Title: WiMAX system in Saudi Arabia: deployment issues and development of marketing strategy

Authors: Hatem B. Bugshan, M. Sadiq Sohail

Addresses: Queen Mary University of London, London, UK. ' Department of Management and Marketing, King Fahd University of Petroleum and Minerals, P.O. Box 210, Dhahran 31261, Saudi Arabia

Abstract: With advancement in application of communications technology, the scope for deployment of WiMAX (wireless interoperability microwave access) network is very promising, particularly in the unserved markets. This paper examines the feasibility of deploying WiMAX systems in Saudi Arabia, from technical as well as marketing perspectives. Saudi Arabia is an attractive market in terms of market potential and technology absorption. This paper first elaborates on architectural issues related to the deployment of WiMAX system in Saudi Arabia. Then, the results of a survey are provided. This survey examined issues related to consumer preference and consumer behaviour issues for effective deployment of WiMAX system in the Saudi Arabia. The findings of this study will be useful to potential marketers of WiMAX in the Middle East region. This study makes a valuable contribution given the fact that there is a dearth of empirical studies of this nature undertaken in the Middle East region.

Keywords: WiMAX networks; wireless interoperability microwave access; communications technology; WiMAX architecture; marketing strategy; consumer behaviour; Saudi Arabia; consumer preference; Middle East.

DOI: 10.1504/IJBSR.2010.030773

International Journal of Business and Systems Research, 2010 Vol.4 No.2, pp.169 - 185

Published online: 05 Jan 2010 *

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