Yankee Group explores 10 ways in which 4-G launches are changing the competitive landscape and how mobile network operators (MNOs) can take advantage of 4-G rollouts to enable innovative business models.
Yankee Group explores 10 ways in which 4-G launches are changing the competitive landscape and how mobile network operators (MNOs) can take advantage of 4-G rollouts to enable innovative business models.
While 4-G is changing how quickly consumers can access data, it is also evolving how MNOs compete. Yankee's report, "10 Ways 4-G Changes Competition," examines how MNOs can get to market early, launch creative marketing campaigns that establish brand leadership, innovate on data pricing, and embrace new business models.
"4-G changes the mobile competitive landscape in several ways," said Declan Lonergan, VP of Research and author of the report. "The implications of ubiquitous 4-G networks and connectivity will be far-reaching and touch everything from data pricing to brand positioning and emerging business models. Gradually, 4-G will stop being something new and will become the new norm, just as happened with 3-G technology a decade ago. But until that happens, 4-G represents a discontinuity that brings with it the usual mix of opportunity and risk."
4-G will create a competitive landscape where:
1. Early movers gain an advantage;
2. Brands are re-evaluated or reinforced;
3. Competition is data-centric;
4. New connected device categories emerge;
5. Marketing language changes;
6. Price innovation is boosted;
7. Propositions feature more bundling;
8. Postpaid grows at the expense of prepaid;
9. Fixed-mobile convergence and substitution peacefully coexist
10. New business models bubble up