Pyramid: Brits to Embrace 4G

There's plenty of pent-up demand for 4G services in the U.K., where almost a quarter of mobile connections will be over LTE networks within a few years, according to a new forecast from Pyramid Research .

British users have only just been offered 4G services for the first time and from just one operator currently, with EE having stolen a march on its rivals with an early (and quite widely criticized) launch in late October. (See How Not to Do 4G, EE-Style.)

But those same rivals are set to join the LTE market in the coming year or so (depending on the success of the forthcoming spectrum auction), fueling a market that should grow from almost nothing today to 22.2 million connections by 2017, finds Olena Kaplan, author of a new Europe Intelligence Report entitled "UK: Fiber Deployment and Launch of 4G/LTE Boost Broadband."

In line with that uptake, demand for high-end mobile devices will continue to grow in the U.K., with Kaplan expecting smartphones to account for 84 percent of all mobile handsets sold in the U.K. by 2017, up from 59 percent in 2012.

But the shift to 4G services will only slightly dent the 3G market, according to the report's projections: "3G services are expected to remain the most prominent technology over the next five years, with 62.7 million subscribers in 2017, down from 63.6 million in 2012," notes Kaplan.

— Ray Le Maistre, International Managing Editor, Light Reading

Gabriel Brown 12/5/2012 | 5:17:13 PM
re: Pyramid: Brits to Embrace 4G

It's got to be 4G marketing for the mass-market.

Ever tried explaining LTE to someone who's not, at heart, terribly interested in the minutiae of mobile network evolution?

Here's what works, in my experience, when someone asks about 4G...

"4G is the next thing on from 3G (what you have now). 4G is faster & better. It's a bit like WiFi, but mobile."

 An easy sell, so long as it doesn't cost too much.

digits 12/5/2012 | 5:17:13 PM
re: Pyramid: Brits to Embrace 4G

EE has taken to the market with '4G' at the heart of its marketing... I wonder if the other UK mobiel operators will follow suit or if some will market it as LTE?

Whatever happens, let's hope the increase in mobile broadband download speeds are matched by improved customer experience.... British mobile service providers (other than Virgin Mobile) are still in the dark ages where CRM is concerned.

Gabriel Brown 12/5/2012 | 5:17:12 PM
re: Pyramid: Brits to Embrace 4G

By CEM you mean Customer Experience Management?

This is what the Vodafone UK customer care portal was showing last time I tried to log-in:

<img alt="" height="500" src="https://pbs.twimg.com/media/A7lmWeoCMAIy-c2.jpg:large" width="700">

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