Home > Market Research > Broadband & Fixed > WiMAX in Emerging Markets: Strategic and Technological Lessons Learned from Operators
In this report, Pyramid Research provides an in-depth assessment of commercial WiMAX networks and operator go-to market strategies in emerging markets.
It examines competitive dynamics in emerging economies, end-user demand patterns and the market potential for WiMAX, from adoption rates and the revenue outlook to spectrum licensing trends.
Built around case studies of 10 WiMAX operators across the world, the report analyzes addressable customer profiles, marketing strategies, product and pricing strategies, and distribution methods for WiMAX networks.
Highlighting what works and what doesn’t — based on the experience of commercial operators — this report uncovers operator pain points and the keys to success for both WiMAX operators and vendors.
The report found that Emerging markets accounted for more than 70 percent of WiMAX subscribers globally in 2007, due to the shortage of broadband offerings.
Pyramid Research’s review of commercial WiMAX networks for this report found that service providers in these markets have generally positioned WiMAX as a DSL substitute, providing mainly fixed and portable Internet access services.
The WiMAX operators that were examined in the report have been adding new customers at a rate of 500-1,000 per month, with more than 70 percent of the current customer base coming from the SME and SOHO segments.
While initial deployments have been in underserved areas, these operators are increasingly competing head-to-head with DSL networks.
Indeed, in suburban and urban areas, operators claim that more than half of their customers were previously subscribed to DSL or dial-up services, and they have seen unexpected demand in the residential market. In rural areas, almost all their customers are business users.
The study notes that Russia's Enforta's most popular applications used by retailers on the WiMAX network are supply chain management, websales and CRM, and VPNs. Enforta’s SME and SOHO customer profile is as follows:
• Home offices (i.e., lawyers, doctors)
• Companies with no more than 40-50 PCs (Enforta’s average: 20 PCs per company)
• Businesses that do not need very fast data speeds (Enforta provides speeds up to 2Mbps)
• Businesses that do not have a lot of data traffic (Enforta’s clients use up on average 2-3GB of traffic per month)
• Businesses with minimal telephony needs (1-5 phone lines), where voice is not a core business
• Businesses with offices located outside traditional business areas — in suburbs, industrial estates, storage facilities, manufacturing facilities, etc.
• Businesses that require a rapid deployment of broadband access
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