4G Commercial Strategies In Africa And The Middle East

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4G Commercial Strategies In Africa And The Middle
East
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Opportunities, Segmentation and Forecast, 2013 -
2020
Published on Oct 2014
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Report Overview

• Summary
• Availability of 4G services has been increasing
  rapidly over the past few years across Africa and
  the Middle East (AME). This follows significant
  research, scoping and lobbying efforts by
  operators on issues such as spectrum allocations
  and the viability of 4G services in the local
  market. Such operators have or will use a variety
  of commercialization strategies determined by
  market demographics for client segmentation,
  suitable devices, appropriate pricing strategies,
  effective promotional campaigns to raise
  awareness and optimal use of distribution
  networks. As a result, over the next five years,
  growth in 4G subscriptions will largely be driven
  by continued adoption across Middle Eastern
  countries (e.g., Saudi Arabia, UAE, Kuwait and
  Qatar) and in relatively developed African
  telecoms markets, such as South Africa and
  Nigeria. In less developed markets such as
  Democratic Republic of Congo, 4G network rollout
  will be selective with initial rollout expected
  in high population density areas
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  es-in-africa-and-the-middle-east-market

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Report Overview

• Key Findings
• - In the MENA region, operators are increasingly
  developing online stores and marketing OTT
  services through OTT partnerships to increase
  4G-compatible smartphones and increase data
  bundle adoption. In sub-Saharan Africa, operators
  largely rely on informal distribution networks to
  reach their addressable market and offer
  promotional data bundles for specific services
  (e.g., social network data bundles), this will
  support 4G uptake over the next five years.
• - In the battle for market share, the success of
  an operator to acquire 4G subscriptions in AME is
  also dependent on marketing their unique selling
  points and service strengths.
• - For example, incumbents with large networks
  market their quality of service capabilities
  (e.g., Turk Telekom), while operators with lower
  market share in terms of subscribers can promote
  their value-for money focus (e.g., MTN South
  Africa).
• - Operators across AME are however facing a
  number of challenges related to their 4G
  strategies. Key challenges, particularly in
  several African markets, include the high cost of
  network rollouts. While in more developed
  telecoms markets in terms of smartphone adoption,
  such as the GCC, operators are increasingly
  concerned with spectrum allocations to deliver 4G
  speeds and coverage effectively.
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  out-report

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Table of Contents
Executive summary IntroductionMobile
subscriptions by technology in AME 4G market
trend in AME Smartphone sales in AME Frequency
spectrum and 4G in AME Mobile 4G service
availability across AME 4G commercial strategies
overview Client segmentation Product Pricing 

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Table of Contents
Promotion Distribution Case studiesZain Saudi
Arabia Turk Telekom MTN South Africa Maroc
Telecom Key findings and recommendations Appendi
x Acronyms and definitions
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List Of Figures
Exhibit 1 Mobile subscriptions by Technology,
AME Exhibit 2 4G Subscription Penetration of
Population, 2015-2020 Exhibit 3 Key Challenges
For 4G Operators in AME Exhibit 4 Total Mobile
Handset Sales in AME, 2014-2020 Exhibit 5
Mobile Handset Sales Distribution in AME,
2014-2020 Exhibit 6 4G Spectrum
Features Exhibit 7 4G Spectrum Allocations in
AME Countries Exhibit 8 Mobile 4G Availability
in AME, January 2016 Exhibit 9 4G
Commercialization Strategies Components Exhibit
10 AME Demographics, 2014 Exhibit 11 GDP Per
Capita (PPP-Adjusted), 2014-2020 Exhibit 12
Client Segmentation Examples With Accompanying
Services Exhibit 13 INWI Morocco Starter Pack
Promotions Exhibit 14 DU UAE 4G Data Bundle
Recommendations Exhibit 15 Pricing
Strategies Exhibit 16 Price Comparisons For 4G
and Fixed Broadband Services in AME Exhibit 17
Key Questions to Answer in 4G Promotion
Campaigns Exhibit 18 Popular Distribution
Channels According To Market Maturity Exhibit
19 Saudi Arabia Mobile Market Context Exhibit
20 Zain Saudi Arabias Data Bundle (SIM-only) Per
Gb Price Comparison To Local Competitors, 2016 
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And The Middle East
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