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The report highlights various case studies and discusses differentiation strategies followed by Asian incumbent operators to sustain premium pricing and positioning in an increasingly competitive mobile market.


  • Pricing wars have become a feature of many Asian markets, resulting in sharp declines in mobile ARPU and service provider revenue. According to Ovum's Forecaster data service, mobile ARPU for the Asia and Oceania subregion recorded a drop of 30.5% between 4Q12 and 4Q17, with a few exceptions where incumbent operators reported continuous growth.
  • Even in this hypercompetitive environment, incumbents showed resilience by carefully crafting a differentiation strategy. Most incumbents placed their bets on network advantage, aiming to offer a superior voice and data usage experience for high-value customers. Offering better value to high-end and long-term subscribers through differentiated loyalty and rewards programs was used to back premium pricing.
  • Service provider investments in future networks are aimed at fundamentally changing how service providers partner, package, deliver, and support services on their networks. Their investments in SDN, NFV, network slicing, and 5G are becoming the key to unleash new opportunities in the B2B2X segment.

Features and Benefits

  • Evaluates the current competitive environment in Asian telecoms markets.
  • How did the entry of new operators affect incumbents?
  • Understand how incumbents have dealt with excessive market competition with their differentiation strategies.
  • Identify the new areas where incumbents are investing to maintain market advantage.

Key questions answered

  • What is competition like in Asian mobile markets?
  • What did incumbents do to sustain higher ARPU and premium customers in a highly competitive TMT market?
  • How are incumbents rethinking differentiation with changing market dynamics?
  • What are the new areas identified as key to continued service differentiation?

Table of contents


  • Introduction
  • Download 1: Service Provider Differentiation Strategies: Asia Focus

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