The price to be paid: assessing the opportunity for New Cellular franchises in Asia-pacific markets

摘要

Bidding for cellular licences is always a balance between offering to little for a licence and being outbid by less risk adverse competitors, and paying to much and finding that the long-term returns for the project are unacceptably low. One way around this dilemma is to concentrate on the business case closely with a view to finding new ways of adding value that others have not considered properly. There may be clever marketing options that can be applied that competing consortia have not though though as well. This could include the application of the right value-added services, the right distribution structure and the right blend of promotion and advertising. Fixed or semi-fixed wireless local loop may be an effective way of boosting bid value. Finally, the business case must be realistic-avoid the temptation of applying an artificially high share of additions or high calling rates which cannot be borne out by the best available assessment of the market place.