skip to main content
Close Icon We use cookies to improve your website experience.  To learn about our use of cookies and how you can manage your cookie settings, please see our Cookie Policy.  By continuing to use the website, you consent to our use of cookies.
Global Search Configuration


Rapidly falling device and infrastructure costs mean that the time is right for emerging-market operators to launch 4G services.


  • 4G is no longer just a high-end proposition in emerging markets, but device costs are still too high for it to be truly universal.

Features and Benefits

  • Analyses 4G best practice in an emerging market context.
  • Explains how operators can plan effective network rollout, pricing, and marketing strategies.

Key questions answered

  • How should operators approach 4G network launches in emerging markets?
  • When should they launch their networks?

Table of contents


  • In brief
  • Ovum view


  • Recommendations for operators

Market dynamics

  • Emerging markets present unique challenges with major growth opportunities

Seize first-mover advantage or launch soon after the market leader

  • Acting early and effectively

Move away from the premium pricing approach

  • Rethinking pricing strategies
  • Using low-data offers to target a broad base of users
  • Migrating users to higher-priced plans by offering incrementally more value

Pursue a phased approach to 4G network rollout

  • Meeting demand in phases
  • 4G in rural areas – uncertain demand but clear potential
  • Operators must assess 4G network-sharing possibilities
  • LTE is an opportunity to transition from other technologies to the global standard
  • VoLTE is coming but has not yet arrived in the mainstream

Use low-cost 4G devices to encourage subsidy-free mass-market uptake

  • Bringing 4G to meaningful numbers of users
  • Working closely with vendors to determine specifications

Leverage local content to differentiate and drive 4G uptake

  • Catering to local tastes

Marketing 4G on speed is obvious, but it works

  • Highlighting quicker downloading and uploading

Early indications point to increases in data usage

  • Gauging 4G’s impact on KPIs

Market status

  • Emerging markets are edging toward 4G
  • The emerging-market operators that are leading the way


  • Methodology
  • Emerging markets included:
  • Further reading
  • Author

Recommended Articles


Have any questions? Speak to a Specialist

Europe, Middle East & Africa team - +44 (0) 207 017 7700

Asia-Pacific team - +61 (0)3 960 16700

US team - +1 646 957 8878

+44 (0) 207 551 9047 - Operational from 09.00 - 17.00 UK time

You can also contact your named/allocated Client Services Executive using their direct dial.
PR enquiries - Call us at +44 7770704398 or email us at

Contact marketing -

Already an Ovum client? Login to the Knowledge Center now