Comparison of Diffusion in Telecommunications in the BRICS Economies

This study examines and compares the growth of telecommunications in the BRICS economies using the Bass model for diffusion of innovations. The study proposes an extension of the Bass model, incorporating repeat purchase, network effects, and customer attrition. The results of the study indicate that the diffusion of telecommunications in the BRICS markets is predominantly due to pure imitation, repeat purchase, and network effects. The Chinese market is exceptional, in that it is affected by innovation, imitation, and network effects, but with seemingly unlimited market potential. The model can be extended further to examine the role of other external factors on the diffusion of telecommunications.