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SK telecom
4G LTE�쓽 �깉濡쒖슫 �벑�옣
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Contents
What is 4G LTE
Market trend
Customer Analysis
Competitor Analysis
SWOT
Company Analysis
7P mix Strategy
Strategy
�떆�궗�젏
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What is 4G LTE?
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What is 4G LTE
4�꽭���
�씠�룞 �넻�떊湲곗닠
Long
Term
Evolution
�깉濡쒖슫 �씠�룞�넻�떊 洹쒓꺽
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- 湲곗〈 3G��� 臾댁꽑�씤�꽣�꽬 �쟾�넚�냽�룄 5諛� 李⑥씠
- 鍮좊Ⅸ �쁺�솕 �떎�슫濡쒕뱶
- ����슜�웾 寃뚯엫
- �넻�솕�쓽 �걡源� 理쒖냼�솕
- �꽑紐낇븯怨� �걡源��뾾�뒗 HD湲� �쁺�긽 �떆泥�
3G
4G
�떎�슫濡쒕뱶
�뾽濡쒕뱶
14.4Mbps
75Mbps
5.8Mbps
37.5Mbps
Speed ��� �냽�룄 ���
What is 4G LTE
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Market Trend
�뒪留덊듃�룿 蹂닿툒瑜�
? �뒪留덊듃�룿 �궗�슜�옄 2000留� 紐� �룎�뙆
(�쑕����룿 媛��엯�옄 5200留뚮챸 以� 38%,
寃쎌젣�솢�룞�씤援� 2,500留뚮챸�쓽 80%�닔以�)
?2xxx.10湲곗�� �뒪留덊듃�룿 �궗�슜�옄 �쟾泥댁쓽 14.5%
?2xxx.10湲곗�� �뒪留덊듃�룿 �궗�슜�옄 �쟾泥댁쓽 38%
?�뿰留� 42%, �궡�뀈�룄 50%瑜� �꽆�쓣 �삁�젙
�뵾爾먰룿 �씠�슜�옄(�쑕����룿 媛��엯�옄 �쟾泥댁쓽 62%)
�뒪留덊듃�룿 �쟾�솚���(�깮�왂)
1. �쁽�옱 KT�쓽 4G ����씠釉뚮줈 媛��엯�옄�닔 65留� 紐� �씠�긽, �삱 3�썡 �쟾援�留� 媛쒗넻
2. 痍⑥빟�븳 �떒留먭린 醫낅쪟
3. ����씠釉뚮줈-LTE �룞�떆 怨듬왂
4. LTE �씠�쇅 吏��뿭�뿉�꽌�뒗 2G留앹쑝濡� �쟾�솚�릺�뼱 �냽�룄媛� 25諛� �뒓�젮吏�.
5. SKT �꽌鍮꾩뒪 �씠�슜 怨좊젮 �슂�씤 1�쐞 : 3G, Wi-Fi ��섎Т�꽑�씤�꽣�꽬湲곕뒫��� (25.9%)
6. LTE �씠�쇅 吏��뿭�뿉�꽌 湲곗〈�뿉 援ъ텞�맂 SKT�쓽 �깂�깂�븳 3G濡� �꽌鍮꾩뒪濡� �쟾�솚�릺�뼱 �븞�젙�쟻�씤 臾댁꽑�뜲�씠�꽣 �꽌鍮�
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%濡� �쟾援��쟻�쑝濡� 怨좊Ⅸ 媛��엯�옄 遺꾪룷
2. �떒留먭린 �씪�씤�뾽 : �샃�떚癒몄뒪 LTE, 媛ㅻ윮�떆S2 HD LTE
�뿰�궡 1醫낆쓽 LTE�뒪留덊듃�룿怨� 2醫낆쓽 LTE �깭釉붾┸ PC瑜� 異붽��濡� 異쒖떆瑜� 紐⑺몴
3. LG U+ 4G LTE 留� 援ъ텞
~ 2012�뀈 6�썡 : �꽭怨� 理쒖큹 �쟾援�留� 援ъ텞
Competitor
A n a l y s i s
4. LTE �씠�쇅 吏��뿭�뿉�꽌�뒗 2G留앹쑝濡� �쟾�솚�릺�뼱 �냽�룄媛� 25諛� �뒓�젮吏�.
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1. �옞�젙 吏묎퀎�맂 SKT�쓽 LTE�꽌鍮꾩뒪 媛��엯�옄�닔 12留� 紐� (10�썡 31�씪 湲곗��)
SKT�쓽 LTE媛��엯 怨좉컼 以� 20~30���媛� 63.6% 李⑥�� (二� �닔�슂痢�)
媛숈�� 湲곌컙 3G �뒪留덊듃�룿 媛��엯�옄以� 20~30��� 怨좉컼鍮꾩쑉��� 50%�닔以�
�꽌�슱 沅뚯뿉�꽌 65% �씠�긽 �뙋留�
2. �깂�깂�븳 �떒留먭린 �씪�씤�뾽 �솗蹂�
�뿰留먭퉴吏� �뒪留덊듃�룿 2醫�, �깭釉붾┸PC 1醫� 異붽��, 珥� 8醫낆쓽 LTE�떒留� ����씪�씤�뾽 援ъ텞
Company
A n a l y s i s
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3. SKT 4G LTE 留� 援ъ텞
2xxx�뀈
�꽌�슱 25媛� 援�
2012�뀈
�쟾援� 23媛� �떆
(愿묒뿭�떆+�닔�룄沅뚯쨷�떖)
2013�뀈
�쟾援� 82媛� �떆
�씤援ъ쓽 80% cover
�씤援ъ쓽 95% cover
Company
A n a l y s i s
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4. SKT 4G LTE �꽌鍮꾩뒪 愿��젴 留덉���똿쨌�봽濡쒕え�뀡
LTE�븞�떖�샃�뀡 �씪�젙湲곌컙 臾대즺 �젣怨�
LTE�쟾�슜 �꽌鍮꾩뒪 �씠�슜 媛��엯�옄 ����긽 �븷�씤 諛� 湲고봽�떚肄� �젣怨�
LTE�꽌鍮꾩뒪 泥댄뿕 留덉���똿 : �넻洹쇰쾭�뒪, 吏�諛쯐TE怨좉컼 泥댄뿕湲고쉶 �젣怨�
�슂湲덊븷�씤�삙�깮, �뜲�씠�꽣 異붽�� �젣怨�
5. SKT �꽌鍮꾩뒪 �씠�슜 怨좊젮 �슂�씤 1�쐞 : 3G, Wi-Fi ��섎Т�꽑�씤�꽣�꽬湲곕뒫��� (25.9%)
�씤�꽣�꽬 湲곕뒫�뿉 移섏쨷�븯�뒗 �씠�슜�옄媛� 留롮쓬�쓣 �쓽誘�.
Company
A n a l y s i s
6. LTE �씠�쇅 吏��뿭�뿉�꽌 湲곗〈�뿉 援ъ텞�맂 SKT�쓽 �깂�깂�븳 3G濡� �꽌鍮꾩뒪濡� �쟾�솚�릺�뼱 �븞�젙�쟻�씤 臾댁꽑�뜲�씠�꽣 �꽌鍮�
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