Executive Seminar on Market Promotion of 4G LTE Avant Garde Solution in collaboration with Kathmandu University School of Management and IETE Nepal Chapter organized a seminar program to disseminate their research findings on inadequate market achievement of 4G LTE. The findings were presented to prominent marketing practitioners from telecom sector. The presentation was followed by panel discussion. The studies explored customers’ perspective on 4G-LTE sector especially their perception and attitude towards purchasing these products. Follow us on: Official Website: https://avantgarde.com.np/ Facebook: https://www.facebook.com/avantgardesolution/ Twitter: https://twitter.com/avantgarde_np Google +: https://plus.google.com/u/1/115737002829981519989 Linkedin: https://www.linkedin.com/company/avantgardesolution/ YouTube: https://www.youtube.com/channel/UCku7HZ27jdhp4q2pwsLur7Q

1. Market Promotion of 4G LTE

2. Introduction
2
• 4G LTE means “fourth-generation long term
evolution”
• Up to 10 times faster than 3G (Stringfellow, 2018)
• 4G is vibrant in Nepal but inadequate market success
• How customers perceive 4G LTE?
• What factors affect attitude formation towards 4G
LTE?

3. How was it studied?
3
• Quantitative and Qualitative Methods
• Survey Questionnaire with internet users with their
smartphones
• 942 Samples (KTM, Bhaktapur, Lalitpur, Saptari,
Morang, Sunsari)
• Purposive Sampling at central locations
• Focus Group Discussion (4G users and Non 4G
users)
• Key Informants Interview: (Regulators (NTA) and
Operators(NTC, NCELL, SMART Telecom))
• Frequency Distribution, Descriptive Statistics,
Regression, Thematic Analysis of qualitative data

4. Male: 61.1%
Female: 31.0%
4
68.1
31.0
.9
0.0
20.0
40.0
60.0
80.0
Male Female Others
Gender
3.3
24.8
46.7
18.4
5.6
1.3
0.0
10.0
20.0
30.0
40.0
50.0
Under
18
years
19-25
years
26-35
years
36-45
years
46-60
years
Above
60
years
Age Group
74.4% were
below 35 years

5. Masters & Above: 53.05%
Bachelors: 27.65%
5
Private Service:
44.0%
Student: 20.8%
Self Employed:
16.5%
4.86% 1.12% 3.61%
9.71%
27.65%
53.05%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
Education
44.0
8.2
16.5
2.2
20.8
5.3 3.0
0.0
10.0
20.0
30.0
40.0
50.0
Occupation

6. Mobile Data: 71.66%
WIFI: 64.44%
6
48.89%
81.33%
4.74%
31.70%
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
NTC NCELL SMART NTC +
NCELL
SIM used for Mobile Data
71.66%
64.44%
60.00%
62.00%
64.00%
66.00%
68.00%
70.00%
72.00%
74.00%
SIM Card WIFI (ISP, ADSL)
Source of Data in Smartphones
NT: 48.89%
NCELL: 81.33%
NT+NCELL: 31.70%

7. More than
seven times a
day: 50.07%
7
Travelling:
66.07%
No WIFI: 63.11%
4.59%
12.15%
22.81%
50.07%
6.52% 3.85%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
Once a day Two to
three
times a
day
Four to
seven
times a
day
More than
seven
times a
day
Few times
in a week
Few times
in a month
Frequency of Data Use from SIM Card
66.07%
55.56% 53.48%
63.11%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
Travelling Home Office When
WIFI is not
available
Location of Data Use

8. Evening: 79.11%
Afternoon: 72.59%
8
62.81%
72.59%
79.11%
54.96%
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
Morning Afternoon Evening Night
Time of Data Use
8.89%
19.70%
29.04%
24.74%
11.41%
6.22%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
Money Spend in Mobile Data
Rs. 401-800: 29.04%
Rs. 801-1500: 24.74%

9. Purpose of Mobile Data
9
86.96%
68.59%
68.00%
64.44%
52.15%
38.22%
37.33%
27.41%
0.00% 20.00% 40.00% 60.00% 80.00% 100.00%
Social Media
Voice/Video Call
News
Email
Maps and Directions
Online Purchase/Ecommerce
Watching movies
Others

10. 10
75.11%
15.70%
9.19%
0.00%
20.00%
40.00%
60.00%
80.00%
Yes No Don’t Know
Use Mobile Data Package
82.81%
11.11% 6.07%
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
Yes No Don’t
Know
Smartphones Support
4G LTE
82.07%
49.78%
36.15%
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
4G 3G/2G Both use
Mobile Technology Use

11. What encouraged you to use 4G LTE?
11
73.96%
67.99%
51.72%
49.19%
30.02%
22.24%
22.06%
22.06%
0.00% 20.00% 40.00% 60.00% 80.00%
Fast speed/performance
Very Useful
Service quality
Access from anywhere anytime
Social status and prestige
Referral from friends/relatives
Price
Promotion and Advertisement

12. Why don't you use mobile data?
12
74.44%
43.61%
14.29%
22.56%
10.90%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
Costly Slow WIFI
available
anywhere
Not required Don’t know

13. Perception towards 4G LTE
13
Mean Std. Deviation
Mobility
4G Users 3.5835 .80176
2G/3G Users 3.1530 .74738
WIFI Users 3.3233 .97210
Speed
4G Users 3.9144 .58386
2G/3G Users 3.5464 .63574
WIFI Users 3.5627 .93591
Social Prestige
4G Users 3.5527 .97104
2G/3G Users 3.1202 .88562
WIFI Users 3.4561 1.03034
Price
4G Users 3.7185 .69311
2G/3G Users 3.5273 .65673
WIFI Users 3.8333 .86983

14. Perception towards 4G LTE
14
Mean Std. Deviation
Quality
4G Users 3.8318 .66277
2G/3G Users 3.4918 .64740
WIFI Users 3.4749 .91597
Promotion
4G Users 3.4858 .83541
2G/3G Users 3.0410 .75646
WIFI Users 3.0840 1.02139
Usefulness
4G Users 3.7348 .70993
2G/3G Users 3.3060 .77209
WIFI Users 3.3070 .97631
Attitude
4G Users 3.9421 .70530
2G/3G Users 3.5082 .68059
WIFI Users 3.4975 .94114

15. Regression Results
15
• Promotion, Speed and Quality creates perceived
usefulness (βP= .517 ,βS=.218 ,βQ=.156, R2 =.618)
• Social prestige, price and mobility have no affect on
perceived usefulness
• Attitude towards 4G is formed through perceived
usefulness (β=.749, R2 =.592)

16. Focus Group Discussion (4G Users)
16
• Tariff is high
• Packages are cost effective and preferable however
difficult to understand sometimes.
• Use mobile data during travelling for maps, email,
social media
• Useful and saves time
• Faster than 3G
• No affect on social status
• Large number of dark spots

17. Focus Group Discussion (Non Users of
Mobile Data)
17
• WIFI available at home.
• 4G is expensive. Opt to use if price is lowered.
• Use WIFI data for social media, watching
movies, serials
• People say 4G is expensive

18. Key Informants Interview (Regulator)
18
• No significant difference between 3G and 4G in
terms of speed
• Large number of blind spots
• Bandwidth limitation – 5MHz (NT and NCELL), 10
MHz (SMART)
• Low marketing role
• No motivation for Users: Limited coverage and speed
• 4G data will grow with progression of socio-
economic conditions

19. Key Informants Interview
(Operators)
19
• Consumer perceive 4G as high speed
• No significant difference between 3G and 4G
• Expansion at low pace. Limited investment
• No aggressive marketing. Limited features for
marketing
• No revenue target on 4G
• 4G packages are effective
• Limited 4G handsets penetration
• 4G data will grow with content and service based
solutions

20. Conclusion and Recommendations
20
• Availability of 4G handsets in market. Consumers
ready to use 4G
• Allocate 4G Spectrum (Regulator)
• Expand 4G network (Operators)
• Initiate promotion indicating speed and quality
• Develop content and service based solutions

21. Avant Garde Solution (P) Ltd
Sankhamul, Kathmandu, Nepal
Contact : 977 1 5242340
info@avantgarde.com.np
www.avantgarde.com.np