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EE: 4G in the UK

Published: April 2013 · Publisher: MarketLine
At the end of October 2012, EE became the first network to offer 4G services in the UK, the world's fourth largest mobile broadband industry. Since then, the company has expanded its coverage to over 50 cities nationwide.
Report Type Case Studies
Language English
Format Electronic (PDF)
Pages27
Frequency Updated Annually
Availability Will be emailed within 1 business day
Reference No. 0109-6145
Price € 369,00
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Introduction

At the end of October 2012, EE became the first network to offer 4G services in the UK, the world's fourth largest mobile broadband industry. Since then, the company has expanded its coverage to over 50 cities nationwide. This case study evaluates the case for 4G services in the UK, how effective EE’s rollout of the service has been, and future challenges posed by the company’s rivals.

Features and benefits

* The publisher's Case Studies describe topics such as innovative products, business models, and significant company acquisitions.
* Fact-based and presented in an accessible style, they explain the rationale of commercial decisions and illustrate wider market and economic trends.

Highlights

There are two main variations of current technology that can be classed as 4G: Long Term Evolution (LTE) and Worldwide Interoperability for Microwave Access (WiMAX), the latter having been superseded by the former in key telecoms markets, such as the US.
Although being first-to-market, the company has priced 4G at a premium, and uptake has not been overly dramatic amongst consumers.
The recent results of Ofcom’s long delayed 4G spectrum auction has meant that competitors will be looking to release their own 4G LTE services by the end of 2013, but EE has leveraged its head start well in order to establish its brand and network to protect its future revenues.

Your key questions answered

* What are the advantages of 4G mobile services, and why has EE started to offer them?
* What strategies has EE employed in bringing 4G to the UK, and have they been successful?
* What are the main challenges faced by EE in the near future?
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OVERVIEW
Catalyst
Summary
THE CASE FOR 4G IN THE UK
4G mobile broadband has numerous advantages
Mobile device Internet usage is rising dramatically
Smartphones will account for the majority of mobile data traffic
A seamless mobile data experience for consumers
4G as a substitute for fixed-line broadband
4G is a step forward for mobile telecoms
4G means faster data speeds
WiMAX and LTE use different technologies
4G in other countries
The UK is late to the 4G party
Slow rollout meant that Sprint’s XOHM 4G WiMAX failed to catch on
EE’S 4G ROLLOUT
EE stole a march on its rivals
EE committed to initial trials of 4G
EE leveraged its significant size advantage in order to beat its rivals to the punch
EE’s rollout has been relatively speedy
4G was a rebranding exercise, as well as a new product for EE
From Everything Everywhere to EE
4GEE as opposed to 4G
Kevin Bacon: center of the Universe
Premium service, premium pricing
Pricing was expensive compared to rivals
Data limits undermined the advantages of 4G
EE targeted premium customers with 4GEE
EE’S LEVEL OF SUCCESS AND FUTURE CHALLENGES
EE’s 4G success has been limited
No report on 4G subscriber numbers or revenue
Higher 4G ARPU and non-messaging data percentage
Positive steps for the EE brand
Rival 4G services are imminent
EE’s competitors won spectrum in the Ofcom 4G auction
O2 and Vodafone have entered a partnership to speed up their 4G rollouts
EE has strengthened its position through the Ofcom auction
Pricing continues to be an issue
Consumers remain skeptical about pricey 4G services
EE has reduced its 4GEE pricing
Three’s plans will disrupt EE’s pricing structure
CONCLUSIONS
The EE brand is established but faces numerous challenges
APPENDIX
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Copyright © FriedlNet. You may share using our tools Please don't cut content from FriedlNet and redistribute by email or post to the web.