Operator strategies for mobile broadband in emerging markets

Content

• Executive summary
• In a nutshell
• Ovum view
• Pragmatic approach to mobile broadband in emerging markets
• Customer segmentation is crucial
• The role of government is key
• Key messages
• Mobile broadband in emerging markets: a definition
• Market analysis
• Market drivers
• Latent Internet demand
• Limited fixed network
• Bridging the digital divide
• Market barriers
• Spectrum
• Governments' role
• International connectivity
• Low ARPU
• Coverage
• Devices
• Low literacy rate
• Operator strategies
• Go-to-market strategy
• The 3G data bonus
• Measured deployment
• Land grab
• Fixed substitution
• Integration
• Customer segmentation
• The 'pyramid' underpins segmentation
• Introducing an emerging market mobile broadband customer segmentation model
• Apex
• Public sector
• Enterprise
• Resellers
• Mass urban market
• The bottom of the pyramid: lower urban and rural
• Business models
• Prepaid must dominate
• Potential for emerging market operators to become SMART
• Pricing strategy
• Keep it simple
• Fixed substitution requires fixed benchmarks
• Operational issues
• Cost-effective deployment and management
• Traffic control
• Fair usage policies remain the simplest to implement
• Network optimisation tools coming to the fore
• Dynamic pricing has potential
• Customer support
• Measuring the impact
• Measures? What measures?
• The mobile broadband profitability dashboard
  • Appendix 1: definition of mobile broadband in emerging markets
• By service
• By access technology
• Vendors focus on HSPA, but vested interests shine through
• Operators take a more pragmatic approach, but HSPA still dominant
• By access device
• A model defining mobile broadband in emerging markets
• Emerging markets
• List of Tables
  • Table 1: Grameenphone Community Information Centre business model
  • Table 2: Vodacom mobile broadband pricing in South Africa
  • Table 3: Vodacom mobile broadband excess usage charges in South Africa
  • Table 4: Ovum forecast markets defined as 'emerging'
• List of Figures
  • Figure 1: Optimum mobile broadband pricing
  • Figure 2: Strategic options for mobile broadband in emerging markets
  • Figure 3: Sample mobile broadband advertising from Mobilink
  • Figure 4: Sample demographic profiling correlated to PC ownership and fixed broadband access in Argentina
  • Figure 5: Emerging market mobile broadband customer segmentation model
  • Figure 6: Techniques to reduce the total cost of ownership of mobile broadband customers
  • Figure 7: Mobile broadband performance dashboard
  • Figure 8: WCDMA, TD-SCDMA, HSPA, LTE, CDMA EV-DO and mobile WiMAX connections in emerging markets: 2008??