Home > Market Research > Mobile Strategies > Low ARPU users: best-practice strategies

Table of Contents

Market Study
Published: February 2009
Pages: 21
Tables: For full details, please email keithw@cmsinfo.com
From: GBP 1782.14   Buy Now!
Research from: Ovum Research & Consultancy
Sector: Mobile Strategies

Profitably addressing low-income users will be one of the biggest challenges for the mobile industry in emerging markets. This study provides analysis and advice on vendor and operator best-practice strategies in this area.

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Table of Contents

Executive summary
In a nutshell
Key messages
Fresh mindset required
Focus on value re-engineering
Understand local usage patterns
Optimise technology costs
Bridge the gap between the network and marketing
Drive value-led marketing
Shared access has a major role to play
Harness local entrepreneurs
It is not just voice
Push for policy action on tax and infrastructure sharing
The scale of the challenge
Methodology
Fresh mindset required
Value re-engineering needed
Users and technology
Understand local usage patterns
Optimise technology costs
Network design and rollout
Base station equipment and site costs
Power: diesel versus solar
Backhaul and transmission
Operational/business support systems (OSS and BSS)
Case studies
Nokia Siemens Networks: Village Connection
Marketing and services
Bridge the gap between marketing and network operations
Value-led marketing strategy
Local high-impact promotions
Price to optimise network utilisation
Tightly managed acquisition costs
Local distribution network
Shared access as a bridge to personal connectivity
It is not just about voice
Internet access
Mobile remittances
Mobile directory services
Education and health services
Share best practice
Case studies
Bharti Airtel’s rural strategy
MTN Zone
Zain One Network
Grameenphone’s Community Information Centres
Vodafone and Safaricom’s M-Pesa
Cellbazaar
Entrepreneurship and policy
Harness local entrepreneurs
Policy action needed





List of Figures
Figure 1: Value engineering cycle
Figure 2: Roles of local entrepreneurs

For full details, please email keithw@cmsinfo.com

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