Telefonica Chile: mobile broadband case study

April 2010 | 11 pages | ID: TD478EF44FEEN
Ovum

Abstracts

Telefonica is engaged in developing its big-screen mobile broadband offering. It is generally being offered as a complement to its fixed broadband offerings as a bundled service, but to some extent is being utilised as a new revenue stream where no fixed lines are available. This case study highlights Telefonica Chile’s key strategies and challenges.

Contents

Executive summary
In a nutshell
Key messages
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Telefonica Chile’s strategy
Mobile broadband offered as a complement to fixed
Mobile broadband go-to-market strategy
Overview
Fixed broadband customers
New mobile broadband customers
Bundled hardware
Mobile customers
Segmentation
Sales channels
Mobile broadband pricing strategy
Overview
Competitor pricing
Fixed alternatives
Promotions/marketing
The impact of mobile broadband
Growth in mobile broadband in line with Telefonica’s expectations
Critical success factors
Spectrum an issue for all players in the market
Telefonica Chile’s technology solution
Telefonica’s mobile broadband strategy is built on WCDMA and HSPA
Where next for Telefonica Chile?
Competition for customers will remain tough

List Of Tables

LIST OF TABLES

Table 1: Telefonica mobile pricing in Chile
Table 2: Comparable mobile broadband pricing in Chile