Monetizing LTE
How LTE can help operators
become more profitable
José Villalobos
Senior Consultant, Latin America & Caribb...
Public | © Ericsson AB 2013
LTE Growth
and Drivers
Public | © Ericsson AB 2013
fastest developing
Technology
Source: GSA, May 2013
146
46
16
2
175
73
2013
+30
+102
+100
+14
...
Public | © Ericsson AB 2013
better devices and
cool apps
Other
Encrypted
Software
download &
update
Social Networking
Web ...
Public | © Ericsson AB 2013
Exploring the Drivers
Source: Infonetics Research, LTE Deployment Strategies:
Global Service (...
HOW IS LTE impacting
Profitability??
1 LTE launched (LGU+ & SKT)
~11% LTE penetration
~28% LTE penetration
2
3
SKT LGU+ KT...
Public | © Ericsson AB 2013
107
Million
(>1M TDD)
LTE SUBSCRIPTIONS
May 2013
Source: WCIS
2
Billion
LTE SUBSCRIPTIONS
END ...
Public | © Ericsson AB 2013
ARPU Uplift due to LTE
-15
-10
-5
0
5
10
15
20
3Q11 4Q112Q111Q11 1Q12 2Q12 3Q12 4Q12 1Q13
SKT
...
Public | © Ericsson AB 2013
LTE DATA Monetization
Data Allowance
3G LTE
No Change
550MB
1.1GB
2GB
5GB
9GB
13GB
@ Launch Q2...
Public | © Ericsson AB 2013
customer
loyalty
Drivers of loyalty to operator brand (NPS)
LTE
LTE
Source: LGU+ Analysis
Aiming
for LTE
monetization
Spectrum
and Network
Branding
and
Marketing
Service
and Device
Portfolio
Positioning
and Prici...
Public | © Ericsson AB 2013
LTE ecosystem
316 Smartphones
Source: GSA, Jul, 2013
USA
US700
AWS
Mexico
AWS
Colombia
2600
Ur...
Public | © Ericsson AB 2013
GSM
Macro
LTE
WIFI
850
900
1800
1900
AWS
2100
2600
700
Indoor
Micro
Pico
HSPA
Data
Voice
CDMA
...
Public | © Ericsson AB 2013
Boosting the need for LTE
Source: Wireless Intelligence, September 2012
Public | © Ericsson AB 2013
positioning and Pricing
PREMIUM
PRICING
MBB
EXTENSION
BRAND
REFRESH
2
14
3
MBB Ext Brand Refre...
Public | © Ericsson AB 2013
CLEAR value benefits
User z (Germany)
Source: Speedtest.net
Public | © Ericsson AB 2013
LTE Monetization
LTE Growth and
Drivers
- Fastest Adoption
- MBB Demand
- Video Apps
- Revenue...
Public | © Ericsson AB 2013
JOIN THE
CONVERSATION
EricssonCaribbean
EricssonCarib
Ericsson
Ericsson.com/jm
CANTO 2013 Keynote: Monetizing LTE: How LTE can help operators become more profitable
Upcoming SlideShare
Loading in …5
×

CANTO 2013 Keynote: Monetizing LTE: How LTE can help operators become more profitable

1,655 views

Published on

Presentated at CANTO 2013, July 17, 2013
José Villalobos
Senior Consultant
Region Latin America and the Caribbean

Published in: Technology, Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,655
On SlideShare
0
From Embeds
0
Number of Embeds
405
Actions
Shares
0
Downloads
91
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

CANTO 2013 Keynote: Monetizing LTE: How LTE can help operators become more profitable

  1. 1. Monetizing LTE How LTE can help operators become more profitable José Villalobos Senior Consultant, Latin America & Caribbean
  2. 2. Public | © Ericsson AB 2013 LTE Growth and Drivers
  3. 3. Public | © Ericsson AB 2013 fastest developing Technology Source: GSA, May 2013 146 46 16 2 175 73 2013 +30 +102 +100 +14 248 2010 201220112009 +132% Commercial LTE network launches - cumulative totals Forecasted › Latin America LTE subscriptions (Pop Coverage) › 2012: 200k (5%) › 2018: 95M (over 50%) › Early adopters: › Puerto Rico › Dominican Republic › Antigua and Barbuda
  4. 4. Public | © Ericsson AB 2013 better devices and cool apps Other Encrypted Software download & update Social Networking Web browsing Audio Video File Sharing X2 MOBILE DATA TRAFFIC DOUBLED BETWEEN Q4 2011 AND Q4 2012 Source: Ericsson Source: Ericsson Mobile data traffic breakdown, 2012
  5. 5. Public | © Ericsson AB 2013 Exploring the Drivers Source: Infonetics Research, LTE Deployment Strategies: Global Service ( n = 19, July 2012) Source: Informa Telecoms & Media. 52 operators with live LTE networks globally (as at April 24, 2012) 5% Offer LTE as fixed broadband service 16% Lack of spectrum 26% Denser network coverage 32% Natural evolution of existing generation to the next one 11% Ability to run single network for voice and data Opportunity to build a more efficient mobile packet network 37% Current data network exhaustion 58% Higher peakrate 58% Increase ARPU 63% Lower Latency 68% Better spectral efficiency 79% 7% 31% 35% 24% 3% Create new revenue streams based on LTE Other Current networks do not offer sufficient capacity To enter mobile data market for the first time Build brand value through technology leadership What is your primary motivation for deploying LTE? Percent of respondents Rating 6 or 7
  6. 6. HOW IS LTE impacting Profitability?? 1 LTE launched (LGU+ & SKT) ~11% LTE penetration ~28% LTE penetration 2 3 SKT LGU+ KT KOSPI
  7. 7. Public | © Ericsson AB 2013 107 Million (>1M TDD) LTE SUBSCRIPTIONS May 2013 Source: WCIS 2 Billion LTE SUBSCRIPTIONS END 2018 Source: Ericsson Dec 2010 34% SKT NTT LGU+ KT Sprint 32% MetroPCS 53% 29% AT&T 13% Softbank 11% Telstra 5% 10% 19% 22% Verizon LTE Subs (M) Non-LTE Subs (M) Dec 2010 Sep 2011 Jul 2011 Jul 2012 Jan 2012 Sep 2011 Sep 2010 Sept 2011 Feb 2012 USA 54 Korea 22 Japan 16 Australia 5 Rest of World 10
  8. 8. Public | © Ericsson AB 2013 ARPU Uplift due to LTE -15 -10 -5 0 5 10 15 20 3Q11 4Q112Q111Q11 1Q12 2Q12 3Q12 4Q12 1Q13 SKT KT LGU+ 3Q11 3Q11 1Q12 Service ARPU, % Change YoY First LTE Smartphone Source: Operator Quarterly Reports 50 41 34 +21% +48% LTESmartphoneBlended ARPU ARPU 4Q12 (KRW ´000) Source: SKT IR 4Q.2012 › 8X (SP)› 1.5X (SP) › 2-5X (LTE users) Source: Disclose by Operators
  9. 9. Public | © Ericsson AB 2013 LTE DATA Monetization Data Allowance 3G LTE No Change 550MB 1.1GB 2GB 5GB 9GB 13GB @ Launch Q2 2012 Removed unlimited plan Higher Tariff Plan with understanding of 3G ave data.mth/subs + trends Increase the bucket size SKT Smartphone Plan (3G vs LTE) Monthly (USD) Data Allowance 3G LTE 3G LTE All-in-one 34 vs LTE34 30 30 100MB 350MB All-in-one 44 vs LTE42 38 37 500MB 700MB All-in-one 54 vs LTE52 47 45 Unlimited 1.2GB All-in-one 64 vs LTE62 56 54 Unlimited 3GB All-in-one 79 vs LTE72 69 63 Unlimited 5GB All-in-one 94 vs LTE85 82 74 Unlimited 7GB LTE based residential Broadband Caribbean Residential Internet Source: Pyramid Research, 2012 Source: Disclose by Operators Source: Operator Web Page 9% 9% 51% 1% 27% 3% Cable FTTXNarrowband xDSL FWA WiMAX
  10. 10. Public | © Ericsson AB 2013 customer loyalty Drivers of loyalty to operator brand (NPS) LTE LTE Source: LGU+ Analysis
  11. 11. Aiming for LTE monetization Spectrum and Network Branding and Marketing Service and Device Portfolio Positioning and Pricing Strategy
  12. 12. Public | © Ericsson AB 2013 LTE ecosystem 316 Smartphones Source: GSA, Jul, 2013 USA US700 AWS Mexico AWS Colombia 2600 Uruguay AWS Paraguay AWS/1900 Brazil 2500/2600 Chile 2600 Europe 2600 1800 Puerto Rico US700/2100 Antigua & Barbuda US700 Dominican Rep. 1800/1900
  13. 13. Public | © Ericsson AB 2013 GSM Macro LTE WIFI 850 900 1800 1900 AWS 2100 2600 700 Indoor Micro Pico HSPA Data Voice CDMA Application coverage concept
  14. 14. Public | © Ericsson AB 2013 Boosting the need for LTE Source: Wireless Intelligence, September 2012
  15. 15. Public | © Ericsson AB 2013 positioning and Pricing PREMIUM PRICING MBB EXTENSION BRAND REFRESH 2 14 3 MBB Ext Brand Refresh 1 LTE Smartphone Data Plan (Top 20 LTE Subs Operators) Speed-Consumption Hybrid Consumption-based Unlimited Source: Operators Web Pages, Jul 2013 Source: Wireless Intelligence, Analysis Mason Dongle tariff › 49% speed-based (Aug 2012) › Western Europe (2Q12 to 4Q12) › 33% operators merged 3G/LTE › Price decreased by 6%
  16. 16. Public | © Ericsson AB 2013 CLEAR value benefits User z (Germany) Source: Speedtest.net
  17. 17. Public | © Ericsson AB 2013 LTE Monetization LTE Growth and Drivers - Fastest Adoption - MBB Demand - Video Apps - Revenues Brand Spectrum Performance How is LTE Impacting profitability? - Subs - ARPU - Better Pricing - DSL-liked - Customer loyalty Aiming for LTE monetization - Ecosystem - App Coverage - Smartphones - Clear Value Proposition - Price levels - Transparency
  18. 18. Public | © Ericsson AB 2013 JOIN THE CONVERSATION EricssonCaribbean EricssonCarib Ericsson Ericsson.com/jm

×