The 5G mobile launch strategies: case studies and analysis

5G has been at the centre of discussions in the telecoms industry in 2019 and will continue to be so in 2020. This report features a series of case studies that examine mobile operators' go-to-market strategies for the launch of mobile 5G.

There is currently no sign of a 5G killer app, but operators can do more to use their video assets and partnerships and associate 5G with differentiated quality and exclusivities.


  • What are the different approaches adopted by mobile operators for launching consumer 5G mobile services?
  • What are the pros and cons of various pricing approaches such as volume-based pricing, speed tiering and service-based pricing?
  • What types of content and value-added services can be bundled into 5G tariffs?
  • What types of 5G smartphones are available and at what prices? How can operators facilitate customers’ acquisition of expensive handsets?
  • What are the early results of mobile 5G launches?

The following companies are featured in case studies.

  • AT&T (USA)
  • China Mobile (China)
  • EE (UK)
  • LGU+ (South Korea)
  • SK Telecom (South Korea)
  • Swisscom (Switzerland)
  • Vodafone (UK)
  • Zain (Saudi Arabia)

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