Strategic analysis of the demand for satellite communication services in the telecommunications market and construction of marketing strategy

• Natalia V. Komarova Moscow Aviation Institute (National Research University) https://orcid.org/0000-0003-3717-5659
• Sergey I. Slav Moscow Aviation Institute (National Research University) https://orcid.org/0000-0002-4250-8799
• Anastasia M. Tikhomirova Moscow Aviation Institute (National Research University) https://orcid.org/0000-0003-0991-0505

DOI: https://doi.org/10.46925//rdluz.36.17

Keywords: consumers, marketing, mobile communication, satellites, telecommunications networks

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.

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