After six years - from 2000 to 2006 the cellular market has shown unprecedented growth, which few people expected. If the results in 2000 were less than one million mobile subscribers by the end of 2006 the nominal penetration was 105%.
Today, according to iKS-Consulting, broadband-penetration is only 9.1% (1.62 million private subscribers). The rate of growth of the market with a little abated. Many attribute this to the crisis. Others with the fact that not all Ukrainians are able to overcome the cost barrier buying a personal computer. Others - that not everyone has the physical ability to connect to the network. And they are all in varying degrees, of course, right.
But you can look at the issue from a totally different side. Was the mobile communications services for people with something new? I venture to suggest that there is. On the phone talking even our grandmothers were young. For a fixed, of course. So with the coming to us cellular operators at the end of last century radically changed not the telecommunication service, but a way of providing it. And our citizens quickly realized that to speak into the phone without wires, of course, is more convenient than a wire. And much easier to buy a receiver. That's it - the success of the signalers provided.
With the Internet as a completely different situation. Analog him earlier did not exist. We have developed the idea a little bit about our world some urban marketers: there is still a lot of young Ukrainians, for whom the Internet and computer - a dark forest, impenetrable jungle. Go ahead. It would not be sad to talk about it, but almost all of our grandparents and most of our moms and dads PC and Internet users will not ever! And it is absolutely logical phenomenon. In order for the Internet, as something completely new, has become widespread, obviously, be replaced by several generations. Fortunately, this process can be somewhat accelerated. And the acceleration of this kind, even one year, five or ten years - you understand, the issue of billions of dollars. It's simple: Internet services should not only ably to sell the public is equally important to explain to people what they need and how to use them.
But for operators offering high-speed Internet access now, should not be upset. While demand even advanced the population remains dissatisfied. Moreover, if a segment of the mobile communication can be offered mostly only voice services and some services for data, then the broadband connection you can build a whole world of services. Course, and earn on the internet can be much greater.
only thing that scares now - is a gradual reduction in price of broadband. It appears more and more players, and each, respectively, want as much as possible customers. In the end, everything can come to what may soon be covered by most eager to network and start price wars for subscribers between operators. Frankly, it would not be good news for companies that have invested in a network of hundreds of millions.
But, obviously, the price of war - it features any mass telecom market at a certain stage of its development. By the way, is a big difference between voice and Internet access can be concluded that in the first case, you can play more minutes, seconds, and tariffs, while the second - not even such a remarkable element of marketing, as the interconnect-rate. Therefore, marketing time spent online with broadband, is reduced to the following scheme: Zeus with the dependence of the price of speed. Everything seems to be quite depressing. But, on the other hand, as already mentioned, in this sales channel (call it so) you can sell much more complementary services. They and you can build the main part of marketing.
Waste - in income
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