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効果的なLTE戦略:強力なブロードバンド戦略の構築におけるLTEの利用

Successful LTE strategies: How to use LTE to build a compelling broadband strategy

発行 Ovum, Ltd. 商品コード 238990
出版日 ページ情報 英文
納期: 即日から翌営業日
価格
本日の銀行送金レート: 1GBP=147.80円で換算しております。
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効果的なLTE戦略:強力なブロードバンド戦略の構築におけるLTEの利用 Successful LTE strategies: How to use LTE to build a compelling broadband strategy
出版日: 2012年04月27日 ページ情報: 英文
概要

LTEの効果的な展開には、すでに成功を実証したベストプラクティスとなる例がいくつかあります。料金面のアプローチでは、LTEアクセスへのオプション料金の付加がおそらくもっとも分かりやすい例ですが、この方法がもっとも有効であるとはいえないようです。

当レポートでは、LTEオペレーターへのインタビューなどから効果的なLTE戦略について検証し、もっとも成功を収めたLTEオペレーターとその理由、市場でのLTEの効果的なポジショニングの検証、LTE投資の価値の最大化の手法、市場参入のベストプラクティスなどをまとめ、概略下記の構成でお届けいたします。

調査対象地域

  • アジア太平洋
    • 日本
    • 韓国
  • 欧州
    • ドイツ
    • スウェーデン
    • ノルウェー
  • 北米
    • 米国

本書の特徴

  • LTE市場への効果的な参入戦略の特定を支援します
  • 効果的なLTE戦略の分析に基づいたサービスの価格設定・売出し手段の検証を支援します
  • LTEによって既存のブロードバンドによるサービスを強化し、未開拓のエリアに移行するための枠組みの構築を支援します
目次

Abstract

There are already some clear examples of the best practice that has underpinned successful LTE launches. Charging a premium for LTE access is perhaps the most obvious pricing approach, although evidence strongly indicates that this is not the most successful.

This report is based on in-depth and extensive interviews with LTE operators.

The operators that have most successfully launched LTE have created a new proposition that builds on and reinforces their overall broadband strategy.

Overview:

Who are the most successful LTE operators to date, and why? How have they positioned LTE to drive customer uptake? How are operators effectively positioning LTE? How can operators maximize the value of their LTE investments? What pricing and value propositions are working in the market and which aren't? How have different operator strategies influenced LTE subscription uptake?

These are some of the core questions "Successful LTE strategies" addresses. The report provides clear and in-depth analysis of how operators are positioning LTE in the market and what is working and why. It provides concrete examples of go-to-market best practice, using the experience of operators that have already launched LTE services to arrive at its conclusions.

The report is based on in-depth and extensive interviews with LTE operators as well as a full assessment of the launch strategies of all 52 (as at 24 April 2012) live LTE networks globally, and, in conjunction with ITM's industry knowledge, distils the lessons learned to date by LTE operators to arrive at concrete examples of best practice that have proven to be successful with end users.

The report provides clear and actionable conclusions of what has worked with the early LTE launches, ones that are applicable to all operators looking to launch LTE, and which will help them to avoid replicating the mis-steps some LTE operators have made and are making.

Countries/regions covered:

  • Asia Pacific (Japan, Korea)
  • Europe (Germany, Sweden, Norway)
  • North America (US)

How will this research help you:

  • Identify successful LTE go-to-market strategies.
  • Assess how to price and market services based on an analysis of which LTE strategies have worked and which haven't.
  • Formulate a framework for thinking about how LTE can reinforce existing broadband propositions and move into untapped areas.

Contributing Analysts

  • Paul Lambert, Senior Analyst, Informa Telecoms & Media
  • Thomas Wehmeier, Principal Analyst, Informa Telecoms & Media
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