The proliferation of commercial 4G services in Africa and the Middle East can easily be traced out. The demand for 4G services is increasing significantly over the last few years in AME region due to investment, innovations and the latest services in 4G industry. 4G industry operators focus on various commercial strategies based on market demographics. They have to bring in various strategies to increase the demand for 4G services like pricing strategies, client segmentation and keep an eye on the suitability of the 4G devices. Promotional campaigns support the demand for 4G services and 4G operators make sure the optimal use of distributional networks. All these strategies are the reasons behind the growth of 4G subscriptions in Middle East and Africa.
Figure: Factors Providing Boost to 4G industry
The Africa and Middle East market for 4G services is highly competitive. To survive in the market, 4G operators must have unique selling points, marketing strategies and they should maximize their strengths to capture a big share of market.
Operators are increasingly developing online stores and marketing OTT services through OTT partnerships to increase 4G-compatible Smartphones in Africa and Middle East. There is growth expected in 4G services over the next 5 years in AME. Specifically in MENA region (Middle East and North Africa) operators have taken initiated online stores and creating awareness about their OTT services through OTT partnerships which will lead to increase in sales volume for 4G compatible devices. Also the company’s shares and the service quality of the product attract customers. There is a need to maintain good relations with the consumers to have a large market share or a huge consumer base.
The market players in AME are Vodacom, MTN, Cell C and Telkom SA. There is a significant growth in number of mobile subscribers in South Africa which was 17.2 million at the end of 2003 and increased to 51.0 million at the end of 2010. This growth is expected to increase approximately over 67.6 million by the end of 2014.
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Ankur Gupta, Head Marketing
Ken Research Private Limited