Influence of Geomarketing on the Rollout of New Telecom Network Infrastructure

The rollout of new fixed network infrastructures requires significant capital investments and often a long payback period. To increase the net present value and to limit capital requirements a good rollout strategy is crucial. Cherry picking techniques will select the best areas, based on cost efficiency and highest average return per user, and will only install the new network technology in those areas, leading to higher return on investment. This paper investigates the impact of using geomarketing techniques to optimize a rollout strategy of a fiber to the home network in the Belgian city Ghent.