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Introduction

In the context of 4G in emerging markets Vodacom is a fascinating operator to study. What sets Vodacom apart from other emerging market operators is its parent: UK-based giant Vodafone, which owns 65% of it.

Highlights

  • Vodacom saw 4G as a way to improve its position in South Africa’s fast-growing market for mobile broadband services amid a lack of fixed broadband infrastructure and services. The operator has been the most ambitious in the market by far to build out its 4G network in terms of BTS numbers and nationwide scope.

Features and Benefits

  • Examines how Vodacom's phased LTE roll-out in South Africa has differentiated its offering from that of other LTE operators
  • Identifies elements of Vodacom's strategy in terms of the network, devices, pricing, and marketing

Key questions answered

  • How has Vodacom's network strategy become a platform for tangible differentiation in the market for mobile broadband?
  • How has Vodacom priced and marketed 4G at a range of user segments, not just high-ARPU users?
  • How has Vodacom effectively marketed 4G to communicate the benefits of the technology?

Table of contents

Summary

  • In brief
  • Ovum view
  • Recommendations
  • SWOT

LTE strategy analysis

  • Network strategy
  • Device strategy
  • Pricing strategy
  • Marketing strategy
  • Impact on KPIs

Appendix

  • Methodology
  • Further reading
  • Author

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