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Introduction

Warid’s 4G launch highlights key strategies that operators in other emerging markets can reference as they approach their own 4G launches, in the areas of network rollout, pricing, and marketing. While highlighting the opportunities 4G offers emerging market operators, Warid’s 4G launch also shows some of the main challenges and hurdles they face.

Highlights

  • Warid made a bold decision to launch 4G services without 3G fallback, encountering many technical challenges in the process. It has succeeded in overcoming these challenges, though its lack of a 3G network means that its 4G data-only network has no legacy infrastructure to augment its 4G coverage, relying solely on its 2G network for circuit-switched voice fallback for smartphone users.

Features and Benefits

  • Warid has implemented many of the best practices developed by 4G operators in leading 4G markets while tailoring its launch to market conditions. Judged by the number of users it has signed up, Warid’s 4G launch has been a success.
  • The long-term viability of Warid’s decision to skip 3G depends on how well it evolves its 4G network and pricing so that it can benefit from Pakistan’s fast-growing mobile broadband market.

Key questions answered

  • How has Warid launched LTE to meet the unique challenges of its market: low mobile broadband penetration in the context of a large geography with diverse and challenging network requirements?
  • How has Warid priced and marketed 4G to meet the unique challenges of its market?

Table of contents

Summary

  • In brief
  • Ovum view

Recommendations

  • Recommendations for Warid
  • Recommendations for other emerging-market 4G operators

Overview

  • A low-ARPU market with low 3G penetration sees the launch of two 4G networks

LTE strategy analysis

  • Network strategy
  • Device strategy
  • Pricing strategy
  • 4G marketing
  • Impact on KPIs

Appendix

  • Methodology
  • Further reading
  • Author

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