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Mobile Broadband Strategies in Developing Markets

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Presentation on strategies of mobile operators within the Telenor group to increase the mobile broadband penetration in their respective markets. Covers challenges and case studies of initiatives that are delivering results. Presented at CommunicAsia 2012 in Singapore, on 21 June 2012

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Mobile Broadband Strategies in Developing Markets

  1. 1. Broadband Strategies in Developing Markets Praveen Rajan Head of Internet & Services, DiGi Telecommunications CommunicAsia 2012 Summit 21 June 2012, Singapore
  2. 2. @praveenrajan
  3. 3. @digi_telco
  4. 4. Mobile Broadband is blurring How would you define it ?
  5. 5. Internet for All designed to suit all shapes & sizes
  6. 6. Feature phones (still) rule Slower rate of replacement than matured markets
  7. 7. Feature Phones Smart Phones 5MB / month 700MB / monthUsage 78% 22%Ratio
  8. 8. >80% prepaid 126 million prepaid subs in Telenor Asia
  9. 9. Prepaid ARPU 84% 13.50Malaysia 90% 7.25Thailand 99% 2.42Bangladesh 99% 2.42Pakistan 100% 1.90India Telenor public reports Q1 2012, ARPU in USD
  10. 10. Literacy & language barriers Low English proficiency, increases need for local adaptations
  11. 11. Literacy Rate English Speakers 94% 30%Malaysia 94% 27%Thailand 56% 18%Bangladesh 56% 11%Pakistan 63% 10%India Wikipedia June 2012, Unesco reports Writing System Latin Script Script Script Script
  12. 12. 3 challenges = Feature Phones >80% Prepaid Literacy & Language
  13. 13. Co-branded Opera Mini Better UX for feature phones + network savings
  14. 14. Facebook for Every Phone Smart phone UX on a feature phone
  15. 15. Zero APN settings Redirect junk & other telco APNs, awesome in multi-SIM markets
  16. 16. <Blank> <Telco XYZ>
  17. 17. White label smart phones Segmented Android offers, Huawei & ZTE aggressive in some categories
  18. 18. Plans for smart phones Standalone packs, easier for “mom & pop” stores to sell
  19. 19. Internet Latin Mins SMS MMS Reload Validity 100MB 20 20 20 RM 10 4 days
  20. 20. Worry-free Internet pricing PAYG daily caps & usage alerts, drives more usage
  21. 21. Time-based packages rock! + USSD sales channel for buying & selling
  22. 22. Zero-rating campaigns Especially in local languages, Facebook & Wikipedia helping big time
  23. 23. Small screen awareness Nationwide Internet campaigns, more focus in rural markets & schools
  24. 24. Co-branded Opera Mini Facebook for Every Phone Zero APN settings White label smart phones Plans for smart phones Worry-free pricing Time-based packages Zero-rating campaigns Small screen awareness Feature Phones >80% Prepaid Literacy & Language
  25. 25. Questions? @praveenrajan

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