Strategy formulation for successful adoption of 4G technology by telecommunication operators in Bangladesh

Abstract

Fourth generation of wireless technology i.e. 4G technology is the latest wireless network technology. With a lot of interactive features and better performance, 4G seems to be more promising than existing 2G and 3G technologies. Upon analyzing current deployment of 4G Technology, it is found that commercial usage of this technology is growing very fast around the world. This is evident that Bangladesh needs to join 4G Technology run to cope up with the world-wide technological advancement spree. Launching of 4G technology will create a major impact in the market and economy of Bangladesh. Proper planning is required for management of this new technology while launching. For all operators, a concrete adoption strategy is very important. This study aims to identify the critical factors, formulating a strategic plan and development of a model for successful adoption of 4G technology by telecommunication operators in Bangladesh. In addition, this study also analyzes the present scenario of existing telecommunication technologies in Bangladesh and appropriateness of introducing 4G technology here. Study is conducted by the milestones of research model development, data collection, analysis and decision making. Primary data is collected from a survey conducted among 40 experts selected from the telecommunication domain of Bangladesh. Closed-ended and open-ended questions are used. Secondary data are collected from papers, journals, related studies, documents, books, internet, newspaper review etc. For statistical analysis and decision making, Analytic Hierarchy Process (AHP) is used. AHP analysis tools and Microsoft Spreadsheet are used for calculation. In this research it is found that, telecom consumers are not completely satisfied with the existing 2G and 3G technology available in Bangladesh. Summary of experts’ opinion also indicates that customers will appreciate introduction of 4G technology and Bangladesh need to launch 4G technology within in less than 4 years. Final outcome of this research work depicts that Technology is the most critical factor for successful adoption of 4G technology by telecom operators in Bangladesh. Other critical sub-factors are identified as Network coverage and quality, Technological up-gradation, Product, packages and pricing, Advertising and branding. Though operators in Bangladesh are still focused on Voice business but according to the research outcome, core strategy for operators to successfully adopt 4G technology is formulated as “focus in Data service”. Research outcome indicates that operators must ensure 4G network coverage throughout the country maintaining proper quality as quickly as possible upon launching. Technological up-gradation must be done by operators with proper care. Infrastructure development for 4G technology and up-gradation of existing 2G and 3G equipment to 4G enabled equipment should be completed quickly and smoothly. Pricing of 4G technology needs to be more attractive than existing 2G and 3G pricing. A balanced pricing should be set considering customers’ expectation and affordability and operators’ return of investment and profitability. Operators must inform their customers about the benefits and new features of this new technology through proper advertising. Considering the competition, each individual operator needs to become a true 4G-branded operator through appropriate branding. Operators also need to ensure that 4G technology can be used with as less negative impact as possible. Telecom sites must be installed in planned manner. Operators need to consider impact of radiation generated from telecom equipment while adopting 4G technology. Based on the results obtained through the research, a strategic plan is formulated for successful adoption of 4G technology by telecom operators in Bangladesh. A model for this adoption is also developed, named as “4G Technology Adoption Model”. Some suggestions are also made to the government. The thesis outcome is also aligned with national policies and vision. Finally it can be said that introducing 4G technology will be a major step towards “Digital Bangladesh”, which is a major goal of “Vision 2021” articulated by Government of Bangladesh. Not only operators but all concerned organizations and authorities in telecommunication domain of Bangladesh may review this thesis paper for successful adoption of 4G technology.