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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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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Key Findings
  In the MENA region, operators are increasingly
developing online stores and marketing OTT
services through OTT partnerships to increase
4G-compatible smart phones 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. 
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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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4G Commercial Strategies in Africa and the
Middle East report provides an overview of the
variety of commercialization strategies operators
have adopted in AME, including analysis of the
major components.  It consists of  Overview
of 4G market trends in AME and factors including
adoption, smartphone sales and frequency spectrum
usage.  Overview of the key components of
mobile 4G commercialization strategies covering
client segmentation, products, pricing, promotion
and distribution strategies.  Analysis and
overview of select operators in AME which have or
will launch mobile 4G services. Key findings
from commercialization strategies in the region
and a set of recommendations for telecom
operators and network vendors.
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Reasons To Buy  Gain understanding of
successful 4G commercial strategies utilized by
telcos in key AME markets.     Align product
portfolios by selecting suitable commercial
strategies needed to ensure the optimal up-take
of 4G services in the local market.  Quicken
the decision-making process by understanding the
strategies which underpin commercial 4G
strategies in terms of client segmentation,
products, pricing, promotion and
distribution.  Gain understanding of the
competitive landscape, to strengthen your
positioning in the market versus operators.
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Table of Contents

• Executive summary
• Introduction
• Mobile 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

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of Contents, please visit 4G Commercial
Strategies in Africa and the Middle
East Contact Us-Call India 91-22-27810772/73
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