Critical Success Factors For 4G LTE Launching in Taiwan: A Study On Customers' Expectations

Critical Success Factors for 4G LTE Launching in
Taiwan:
A study on Customers' expectations
Teerasit Songtis
Advisor: Prof. Andrew C. Chu
International MBA National Chenchi University
http://www.linkedin.com/in/teerasits
13 December, 2012
Teerasit Songtis
2004: USA.
3G Project Engineer
CS Planner
2004: China
Project Engineer
2G CS Core Expert
(Contractor)
2000: Thailand
2005~Now: Taiwan
3G Care Engineer
CS Core Expert
(Contractor)
2G Network
Operation Engineer
2010: Pursue IMBA
(Contractor)
DL Speed (Mbps)
4G LTE Long Term Evolution

4GLTE
-Access the web on the go

without waiting
LTE: 300 Mbps-Connect with your friends on
Multimedia, etc.social network quicker and
easier
-Download high-definition
movies in minutes
-Watch live TV on the move
without buffering
HSDPA+
-Play live multiplayer games
Voice call, Video Call,
on the go
-Download large email
Multimedia, etc.
HSDPA: 7.2 Mbps attachments quicker than ever
-Make crystal clear audio
HSDPA+: 42kbps quality phone through Voice
UMTS
over LTE (Available in the near
Voice call, Video Call,
future)
Multimedia, etc.
-Make high quality video calls
GSM / EDGE R99: 384 kbps
on the move
-Enjoy
on to
GSM: 56 kbps
Note:
LTE superfast
is not 4Gservice
according
computer,
or your as 4G
butyour
its already
marketed
EDGE: 236.8 kbps
otherperipheral by connecting
Voice call, SMS, Media access content
through the 4G LTE handset.
3.5G
3G
2G
1990
2000
2010 2012
Taiwan: 4G LTE
2013 Q4
Scope of the project
Study on the current and future mobile network in Taiwan
Current 2G / 3G network in Taiwan
Future mobile network in Taiwan 4G LTE
Customer survey
Mobile operators aspects: subscribers, revenue, etc.
Preferences and satisfactions towards the current mobile phone network

Perception towards future mobile phone network
Data analysis:
Conclusion and suggestion:
Preferences?
Current usages?
Satisfactions towards the current carriers?
Expectations of 4G LTE networks?
Preferable carriers?
Carrier switching?
Taiwan Mobile Carrier Industry
ChungHwa Telecom
Prior: A business unit of Directorate General of Telecommunications.
1996: Established -ROC government privatization
Listed on Taiwan Stock Exchange & NY Stock Exch.
2005: Privatized company; ROC government ownership reduced to < 50%
2005: Launch 3G mobile service
2006: Launch 3.5G (HSDPA) service
2010: Launch HSDPA+ service, increasing mobile broadband speed up to 42 Mbps.
Today: Largest full telecom service provider in Taiwan; Domestic fixed telecom,
Mobile comm. services, Internet services, International fixed comm., etc.
2011: Total revenue NT$217.5 billion
Strength: Broad customer base, integrated, full-service telecom provider, capital
resource and technology: 3G/HSPA/HSPA+ mobile network, etc.
Brand awareness
1997: The company was founded

1998: Started commercial services of 2G GSM1800
2001: Acquired TransAsia Telecom (TAT),
boosting subscriber base to 6.42 million.
2002: Granted 3G license
2004: Acquired Mobitai, increasing subscriber base to 8.2 million.
2004: First in Taiwan to launch 3G services
2007: Launched 3.5G (HSDPA) service
2007: Acquired full ownership of TFN
2012: Launched HSDPA+ 21Mbps
2011: Total Revenue: $NT 81.37 billion
Strength:
Three major brands: Taiwan Mobile, TWM Broadband and TWM Solution
with an emphasis on integrity, innovation, passion and simplicity.
Better customer mix: High percentage of mid-high rate plan users
Market leader in wireless broadband:
Far EasTone
1997: The company was incorporated
1998: Launched prepaid card IF, acquired 200,000 customers in the first
month
2003: Made Taiwans first live 3G video call on the commercial 3G network
2004: Merger and acquisition with KGT
2005: Launch 3G services, becoming the first 3G WCDMA provider in Taiwan
2006: Launch Taiwans first 3.5G (HSPA); 3.6 Mbps
2007: Received the WiMAX license for the southern district.
(only one from the big 3)
2009: Started WiMAX operations in Taichung city
2011: Total Revenue: $NT 62.4 billion
Strength:
Complete infrastructure: Mobile Networks, WiFi, WiMAX
Strategic cooperation with Vodafone Group, etc
Synergies from the integration of Far Eastern Group Resources
SOGO department store, Far Eastern department store
Taiwan Mobile Carrier Industry

Mobile Subscribers (in millions)
PHS; 0.9; 3%
APTG & Vibo; 4.6; 16%
ChungHua Telecom; 10.0; 35%
Far EasTone; 6.6; 23%
Taiwan Mobile; 6.6; 23%
Mobile Revenues
70.9 (in billions)
56.2
0.8
5.9
54.2
8.2
Mobile Services Handset sales and others
Reference: ChungHua Telecom,

Taiwan Mobile, and Far EasTone
New game Cityville becomes Facebooks most

popular app 18 days after launch
Monthly Active Users For Applications

70,000,000
CityVille
FarmVille
60,000,000
50,000,000
40,000,000
Facebook
for iPhone
Facebook
for Android
30,000,000
20,000,000
10,000,000
0
/27 2 9
11 11/
/1
12
/3 2/5
12
1
12
/7
12
/9
5
9
1
3
7
5
7
/11 2/13 12/1 12/1 12/1 12/2 12/2 12/2 12/2
2
1
1
Source: Statistics.allfacebook.com (2010 Data)
Heres an example of the kinds of step changes that we were discussing

earlier from the world of multiplayer internet gaming. Zynga released their
latest title on Facebook, Cityville, on 6 December 2010. By 27 December,
only three weeks later, 70 million people had played the game. Thats 15
million more people worldwide than people who use Facebook on their
iPhone.
This kind of huge increase in number of users 70 million in three weeks!
is exactly the kind of step change that the mobile multiplayer gaming
market can inspire. When an eagerly-awaited new game appears, numbers
of users, amount of data traffic, and amount of signalling will skyrocket
overnight. And operators need to understand that this will inevitably
happen and to prepare for it ahead of time. When this kind of growth
occurs in the mobile world, the publicity will be terrible for operators whose
systems cant keep up with enormous bursts of demand. People get very
emotionally attached to their games, and if people feel that poor network
quality is keeping them from winning their games, the blogosphere will be
ablaze with criticism for the unlucky operator whos not delivering the
quality that users expect.
Challenges in Mobile Telecom Industry

Mobile network
traffic and costs
Traffic volumeNetwork cost

(existing technologies)
LTE reduces
the cost/Mb
Revenue
Profitability
Network cost
(LTE)
LTE improves
user
experience
Time
Voice dominated
Data dominated
Source: Light Reading (adapted)
Problem definitions
User behavior changes due to smart phones, and

other advanced services. More needs for
multimedia and packet data in mobile networks.
LTE was designed to support a drastic growth of
data traffic with lower CAPEX and OPEX.
To succeed in 4G LTE, mobile operators need to
understand customers attitudes:
Current carriers:
Usage, preferences, satisfactions
Future carriers 4G LTE:
Expectations, preferences, segmentations, prefer carriers
Methodology
Focus group: Identify the customers attitudes towards the current

carriers and perceptions on 4G LTE
Defined 11 important features

[to study customers preferences, satisfactions, willingness to pay more]
Helpful customer service and support

Network coverage
Value-added services
Voice call quality
Customer loyalty program
Data/internet service quality and speed
Choice of available handsets
Video call quality
Discounted handsets with contract
Reliability of SMS&MMS
Rate plan / monthly subscription fee
Cell acceptance
I: Low price
package
Price
testing:
888 NT
Free 800 Mbytes,
Free 100 minutes,
Free 100 SMS
Cell II: High price package 1,888

NT
Free 2000 Mbytes,
Unlimited intra-network calls
Free 100 minutes inter-network
calls,
Free 500 SMS
Questionnaire
Part 1 Current mobile carriers
Part 2 Future carriers 4G LTE
Current carrier
Intension to subscribe 4G LTE
Years of using
Most favorite features
Reasons for choosing
Value for money
Spending: Total, Voice call, SMS,

MMS
Reasons for subscribing
Intention to recommend
Importance of basic services
Importance of the 11 features
Preferable carriers
Satisfactions towards the 11

features
When to subscribe
Importance of the 11 features
Willingness to pay more on the 11

features
Part 3 Demographic
Hours of using internet
Nationality, Hometown, Gender,

Age, Profession, Income range,
Current mobile phone
Survey Data Collection
On-line questionnaire: Google doc

Target audience: people living in Taiwan
NCCU students
IMBA students and alumni
Nokia Siemens Networks staff
Friends
Sample size: 872
Demographic: Sample size 872

Gender
Nationality
Other; 60; 7%
Male; 314; 36%

Female; 558; 64%
Taiwanese; 814; 93%
Age Distribution
36 - 45 yr; 5% 46 - 55 yr; 1% 18 yr or below; 15%
29 - 35 yr; 8%
23 - 28 yr; 6%
19 - 22 yr; 66%
Hometown
Others; 166; 19%
New Taipei City; 165; 19%
Taipei City; 541; 62%
Demographic: Sample size 872

Professions
726
Mobile handsets types
34 33 24 13 11
Other; 224; 26%
Smartphone; 650; 74%
725
Income
range
41
40
33
224
178
12
11
159
152
86
69
6
(1) Current Mobile Carriers
Spending:
61% < 599 NT for total bill (2011 ARPU: 786NT)

73% < 399 NT for voice call
58% < 199 NT for internet
33% 200~799 NT for internet
90% < 199 NT for SMS
Important basic services

Importance of Voice call
4.5
Importance of SMS
4.1
Importance of Mobile internet service

Importance of MMS
Importance of Video call
3.8
2.1
1.9
Spending on mobile phone bills: lower than ARPU in

2011
According to National Communication Commission statistics, ARPU or

average revenue per user from 3G subscribers of Taiwanese mobile
operators is 786 TWD a month, and from 2G subscribers is 531 TWD a
month in 2011 (Figure 5). ARPU reflects the current total spending of
the mobile users. From the recent survey data in November 2012, more
than half of the respondents spend less than 599 TWD a month in total
mobile phone bills, which is lower than the ARPU in 2011. This means
that the ARPU in 2012 is becoming less and this decreasing trend in
ARPU still continues.
(2) Motivations for

Subscribing the Current Carriers
CHT
TW
M
Recommended by friends for network quality
Cheaper to call boyfriend/ girlfriend/ husband/ wife
Most suitable rate plan
Cheapest handsets with package
Cheaper to call
boyfriend / girlfriend /
husband / wife
CHT: 47%
FET: 44%
TWM: 40%
Recommended for
network quality
CHT: 30%
TWM: 15%
FET: 5%
Most suitable rate
plan
FET: 19%
TWM: 17%
CHT: 10%
Cheapest handsets
FET: 25%
TWM 14%
CHT: 3%
Motivations for choosing the carrier: cheaper to call

boyfriend, girlfriend, husband, wife is the most
appealing feature
According to the survey, the most common reason for choosing the
mobile carrier is cheaper price to call their boyfriend, girlfriend,
husband or wife. It indicates that the cheaper intra-network call is very
appealing. It can be used to attract and retain the customers in the
carriers. However, it seems to be quite similar in all the carriers.
The second common reasons are varies among the carriers. Far EasTone
is the cheapest handsets with package. ChungHua Telecom is
recommended by friends for network quality. Taiwan Mobile is the most
suitable rate plan. This means that while mobile carrier features are
very similar and might be hard for the operators to differentiate
themselves, each operator could have its own way to differentiate itself
from others. ChungHua Telecom has differentiated itself from others
by maintaining the best quality network reputation. Far EasTone has
provided cheapest handsets. And Taiwan mobile is actually not so
different from others.
(3) Importance of Features and

Willingness to Pay More
Network coverage
Rate plan
Voice call quality
Internet service quality and speed
Discounted price handsets with contract
Choices of handsets
Reliability of SMS & MMS
Customer service and support
Video call quality
Importance
4.7
3.5
4.6
3.1
4.5
3.2
3.5 4.3
4.0
2.9
4.0
2.9
3.9
2.8
3.8
2.6
3.2
2.3
2.22.6
2.3
2.1
Willingness to pay more
Network coverage, monthly rate plan, voice call quality, and

internet speed are the most important features but people are
just willing to pay more for better coverage, and internet speed.
Important carrier features: Network coverage, monthly

rate plan, voice call quality, and internet speed are the
most important features but people are just willing to
pay more for better coverage, and internet speed.
As indicated in the analysis, the most important carrier feature is

network coverage, followed by monthly rate plan, voice call quality, and
internet service speed. Comparing the important levels with willingness
to pay more for better quality, it seems that the customers are willing
to pay more for some certain features, including network quality, and
internet service. They are not willing to pay more for other features.
(4) Satisfactions Towards

the Current Carriers
Satisfactions
Network coverage
Voice call quality
Video call quality
Choices of handsets
Rate plan
Overall satisfactions:
3.96
3.68
3.43
3.84
3.74
3.59
3.20
3.26
3.26
3.02
3.01
2.98
3.60
3.69
3.56
3.35
3.30
3.31
3.03
3.09
3.04
2.51
2.66
2.63
3.19
3.29
3.26
3.10
3.16
3.20
3.50
3.39
3.47
CHT
2.56
TWM
FET
CHT
TWM
FET
2.55
2.51
Satisfaction towards the current carriers: ChungHua

Telecom is the most satisfying carrier
According to the analysis, each carrier has different level of

satisfaction score in different carrier features. ChungHua Telecom
gains significantly much higher score in network coverage, and voice call
quality. However, the carrier has quite lower satisfying score in
customer loyalty program, choice of handsets, and discounted price
handsets. Taiwan Mobile has satisfying score lower than ChungHua
Telecom but higher than FarEasTone in network coverage and voice call
quality. FarEasTone on the other hand gains considerably higher
satisfactions in cheap mobile handsets with contract.
Because not all the carrier features are equally important, the
important levels are taken in to the consideration when evaluating the
satisfactions. Adjusted satisfaction score have been used in the
analysis. As concluded in the analysis, ChungHua Telecom is the most
satisfying carrier, followed by Taiwan Mobile and FarEasTone.
(5) Expectations of 4G LTE:

Desirable features
4.6
4.7
Faster internet speed
4.2
4.3
Mobility and convenient
3.8
4.0
High quality voice call
High quality video call
Monthly rate plan

Cell I (Low price package)
3.2
3.4
3.2
3.0
Cell II (High price package)
Figure 28 Favorite features for people intend to subscrib

Expectations towards 4G LTE carriers: high speed data

rates, mobility, and voice call quality are the most
favorite features; ChungHua Telecom is most
preferable carrier
According to the analysis result, the most favorite features of 4G LTE

are high speed data rates, mobility and voice call quality. Similarly to the
current carriers, the most important carrier features network
coverage, rate plan, internet service speed, and voice call quality. This
indicates that while superfast internet speed is the main feature of 4G
LTE, other features are still very important. Once the network is
deployed, its required the operators to expand their coverage as soon
as possible, offer attractive rate plan, and maintain internet service
quality and voice quality as top priority.
As for preferable carrier, its quite obvious from the analysis that
ChungHua Telecom is the most preferable carriers. Its top of mind
brand for mobile carrier in Taiwan. This is probably due to the fact that
the carrier has most renowned network quality in 2G network and 3G
network so that many mobile users prefer to subscribe for 4G LTE from
ChungHua Telecom.

Important features
Network coverage
4.7
Rate plan
4.4
4.4
Voice call quality
4.3
3.9
Choices of handsets
3.9
3.8
3.6

Video call quality
3.1
2.8
2.6

Preferable Carriers
%
FET; 8%Vibo; 1%APPW; 1% Global Mobile; 0% WiMax FET; 0%Other; 0%

TWM; 20%
CHT; 70%
(6) Subscribing to 4G LTE

%4242
23
4 3
19
2730
1 2
2 3
Subscribing to 4G LTE: Wait and listen to other

comments, wait for favorite phones and promotions,
subscribe after 1 year
Subscribing to 4G LTE: Wait and listen to other

comments, wait for favorite phones and promotions,
subscribe after 1 year
With regard to time to subscribe, 11% of the respondents would

subscribe within 3 months and 4% stated that they want to be the first
who use 4G LTE. This data could be used to estimate early adopter
users for 4G LTE.
On the other hand, half of the respondents answered that they would
subscriber after 1 year. Many said about subscribing to 4G LTE that
they will wait and listen to other comments, wait for their favorite
phone, and wait for the promotion. Discounted price handsets and
choices of 4G LTE enabled handsets are also rated as important
features. Its suggested that the mobile operators should offer variety
of 4G LTE enabled handsets with attractive monthly packages in order
to convince customers to subscribe for 4G LTE network.
(7) Carrier switching

%
Current Carriers
4G LTE Carriers
70
57
28
CHT
20
TWM
13
FET
1
Vibo
4G LTE preferable carrier (%)

CHT
TWM
FET
Vibo
CHT
95
2
1
1
Current
TWM
32
65
2
0
mobilephone
FET
42
5
52
0
carrier (%)
Vibo
41
0
6
47
Many subscribers plan to switch to ChungHua Telecom
Carrier switching: many subscribers plan to switch to

ChungHua Telecom in 4G LTE
As indicated in the report, the analysis found some interesting carrier

switching pattern between current subscriptions and prefer 4G LTE
carrier of the respondents. Its found that most of the ChungHua
Telecom customers still prefer to subscribe for 4G LTE service from
ChungHua Telecom. However, many current users in Taiwan Mobile
network and FarEasTone prefer to switch to ChungHua Telecom when
they subscribe for 4G LTE service. Its confirmed that ChungHua
Telecom has very good reputation in the mobile network quality so that
it becomes the most preferable carrier in Taiwan.
(8) 4G LTE Price

Lite Internet User
64
62
38
Heavy Internet User

74
63
37
36
26
4G LTE Price: 888 TWD monthly plan is

appealing to heavy internet users spend more
Heavy mobile internet users spend more than 6 hours a week
Light mobile internet users spend less than 6 hours a week using the internet
on mobile devices.
4G LTE Price: 888 TWD monthly plan is appealing to

heavy internet users spend more
The analysis divided the internet users into two groups. Heavy mobile
internet users spend more than 6 hours a week while light mobile
internet users spend less than 6 hours a week using the internet on
mobile devices. According to the analysis, 44% of the heavy mobile
internet users spend more than 800 TWD a month on the total mobile
phone bills. 62% of them spend more than 400 TWD a month on the
internet service. Heavy mobile internet users have more intension to
subscribe for 4G LTE services. As for willingness to pay more, its quite
obvious that the users in this group are willing to pay more for better
internet service, better network coverage and voice call quality
comparing to the users in the light mobile internet user group. With
regard to the 4G LTE price, 62% of heavy mobile internet users in Cell I
answered would subscribe for the service. This is confirmed that the
monthly package of 888 TWD is quite acceptable for the heavy mobile
internet user group. However, 1888 TWD package might be too
expensive even for the heavy mobile internet users.
(9) Factors influencing carrier switch

Satisfactions
Network coverage
Voice call quality
Video call quality
Choices of handsets
Rate plan
Not switch carrier users
3.3 3.9
3.8
3.5
3.3
3.0
3.0
2.9
3.6
3.5
3.13.4
3.1
2.9
2.6
2.5
3.2
3.1
3.2
2.9
3.5
3.3
Switch carrier users
Factors influencing carrier switching: bad network

coverage, poor voice call quality, and slow data rates
could influence subscribers to switch to other
networks.
Factors influencing carrier switching: bad network

coverage, poor voice call quality, and slow data rates
could influence subscribers to switch to other
networks.
Additionally, the analysis compared the satisfactions of current carriers

among those who plan to switch to the other carrier and those who plan
to use the same carrier in 4G LTE. Its found that those who plan to
switch to the other carriers are not very satisfied with their current
carriers, especially towards network coverage, voice call quality, and
internet service, which were rated as very important features. This
leads to the conclusion that the important factors influence the mobile
users switch from one carrier to the other carriers are bad network
coverage, poor voice call quality, and slow internet service.
(10) Factors influencing users to subscribe

to the same carriers
0
10 20 30 40 50
Recommended by friends for network quality

Most suitable rate plan
Cheapest handsets with package
Not my concern as my company pay
Cheaper to call boyfriend/ girlfriend/ husband/ wife
Family decision
Other
Not switch carrier
Switch carrier
Factors influencing customers to use same

carriers: network quality and cheap rate to call
family are the most important factors to retain
the subscribers in the networks.
Factors influencing customers to use same carriers:

network quality and cheap rate to call family are the
most important factors to retain the subscribers in the
networks.
Comparing the motivations when choosing the current carriers between

the switching-carrier and non-switching-carrier user group, its again
found very interesting pattern. The top common reason for those who
plan to use the same carriers is lower phone rate to call their boyfriend,
girlfriend, husband, wife, followed by recommended by friends for
network quality. On the other hand, cheapest handsets with contracts
and suitable rate plan are the most common reasons among the
switching-carrier user group.
This leads to the conclusion that the cheap rate plan and low cost
handsets with contract can attract more subscribers to the carriers.
However, cheaper rate plan to call boyfriend, girlfriend, husband and
wife as well as network quality are the most important factors to retain
the subscribers in the networks.
Recommendations
4G LTE Launching is another challenge for mobile

operators
Propose to expand the coverage as soon as possible
Not only concentrate on mobile internet speed but
also maintain voice call quality
888 NT could be one package. Reevaluate the
pricing strategy with broader audiences.
Offer cutting-edge 4G LTE mobile with attractive
prices
To reduce churn rate, Maintain network quality,
and family / friend subscription plan
Recommendations
Launching 4G LTE service is another challenge for the mobile operators in Taiwan. While 4G
LTE is focusing on providing a superfast mobile internet service experience, there are also
other important features and attributes needed to take into the consideration. As discussed
in this thesis project, network coverage and voice call quality are very important features in
4G LTE. The thesis proposes that the mobile operators should deploy 4G LTE network
coverage as soon as possible, concentrate on increasing mobile data service speed, and
maintain voice call service quality. Although 4G LTE technology has no circuit voice
capability, its necessary for the operator to allow the voice calls. The voice call on 4G LTE
network could be enable by the feature so-called CS fallback.
Apart from the network capability, pricing is another important issue to evaluate. Some
mobile users are willing to pay more for better services while some are not. As discussed in
this thesis project, 888 TWD a month could be one of the package offering to the market.
Higher price package can also offer targeting to heavy internet user group. Due to the fact
that this survey sample are limited to NCCU students and the authors colleagues and
friends, further analysis on broader audience is needed to find out demographic information
of target customers.
As described in the report, many respondents answered subscribing to 4G LTE that they will
wait for promotion and favorite mobile phone. Therefore, mobile handset is very important
factor on successful launching 4G LTE. Cutting-edge 4G LTE mobile phones at some
attractive prices with contracts could be used to attract more people subscribe for the 4G
LTE network.
To retain the subscribers in the carriers, network quality and cheaper rate to call boyfriend,
girlfriend, husband, and wife are quite important influencing factors. Its suggested for the
mobile operators to maintain the best network quality to avoid subscriber canceling the
subscription and changing to other carriers. Cheaper rate of intra-network phone calls or
cheaper rate to calls their close friends could also help to retain the subscribers using the
carriers.

Critical Success Factors For 4G LTE Launching in Taiwan: A Study On Customers' Expectations

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Critical Success Factors for 4G LTE Launching in

2010: Pursue IMBA

4G LTE Long Term Evolution

-Access the web on the go

Scope of the project

Study on the current and future mobile network in Taiwan

Current 2G / 3G network in Taiwan

Future mobile network in Taiwan 4G LTE

Mobile operators aspects: subscribers, revenue, etc.

Preferences and satisfactions towards the current mobile phone network

Taiwan Mobile Carrier Industry

1997: The company was founded

Taiwan Mobile Carrier Industry

Mobile Services Handset sales and others

Reference: ChungHua Telecom,

New game Cityville becomes Facebooks most

Monthly Active Users For Applications

Source: Statistics.allfacebook.com (2010 Data)

Heres an example of the kinds of step changes that we were discussing

Challenges in Mobile Telecom Industry

Traffic volumeNetwork cost

Source: Light Reading (adapted)

User behavior changes due to smart phones, and

Usage, preferences, satisfactions

Future carriers 4G LTE:

Expectations, preferences, segmentations, prefer carriers

Focus group: Identify the customers attitudes towards the current

Defined 11 important features

Helpful customer service and support

Cell II: High price package 1,888

Part 2 Future carriers 4G LTE

Intension to subscribe 4G LTE

Most favorite features

Reasons for choosing

Value for money

Spending: Total, Voice call, SMS,

Reasons for subscribing

Importance of basic services

Importance of the 11 features

Satisfactions towards the 11

Importance of the 11 features

Willingness to pay more on the 11

Hours of using internet

Nationality, Hometown, Gender,

Survey Data Collection

On-line questionnaire: Google doc

Sample size: 872

Demographic: Sample size 872

Male; 314; 36%

Demographic: Sample size 872

Mobile handsets types

Other; 224; 26%

Smartphone; 650; 74%

(1) Current Mobile Carriers

61% < 599 NT for total bill (2011 ARPU: 786NT)

Important basic services

Importance of Mobile internet service

Spending on mobile phone bills: lower than ARPU in

According to National Communication Commission statistics, ARPU or

(2) Motivations for

Recommended by friends for network quality

Cheaper to call boyfriend/ girlfriend/ husband/ wife