Revista

de la

Universidad

del Zulia

Fundada en 1947

por el Dr. Jesús Enrique Lossada

DEPÓSITO LEGAL ZU2020000153

ISSN 0041-8811

E-ISSN 2665-0428

Ciencias del

Agro,

Ingeniería

y Tecnología

Año 13 N° 36

Enero - Abril 2022

Tercera Época

Maracaibo-Venezuela

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Strategic analysis of the demand for satellite communication

services in the telecommunications market and construction of

marketing strategy

Natalia V. Komarova*

Sergey I. Slav**

Anastasia M. Tikhomirova***

ABSTRACT

The article focuses on the strategic analysis of the demand for satellite communications

services in the telecommunications market, degree of development of the problem, object,

topic, initial assumption and goal of the research. A study of the telecommunications market

by its key segments was carried out. The classification of key segments was chosen based on

the criterion of the list’s minimalism and not allowing double accounting of revenue, which

is possible with B2B and then B2C chains. The most rapidly developing segment of the

market, which is mobile communications, has been identified. The problems and prospects

of the development of such market segments as mobile communications, fixed voice

telephony, broadband Internet access and television are studied. The revenue’s distribution

of the global telecommunications market by regions is considered. The change in the cost of

mobile Internet in the countries of the world and the correlation of mobile communication’s

price with the cost of signal delivery lines to base stations are determined. The introduction

coefficient of broadband Internet access provided by such wired lines as an optical fiber

communication line, twisted pair and power supply lines of the network is considered.

KEY WORDS: consumers; marketing; mobile communication; satellites;

telecommunications networks.

*Moscow Aviation Institute (National Research University), 125993 Volokolamskoe

highway 4, Moscow, Russia. ORCID: https://orcid.org/0000-0003-3717-5659. E-mail:

komarova_mai@mail.ru

**Moscow Aviation Institute (National Research University), 125993 Volokolamskoe

highway 4, Moscow, Russia. ORCID: https://orcid.org/0000-0002-4250-8799. E-mail:

ssiradist@mail.ru

***Moscow Aviation Institute (National Research University), 125993 Volokolamskoe

highway 4, Moscow, Russia. ORCID: https://orcid.org/0000-0003-0991-0505. E-mail:

kmrik1@yandex.ru

Recibido: 01/09/2021 Aceptado: 29/10/2021

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Análisis estratégico de la demanda de servicios de comunicaciones

por satélite en el mercado de telecomunicaciones y construcción de

estrategia de marketing

RESUMEN

El artículo se enfoca en el análisis estratégico de la demanda de servicios de comunicaciones

por satélite en el mercado de las telecomunicaciones, grado de desarrollo del problema,

objeto, tema, supuesto inicial y meta de la investigación. Se realizó un estudio del mercado de

las telecomunicaciones por sus segmentos clave. La clasificación de los segmentos clave se

eligió con base en el criterio del minimalismo de la lista y no permitiendo la doble

contabilización de los ingresos, lo que es posible con las cadenas B2B y luego B2C. Se ha

identificado el segmento del mercado de más rápido desarrollo, que son las comunicaciones

móviles. Se estudian los problemas y perspectivas de desarrollo de segmentos de mercado

como las comunicaciones móviles, la telefonía vocal fija, el acceso a Internet de banda ancha

y la televisión. Se considera la distribución de ingresos del mercado global de

telecomunicaciones por regiones. Se determina el cambio en el costo de Internet móvil en los

países del mundo y la correlación del precio de la comunicación móvil con el costo de las

líneas de entrega de señal a las estaciones base. Se considera el coeficiente de introducción

del acceso a Internet de banda ancha proporcionado por líneas cableadas como una línea de

comunicación de fibra óptica, par trenzado y líneas de suministro de energía de la red.

PALABRAS CLAVE: consumidores; marketing; comunicaciones móviles; satélites; redes de

telecomunicaciones.

Introduction

Relevance of the research topic and problem statement: the study is devoted to the

selection of activities of the Russian company: Russian Satellite Communications Company,

which owns an orbital group in GSO in the world satellite communications market.

Competition within the satellite communications market is very fierce. The number

of satellite operators with their space fleets has recently increased, as some states have

entered this market by creating their own operators in order to protect their national

interests. The active implementation of projects began in other types of orbits, in particular

in low-orbit (at an altitude of 160 km - 2000 km): OneWab (Great Britain) and Starlink

(USA).

The largest players in the global satellite communications market are three leaders:

SES (Luxembourg, founded in 1958; 47 spacecrafts in GSO) (SES.com, 2021), Intelsat

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(Luxembourg, founded in 1964; 49 spacecrafts in GSO) (Intelsat.com, 2021) and Eutelsat

(Paris, France, founded in 1977; 34 spacecrafts in GSO) (Eutelsat.com, 2021).

If we talk about Russian satellite communications market, there are two satellite

communications operators with their own space fleet: Russian Satellite Communications

Company (12 spacecrafts) and Gazprom Space Systems (4 spacecrafts). Thus, the issues of

strategic planning and the study of the demand for satellite communications services for

Russian operator are currently very relevant.

As a scientific hypothesis of the study, the authors accepted and proved that

marketing planning based on identifying the demand for certain satellite communication

services will allow Russian Satellite Communications Company to reduce its costs and

increase work efficiency and will definitely strengthen its competitiveness in the global

market.

The degree of elaboration of the problem: the main problems of development and

increasing the competitiveness of satellite communications were considered by a large

number of researchers and presented in the previous works of the authors.

In the article "On the prospects for the development of the satellite orbital

constellation of Russian Satellite Communications Company" there are the main directions

of development of satellite communications (Euroconsult-ec.com, 2019). In his opinion, these

are tele- and radio broadcasting and satellite broadband access in Ka-band. He is also a

supporter of a restrained company development policy and for the use of proven technologies

and methods, in connection with which it is impossible to imagine the company as a pioneer

in the global market.

1. Theoretical Basis

The research used the theory of strategic competitive analysis (Ageeva et al., 2012;

Novikov, 2018). According to this theory, in order to study the demand for satellite

communication services, it is necessary to identify all possible competitors, determine the

key factors of the company's success, segment the market, identify links between individual

market segments and assess the key values for consumers of the space segment in GSO

(Novikov, 2018).

Further, the work used the classical theory of marketing and strategic marketing

(Mikhailova, 2020).

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In accordance with the theory set forth in earlier works (Komarova & Slav, 2021), a

strategy for increasing the competitiveness of satellite communications in the

telecommunications market was developed and in works (Komarova et al., 2019; Novikov et

al., 2019a; Novikov et al., 2019b; Novikov et al., 2020) a strategy for personnel management,

within which it is possible to use network working groups.

2. Methodology of Research

The methodological basis of the study was formed by the concepts and views of

Russian and foreign experts in the field of communications and scientific workers.

Virtually all alternative types of communication are competitors of the company

under consideration, therefore, we will consider all sectors of the telecommunications

market. In addition, due to the high cost of equipment for organizing a satellite

communication line, the main consumers of the space segment are companies operating in

other sectors of the telecommunications market.

The object of the research is the competitiveness of Russian operator in the global

satellite communications market. The subject of the research is the selection of directions in

the company's activities and the formation of a new range of services. Purpose of the study:

on the basis of theoretical studies of the telecommunications market and identified new

directions in the company's activities in the field of satellite communications, to develop a

new marketing strategy for its development, including product policy, pricing policy,

formation of demand and stimulation of sales and distribution policy.

3. Results and Discussion

The telecommunications market is a huge industry with $ 1.633 trillion in revenue,

which is 1.2% of world GDP.

The telecommunications market is divided into several key segments:

 mobile communications (mobile) (53%);

 fixed voice (9.9%);

 broadband Internet access (broadband, fixed data) (22.8%);

 television (TV) (14.3%).

The classification was chosen based on the minimalism of the list and avoiding double

counting of revenue, which is possible with B2B chain and then B2C.

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Satellite communications were not included in this classification due to the fact that

in most cases it is B2B and is taken into account in the given data. The volume of revenue

coming from all satellite communications is no more than 1.5%.

Figure 1. EMEA (Europe, the Middle East and Africa) region (Chartsbin.com, 2021)

We consider the distribution across global regions. The leader in terms of absolute and

specific revenue is the Americas. At the same time, growth rates in EMEA region (Figure 1)

are twice as high as in other regions.

The most rapidly developing segment is mobile communications. In some countries,

there are 2 or more SIM cards for each person (Figure 2), which indicates the availability of

mobile communications to a wide range of the population (Chartsbin.com, 2021).

Figure 2. Mobile introduction rate in the countries of the world (coefficient of 100% or

more says that some residents have 2 or more subscriptions) (Chartsbin.com, 2021)

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The industry began a long time ago, but its explosive growth began with the advent

of 2G technology in the 1990s, which heralded the beginning of the digital mobile era. Since

1998 to 2019 the price per minute of conversation has decreased almost hundreds of times:

from 0.83 to 0.01 US dollars (taking into account inflation, this is approximately from 1.32 to

0.01 US dollars) (Vc.ru, 2021).

Today, mobile communication is not only voice messages, but also broadband Internet

access. The Figure 3 shows the cost of 1 GB of Internet traffic for a mobile network

(Chartsbin.com, 2021). It depends on the level of prosperity of the country's citizens and on

the level of development of the mobile network. The worst of all is in African countries, where

the cost of 1 GB of traffic can go up to hundreds of US dollars. In such countries, satellite

communications can reduce the cost of mobile communications.

Mobile Internet access appeared in 2.5G networks. At the moment, active

development of 5G technologies begins, which has a number of advantages over 4G

networks:

 Latency has been reduced from 50 ms to 1 ms by reducing the size of the

subcarrier and slots. This is the delay from the mobile station to the subscriber. In reality, the

signal delay between two subscribers is greater (about 10 ms). For satellite communications

it is from 240 ms or more;

 Speed increased from 160 Mbps to 11 Gbps (in theory, in reality, the microchip

of the Snapdragon X55 5G modem allows achieving 7 Gbps speed when using MIMO 4x4,

due to increase in spectral efficiency by 16.7% and bandwidth for one channel.

Increased subscriber density per sq. km. from 1 thousand to 1 million, due to the

reduction of slots and cell sizes.

All this became possible thanks to a technological breakthrough in microelectronics,

which allows increasing productivity with the same power consumption.

To implement 5G technologies, more frequency resource will be required, since wider

carriers are needed, and at 900/1800 MHz it is impossible to work with such parameters and

we need to climb "up". In this connection, 5G needs a frequency spectrum assigned to satellite

communications: 3.4-3.8 GHz, i.e. half of C-band frequencies. The measures taken recently

by Russian government (Dmitriev & Novikov, 2019a; Dmitriev & Novikov, 2019b; Dmitriev

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& Novikov, 2020) have helped to increase the amount of consumed frequency resource. Some

operators are laying frequencies and Ka-band (20-30 GHz).

Figure 3. Estimated average cost of subscription in different regions of the world and

percentage of prepaid tariffs (Chartsbin.com, 2021)

Future mobile networks may not be 5G compliant, just like current 4G networks. All

technologies such as LTE and WiMAX are essentially 3.75G networks.

By its properties, mobile communication is a "last mile" technology. The range of

mobile towers is usually from 0.5 km to 7 km. In theory, a 100-meter tower can “finish off” up

to 37 km, but in practice there are many restrictions, including restrictions on power and

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sanitary and epidemiological standards with a minimum quality of communication. The cost

of mobile communications is highly correlated with the cost of signal delivery lines to base

stations.

Figure 4. Cost of 1 GB of mobile Internet in the countries of the world (Chartsbin.com, 2021)

Satellite communication is used to deliver Internet traffic to base stations located in

places where it is impossible to lay fiber optic communication lines or other communication

lines. Also, satellite communication can serve as a backup communication line in those places

where there is only one fiber optic communication line.

The Figure 4 illustrates data on ARPU (Average revenue per user) and percent of

prepaid tariffs. The share of mobile Internet is growing, as voice calls using applications such

as Scype, WhatsApp, Viber, etc. are cheaper.

The absolute leaders in terms of revenue from mobile communications are the United

States (~30% of revenue worldwide). The share of Russia is just over 1% of the world, while

before 2014 the share was almost 2%.

Fixed voice (telephone) communication is going through hard times and is a clear

outsider among all markets. The decline in the fixed-line market began in 2006. In developed

countries, this process began in 2001. Here, mobile communications and broadband access

(VoIP) began to oppress long ago, in connection with which it is losing the position (Figure

5) (Chartsbin.com, 2021). Due to its low cost and optimized specifically for voice traffic, it is

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actively used in corporate networks. At the same time, they are combined with digital

enhanced cordless telecommunication (DECT) radiotelephony technologies from mobile

communications, using as the "last mile".

Figure 5. Fixed voice introduction rate in the countries of the world (Chartsbin.com, 2021)

Satellite communication with its large "ping" is not very convenient for these purposes.

In the world of high-speed Internet, it makes little sense to invest in voice communication as

a separate area. When accessing Internet, any device such as a PC, laptop and smartphone

allows organizing free voice teleconferences (Skype, Viber, WhatsApp, etc.).

Broadband Internet access is also evolving, albeit at a slower pace than mobile

communications. This term denotes broadband access provided by wired lines (fiber optic

communication line, twisted pair, network power lines, etc.).

Fiber optic communication lines are being actively introduced using traditional

technology, i.e. to the router at the entrance and from it via twisted pair (port speed 100-1000

Mbit/s, depending on the type of port) and GPON (optics to the apartment, does not require

signal recovery at a distance of 20-40 km, i.e. it is passive), which allows one head-end station

to provide Internet to 1024 subscribers (8 segments / ports for 128 subscribers) and more, at

a speed of 2.4 Gbps per port (i.e. 18.75 Mbps per subscriber).

Broadband Internet access is well developed in America, Australia and Europe (Figure

6) (Tadviser.ru, 2020). African countries have the same problem as mobile communications.

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In this connection, satellite communications have a chance to occupy their niche in this

region.

Figure 6. Coefficient of introduction of broadband access in the countries of the world

(Tadviser.ru, 2020)

Optical communication lines drawn along the ocean floor connect only large centers

(Figure 7). But it is through them that more than 97% of Internet traffic passes, since these

fiber optic communication lines have a higher bandwidth than terrestrial ones and are much

cheaper than land optical lines. On land, only large settlements are also connected by optical

communication lines.

In Russia, a network of optical lines is developed in the European part of Russia and

the border with China (Figure 8 shows the optical line of a telecommunications operator

with state participation). The northern offshore line of the fiber optic communication lines,

passing not far from the northern land borders of Russia, enters only at 3 points: 2 in the west

and 1 in the east, that is, almost all territories of the far north of Russia are poorly developed

in this regard.

Optical communication lines are actively used to deliver traffic to their head centers

in mobile communications. In most cases, this is cheaper than any communication line. In

this connection, the prevalence of mobile communication depends on the prevalence of fiber

optic communication lines, which can be seen when comparing Figure 9 and Table 1 among

themselves (Telesputnik.ru, 2019). Here satellite communication saves the situation. Many

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telecom operators have hubs in these territories connected through satellite communications

with hubs located near the fiber optic communication line. But, since satellite

communications are expensive, they are trying to lay fiber optic lines to many regions.

Figure 7. Map of fiber optic communication lines laid along the bottom of the oceans

(Chartsbin.com, 2021)

Figure 8. Backbone network Rostelecom (Chartsbin.com, 2021)

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Figure 9. Mobile coverage map of the territories of Russia (Telesputnik.ru, 2019)

For the organization of satellite communication channels, we also have to use fiber

optic communication lines. As it was mentioned earlier, all hubs of the company are

connected by optical lines (2 nodes, each node has 10 GB).

Television consists of many types: terrestrial TV, IPTV, cable TV, OTT (video on

Internet, for example, YouTube), SVoD (video on demand, so-called online cinemas) and

satellite TV. Moreover, OTT (~60% of the revenue of the global TV market) and SVOD are

the drivers of TV market, which in turn have a positive effect on mobile communications and

broadband Internet access (Tadviser.ru, 2021).

Classic TV market is losing ground. The main problem is the lack of interactivity,

which is inherent in OTT and SVoD, which works on the infrastructure of broadband and

mobile communications.

Today, the standard of UHDTV 4K resolution (3840*2160 pixels) with a color depth

of 3*10 bit (HDR) is actively spreading. When used for broadcasting MPEG4 (H.265

encoder), the stream rate is from 15 Mbps to 130 Mbps. The speed depends on the quality of

the picture: from the required to Blu-Ray quality. Video bitrate on Internet can be from 11

Gbps. Video content is the main eater of Internet traffic. In this connection, the increase in

the resolution and quality of the video sequence creates a demand for additional bandwidth

of communication lines.

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In Russia, due to a national digital TV project offering free 20-30 channels (depending

on the region), Pay TV market may be severely affected. Broadcasting of 20-30 federal

channels is compulsory for all Pay TV operators, which creates an additional financial burden

for them. And the problem is deeper than it seems. After all, the needs of many subscribers in

television are fully satisfied by free TV channels.

Satellite communication through GSO is actively used for direct television

broadcasting and for moving the video stream to central television stations (in most cases,

these are backup lines).

The main segments were considered by the share of proceeds. Obviously, these data

are not enough to understand the vector of development of the telecommunications market.

It is necessary to consider the classification by the type of traffic. The simplest of them may

be this: audio-video traffic and Internet requests (requests to websites, databases, etc.,

including IoT).

The share of video streams in Internet traffic is very large and amounts to around 60%.

The share of video content will only grow. It is the video stream that will become the driver

of the development of high-speed communication lines. For example, for video in SD (360p)

resolution, the minimum required bit rate is 0.5 Mbps. For Full HD 2.5 Mbps and for 4K it is

already 10 Mbps.

The share of the rest of the traffic, although it will fall, will only grow in absolute terms

and at a very high rate (for example, from 2016 to 2018 the number of sites has doubled). The

amount of data in IoT systems is also growing, which is used in smart homes and in industrial

automation.

Today, the total average speed of all data in all types of communication is

approximately 60 million Gbps. The need for the amount of information will only grow.

Satellite communications can be one of the tools to reduce the digital divide around the

world. For example, because of the relief or climate, it is not always possible to carry out fiber

optic communication lines. In some cases, this is simply not possible, for example, for ships

and aircraft.

After all that has been said, we can make a small analysis of the need for the company's

services in the telecommunications market.

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The most appropriate is Key Values Assessment (MPV). We divide clients by sectors:

B2B, B2C, B2G (Table 1). Each of them has their own preferences.

Table 1. Assessment of key values (MPV) for the consumer of the space segment in GSO

B2B

B2C

B2G

Traffic cost

Mobility

Deployment speed

Quality

Coating

Traffic cost

Mobility

Deployment speed

Quality

Coating

Traffic cost

Mobility

Deployment speed

Quality

Coating

5.00

4.75

4.50

4.25

4.00

3.75

3.50

3.25

3.00

2.75

2.50

2.25

2.00

1.75

1.50

1.25

1.00

0.75

0.50

0.25

We highlight the main consumer properties of satellite communications via GSO:

traffic cost, mobility, network deployment speed, communication quality and coverage area.

This assessment clearly shows that satellite communication lacks mobility, therefore

it is necessary to cooperate with companies of "last mile", for example, with mobile providers,

whose market share is growing.

When developing a strategy for increasing the company's competitiveness, great

importance is attached to the development of a functional marketing strategy for the purpose

of implementing a business positioning strategy.

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We start by developing marketing goals and strategies for complex areas using 4P

(product, price, place and promotion).

Products. It is important to correctly balance the product range, its characteristics and

possibility of modification. It is necessary to change the product policy depending on the

state of demand for products and services.

Price. It all depends on the demand for the product. Company's pricing policy changes

depending on the product life cycle (Dmitriev & Novikov, 2020).

Place. Product marketing policy must be carefully considered. Service (after-sales) in

cases of exchange, stimulating repeat transactions. Additional information on other

products. It is not unimportant to organize the sale of goods through other channels, for

example, through intermediaries.

Promotion. Promotion of products must be constantly dealt with. The buyer must

know about the product, distinguish it from the rest, in accordance with his needs and

beliefs.

It is required to convey full information to the consumer (Tikhonov et al., 2020) so

that he makes a decision to make a purchase of the company's services. It is necessary to

maintain contact directly with the consumer. If necessary, it is necessary provide background

information about the product.

Contact with customers increases company awareness, strengthens consumer

confidence in the brand. The content of the presentation message is very important.

Successful trading, increasing profits still depends on the correct unique selling

proposition, which will reflect the distinctive features of the product from other offers on the

market today.

Conclusion

The studies have shown the need for a Russian satellite communications company to

conduct a strategic analysis of the demand for services in the telecommunications market

and develop a marketing strategy to increase competitiveness in the global market.

The paper presents the stages of research of the telecommunications market in such

key segments as mobile communications, fixed voice communications, broadband access and

television. For each of the above mentioned segments, the coefficients of introduction into

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the countries of the world and modern technologies of the organization were analyzed. It

was revealed that the most rapidly developing segment is mobile communications. The close

dependence of the development of other segments with the development of mobile

communications was also determined.

Table 2. Marketing goals and strategies for complex areas

Complex

directions

Marketing objectives

Marketing strategies

Product-commodity

policy

Create an image of a high-

quality product in the

eyes of consumers

Design according to the requirements of the most

sensitive segment: high attention to quality

control; quick troubleshooting. Additional

product strategies and conditions for their

implementation. Focus on product quality,

advanced engineering and customer service

Price policy

Product positioning by

quality. Offer discounts

for large distributors

based on volume

Offering higher dealer discounts to maintain

distribution channels. Using a pricing strategy to

move price-sensitive buyers to the next level as

the market segment becomes saturated.

Additional pricing strategies and conditions for

their implementation, if a large number of

competitors appear on the market, change the

pricing policy to match the prices of competitors

Distribution

Organize a large

distribution system

Demonstration plan for dealers. Additional

strategies and conditions for their

implementation: providing dealers with large

discounts

Product policy,

pricing policy,

formation of

demand and

stimulation of sales

and distribution

policy

Positioning a product as

very reliable to convince

the market to pay a high

price.

Maximizing market

coverage

Selective use of media, personal sales, etc. Mass

market notification of products and services.

Using special promotion to increase the number

of consumers. Additional promotion / advertising

strategies and conditions for their

implementation: as competition intensifies, focus

on product differentiation strategies, focusing on

product differentiation, company reputation and

services and defensive advertising

Profitability

Minimum 30 percent

return on investment over

the life of the product

Market share

Increase market share by

20% until 2034

Launch of new spacecraft

Volume of sales

Increase sales by an

average of 20 percent by

2034

Due to the new product range of the company

After-sales service

(preparation,

services, customer

relations)

Reduce the time to

replace the unusable

resource with a new one

Better monitoring of the resource, thus predicting

the problem before it appears

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273

It was revealed that Internet access in mobile communication appeared in 2.5G

networks, but at present, active development of 5G networks is starting, which have a

number of advantages presented in the work.

The frequency resource required for the implementation of the "last mile" technology

in 5G networks has been determined.

It was revealed that the main consumer properties of satellite communications

through GSO are: traffic cost, mobility, network deployment speed, communication quality

and coverage area.

During the assessment of key values for the consumer of the space segment on GSO,

it was revealed that satellite communications lack mobility, in this regard, it is necessary to

cooperate with companies of the "last mile", for example, with mobile providers, whose

market share is growing.

The paper proposes a marketing strategy for the development of the research object,

the implementation efficiency of which is increased through the use of Industry 4.0 tools,

network modeling, and the use of the motivational mechanism of network project groups.

The practical significance of the study is determined and confirmed by the fact that

the conclusions of this study can serve as a guide for all enterprises in the satellite

communications market, both defense and civil one, faced with the problem of

competitiveness in the telecommunications market.

Economic calculations have shown that for growth while keeping prices for services

down, it is necessary to increase the volume of the surrendered resource over 15 years at least

2 times. At the same time, the share of additional services should be increased to 85-90%. The

average annual increase in profit from sales, while it is expected at the level of 4.5% and an

average profitability in the region of 33.6%.

For a more significant increase in profit, it is necessary to increase the volume of the

sold frequency resource more than 2 times in 15 years.

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