Launching 4G Services in India : It can be used for creating any presentation for launching a new product in market

2. 4G
 Introduction
 Features
Ansoff’s Matrix
Need for 4G Services in India
Porter’s 5 Forces
PESTEL Analysis of 4G
SWOT Analysis of 4G
STP Analysis
Marketing Mix : 4 P’s
Way forward
References

3. Techn
ology
When Introduced? Speed Signal Drawbacks Features
1G Introduced in 1980s and
completed in early 1990s.
Up to 2.4kbps Analog  Poor Voice Quality
 Poor Battery Life
 Large Phone Size
 No Security
 Limited Capacity Poor
Handoff Reliability
Can talk wirelessly.
2G Launched in Finland in the year
1991.
Data speed was up
to 64kbps
Digital  2G requires strong digital
signals to help mobile
phones work. If there is no
network coverage in any
specific area , digital
signals would weak.
 These systems are unable
to handle complex data
such as Videos.
 It enables services
such as text
messages,
picture messages
and MMS (multi
media message).
 It provides better
quality and capacity

4. Techn
ology
When Introduced? Speed Signal Drawbacks Features
3G This was introduced in year
2000s.
Data Transmission
speed increased
from 144kbps-
2Mbps.
Digital • Expensive fees for
3G Licenses
Services.
• It was challenge to
build the
infrastructure for
3G.
• High Bandwidth
Requirement.
• Expensive 3G
Phones.
• Large Cell Phones.
 Providing Faster
Communication
 Send/Receive Large
Email Messages
 High Speed Web /
More Security
 Video Conferencing /
3D Gaming
 TV Streaming/
Mobile TV/ Phone
Calls
 Large Capacities and
Broadband
Capabilities
 11 sec – 1.5 min. time
to download a 3 min
Mp3 song.

5. Techn
ology
When Introduced? Speed Signal Drawbacks Features
4G Started from late 2000s. 100Mbps – 1Gbps
speed.
Digital • Battery uses is
more
• Hard to
implement
• Need
complicated
hardware
• Expensive
equipment
required to
implement next
generation
network.
 Higher data rates and
expanded multimedia
services.
 Capable to provide speed
100Mbps-1Gbps.
 High QOS and High
Security
 Provide any kind of
service at any time as per
user requirements,
anywhere.
Also:
o More Security
o High Speed
o High Capacity
o Low Cost Per-bit etc.
Network
Coverage
Accessibility
Availability
Experience
Buying
Utility
VAS
Price

6. Products
Market Penetration Product Development
Market Development Diversification
I
n
c
r
e
a
s
i
n
g
R
i
s
k Increasing Risk
M
a
r
k
e
t
Existing
Existing
New
New
4G Services are
New Product in
Existing Market.
Hence, new
product
development
carries more risk
than simply
attempting to
increase market
share.

8. Threat Of New Entrant
Barriers to entry the mobile phone services sector are high. Therefore it is very difficult for a new entrant to
enter this industry.
In addition, it is very expensive to enter this industry due to the high costs to entry the market.
Furthermore, to entry the market is expected to do it in a large scale in order to achieve the low costs levels.
Rivalry
The level of rivalry is high as
there is exit barriers in the
Telecom industry.
There is also a strong price
competition among the
Service Providers.
Threat of Substitute Product or Services
Bargaining Power
of Suppliers
The device suppliers
will play a critical role
as devices to consume
4G services are
different.
The major threat comes from broad band or WiMAX services providers such as BSNL or Reliance.
There could be other Service providers providing the same services.
Porter’s
Five Forces
Bargaining Power
of Buyer
The majority of
subscribers are
prepaid or pay as you
go.
Postpaid subscribers
will sign a contract

9. Politics • With changes in Government to support Telecom industry, will help
• Don’t see much change in Government policies due to stability of it.
• More regulation in favor to support new trend in technologies.
Economy • With overall improvement in Inflation rates and increasing numbers in paychecks,
gives an opportunity to spend more, on more than need.
• Globalization will also help us.
• High disposable income.
Social • Educated, Young, high spending power and information hungry people
• Want everything on their finger tips, hectic lifestyle.
• Media is also playing pivotal role in ever changing world.
• Fast Socio & Cultural changes happening.
Technology • High impact of Internet and technologies.
• More & More new items are discovered due to more R&D expenditure.
• Communication cost is reducing day by day.
• Online video calling and all time & everywhere connected concept/
Environment • Due to increase in awareness regarding saving trees, more and more people moving
towards e-Issues of magazines & news papers.
Legal • More technology favorable regulations.
• More stringent Cyber laws.

11.  4G visions take into account installed base and past
investments
 Strong position of telecommunications vendors
expected in the market place
 Faster data transmission and higher bit rate and
bandwidth, allow more business applications.
 Has advantage for personalized multimedia
communication tools
 No larger user community for advanced mobile data
applications yet
 Growing divergence between telecommunications
vendors and operators
 Not possible to offer full internet experience due to
limited speed and bandwidth
 Comparatively higher cost to use and deploy
infrastructure compared fast mobile generation
 Evolutionary approach may yield opportunities for the 4G
 Emphasis on heterogeneous networks capitalizes on past
investments
 Strategic alliance and coalition opportunities with traditional
non telecommunication industries
 Worldwide economy recover simulates consumption and
consumer confidence, so bring in opportunities for
telecommunication sections
 It is expected and predicted that consumers will continue to
replace handsets with newer technology at a fast rate
 Desirable higher data capacity rates, the growth opportunity
for 4G is very bright and hopeful
 Faster rate of growth and developments in other
region.
 Since 3G mobile is still in the market, it squeezes the
market competition in mobile industry
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12. SEGMENTATION
TARGETING POSITIONING

13. Geographic
Urban people
Young Working
Professional
Games Enthusiastic
Research & Analysis
Activities
Demographic
Middle
aged
Male/female
Middle to high
income group
Working
professionals
SEGMENTATION
Business men

14. TARGET CUSTOMER

15. POSITIONING
The tag line to be used to describe 4G
service will be “MAGIC in your hand”.
MAGIC will stand for:
• Mobile Multimedia
• Anytime Anywhere
• Global Mobility Support
• Integrated Wireless Solution
• Customized Personal Services

16. 4 P’s

17. Product
•Domain of 4G extends beyond 1G, 2G, and 3G
• > 2 Mbps in a wide-area mobile system (> 20 Mbps peak).
• Could coexist with 2G and 3G.
• 4G is not necessarily defined by the bit rate, but by a
significant advance in system capability beyond what can be
achieved with 3G.
• Better Security by implementing complex key hierarchy.
• The U.S.P. of our product “MAGIC” would be that, it will be
available even in trial pack for both Post-paid and Pre-paid
customer.

18. Price
• Pricing would be dynamic
• Initially free trial period would be provided to the
corporate & working professional customer.
• The initial 4GB data would be at standard rate and after
that both the price and bandwidth will drop. To keep fair
practice in place.

19. Place
• The product will be launched where people are already consuming 3G
services.
• 4G service availability would be high near to offices and city center
where more gaming zones.
• Free 4G services will be provided in Airport, Malls etc.
• Will bundle 4G services along with free Video streaming and Cloud
storage.
• Will be launched in Metros, Urban area and then in sub-urban areas.
• It will be available in every major city of India. We will sell our product
at retailer outlets and through our Customer Care service.

20. Promotion
• Initially, the Pricing of the “MAGIC” would be same as that of 3G service.
• For corporate customer, it will be given on 30 days trial.
• For customer, who needs video streaming, there will be different data
package.
•We will do tie-up with some Satellite channels to stream their channels free of
cost in trial period.
Various media channels such as Newspapers, Magazine, Social networking
sites, Radio, Television, Internet ( Social Networking Sites), Bill boards and
various Promotional Events in Malls will be conducted.

21. World’s Market Leader Way Forward
Targeting Other Segment
Single Segment
Diversifying Worldwide

23. • Technical white paper- Long Term Evolution (LTE): A
Technical Overview: www.motorola.com
• Workshop on Security and Privacy in 4G Networks: A
Survey of Security Threats on 4G Networks: IEEE
04437813
• IEEE LTE and the Evolution to 4G Wireless, Design
and Measurement Challenges:
www.agilent.com/nd/lte
• http://www.ukessays.com/essays/information-technology/