Operators in Middle East and Africa Capitalizing on 4G Commercial Strategies to Gain Competitive Edge in Market


Published Date : Mar 04, 2016

The Middle East and Africa (MEA) at present is witnessing the rapid proliferation of 4G commercial services, particularly across the developed countries. The region has been witnessing increasing demand for 4G services since the last few years due to the substantially growing investment in the research and development of novel technologies. Additionally, the market has been also witnessing increased spending on the study conducted to understand the viability of these technologies in the local market. 

The local operators in the Middle East and Africa market are adopting various scoping and lobbying efforts to steer network allocation in their favor. This in turn will fuel the demand for 4G services in the Middle East and Africa. 

Leading Operators Focusing on Commercial Strategies to boost 4G Roll-out in Africa and Middle East 

Leading operators in the market are focusing on determining commercial strategies based on client segmentation, availability of suitable devices, appropriate pricing strategies, optimally using distributed network, and effective promotional campaigns. Hence, the 4G subscriptions in Africa and the Middle East is expected to grow bolstered by the increased adoption of these sophisticated networks. In the Middle East, countries such as Saudi Arabia, Qatar, Kuwait, and the UAE have been demonstrating impressive demand for 4G services. In Africa the demand particularly arises from Nigeria and South Africa. The rollout of 4G network has been very selective in case of less developed nations such as the Democratic Republic of Congo. The initial roll out of this technology in less developed countries will focus on areas with high population density. 

Operators Looking Forward to Capitalize on Online Marketing Models

The most prominent operators in the MENA region are investing on the development of online stores and are planning to market their over-the-top (OTT) services through OTT partnerships. The operators are primarily focusing on maximizing the sales of 4G compatible smartphones and boosting the adoption of data bundle. Furthermore, in sub-Saharan Africa, the operators are informally distributing network to penetrate successfully in the market. This they are doing by offering lucrative promotional data bundles for specific services to aid the uptake of 4G network for the next few years.