LTE World Summit 2012 Day 1 Keynote Thomas Wehmeier INFORMA

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LTE World Summit Barcelona May 2012
Day 1 - Keynote INFORMA

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LTE World Summit 2012 Day 1 Keynote Thomas Wehmeier INFORMA

  1. 1. Successful LTE strategiesUsing LTE to build a compelling broadband strategyThomas WehmeierPrincipal Analyst | Telco StrategyInforma Telecoms & Media LTE World Summit Barcelona May 2012
  2. 2. A clouded market reality? + More than 65 live - Top five operators networks in 30+ account for more than countries on every 90% of total LTE market populated continent Proliferation of Sluggish acceptance ofattractive, mass-market LTE in Europe devicesFastest-ever technology 85% of operators have launch with over 15m seen minimal customer active connections uptake (<50,000)5/23/2012 www.informatandm.com 2
  3. 3. LTE is just another piece of the broadband jigsaw Integrated broadband Enhance existing strategy positioning Wi-Fi LTE Extension of existing Extension of existing mobile broadband fixed broadband offerings offerings 2G, 3G xDSL/FTTx Balance “always best Do not devalue existing connected” experience assets that are not fully with “always most depreciated profitably connected”5/23/2012 www.informatandm.com 3
  4. 4. Sell an experience, not just a technology Take customers on a journey Communicate the benefits, not the features Can every employee credibly answer “why LTE?”5/23/2012 www.informatandm.com 4
  5. 5. Don’t just give it all away at the start If you give it all away Standalone or integrated now, what’s up your pricing? sleeve for later? Segmented offerings to Avoid accelerating the maximise addressable commoditisation of data market Targeted promotions to Value-based pricing drive LTE adoption5/23/2012 www.informatandm.com 5
  6. 6. How ready are you? Technical Commercial preparation preparation Spectrum acquisition Device portfolio strategy Site acquisition Customer education Backhaul Branding & marketing Customer team Technical trials education5/23/2012 www.informatandm.com 6
  7. 7. If you get it right, the rewards can be great Reduce costs through Brand equity enhanced network efficiency“the most brand value accretive Retail postpaid net additions in US market, 1Q10-1Q12 “you will see a continued focus on action we have taken” migrating traffic from 3G to 4G LTE, 1Q10 2Q10 3Q10 4Q10 1Q11 2Q11 3Q11 4Q11 1Q12 which will drive additional 2.5 improvements in our capital and Retail postpaid net adds (m) 2.0 operating efficiency” Enhanced customer 1.5experience & lower churn 1.0 0.5“churn for the 4G LTE segment is now at the 2% level” 0.0 Customer acquisition & -0.5 market share -1.0 “Verizon has added 4.7m retail postpaidFree-up capacity on existing Verizon Wireless AT&T T-Mobile USA Sprint net adds in 5 quarters since launch” networks to open up new opportunities Building a foundation for Arrest ARPU decline mid- and long-term growth 5/23/2012 www.informatandm.com 7
  8. 8. Thomas WehmeierQuestions? Principal Analyst | Telco Strategy thomas.wehmeier@informa.com @twehmeier uk.linkedin.com/in/thomaswehmeier

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