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Introduction

This report assesses how leading 4G operators have launched LTE networks and how they have communicated the benefits of the technology to end users in order to stimulate mobile broadband usage.

Highlights

  • 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 from rivals.
  • To stay competitive, successful 4G operators have evolved their pricing by bundling more value with 4G subscriptions. By so doing, operators have been able to differentiate around content, and also migrate subscribers to higher-cost monthly plans by offering incrementally more data and content at higher prices.
  • The most successful 4G marketing messages to date have communicated the speed advantages of 4G over 3G, without highlighting actual download speeds, which is neither understood by all consumers nor is necessarily an accurate reflection of real-life network speeds.

Features and Benefits

  • Helps 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.
  • Gauges potential strategies for operators that have yet to launch 4G.

Key questions answered

  • What is the best approach for 4G network rollouts and evolving the network to maintain a competitive advantage over rivals?
  • What is the best 4G pricing approach for stimulating consumer interest and encouraging higher data usage?
  • How can operators create a service strategy that adds value to mobile broadband access that both stimulates data usage and enables operators to differentiate from rivals?
  • What impact are the leading 4G operators seeing on KPIs as a result of consumer adoption?
  • How should operators approach the next stages of 4G network evolution: LTE-A and VoLTE?

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