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Home > Market Research > Mobile Strategies > Rural mobile strategies: five key success factors :: Ovum
Introduction
The rural areas of emerging markets will be the last frontier for subscriber growth for mobile service providers going forward. However, they are challenging and not just due to the very low ARPU of these users.
Scope
Ovum's research has, for over 20 years been focused at the junction of the technical and commercial domains. Ovum's market reports provide strategic analysis of evolving trends in wholesale, enterprise, consumer, networking, devices, and components markets. Our analysis drills down into market ecosystems and segments, inflection points, competitive landscapes and trends, vendor leadership and best practice.
Highlights
One common theme among telcos is clear - they are all looking to provide an efficient next-generation network on which they can offer high-quality value-added services (VASs) to their customers. Telecoms operators are faced with a string of challenges from defending their core fixed revenues to generating growth from new wave services and international operations.
Reasons to Purchase
Ovum's research helps vendors and service providers accelerate delivery of profitable new revenue streams. Our findings help businesses make more effective strategic and business decisions faster. For more information about how this specific research report can help your business please contact us.
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Table of Contents
Executive Summary
In a nutshell
Key messages
Analysis
Rural markets: the last frontier
Stakeholder consensus and local engagement
Address stakeholder objections
Strong ROI can be achieved at low ARPU levels
Market share matters much more than ARPU
Business model and market share key
Coverage: priority and user insight
Prioritise rural coverage
Understand rural user patterns
Do rural users need data services?
Technology: lean and shared
Lean network
Shared infrastructure
Use of local entrepreneurs
Services and marketing: shared, loaded and local
Shared access as a bridge to personal consumption
Dynamic pricing for optimised network utilisation
Local distribution network
Performance: track, learn and adapt
List of Figures
Figure 1: Rural population of selected markets
Figure 2: Profitability and ARPUs of selected players
Figure 3: Market share versus profitability of selected players
Figure 4: Four steps to successful rural penetration
Figure 5: Roles of local entrepreneurs
For full details, please email keithw@cmsinfo.com
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