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The experience of the world’s leading 4G operators by subscriptions shows the importance of maintaining a 4G network advantage. Because the network has a direct impact on the quality of the network experience, operators that lead on network quality can differentiate themselves from rivals.


  • The most successful 4G marketing messages have communicated the speed advantages of 4G over 3G, without highlighting actual download speeds, which are neither understood by all consumers nor necessarily an accurate reflection of real-life network speeds.

Features and Benefits

  • The research will help operators that have already launched 4G assess how they can create and maintain a competitive advantage in the market for high-value mobile broadband subscriptions.
  • For operators that have yet to launch 4G, this report will help gauge potential strategies against those that have proven successful in raising consumer interest in the potential of 4G technology.

Key questions answered

  • How should operators approach 4G network rollout and evolve the network to maintain a competitive advantage over rivals?
  • How should operators approach 4G pricing to stimulate consumer interest and encourage data use?

Table of contents

Ovum view

  • Summary
  • Don’t price 4G at a premium to 3G
  • Maintain a 4G network advantage in coverage, capacity, and speed
  • Communicate the enhanced network experience to end-users


  • Further reading
  • Author

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