What can mobile operators in mature markets learn from emerging markets?
Received wisdom in the mobile industry suggests that knowledge and experience is passed from the mature markets in the West and Asia on to emerging markets. The last two years has seen a sea-change in this relationship, and mobile operators in mature markets would do well to heed the lessons that can be learned from emerging markets.
Executive summary
In a nutshell
Ovum view
Strategy
Profitability is more important than revenues
Innovation is the bedrock of success
Pragmatism goes hand in hand with innovation
Marketing
Low-ARPU customers are customers too
Learn from other industries
An innovative approach to pricing
Dynamic pricing is the classic case study
Cross-group tariffs make a splash in Africa
Data by the sachet
Distribution
Own-brand retail outlets are not just for sales
Partnerships: don’t try to do it all yourself
Services
Mobile finance in emerging markets is leading the world
Functionality is key for applications
A golden opportunity for numbers
Devices
Do mature markets need subsidies?
Should operators be so controlling?
Device innovation at the lower end of the market
Operations
Outsourcing everywhere
Network infrastructure
Aggressive infrastructure-sharing
Energy availability challenge goes green in mature markets
Energy efficiency
Alternative power solutions
Vendor financing could find its way into the LTE world
In a nutshell
Ovum view
Strategy
Profitability is more important than revenues
Innovation is the bedrock of success
Pragmatism goes hand in hand with innovation
Marketing
Low-ARPU customers are customers too
Learn from other industries
An innovative approach to pricing
Dynamic pricing is the classic case study
Cross-group tariffs make a splash in Africa
Data by the sachet
Distribution
Own-brand retail outlets are not just for sales
Partnerships: don’t try to do it all yourself
Services
Mobile finance in emerging markets is leading the world
Functionality is key for applications
A golden opportunity for numbers
Devices
Do mature markets need subsidies?
Should operators be so controlling?
Device innovation at the lower end of the market
Operations
Outsourcing everywhere
Network infrastructure
Aggressive infrastructure-sharing
Energy availability challenge goes green in mature markets
Energy efficiency
Alternative power solutions
Vendor financing could find its way into the LTE world
LIST OF FIGURES
Figure 1: Lessons from emerging mobile markets
Figure 1: Lessons from emerging mobile markets
