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Introduction

This case study offers insight into Smile’s Nigerian operation, providing analysis of its innovative network rollout as well as its service, device, and marketing strategies. The operator’s launch of voice services via VoLTE will be a game changer.

Highlights

  • Smile’s network rollout approach is unique: it is a greenfield operator with an all-IP core and has focused on providing pockets of high-quality LTE coverage, initially targeting the data-only mobile broadband market. its hybrid of services and license conditions have given Smile a very different business model from traditional LTE operators.

Features and Benefits

  • Learn Smile's approach to becoming one of the world's first greenfield 4G operators to launch VoLTE with full fixed and mobile interconnection
  • Discover Smile's future strategy and how it plans to grow the business

Key questions answered

  • How is Smile deploying its LTE network?
  • What is Smile's device and marketing strategy?
  • What has been the impact of Smile's 4G services to date?
  • What is the potential impact of Smile in the future?

Table of contents

Summary

  • In brief
  • Ovum view
  • Recommendations
  • SWOT

Market overview

  • The Nigerian mobile market is dominated by four national WCDMA players
  • 3G in Nigeria
  • Fixed overview

LTE strategy analysis

  • Network strategy
  • Service strategy
  • Pricing strategy
  • Device strategy
  • Sales and marketing strategy
  • Impact on KPIs

Appendix

  • Methodology
  • Further reading
  • Author

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