Things to expect from 4G

Bundling applications and services is also a strategy that mobile operators have
been implementing over the past years
A number of announcements at Congress showed industry eforts to introduce a
wider range of afordable smartphones, including 4Genabled devices! "et, tal#s of a
$%& smartphone attracted most of the attention, notably with operators echoing the
importance of reaching such low price points in emerging mar#ets!
'earables were centre stage at Congress this year, with one ( )amsung*s Gear +it (
even pic#ing up the ,Best -n )how* award! -ncreasingly, toptier device ma#ers are
moving into wearables, providing additional colour to contrast with a smartphone
mar#et where true customer experience innovation is often lac#ing!
The G).A*s Connected City showcased mobile connected solutions for a range of
services comprising health, retail, transport, smart home and smart cities
Connected devices, distributed sensors and -nternet technologies are enabling
cities to capture valuabledata, deploy new services and enhance existing services,
ushering in the era of smart cities!
.c#insey report
/ricing The bene0ts of 4G 1e!g!, speed, latency2 should be leveraged to
introduce 3o) diferentiation should be increased through 0rst mover
advantage
4ducation ( The advantages of 4G should be clearly communicated so that
customers understand the bene0ts vs! 5G technology and to incentivi6e
migration from 5G to 4G
+ixed.obile substitution ( The bene0ts7ris#s related to 0xedmobile substitution
must be understood
)tart early8 Craft strategies and determine the best possible outcomes as early
as possible
9nderstand competitor positioning and probable goals8 Avoid a selfcentered
strategy, since competitor actions can in:uence your own position!
9nderstand the best spectrum mix and its implications on the company*s goto
mar#et strategy8 Carefully evaluate the company*s starting spectrum position
Creating the worlds frst 4G telecoms
brand
"ota Business challenge
-ts ambition; To be the 0rst international technology brand out of <ussia to provide
high speed mobile internet access wherever there is a critical shortage of 0xed
broadband access,
= >ow to get people excited about connecting and engaging with yet another intangible
technology they don*t understand, when they*re already comfortable with what they
have;
?)pectrum .anagement@, the availability of devices have a direct impact on AT4
services ta#e up!
Bne of the reasons we saw a slow ta#e up in most mar#ets where AT4 was launched
in early schedules ( typically in Corth 4uropean mar#ets was the limited number of
devices and the relatively late introduction of AT4 )martphones
= Diferentiate "our Ealue /ropositions
.obile customers are reaching high scales and mobile broadband is reaching mass
mar#ets, therefore operators need to see# and satisfy their customers with more
targeted oferings and diferentiated value propositions to maximi6e segments
value!
AT4 is a feature rich technology with many possibilities for operators* mar#eting to
develop diferentiated value propositions to a diversity of mar#et segments!
Fnow "our Customers 'ell
-n this game of 4G mar#eting
propositions, ?one si6e 0ts all@
doesn*t wor# anymore if operators
want to optimi6e revenues and
brea# even on AT4 investments! -n
order to maximi6e segments
values, operators should multiply
their eforts in understanding their
customers* budgets, behaviors and
interests!
The solution in 4G services
mar#eting resides in micro
segmentation addressed by
targeted value propositions!
Bperators need to utili6e advanced
data analytics to provide nearly
personali6ed service oferings and
diferentiated value propositions!
Fey to success is their deep
utili6ation of analytics on
customers* information, behaviors
and interests from their 'eb
access and other applications
usage!
'ay forward
Defne the proposition: Is LTE another part of the mobile broadband
jigsaw or an entirel new pict!re" Bperators need to decide if they are
going to position AT4 as Gust another part of the mobile broadband Gigsaw or
position the technology as ofering signi0cant bene0ts over 5G
#!ild a stor o!t of LTE $ dont j!st sell a technolog at a competiti%e
price clearly communicate the advantages of AT4 over 5G in terms of the overall
Huality of experience! Ta#e customers on a Gourney of continually and incrementally
improving the mobile broadband experience!
&'er a compelling !ser e(perience at low price points to dri%e
!pta)e and f!rther !sage o%er time
9sers will consume more data over AT4 if the experience is perceptibly better than 5G
and so are more li#ely to be prepared to pay to use the service more!
Defning C!stomi*ed +egments and micro segments
Engage %endors for GCC and regional co!ntries 4G strategies
Engage go%ernment for smart cities initiati%e
The G).A )mart Cities initiative wor#s to accelerate the adoption of mobilebased
solutions and services
to enhance the Huality of life in the world*s cities and create new business
opportunities
E(plore potential of mobilit in %ario!s areas, incl!ding health, the
a!tomoti%e
sector, transport, the agro-food ind!str, mobile paments and
leis!re