5G is going to be the next big technical improvement for telecommunication companies. It will arrive in the market from 2018 onwards, and bring much faster down- and upload possibilities. It also will support the internet of things, with its many SIM’s that need to communicate automatically.
So transferring your customers fast onto your new network will be essential for your positioning, profitability and customer-experience.
How should you plan the customer migration? The next steps will explain the planning steps:
- You should plan the Total Market of your country (Inhabitants in the following 10 years)
- Plan the SIM-Market penetration (SIM’s already in the market and future development)
- Split the Market into pre-, postpaid and M2M (Machine to Machine)
- Split within pre and postpaid into Smartphone-Development and Other Phones
Once you have identified the likely market development you can start to plan the customer migration (volume and prices):
- Churn-Development into the new 5G network
- Churn-Development to the new price plans
- Gross Adds for the new 5G price-plans
- VAS-Development on the new 5G network (M2M is going to have a greater relevance)
The Customer-Development should be much clearer now. You will have an overview, how many people (SIM’s) how fast are going to use your new network. You should then link this outcome to the network roll-out in order to make sure, that the capacity is available.
New markets – like the M2M market – are always a little bit hard to predict, as we do not know how fast the e.g. the internet of things (IOT) will develop. It is recommended to make several scenarios in this case.
5G offers a lot of new possibilities: 1) New Positioning, 2) Adapted Branding, 3) New Pricing, 4) New Customer Segments, 5) Game Changer in the value chain, etc. However telco’s should invest and deploy the network much faster than we have seen it with LTE and a fast migration will drive success.
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