Within the framework of its ambitions around 5G development, our client, an international telecommunication operator, requested Sofrecom to benchmark the initiatives of different actors to support 5G launches.
Progressively, 5G is bringing new uses, new services and appears to be much more than a simple mobile networks evolution.
This is why the objective of this benchmark was to highlight remarkable and/or innovative commercial services in order to fuel discussions around 5G usage growth.
This study allowed to update a 5G benchmark conducted 2 years ago and compare both geographical and operational evolution.
A comprehensive overview of the initiatives of different players to support 5G launches has been made with a focus on outstanding commercial services including a selection of tests and demonstrations.
Following the comprehensive overview, a global perspective was established and allowed us to reinforce or challenge our client's priorities.
The main objective was to share the perspectives for application development around 5G with the operator's subsidiaries to help them better communicate the values and benefits of this network to consumers.
Our marketing intelligence experts conducted this study with the following methodology:
They studied the data with the data crunching method, which consists in changing a set of unstructured data into structured data. Thus, the studied and analyzed content becomes more synthetic, relevant and allows to highlight the main axes to develop.
In addition, a synthesis and more than 130 "use cases" were produced.
The use of "use cases" is a methodology adopted in system analysis to identify, clarify and organize system requirements.
5G applications studied allowed to obtain and detail all the key elements of a go-to-market strategy: the target market, the content strategy, the distribution and pricing models, the key partners...This go-to-market strategy is an action plan that specifies how a company will reach its target customers.
Its ultimate goal is to improve the customer experience by offering a superior product and/or a better pricing policy offering a competitive advantage. This method gives the necessary keys to successfully introduce new products or services to the market.
Finally, the numerous enriching exchanges with experts in the field and the alignments with the portfolio management allowed us to obtain more information and to complete this study.
This benchmark carried out by our strategic marketing consultants provided:
- A broad overview of operators' Products & Services initiatives to support 5G launches
- A comparison of 5G services and products between 2019 and 2021. The novelties of 2021 and the services that have significantly expanded and developed since 2019 have been highlighted.
- Initiatives and services of different players on this market, telcos and non-telcos in order to fuel the discussions around 5G usage development.