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5G Go To Market Strategies: Positioning for Success

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Report Summary:

The 5G ecosystem is progressing at a rate not seen with previous cellular network generations, with larger numbers of network launches and a significant acceleration of 5G into more affordable mass-market devices, putting pressure on operators to act. This report outlines priorities for operators around 5G services launches, network deployment, and pricing and proposition development, and provides recommendations on appropriate go to market strategies.
Table of Contents

1. Executive Summary and Key Recommendations 4
2. 5G Ecosystem Status 6
2.1 5G Networks Launching at a Rapid Rate 6
2.2 5G Subscriber Growth by June 2020 7
2.3 5G Smartphone Launches and Price Evolution 10
2.4 5G Smartphone Availability Fuelling Network Launches 11
2.5 Lessons from 4G: Competitive Advantage from Early Network Launches 13
3. Aligning 5G Network Deployment Patterns with Strategic Priorities 15
3.1 Building High Population Coverage to Maximize the Return on 5G Smartphone Demand 17
3.2 Mobile Data Traffic Profiles and the Role of 5G in Supporting Demand 18
3.3 Addressing B2C and B2B 5G Fixed Wireless Access Opportunities 20
3.4 Network Approaches for Enterprise 5G and B2B2X Business Models 22
3.5 5G to Support Smart City Developments 24
4. Creating 5G B2C Service Propositions to Stimulate Demand and Maximize ARPU 26
4.1 Bundling Access to ‘Hero’ OTT Subscription Services into 5G Plans 28
4.2 Bundling Access to White Label Subscription Services into 5G Plans 29
4.3 Build and Offer Own Content Services End-to-End 29
4.4 Billing on Behalf of (BOBO) 30
5. 5G Pricing Strategies to Meet Diverse Aims 31
5.1 Enabling ‘More for More’ Pricing with 5G 31
5.2 The Impact of Content Bundling on Plan Adoption 32
5.3 5G Smartphones as the Anchor for Multi-Device and Converged Options 34
5.4 Complex Pricing and Go to Market Options for 5G B2B Services 35
6. Recommendations for Mobile Operators to Maximise the Short-Term Return on 5G and Position for Long-Term Success 37
7. How Can We Help You? 40

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