market promotion of 4g lte - nepalresearchforum.com · introduction 2 •4g lte means...
TRANSCRIPT
Introduction
2
• 4G LTE means “fourth-generation long term evolution”
• Up to 10 times faster than 3G (Stringfellow, 2018)
• 4G is vibrant in Nepal but inadequate market success
• How customers perceive 4G LTE?
• What factors affect attitude formation towards 4G LTE?
How was it studied?
3
• Quantitative and Qualitative Methods• Survey Questionnaire with internet users with their
smartphones• 942 Samples (KTM, Bhaktapur, Lalitpur, Saptari,
Morang, Sunsari) • Purposive Sampling at central locations• Focus Group Discussion (4G users and Non 4G
users)• Key Informants Interview: (Regulators (NTA) and
Operators(NTC, NCELL, SMART Telecom))• Frequency Distribution, Descriptive Statistics,
Regression, Thematic Analysis of qualitative data
Male: 61.1% Female: 31.0%
4
68.1
31.0
.90.0
20.0
40.0
60.0
80.0
Male Female Others
Gender
3.3
24.8
46.7
18.4
5.61.3
0.0
10.0
20.0
30.0
40.0
50.0
Under18
years
19-25years
26-35years
36-45years
46-60years
Above60
years
Age Group
74.4% were below 35 years
Masters & Above: 53.05%Bachelors: 27.65%
5
Private Service: 44.0%
Student: 20.8%
Self Employed: 16.5%
4.86% 1.12% 3.61%9.71%
27.65%
53.05%
0.00%10.00%20.00%30.00%40.00%50.00%60.00%
Education
44.0
8.216.5
2.2
20.8
5.3 3.00.0
10.0
20.0
30.0
40.0
50.0
Occupation
Mobile Data: 71.66%WIFI: 64.44%
6
48.89%
81.33%
4.74%
31.70%
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
NTC NCELL SMART NTC +NCELL
SIM used for Mobile Data
71.66%
64.44%
60.00%62.00%64.00%66.00%68.00%70.00%72.00%74.00%
SIM Card WIFI (ISP, ADSL)
Source of Data in Smartphones
NT: 48.89%NCELL: 81.33%NT+NCELL: 31.70%
More than seven times a day: 50.07%
7
Travelling: 66.07%
No WIFI: 63.11%
4.59%12.15%
22.81%
50.07%
6.52% 3.85%0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
Once a day Two tothree
times aday
Four toseven
times aday
More thanseven
times aday
Few timesin a week
Few timesin a month
Frequency of Data Use from SIM Card
66.07%55.56% 53.48%
63.11%
0.00%10.00%20.00%30.00%40.00%50.00%60.00%70.00%
Travelling Home Office WhenWIFI is notavailable
Location of Data Use
Evening: 79.11%Afternoon: 72.59%
8
62.81%72.59%
79.11%
54.96%
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
Morning Afternoon Evening Night
Time of Data Use
8.89%
19.70%
29.04%24.74%
11.41%6.22%
0.00%5.00%
10.00%15.00%20.00%25.00%30.00%35.00%
Money Spend in Mobile Data
Rs. 401-800: 29.04%Rs. 801-1500: 24.74%
Purpose of Mobile Data
9
86.96%
68.59%
68.00%
64.44%
52.15%
38.22%
37.33%
27.41%
0.00% 20.00% 40.00% 60.00% 80.00% 100.00%
Social Media
Voice/Video Call
News
Maps and Directions
Online Purchase/Ecommerce
Watching movies
Others
10
75.11%
15.70%9.19%
0.00%
20.00%
40.00%
60.00%
80.00%
Yes No Don’t Know
Use Mobile Data Package
82.81%
11.11% 6.07%0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
Yes No Don’t Know
Smartphones Support 4G LTE
82.07%
49.78%36.15%
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
4G 3G/2G Both use
Mobile Technology Use
What encouraged you to use 4G LTE?
11
73.96%
67.99%
51.72%
49.19%
30.02%
22.24%
22.06%
22.06%
0.00% 20.00% 40.00% 60.00% 80.00%
Fast speed/performance
Very Useful
Service quality
Access from anywhere anytime
Social status and prestige
Referral from friends/relatives
Price
Promotion and Advertisement
Why don't you use mobile data?
12
74.44%
43.61%
14.29%
22.56%
10.90%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
Costly Slow WIFIavailableanywhere
Not required Don’t know
Perception towards 4G LTE
13
Mean Std. Deviation
Mobility
4G Users 3.5835 .80176
2G/3G Users 3.1530 .74738
WIFI Users 3.3233 .97210
Speed
4G Users 3.9144 .58386
2G/3G Users 3.5464 .63574
WIFI Users 3.5627 .93591
Social Prestige
4G Users 3.5527 .97104
2G/3G Users 3.1202 .88562
WIFI Users 3.4561 1.03034
Price
4G Users 3.7185 .69311
2G/3G Users 3.5273 .65673
WIFI Users 3.8333 .86983
Perception towards 4G LTE
14
Mean Std. Deviation
Quality
4G Users 3.8318 .66277
2G/3G Users 3.4918 .64740
WIFI Users 3.4749 .91597
Promotion
4G Users 3.4858 .83541
2G/3G Users 3.0410 .75646
WIFI Users 3.0840 1.02139
Usefulness
4G Users 3.7348 .70993
2G/3G Users 3.3060 .77209
WIFI Users 3.3070 .97631
Attitude
4G Users 3.9421 .70530
2G/3G Users 3.5082 .68059
WIFI Users 3.4975 .94114
Regression Results
15
• Promotion, Speed and Quality creates perceived usefulness (βP= .517 ,βS=.218 ,βQ=.156, R2 =.618)
• Social prestige, price and mobility have no affect on perceived usefulness
• Attitude towards 4G is formed through perceived usefulness (β=.749, R2 =.592)
Focus Group Discussion (4G Users)
16
• Tariff is high
• Packages are cost effective and preferable however difficult to understand sometimes.
• Use mobile data during travelling for maps, email, social media
• Useful and saves time
• Faster than 3G
• No affect on social status
• Large number of dark spots
Focus Group Discussion (Non Users of Mobile Data)
17
• WIFI available at home.
• 4G is expensive. Opt to use if price is lowered.
• Use WIFI data for social media, watching movies, serials
• People say 4G is expensive
Key Informants Interview (Regulator)
18
• No significant difference between 3G and 4G in terms of speed
• Large number of blind spots
• Bandwidth limitation – 5MHz (NT and NCELL), 10 MHz (SMART)
• Low marketing role
• No motivation for Users: Limited coverage and speed
• 4G data will grow with progression of socio-economic conditions
Key Informants Interview (Operators)
19
• Consumer perceive 4G as high speed
• No significant difference between 3G and 4G
• Expansion at low pace. Limited investment
• No aggressive marketing. Limited features for marketing
• No revenue target on 4G
• 4G packages are effective
• Limited 4G handsets penetration
• 4G data will grow with content and service based solutions
Conclusion and Recommendations
20
• Availability of 4G handsets in market. Consumers ready to use 4G
• Allocate 4G Spectrum (Regulator)
• Expand 4G network (Operators)
• Initiate promotion indicating speed and quality
• Develop content and service based solutions
Avant Garde Solution (P) Ltd
Sankhamul, Kathmandu, Nepal
Contact : 977 1 5242340
www.avantgarde.com.np