Product Development Plan of a 4G Implementation in a Mobile Handset - Report Example

Introduction The product development plan of a 4G implementation in a mobile handset is carried out in this write up. The development of the 4G can be done in an innovative way through the increase in the band spectrum and an increase in the security levels which is a unique proposition of the 4G networks. The telecom market has evolved dramatically over the last few years with 3G becoming a prominent technology used in the markets across the globe. The business models in the telecom industry have shifted from the traditional hardware driven business models to the software and service based business models. In this background, the development of a mobile implementing the 4G technology with a wider spectrum would ensure to be a profitable move for a business in the telecom industry. The significance of the software and mobile spectrums as the main drivers in the industry has created the scope of developing the innovative services of 4G through an effective development plan. The market of India seems to have much potential to absorb the new technology with a number of players bidding on the spectrum rights. The innovation of 4G with a wider range of spectrum is considered to be developed and launched in the Indian telecom market. Discussion Background Mobile communication has started evolving as a key technology used to facilitate the users. The 4G technology or the fourth generation technology is a next generation network that will enable the users to use the mobile handsets for all the functions that can be done by a computer. The features of 4G include a wide spectrum, high quality, high security all of which are essential to widen the arena of mobile communications in the changing global scenario. The 4G technology offers data rates which have seamless roaming functionalities which enables the users to change the coverage of the networks without the functions being hampered. Product Development Plan The diagram below represents the product development process which follows the best practices approach. The development of the innovative 4G technology with a wider spectrum range and increased security can be done following the same framework. (Source: Finneran 451-452) Vision The vision of the company in implementing the 4G technology in an emerging market like India would be to become a major driver of communication in the telecommunication market in the region. Evaluating the opportunity The opportunities for 4G technology in the Indian telecom industry can be evaluated through the tool of PESTEL analysis to understand the macro environmental factors that can affect the launch and the success of the new product. Political: The different regulations related to the spectrum have highly influenced the popularity of the 4G technology. The regulatory policies related to the network sharing and re-framing of spectrums are aimed to facilitate the new market of 4G in India. The government has started encouraging the main telecom operators to bring in the 4G technologies in the market. Therefore an increased number of spectrum licenses are being provided and the bands have been made license free. These policies along with the open access regulatory policies are expected to boost the popularity of 4G technology among the major telecom operators. Economic: The emerging businesses and the reduction in the operating expenditures related to the 4G business are likely to facilitate the development of 4G services in the emerging market of India. The telecom industry in India is a high potential market in which more than 13 telecom operators are competing for the spectrum rights of the 4G technology. Therefore, developing a 4G service would require strong resources for managing the battles regarding the spectrum rights. Social: The need for the fourth generation technology is immediate. The customers in the Indian telecom market have become more conscious towards adopting new technologies. The popularity of the internet and the web based services through smartphones and different mobile applications have created the urgent need for a fast technology like the 4G. The usages of speedy internet and communication technologies have become a mandatory part of creating social image for the users. Technological: The technological factors are majorly important in the 4g services. The WiMAX integration and the LTE processes are critical innovations to enable the 4G technologies. The backhaul of the Ethernets and the modularization of different network technologies are important factors related to the service development. The growing importance of software as compared to the hardware creates more opportunities for the development of the company (Pathuru 109-114). Environmental: The product development plan should take the environmental impacts of the product elopement on the various processes into suitable consideration. The strategies to implement environmental considerations in all stages of the development of the 4G technology should be done. The product life cycle should be improved to make it more efficient with respect to the materials used and standardization at the end of the life cycle procedure. The management of the environmental impacts would enable the creation of new opportunities and competitiveness in the market. The designs for environment and the life cycle assessments would be useful in reducing the environmental impacts from the 4G service. Legal: The charges for the 4G services have been a controversial topic in the Indian telecom market. The government has imposed high tax levels on the 4G services by the different operators. Product description 4G technology uses the latest technological standards with respect to mobile communication. The 4G systems would provide ultra-fast access to the internet using smartphones, laptops, smart televisions and other devices making it possible for the users to access gaming services, high speed video calls, video conferencing, cloud computing etc. which are likely to enhance the experiences of the users. The development of the service should be done by effectively using the high spectrum techniques and by partnering with the handset providing and other devices manufacturing companies to ensure fast development and penetration in the Indian market. Primary and Secondary markets The primary markets include the mobiles and other device users. The 4G technology would be critical for the owners of smartphones and tablets. The secondary market would consist of the internet service providers and the gaming providers and the application builders who are likely to use the technology to market and develop their products and services. Strategy Bowman’s strategic clock Following the Bowman’s strategic clock, it would be beneficial for the company to follow the product differentiation approach for launching the 4G technology in the market (Baughan 54). The launch of 4G should be done on the basis of maintaining a wider spectrum band for the service. A focused differentiation value position of the strategy clock should be maintained by the company in order to launch a product that is differentiated by its high value and high prices. The perceived value of the 4G services would be higher because of the differentiation of acquiring a higher and wider range of spectrum through the bids on spectrum ownership rights. VRIO criteria The VRIO technique analyses the Value, Rarity, Imitability and Organizational capabilities. The development of 4G and acquiring the licenses and ownership for the 4G spectrum would ensure that the company is tapping in the current opportunities in the telecom industry (Nandlall 114). The rarity of the product development is highly maintained because the resources and investment required for 4G services are very high. Few telecom operators have access to the huge resources, capital and the licences required for acquiring the spectrum of the 4G services. Therefore, the service can be developed as a rare service. These factors also make the service difficult to imitate by every other company. Though there is intense competition among the telecom operators to acquire the rights of the spectrum, the company which wins the bid for the spectrum right at the beginning will have the first mover’s advantage in the telecom market for 4G technology. The resources and capabilities of the company are also important in developing a robust service. Customers’ needs The consumers in the Indian market are displaying an increased potential to absorb new technologies. The growing middle class consumer segment and the upper class segment would be the main target for the 4G technologies. Bundling the 4G services with an established mobile handset producing company would facilitate the penetration of the technology. Providing high value to the customers is critical for succeeding in the Indian telecom industry. Customers’ current choices The customers in the Indian market have been using the 3G technology extensively. But the scams related to 3G and 2g have led to the consumers being more conscious about adopting the new technologies. In the evolving scenario of the importance of the internet, application and smartphones and tablets it can be estimated that the needs of the customers can be met efficiently by the 4G technology. Developing a concept The concept of 4G should be developed keeping in mind the needs of the end users and the environmental factors affecting the Indian telecom market. The service should be developed in keeping with the growing importance of data transfer and fast internet access. The 4G services should be launched so as to make it compatible with the devices commonly used by the consumers in this market. Basic level design The market model of the 4G would have to be innovative due to the changing aspects like the demands of the consumers, the competitive forces in the telecom industry, the regulatory policies influencing the telecom industry and the advent of new high technology data services. The structure includes a number of partnerships and the use of different modes to reach and meet the requirements of the end users. The new business model in 4G should be developed so as to compete with the evolving number of competitors in the market and derive more value from the whole process. Marketing plan The marketing plan would follow the product development in which the 4G technologies launched by the company can be tested over a sample population to understand the responses of the target group towards the service. A prototype should be launched to assess the marketing feasibility of the developed product or service. SMART Objectives The objectives should include reviewing the product development and the marketing plans from time to time, employ proper resources for the development of the services, develop the service within a short period of time to maintain the competitive edge and monitor and evaluate the progress of the service development (Kupetz and Terrell 261-267) Conclusion India can be considered as a market having high potential for new technologies. But the development part of the product or the services is critical for deciding the future success of the service in the market. Due to the boom in the Information technology industry in India, it is expected that the development of a robust 4G technology would be highly successful and will boost the telecommunication industry. The product differentiation through focus on high value provided by increasing the spectrum would prove to be valuable propositions for a new service launch in the emerging market. The increased band width and sophisticated provisions would ensure that the technology becomes more popular in the market. Therefore, critical attention should be given to the development of the service to suit the needs of the customers while meeting the objectives of the company. Works cited Baughan, Rumney. Visions of 4G. Electronics and Communication Engineering Journal, 12.1(2006): 54. Print. Finneran, Michael. A Comparison of Technologies, Markets, and Business Plan. Agilent Measurement Journal. 2008: 451-452. Print. Kupetz, Allen, and Terrell Brown. 4G - A Look into the Future of Wireless Communications. Rollins Business Journal. 2004: 261-267. Print. Nandlall,Vish. Advanced technologies for 4G: Mobile broadband multimedia everywhere. Nortel Technical Journal. 2008: 114. Print. Pathuru, Raj. A Comparison and SWOT Analysis of Towards 4G Technologies: 802.16e and 3GPP-LTE. International Journal on Computer Science and Engineering. 2010: 109-114. Print. Read More