026. 5G Mobile Market Development According to the latest worldwide market study by Juniper Research, revenue generated from 5G mobile services will reach $600 billion by 2026 -- representing 77 percent of global network operator-billed revenue. The adoption of 5G services across consumer and

2022 Tech Trends Outlook: What Happens Next?

This year may very well be another period of unprecedented challenges and opportunities. In 2022, several highly anticipated technology-related advancements will NOT happen, according to the predictions by ABI Research. Their analysts identify many trends that will shape the technology market and some others that, although attracting huge amounts of pundit speculation and commentary, are less likely to advance rapidly over the next twelve months. "The fallout from COVID-19 prevention measures, the process of transitioning from pandemic to endemic disease, and global political tensions weigh heavily on the coming year's fortunes," said Stuart Carlaw, chief research officer at ABI Research . What Won’t Happen in 2022? Despite all the headlines and investments, the metaverse will not arrive in 2022 or, for that matter, within the typical 5-year forecast window. The metaverse is still more of a buzzword and vision than a fully-fledged end goal with a clearly defined arrival d