Market Promotion of 4G LTE


2018-10-07

4G LTE means “Fourth Generation Long Term Evolution”. 4G LTE is a standard for wireless data transmission that allows you to download music, websites, and videos really fast much faster than the previous technology i.e. 3G. 4G LTE is said to be up to ten times faster than 3G (Stringfellow, 2018). 4G is vibrant in Nepal but hasn’t been able to achieve enough market success.

Avant Garde Solutions conducted a market survey, among 942 respondents from Kathmandu, Bhaktapur, Lalitpur, Saptari, Morang, and Sunsari. The analysis was conducted using both quantitative and qualitative methods. The purposive sampling method which is a form of non-probability sampling in which researchers rely on their own judgment when choosing members of the population to participate in their surveys was used to collect the sample for the study. Internet users with smartphones were selected as samples for the survey.

The qualitative analysis was done through Focus Group discussions among 4G users and Non-4G Users and Key Informants Interviews like interviewing regulators and operators. Similarly, for quantitative study frequency distribution, descriptive statistics, regression, and thematic analysis of qualitative data were conducted.  

Avant Garde Solutions Market Promotion of 4G LTE Avant Garde Solutions Market Promotion of 4G LTE

 

Among 942 respondents 68.1% of them were men whereas 31.0% of the respondents were female. The highest number of internet users with smartphones belongs to the age group 26-35 years which accounts for 46.7%. Overall 74.4% of the respondents belong to the age group below 35 years.

Avant Garde Solutions Market Promotion of 4G LTE  Avant Garde Solutions Market Promotion of 4G LTE

The educational background of the respondents is also quite diverse. 27.65% of the respondents were the one with Bachelor’s degree and 53.05% of the respondents were the one with a Master’s degree and above.  The respondents were involved in various employment activities. 44.0% worked for the private sector providing private services. 20.8% of them were students and 16.5% were self-employed respectively.

Avant Garde Solutions Market Promotion of 4G LTE  Avant Garde Solutions Market Promotion of 4G LTE

When asked about the source of data in smartphones, 71.66% of the respondents used mobile data and 64.44% used Wi-Fi as a source of data in smartphones. The respondents were asked which operators' SIM they used for mobile data. Among the respondents 48.89% used NTC, 81.33% used NCELL and 31.70% used both NTC and NCELL as the source of data in smartphones.

 

Avant Garde Solutions Market Promotion of 4G LTE           Avant Garde Solutions Market Promotion of 4G LTE

To analyze the frequency of the data used from SIM cards, respondents were asked how often did they use the SIM data. 50.07% used mobile data more than 7 times a day. The SIM data users were asked about the location where they mostly used the smartphone data. 66.07% used it while traveling and 63.11% used the SIM data when Wi-Fi is not available.

Avant Garde Solutions Market Promotion of 4G LTE           Avant Garde Solutions Market Promotion of 4G LTE

When asked about the time of day when mobile data was mostly used. 79.11% of respondents used it in the evening and 72.59% used mobile data in the afternoon. The respondents were questioned regarding their usage of mobile data spending. 29.04% spend Rs. 401-800 in mobile data similarly, 24.74% spend Rs. 801-1500 in mobile data.

Avant Garde Solutions Market Promotion of 4G LTE

The respondents were asked about the purpose of using mobile data. The highest responses were for using social media purposes, followed by voice/video calls, getting news, and receiving emails.
 

Avant Garde Solutions Market Promotion of 4G LTE          Avant Garde Solutions Market Promotion of 4G LTE

 

 

Avant Garde Solutions Market Promotion of 4G LTE

 

When asked about the 4G LTE supporters 82.81% were supporters of 4G LTE, 11.11% were not supporters of 4G LTE, and 6.07% of them had nothing to say. The respondents were asked, which mobile technology they were currently using. The highest number of people were using 4G technology which accounts for 82.07%. 49.78% were still using 3G or 2G technology. Whereas, 36.15% were using both 4G and 3G/2G. The questionnaire also contains the question of did the respondents used the mobile data package. Out of the total sample, 75.11% did use the mobile data package, 15.70% didn’t use the mobile data package, and 9.19% were not sure if they used or didn’t use the mobile data package.

Avant Garde Solutions Market Promotion of 4G LTESince 4G TLE is an upgraded fast technology, respondents were asked their personal opinion and their motivation for switching to 4G LTE. 73.96% switched to 4G LTE because of its fast speed and swift performance, followed by its incredible service quality, accessibility, and some responses also revolve around its promotion and advertisement strategy.

 

 


 

Avant Garde Solutions Market Promotion of 4G LTE

There were few respondents in the survey who didn’t use the mobile data. They were questioned regarding the reasons behind not using mobile data. The responses were distinct. 74.44% didn’t use mobile data because they found it very costly, 43.61% responded were against its speed as people found it slow, and 14.29% didn’t use mobile data due to the availability of Wi-Fi anywhere and everywhere.

Regression tests were carried out on the data collected by the questionnaire among 942 respondents. The regression test was run to analyze the perception toward 4G LTE. The regression results showcase that perceived usefulness for mobile data depends on promotion, speed, and quality. The regression result shows 61.8% significance between the dependent variable perception towards 4G LTE and the independent variables mentioned above. Similarly, social prestige, price, and mobility have no influence on the perceived usefulness of the use of 4G LTE.

The qualitative analysis was done through Focus Group Discussions among the 4G users. The major finding from the discussion was the high tariff on the 4G network, even though the packages provided are cost-effective and preferable which are difficult to understand. Most people use mobile data during traveling for maps, email, and social media. The users prefer 4G because it is faster than 3G and useful and saves time. The network however has no effect on social status.

The Focus Group Discussion was done among non-users of mobile data. The non-user group doesn’t want to switch to 4G LTE because they have Wi-Fi available at their home. They find the 4G network expensive and will prefer to switch from another network to 4G if the price was lower.

Another interview was conducted with the regulator of the 4G network. According to the regulators, there are no significant speed differences between 4G and 3G networks. The 4G network has large blind spots. The 4G network has a bandwidth limitation 5MHz for NTC and NCELL and 10 MHz for SMART. Since the network has limited coverage and speed users are not motivated to opt for it.

Likewise, the Key Informant Interview was conducted among the operators. According to their analysis, consumers perceive 4G as high-speed technology. Like the dealers they also find no significant difference between 3G and 4G networks. The network is not popularized and marketed enough among its consumers. The 4G data have very effective packages and a large opportunity to grow with the support of content and service-based solutions.

Therefore, 4G LTE is a very advanced technology, if there is availability of 4G handsets in the market, consumers are ready to use it. There should be proper allocation of the 4G spectrum and the 4G network should be expanded by its operators so that many people can have hold of it. There should be a proper plan and policy to promote the speed and quality of the network. Content and service-based solution should be developed for the network.