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39009Market Analysis Report Assignment

39009Market Analysis Report Assignment

 Market Analysis Report Assignment


 An introduction that provides a general description of what constitutes a cellular network and that explains the key technical differences between 2G (GSM), 3G (UMTS), 4G (LTE) and 5G, an approximate timeline of when these services were launched in the UK and a summary of the providers of cellular services that differentiates actual network providers from virtual network operators. You should also include in this section a discussion of how the various generations of network service have influenced the design and capabilities of handsets and in particular, smart phones.

2.UK Market Data

 This section should examine available data to present a graph that plots the UK growth of 2G, 3G, 4G and now 5G cellular over the last 10 years (2009 – 2019). This section should also place the UK in a global context by comparing the number of cellular subscribers, as a percentage of total population, in 2019 with similar data from other countries and hence, determines the UK’s position in a global league table.

3.Trend Analysis

 From the data presented in the previous section, what trends can you detect? Does the launch of a new service, have a direct and immediate impact on usage of the previous generation? For example, did the launch of 4G mean that usage of 2G and 3G declined? If so, how quickly and was this the same for 4G and 5G? Has the usage of each new generation grown at the same rate? For example, how did the growth in usage of 3G from launch compare to that of 4G and 5G? If they are not the same, can you explain the reasons why growth may have been different for 3G, 4G and 5G? Are there any broader market or technical factors that could influence the rate at which new generations of cellular service are adopted?

4.Future Prediction

 In this final section you should reflect upon the data presented in sections 2 and 3 and try to predict how the UK’s cellular market will evolve over the next five years (2020 to 2025). How do you expect the usage of 2G, 3G, 4G and 5G to change? Will the usage of 2G, 3G and 4G decline in favour of 5G? Might any of these services be closed down in the near future? If so, which and why? You must however, explain, based on the data, why you have arrived at the decision you have; simply stating your opinion is not sufficient. Also consider in this section how usage of cellular services may change over the next 5 years. What new apps or use-cases may emerge? How might 5G influence smart phone design or the development of the Internet of Things and how will this impact society? Again, provide evidence to substantiate your claims and don’t just state your view or opinion.


Your whole report must be based on quality evidence. That is, you should ensure that the data you use has been obtained from sources that are acknowledged to be reputable. You should use graphs, tables and diagrams appropriately to support the information you wish to communicate, and you are expected to combine information from a range of sources in the production of your report. However, when including a graph, table or diagram, you must explain what it shows and highlight the key points for the reader to consider. Simply including a graph and assuming the reader will ‘see’ what you believe is important isn’t sufficient. Also make sure that your data properly matches the assignment brief. When asked to examine growth, ‘from 2009 to 2019’, make sure that your graphs don’t stop at 2018 or earlier!

All sources of information, including graphs, tables and diagrams, used within your report must be properly cited (referenced) when taken from external sources. Anything which is not your own must be referenced using the APA 6th (Harvard) referencing style as per the University’s guidelines.

This is also a formal report and as such, should be written in a formal style. That is, you should use the third person (avoid, I, me, my etc.), avoid colloquial language and jargon. You can assume that yourreport is intended to be read by a technically aware,not general public, audience.Word count/Your assessment should be a written formal report of duration (if 2,000 words in length. You can include any number applicable)of graphs, tables or diagrams within your report providing that they are relevant and add value to your report.  Such inclusions are outside of the word count.


Marks for your assessment will be allocated based on


Quality of the Introduction (20% weighting)

Quality of the Market Data (20% weighting)

Quality of the Trend Analysis  (25% weighting)

Quality of the Future Prediction (25% weighting)

Quality of the overall report  (10% weighting)

Please refer to the detailed assessment criteria and

grade descriptors for this module which are available

in the ‘Assessments’ section of the Technologies in

Context module on Blackboard.

Where assessments are submitted in the late submission period, the following rules apply:

⦁If the work is no more than seven days late, then if the work would otherwise be of a pass standard, then the mark for the work shall be capped at the pass mark for the component. If the mark achieved is lower than the pass mark, then no penalty will be applied.

⦁If the work is more than seven days late then it cannot be submitted. It will be recorded as a nonsubmission (NS) and no feedback will be provided.


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