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3G strategies have changed significantly since the first 3G launches. This report analyses how 3G strategies in Asia-Pacific have evolved since the technology’s launch. It outlines lessons learnt and how future 3G and mobile data strategies should be shaped for current 3G operators and in markets yet to launch 3G (China, India, Vietnam, Thailand and Pakistan).

Table of contents

Key messages

Findings and recommendations

3G strategies

Four generic strategies
Cost-efficient voice
Migration from 2G
Mobile data services
Broadband proposition
Which strategy should operators employ?

Evolution of 3G strategies

Overview
Initial 3G adoption was slow
De-prioritisation of the portal and embracing a more ‘open’ mobile Internet
Mobile broadband revolution
Focus on user experience
Emergence of social networking and UGC
Service priorities shift and existing services get a facelift
Cross-platform strategies increase
Beyond the phone

Table of figures

Table 1 Generic 3G strategies
Figure 1 Circuit-switched voice capacity of different technologies
Figure 2 Data cost comparison of different technologies
Figure 3 Next-generation connections in Asia-Pacific and forecasts, June 2007 and 2011
Figure 4 Hutchison’s 3G strategy evolution
Figure 5 M1’s 3G strategy evolution
Figure 6 Indosat’s 3G strategy
Figure 7 Mobile social networking
Figure 8 T-Mobile USA’s 3G strategy
Figure 9 PCCW’s 3G strategy