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Introduction

This presentation offers insights into how operators in different regions have marketed their 4G networks to communicate the benefits of 4G to consumers and to differentiate from rivals.

Highlights

  • Operators are competing on the size and capabilities of their 4G networks. Those with wide-ranging population or geographical 4G coverage are in a strong position to gain a competitive advantage by communicating these strengths to the market.
  • Similarly, those that have launched LTE-A have an opportunity to further differentiate by highlighting the enhanced capabilities (e.g. faster speeds) of their networks compared to operators that have not upgraded to the latest 3GPP LTE standards.
  • When 4G was first introduced, the most effective way to communicate its advantages over 3G was to emphasize how it makes downloading and uploading content faster. But as more operators launch 4G, network coverage is increasingly becoming an important area of differentiation.

Features and Benefits

  • Helps operators gain a clear competitive advantage in their 4G marketing.
  • Analyzes the most effective 4G marketing campaigns from around the world.

Key questions answered

  • How can service providers communicate to the market the benefits of their networks?
  • What aspects of the network should service providers highlight in their marketing?

Table of contents

Summary

  • Introduction
  • Download 1: Best Practice in 4G Network–Focused Marketing Campaigns

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