Africa and the Middle East 4g Commercial Industry and Future Outlook

Availability of 4G services has been increasing rapidly over the past few years across Africa and the Middle East (AME). This follows significant research, scoping and lobbying efforts by operators on issues such as spectrum allocations and the viability of 4G services in the local market. Such operators have or will use a variety of commercialization strategies determined by market demographics for client segmentation, suitable devices, appropriate pricing strategies, effective promotional campaigns to raise awareness and optimal use of distribution networks. As a result, over the next five years, growth in 4G subscriptions will largely be driven by continued adoption across Middle Eastern countries (e.g., Saudi Arabia, UAE, Kuwait and Qatar) and in relatively developed African telecoms markets, such as South Africa and Nigeria. In less developed markets such as Democratic Republic of Congo, 4G network rollout will be selective with initial rollout expected in high population density areas.

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Key Findings

 In the MENA region, operators are increasingly developing online stores and marketing OTT services through OTT partnerships to increase 4G-compatible smartphones and increase data bundle adoption. In sub-Saharan Africa, operators largely rely on informal distribution networks to reach their addressable market and offer promotional data bundles for specific services (e.g., social network data bundles), this will support 4G uptake over the next five years.

 In the battle for market share, the success of an operator to acquire 4G subscriptions in AME is also dependent on marketing their unique selling points and service strengths.

 For example, incumbents with large networks market their quality of service capabilities (e.g., Turk Telekom), while operators with lower market share in terms of subscribers can promote their...