While 4G is changing how quickly consumers can access data, it is also evolving how mobile network operators (MNOs) need to compete. Yankee Group's report "10 Ways 4G 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.
"4G changes the mobile competitive landscape in several ways," said Declan Lonergan, Yankee Group VP of research and author of the report. "The implications of ubiquitous 4G networks and connectivity will be far-reaching and touch everything from data pricing to brand positioning and emerging business models. Gradually 4G will stop being something new and will become the new norm - just as happened with 3G technology a decade ago. But until that happens, 4G represents a discontinuity that brings with it the usual mix of opportunity and risk."
4G will create a competitive landscape where:
- Early movers gain an advantage
- Brands are re-evaluated or reinforced
- Competition is data-centric
- New connected device categories emerge
- Marketing language changes
- Price innovation is boosted
- Propositions feature more bundling
- Postpaid grows at the expense of prepaid
- Fixed-mobile convergence (FMC) and substitution (FMS) peacefully coexist
- New business models bubble up
Lonergan will also host an interactive webinar on July 30 to more closely examine the ways in which 4G changes how MNOs must think and how they can make the most out of 4G launches.