TMCnet News
Strategy Analytics: AR and VR Driving 5G Service Differentiation for LG UplusLG Uplus has a 5G market share 9 percentage points higher than its overall retail market share in South Korea, enabled by a strong focus on AR and VR content. New research from Strategy Analytics (News - Alert) concludes that, in a highly competitive market where differentiation on network quality and pricing is difficult, the operator has successfully used AR and VR content as both a compelling use case for B2C 5G services and as a source of content exclusivity driving customer acquisition. The Strategy Analytics report "LG Uplus Looks for 5G Differentiation Through AR and VR Service Portfolio" is available to clients and registered guests here. The report discusses LG Uplus's 5G network and service launch strategy and early service experience, identifying lessons for operators in global markets in how to develop a successful 5G B2C service portfolio. Key report findings:
Kevin Nolan, VP of UX Innovation Practice, added "We were impressed by the professional quality of the content and the range of experiences on offer. AR and VR content needs to be constantly refreshed and updated to keep subscribers coming back to the service, so sustaining momentum in its content production and acquisition will be central to generating longer term appeal and repeat consumption." Phil Kendall, Executive Director at Strategy Analytics, added "In markets like South Korea, where many 4G users will be happy with their service experience and not feel any need to upgrade for a better network experience, operators must develop a service-based marketing story around 5G. VR and AR content fits well with South Korean cultural and sporting preferences and will work well in other markets in those customer segments with strong affiliations to celebrities or social media stars." About Strategy Analytics Strategy Analytics, Inc. provides the competitive edge with advisory services, consulting and actionable market intelligence for emerging technology, mobile and wireless, digital consumer and automotive electronics companies. With offices in North America, Europe and Asia, Strategy Analytics delivers insights for enterprise success. For more information, visit us at www.strategyanalytics.com
For more information about Strategy Analytics
View source version on businesswire.com: https://www.businesswire.com/news/home/20190912005675/en/ |