Innovative Marketing Strategies for Wireless Broadband Services in the Sri Lankan Context

Innovative Marketing Strategies for Wireless Broadband Services in the Sri Lankan Context

Dilupa Ranatunga (University of Colombo, Sri Lanka), Rasika Withanage (University of Wales, UK) and Dinesh Arunatileka (Freelance, Sri Lanka)
DOI: 10.4018/978-1-60566-156-8.ch013
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Abstract

This chapter describes marketing strategies in concept for wireless broadband services in the Sri Lankan market. It also emphasizes different technologies offering fixed and mobile broadband services. Wi-Fi services which are mentioned here has been on offer for few years but actual marketing of such services are not actively done in Sri Lanka. Various marketing strategies that could be used to market this technology are also analyzed to gain an insight to all readers. In addition, a grid is provided to help readers to choose between different available technologies.
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Introduction

This chapter describes innovative approaches of marketing Internet broadband services delivered by the wireless access technologies. The high speed broadband connectivity, through the Internet has resulted in a truly global market place, where people can find products and services they desire at one location. World Wide Web has become a global library and an information repository that is unprecedented in the history of mankind. The Internet is almost a representative of a doctor, lawyer, banker, government official – providing the users with a direct channel to government authorities, health services and local communities. Furthermore, the Internet is also becoming the entertainment channel of choice, offering the users an unparalleled selection of music, TV, video and news at our fingertips. The Internet will continue to develop as the place for information, communication, interaction and media consumption.

Broadband wireless sits at the confluence of two of the most remarkable growth stories of the telecommunications industry in recent years. Both wireless and broadband have enjoyed rapid mass-market adoption on their own right.

Wireless mobile services grew from 11 million subscribers worldwide in 1990 to more than two billion in 2006. During the same period, the Internet grew from being a curious academic tool to having about a billion users (ITU. Telecommunications indicators, 2004).This exponential growth of the Internet is driving demand for higher-speed Internet-access services, leading to a parallel growth in broadband adoption. In less than a decade, broadband subscription worldwide has grown from virtually zero to over 250 million (In-stat Report. Paxton. 2006).

However, to enjoy the complete benefits of the Internet, there is a need for high speed broadband connectivity. As a result, Internet broadband connectivity has become one of the most widespread communication developments ever and the growth in demand for high-speed Internet connections is said to continue. Today there are over 250 million broadband users: by 2012 this figure is forecast to grow to over 1.8 billion (Strategy Analytics & Internal Ericsson).

Most people today experience broadband via a PC connected over a fixed line. However, for many of the broadband users expected to get online over the next few years, a fixed line is unlikely to be the choice. As per the Ovum report, wireless networks will be the primary broadband access method for the upcoming user categories (www.store.ovum.com).

Furthermore, once the users start depending on their broadband Internet connection that they want it wherever they may be. This means broadband cannot be limited only to a fixed connection at a physical address. People prefer a broadband that connects them to their services all of the time, whatever their device type or wherever their location. Figure 1 below compares the broadband markets of the world by region.

Figure 1.

Internet subscribers by region (Adapted from: ITU World Telecommunication/ICT Indicators Database)

Subscriptions (Millions)

As per Figure 1, we can analyze Internet subscribers, based on their type of Internet connectivity.

Figure 2 depicts different connection types available for broadband access.

Figure 2.

Internet connection type, Asia Pacific region

Key Terms in this Chapter

Broadband Technologies Used in Sri Lanka: Most popular broadband technologies available in Sri Lanka.

Broadband Technologies: Comparison between different broadband technologies

Innovative Marketing: Innovative marketing strategies used to promote broadband products.

Wireless Broadband: Definition of wireless broadband and its applications.

Marketing Broadband Products: Marketing strategies of broadband products within South Asian markets.

Marketing Strategies: Strategies used to gain competitive edge to market broadband products.

Strategies for Developing Broadband Products: Methods to develop broadband products in order to capture the target markets.

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