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Learning from the Femtocell and Wi-Fi Pioneers: Best practice in operator go-to-market strategy

発行 Ovum (TMT Intelligence, Informa) 商品コード 177550
出版日 ページ情報 英文
納期: 即日から翌営業日
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フェムトセルおよびWi-Fiの先駆的企業から学ぶ教訓:オペレーターの市場参入戦略のベストプラクティス Learning from the Femtocell and Wi-Fi Pioneers: Best practice in operator go-to-market strategy
出版日: 2011年05月17日 ページ情報: 英文



フェムトセルは世界の通信事業者数社により導入されており、屋内カバレージを改善する差異化因子となっています。Vodafoneでは、世界各地(英国・スペイン・イタリア・アイルランド・ギリシャ・ニュージーランド・カタール)でフェムトセルを展開しており、特に音声通話のエクスペリエンスの改善手段として強く推進されています。多くの企業がモバイル分野に複数のアプリケーションを導入しており、ネットワークの信頼性がこれまで以上に重要視されていることから、エンタープライズ市場に潜在的な市場機会が存在します。Network Norwayが企業にフェムトセルを提供する事業者の良い例といえるでしょう。同社はバンドルの一部としてIPX機能の提供を開始しています。









ケーススタディ:O2 UKのWi-Fi戦略:新しいビジネス機会のプラットフォーム

ケーススタディ:China MobileのWi-Fi戦略


ケーススタディ:T-Mobile USAのWi-Fi通話


ケーススタディ:Vodafone Sure Signal:フェムトセル初期導入企業だが、ビジネスモデルは現在も進化中

ケーススタディ:Network Norway:エンタープライズ市場での評価構築のため、フェムトセル・SONによる新たな地盤の開拓

ケーススタディ:Vodafone Qatarのネットワークカバレージ改善のためのフェムトセル利用

  • Vodafone Qatarのフェムトセル戦略:SWOT分析



“The quality of the network in terms of coverage, capacity and speed is an important driver of the overall customer experience. As the demand for mobile data grows and operators evolve their network strategies, both Wi-Fi and femtocells are becoming a core element of operators' strategies to develop a holistic network management strategy to grow data revenues and drive customer loyalty.” Julio Püschel, Senior Analyst, Informa Telecoms & Media.


Informa' s Wi-Fi and femtocell research program includes a selection of best-case examples of operators in various regions that are successfully deploying these technologies. The research focuses on the commercial, marketing, pricing and positioning perspective of operators that are adopting Wi-Fi and femtocells in their core strategy.

Informa has carefully selected case studies based on the world' s leading operators to identify effective strategies and replicable best practice in bringing femtocells and Wi-Fi to market. The research is focused on understanding the business models underpinning the deployments as well as the commercial strategies employed by the operators.

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Operators have been forced to reassess their views on the role of Wi-Fi within their business. It' s not so long ago that Wi-Fi was being actively disabled in devices sold by certain operators - it was seen as a competitive threat to their emerging mobile data businesses. But that attitude has now come full circle and today operators see Wi-Fi as a crucial part of their overall network and customer experience strategy. Similarly, femtocells got off to a slow start as operators questioned the viability of different business models, but today a growing number of operators have either already begun offering or are planning to offer femtocells to their residential and business customers.

Now that we' re seeing viable business models for Wi-Fi and femtocells emerge, it' s an important time to assess the results experienced by pioneering operators. Have operators been able to generate new revenue streams? Can Wi-Fi and femtocells be successfully deployed to mitigate the impact of mobile data traffic growth on operators' networks? Is there any evidence that femtocells can be used by operators to reduce churn? What is the role of Wi-Fi in managing the customer experience of smartphones?

Informa' s research program is dedicated to examining the go-to-market strategies of the early adopters of Wi-Fi and femtocells and identifying operator best practice from around the globe in terms of sales, marketing, branding, distribution, network strategy and much more.

This research will help you:

  • Understand how operators are including Wi-Fi and femtocells as a key element of a holistic network-management strategy.
  • What are the main business models underpinning investments into Wi-Fi and femtocells?
  • Identify how Wi-Fi and femtocells can co-exist and learn from operators that have successfully developed strategies adapted to different customer traffic profiles and varying coverage challenges.
  • Understand how Wi-Fi and femtocells have been successfully used by operators to increase customer loyalty.
  • Assess competitor positioning and direction through detailed case studies that highlight best practice.
  • Gain an insight into the successful the go-to-market strategies employed by early adopters in every major global region, including branding, pricing and distribution.
  • Understand how Wi-Fi and femtocells are being used to generate new revenue streams for operators.

Case studies include:

  • AT&T
  • T-Mobile USA
  • Vodafone Qatar
  • Vodafone UK
  • PCCW Hong Kong
  • China Mobile
  • O2 UK
  • British Telecom
  • Network Norway

Countries/Regions covered in our forecasts and analysis:

  • US
  • UK
  • Qatar
  • China
  • Hong Kong
  • Japan
  • Norway


Julio Püschel

Julio Püschel is Senior Analyst and Head of Mobile Operator Strategy at Informa Telecoms & Media. Julio has more than 8 years experience covering the ICT market in different roles and verticals.

Table of Contents

  • Contributing Analysts
  • Learning from the femtocell and Wi-Fi pioneers: Executive Summary - PowerPoint file (33 Slides)
  • Learning from the femtocell and Wi-Fi pioneers: Best practice in operator go-tomarket strategy
    • Fig. 1: Selected Wi-Fi and femtocell pioneer case studies
    • Fig. 2: Insights on future trends for Wi-Fi and femtocells
  • Operators' femtocell strategy: Filling the “five-bar” voice coverage experience
    • Fig. 1: Global femtocell deployments and commitments, 3Q09-1Q11
    • Fig. 2: Global, operators' femtocell deployments, as at Mar-11
    • Fig. 3: Operators' enterprise femtocell initiatives
    • Fig. 4: Operators' perspective: Femtocell business model evolution
  • The current and future status of the operator Wi-Fi business model
    • Fig. 1: Wi-Fi business evolution
    • Fig. 2: Wi-Fi strategies of selected operators and aggregators
    • Fig. 3: Global, Wi-Fi hot spots, by public locations, 2009-2015
    • Fig. 4: Global, Wi-Fi hot spots, by private locations, 2009-2015
    • Fig. 5: Selected Wi-Fi partnerships
  • Wi-Fi offload needs to be managed in order to be truly effective
    • Fig. 1: US, geographical inputs and population distribution
    • Fig. 2: US, traffic, by geotype, 2010-2015
    • Fig. 3: US, hypothetical operator's device subscriptions, by device type, 2010-2015
    • Fig. 4: US, hypothetical operator's traffic, by device type, 2010-2015
    • Fig. 5: Selection of simulation tool cost assumptions
    • Fig. 6: Modeling parameters
    • Fig. 7: Total operator traffic with and without offload, 2010-2015
    • Fig. 8: Total operator base stations with and without offload, 2010-2015
    • Fig. 9: Annual network TCO comparison, 2011-2015
  • Case study: AT&T's Wi-Fi service
    • Fig. 1: AT&T's Wi-Fi timeline
    • Fig. 2: US, top 10 public Wi-Fi operators, end-2010
    • Fig. 3: Global, top 10 public Wi-Fi operators, end-2010
    • Fig. 4: AT&T services that include free access to AT&T Wi-Fi
    • Fig. 5: AT&T Wi-Fi network connections, 1Q08-3Q10
    • Fig. 6: AT&T Wi-Fi SWOT analysis
  • Case study: O2 UK's Wi-Fi strategy: A platform for new business opportunities
    • Fig. 1: O2 UK's Wi-Fi business model
    • Fig. 2: O2 UK's Wi-Fi-strategy SWOT analysis
  • Case study: China Mobile's Wi-Fi strategy
    • Fig. 1: China Mobile's mobile Internet access revenue, 1H09 and 1H10
    • Fig. 2: China Mobile's standard Wi-Fi tariff
    • Fig. 3: China Mobile's campus Wi-Fi tariff in Guangzhou
    • Fig. 4: China Mobile's Wi-Fi SWOT analysis
  • Case study: PCCW's Wi-Fi strategy is not an alternative but the primary base for future content and applications delivery
    • Fig. 1: PCCW's business evolution and Wi-Fi demand
    • Fig. 2: PCCW's Wi-Fi plans and offers
    • Fig. 3: PCCW's Wi-Fi strategy SWOT analysis
  • Case study: T-Mobile USA's Wi-Fi Calling
    • Fig. 1: Kineto Wireless Smart Wi-Fi application
    • Fig. 2: T-Mobile offloading impacts on capex
    • Fig. 3: T-Mobile Wi-Fi Calling vs. HotSpot@Home
    • Fig. 4: T-Mobile USA's Wi-Fi Calling SWOT analysis
  • Case study: BT's broadband/Wi-Fi bundling strategy
    • Fig. 1: BT Retail, Wi-Fi TV ad, Nov-10
    • Fig. 2: UK, selected midrange broadband prices and services, Feb-11
    • Fig. 3: UK, fixed-broadband net additions by selected operators, 4Q09-3Q10
    • Fig. 4: BT's broadband/Wi-Fi bundling strategy SWOT analysis
  • Case study: Vodafone Sure Signal is the first international tier 1 femtocell deployment, but the business model is still evolving
    • Fig. 1: Vodafone, highlights of customer survey about femtocell experience
    • Fig. 2: Vodafone Sure Signal SWOT analysis
  • Case study: Network Norway is breaking new ground with femtocells and SON to build its reputation in the enterprise market
    • Fig. 1: Norway, fixed-mobile substitution, 1H08-1H10
    • Fig. 2: Network Norway femtocell strategy SWOT analysis
  • Case study: Vodafone Qatar's use of femtocells to improve network coverage
  • Vodafone Qatar femtocell-strategy SWOT analysis
  • Femtocell deployments & trials to end-Dec 2010 - Excel file
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