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SAP Mobile Services: Positioning LTE for success
 

SAP Mobile Services: Positioning LTE for success

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The success of LTE won’t depend upon how operators implement the technology. How they launch and communicate their offer to the marketplace will decide whether they succeed or not. ...

The success of LTE won’t depend upon how operators implement the technology. How they launch and communicate their offer to the marketplace will decide whether they succeed or not.
 
To guide operators as they define their approaches we have identified six ways to position LTE in today’s data-centric world…

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    SAP Mobile Services: Positioning LTE for success SAP Mobile Services: Positioning LTE for success Presentation Transcript

    • Positioning LTE for Success SAP Mobile Services, Operator Guide 2013 Declan Lonergan, Research VP, Yankee Group
    • Positioning LTE for Success The success of LTE won’t depend upon how operators implement the technology. How they launch and communicate their offer to the marketplace will decide whether they succeed or not. To guide operators as they define their approaches we have identified six ways to position LTE in today’s data-centric world…
    • Positioning LTE for Success No 1 for tablet users Pitch LTE as the preferred connectivity solution for tablet owners who want more than patchy Wi-Fi service. To do this effectively, you must keep in mind that tablet owners differ — both in demographics and behavior — from non-owners.
    • Positioning LTE for Success Demographics and behavior:       Younger: Tablet owners today are more than 10 years younger on average than non-owners. More affluent: The average tablet owner earns $70,000 per year and has an annual household income of $87,000. Smartphone-enthusiast. Respondents who own a tablet are 31 percent more likely to own a smartphone than people who don’t yet own a tablet.
    • Positioning LTE for Success No 1 for cord cutters Establish LTE as the answer for customers looking to discontinue their landline connections and move to a mobile-only lifestyle. LTE changes all the rules, allowing operators to provide customers the promises of an untethered lifestyle and position themselves as the goto company for cord-cutters in the process.
    • Positioning LTE for Success No 1 for families Focus on presenting the family unit — or similar groups — with a subscription offer they can share. The concept of offering multi-user or multi-device price plans has gained significant traction and attention during the first half of 2012. Operators should get ahead of this potential demand, and promote their family-friendly LTE services from day one.
    • Positioning LTE for Success No 1 for Prepaid Adapt your offer to the shift in prepaid — fast. While the lion’s share (62 percent) of all mobile lines in Europe are prepaid, these services are under pressure. When it comes to LTE, our advice to operators is simple: ignore prepaid at your peril. Prepaid has an important role to play in LTE, especially as consumers move from having just one mobile phone to adding connected devices such as laptops, tablets and games consoles.
    • Positioning LTE for Success No 1 for Roaming Cash in on the confusion around data roaming. The public discussion presents operators with an opportunity to aggressively pursue a market leadership position. But to get there from here operators must first equip themselves to deliver fair and transparent data roaming pricing. They must also ensure customers have access to all the service features they enjoy on their home networks, including Quality of Service and class-ofservice parameters.
    • Positioning LTE for Success Lessons learned from 3G…
    • Positioning LTE for Success The technology won’t sell itself Consumers didn’t care much about 3G until they could understand how it improved their connected experiences. Operators should sell the benefits of LTE (or 4G), not the acronym. Expect the unexpected While most expected the promise of video telephony to move 3G devices off the shelves, it was really the lure of better mobile access to Facebook, YouTube and other Web 2.0 content that drove the move to 3G. Prepaid is essential 3G adoption was severely hindered in the early stages due to limited availability of prepaid.
    • Positioning LTE for Success Handsets matter Once operators improved the quality and choice in their 3G handset portfolios, they saw a dramatic increase in 3G adoption rates. Roaming must be addressed Frequent instances of bill-shock, caused by customers’ unintended use of 3G-based data services while traveling abroad, created negative headlines and disgruntled customers.
    • Positioning LTE for Success
    • Positioning LTE for Success No matter how operators choose to market their offers, success depends on their ability to position LTE (and the benefits it delivers) clearly and consistently in the minds of their customer base.
    • Positioning LTE for Success For the complete article, updates and to join the conversation please visit: https://community.sapmobileservices.com Download the complete guide here: http://sap.com/mobileoperatorguide
    • © 2013 SAP AG or an SAP affiliate company. All rights reserved. No part of this publication may be reproduced or transmitted in any form or for any purpose without the express permission of SAP AG. The information contained herein may be changed without prior notice. Some software products marketed by SAP AG and its distributors contain proprietary software components of other software vendors. National product specifications may vary. These materials are provided by SAP AG and its affiliated companies ("SAP Group") for informational purposes only, without representation or warranty of any kind, and SAP Group shall not be liable for errors or omissions with respect to the materials. The only warranties for SAP Group products and services are those that are set forth in the express warranty statements accompanying such products and services, if any. Nothing herein should be construed as constituting an additional warranty. SAP and other SAP products and services mentioned herein as well as their respective logos are trademarks or registered trademarks of SAP AG in Germany and other countries. Please see http://www.sap.com/corporate-en/legal/copyright/index.epx#trademark for additional trademark information and notices. ©  2013 SAP AG or an SAP affiliate company. All rights reserved. 15