国外运营商十大非语音业务案例分析.ppt

The Worlds Top Ten Non-voice Services for Mobile Operators,Alastair Brydon and Mark Heath with Windsor Holden and Tony Lavender,Analysys Research Limited 2007,Document map,The Worlds Top Ten Non-voice Services for Mobile Operators,Document map:Executive summary,The top ten services,Executive summary,Service evaluation process,About Analysys reports and services,Introduction,Actions,Authors,copyright and glossary,List of figures and tables,Lessons from the top ten services,Analysys Research Limited 2007,Executive summary,The top ten comprises services that lead the world in market potential,implementation and suitability for reproduction.They will have enduring appeal to customers and revenue potential for operators.The top ten contains a mix of existing services,such as SMS and BlackBerry email,and new services,such as mobile payment and mobile TV,showing the importance of exploiting existing opportunities as well as developing new revenue streams for the future.The Number 1 service is delivered using DSL,not cellular technology.Mobile messaging is currently the major non-voice revenue generator,and its continued importance is reflected in the fact that three of the top ten services are messaging-related.3G technology is fundamental to mobile TV streaming,mobile broadband,music downloads and multimedia communities,which are major opportunities in developed markets.,The Worlds Top Ten Non-voice Services for Mobile Operators,Executive summary,The worlds top ten non-voice services,1.Vodafone Casa FASTWEB,Vodafone(Italy),2.SMS,O2(UK),6.Mobile TV Broadcasting,3(Italy),3.Mobile TV and Video Streaming,3(UK),4.BlackBerry Email and IM,T-Mobile(USA),5.Mobile Broadband,Sprint Nextel(USA),7.EZ Chaku-uta Full,KDDI au(Japan),8.Cyworld Mobile,SK Telecom(South Korea),9.DCMX Mobile Payment,NTT DoCoMo(Japan),10.MiniCall Voice SMS,Vodafone(Egypt),The top ten non-voice services provide unique insight into the growth opportunities for mobile operators,Analysys Research Limited 2007,Document map,The Worlds Top Ten Non-voice Services for Mobile Operators,Document map:Introduction,The top ten services,Executive summary,Service evaluation process,About Analysys reports and services,Introduction,Actions,Authors,copyright and glossary,List of figures and tables,Lessons from the top ten services,Analysys Research Limited 2007,Introduction,With downward pressure on voice ARPUs,mobile operators need to find ways of increasing the return from non-voice services.However,despite an abundance of non-voice service initiatives since the introduction of GPRS and,more recently 3G,many operators have failed to bring about a significant increase in non-voice ARPU.1Faced with an increasingly diverse range of non-voice choices,mobile operators need to identify and implement those services that add the most value to their businesses.In particular,mobile operators need to answer the following questions:Which well established and new non-voice services are likely to have the greatest benefits for their businesses,for example in terms of ARPU,profitability,and the acquisition and retention of customers?What are the leading examples of different types of service,such as mobile TV,music and broadband Internet access?How can these services be implemented most effectively?What challenges must operators overcome if they are to implement these services successfully?Are the services suitable for reproduction and improvement in other markets?,1 For further details of voice and non-voice ARPU trends,see Heath,M.and Brydon,A.with Holden,W.,Mobile Operator Performance Benchmarks,Analysys Research(Cambridge,2006).,The Worlds Top Ten Non-voice Services for Mobile Operators,Introduction,Analysys Research Limited 2007,Document map,The Worlds Top Ten Non-voice Services for Mobile Operators,Document map:Service evaluation process,The top ten services,Executive summary,Service evaluation process,About Analysys reports and services,Introduction,Actions,Authors,copyright and glossary,List of figures and tables,Lessons from the top ten services,Analysys Research Limited 2007,Leading non-voice services from around the world have been evaluated byan expert panel in order to derive the top ten,Diverse services were considered,for example:,Shortlisted services were reviewed on the grounds of:,previous researchglobal contactscompany reportsindependent reviewsconferences,quantitative and qualitative assessmentservices scored against three criteria:market potential,implementation andsuitability for reproduction best-in-class services selected(to avoid repetition of similar services in the top ten),Leading services were identified using various sources,for example:,network operator servicesthird-party serviceswell establishedservicesnew services,The Worlds Top Ten Non-voice Services for Mobile Operators,Service evaluation process,Analysys Research Limited 2007,Shortlisted services were evaluated on the basis of market potential,effectiveness of implementation and suitability for reproduction,End-user demandTake-upUsageARPURevenueRevenue per megabyteProfitability for operators versus affordability for usersChurn reduction,Service availability/coveragePerformance/quality of serviceQuality/value of contentTerminal/handset characteristics/capabilitiesPricingPromotion/brandingEase of useCustomer service,Differences in market demand,revenue potential,etc.Competitive environmentTechnologyRegulationInvestment requiredSize/global presence requiredPotential for differentiationIntellectual property barriers,Market potential,Implementation,Suitability for reproduction,Measurements of the potential(or actual)size of the opportunity,such as:,Assessment of end-to-end service implementation,including:,Factors affecting reproduction by other operators or markets,for example:,The Worlds Top Ten Non-voice Services for Mobile Operators,Service evaluation process,Analysys Research Limited 2007,Document map,The Worlds Top Ten Non-voice Services for Mobile Operators,Document map:The top ten services,The top ten services,Executive summary,Service evaluation process,About Analysys reports and services,Introduction,Actions,Authors,copyright and glossary,List of figures and tables,Lessons from the top ten services,Analysys Research Limited 2007,The top ten list encompasses diverse non-voice services,Suitability for reproduction,Market potential,Implementation,1.Vodafone Casa FASTWEB Vodafone(Italy),2.SMS O2(UK),7.EZ Chaku-uta Full KDDI au(Japan),9.DCMX Mobile Payment NTT DoCoMo(Japan),10.MiniCall BubbleTALK Voice SMS Vodafone(Egypt),6.Mobile TV Broadcasting 3(Italy),3.Mobile TV and Video Streaming 3(UK),8.Cyworld Mobile SK Telecom(South Korea),4.BlackBerry Email and IM T-Mobile(USA),5.Mobile Broadband Sprint Nextel(USA),82%,85%,87%,85%,76%,89%,85%,83%,74%,59%,76%,70%,74%,82%,84%,80%,60%,64%,73%,66%,78%,77%,82%,79%,53%,85%,81%,73%,62%,60%,81%,68%,59%,60%,77%,65%,52%,61%,73%,62%,Rating,The Worlds Top Ten Non-voice Services for Mobile Operators,The top ten services,Analysys Research Limited 2007,Number 1:Vodafone Casa FASTWEB(Vodafone Italy),The Worlds Top Ten Non-voice Services for Mobile Operators,Number 1:Vodafone Casa FASTWEB(Vodafone Italy),Fixed broadband services offer mobile operators a new revenue stream,potential churn reduction,protection from converged service competition and support for FMS strategiesVodafones large customer base and strong brand put it in a good position to acquire broadband customers in Italy where broadband penetration is lowFASTWEB has achieved high levels of broadband ARPU in Italy,Partnership with FASTWEB is a quick,cost-effective route into fixed broadbandLLUB implementation of ADLS2+and fibre enables strong service differentiation with fast data ratesCombining the strong brands of Vodafone and FASTWEB helps to attract customersIntegration with Vodafone Casa FMS tariffs strengthens the motivation for customers to relinquish fixed voice services,Other mobile operators should consider a means of delivering fixed broadband servicesOperators are already adopting a variety of solutions,including resale of(and bitstream access to)incumbent operator services,LLUB and partnershipOperators need to choose an appropriate broadband solution according to their size and local market characteristics.LLUB has cost and capability benefits,but the upfront investment may deter smaller operators,Market potential82%,Implementation87%,Suitability for reproduction85%,Service evaluation,85%,Fixed broadband services offer major opportunities for mobile operatorsThe Vodafone/FASTWEB partnership combines the technical benefits of unbundled ADSL2+and fibre with well known brands and existing customers to attract broadband customers in Italy,Analysys Research Limited 2007,Vodafone Casa FASTWEB combines home-zone voice tariffswith fixed broadband,In September 2006,Vodafone and FASTWEB(Italys largest alternative broadband provider)launched a joint venture to deliver fixed broadband services to Vodafones customers.Services are sold through Vodafones own retail channels with technical support from FASTWEB.Vodafone Casa FASTWEB customers combine one of the voice tariffs shown in Table 1 with one of the broadband tariffs shown in Table 2.,The Worlds Top Ten Non-voice Services for Mobile Operators,Table 2:Vodafone Casa FASTWEB ADSL tariffs,March 2007 Source:Analysys Research,2007,Table 1:Vodafone Casa voice tariffs,March 2007Source:Analysys Research,2007,Service description,Number 1:Vodafone Casa FASTWEB(Vodafone Italy),Analysys Research Limited 2007,Mobile operators can benefit substantially from offeringfixed broadband services,The Worlds Top Ten Non-voice Services for Mobile Operators,2 For detailed analysis of the opportunities for mobile operators in fixed broadband services,see Brydon,A.and Heath,M.with Wood,R.,Mobile Operator Strategies for Fixed Broadband,Analysys Research(Cambridge,2007).,Figure 1:Pro-rata annual spend on fixed broadband services,per broadband household,1Q 2006 Source:Analysys Research,2007,Offering fixed broadband services will allow mobile operators2 to:increase ARPU by taking advantage of household spend on fixed broadband services,as shown in Figure 1bundle fixed broadband with mobile services,which can help to reduce mobile churncompete against fixed operators and other organisations,such as broadcasters and retailers,which offer bundles of fixed and mobile servicesestablish a key part of their FMS strategy,by breaking the retail link with incumbent fixed operatorsachieve greater control of the cost and quality of broadband connections to femtocells,if they choose to adopt this architecture.,Market potential,Number 1:Vodafone Casa FASTWEB(Vodafone Italy),Analysys Research Limited 2007,Vodafone Casa FASTWEB is well placed to capture a significant share ofthe fixed broadband market in Italy,The Worlds Top Ten Non-voice Services for Mobile Operators,Figure 2:Household penetration of fixed broadband services in selected countries,September 2001 to September 2006 Source:Analysys Research,2007,At the launch of Vodafone Casa FASTWEB,the Italian broadband market was lagging behind some other developed markets,as shown in Figure 2,leaving greater scope for Vodafone to seize a substantial share of the growing market.With 26.2 million mobile customers in Italy at the end of 2006,Vodafone is well placed to attract these customers to its DSL service.Furthermore,FASTWEB was already Italys leading independent broadband supplier,with 1 million customers at the end of 2006.The average broadband revenue per household in Italy was EUR17.7(USD22.5)per month in 2006,while FASTWEB managed to achieve residential ARPU of EUR66.4(USD84)in December 2006.In 2006,Vodafone Italys mobile voice ARPU was EUR21.0(USD26.7)and US its mobile non-voice was ARPU EUR4.80(USD6.1).,Market potential,Number 1:Vodafone Casa FASTWEB(Vodafone Italy),Analysys Research Limited 2007,FASTWEB has a broadband network that covers a wide area.Its services are available to 80%of the Italian population.Wireless technologies,such as CDMA2000 EV-DO,W-CDMA HSDPA and WiMAX,can provide adequate broadband access where there is no fixed alternative(for example in rural areas or developing markets).However,these wireless technologies cannot match the performance or cost per megabyte of DSL for a large number of customers.Therefore,it would not be realistic for a mobile operator to compete directly with fixed broadband services purely on the basis of these technologies.FASTWEB has implemented an LLUB network using fibre and ADSL2+,enabling it to deliver downstream data rates of up to 20Mbit/s to customers.Some operators(including Vodafone UK)have opted for resale of,or bitstream access to,incumbent network operator DSL services,which limits the scope for differentiation.3LLUB can be much cheaper than bitstream access or resale for the delivery of broadband services to a large customer base.Vodafone Italy can benefit from LLUB with FASTWEB,without making its own up-front investment in LLUB equipment.,In partnership with FASTWEB,Vodafone has quickly and cost effectively developed a high-speed broadband service using LLUB ADSL2+and fibre,The Worlds Top Ten Non-voice Services for Mobile Operators,3 For details of the characteristics and costs of different implementation options for fixed broadband services,see Brydon,A.and Heath,M.with Wood,R.,Mobile Operator Strategies for Fixed Broadband,Analysys Research(Cambridge,2007).,Implementation,Number 1:Vodafone Casa FASTWEB(Vodafone Italy),Analysys Research Limited 2007,The bundling and pricing of Vodafone Casa FASTWEB encourages FMS,Vodafone Casa FASTWEB builds on the existing Vodafone Casa FMS tariffs,which encourage customers to use their mobiles for voice calls in the home with bundles of cheap calls.Vodafone offers prepaid and postpaid versions of Vodafone Casa FASTWEB,recognising that prepaid services are very popular in Italy.Vodafone has avoided price competition with other fixed broadband services.It offers bundles of services that are priced at an attractive level for consumers.However,the bundles are not so cheap as to compromise the profitability of the fixed and mobile elements.Vodafone aims to attract customers with its unique combination of fixed and mobile services rather than its cheap services.In contrast,Orange UK offers free broadband services for mobile customers who spend more than GBP30(USD38)per month.These broadband services are inevitably a cost to the Orange business.Some fixed broadband services offered by mobile operators,such as Vodafone At Home in the UK,offer fixed voice calls as part of the package.While this helps to strengthen the market proposition for the customer,it may weaken the role of mobile services.Instead,Vodafone Casa FASTWEB relies on the existing Vodafone Casa voice tariffs,which offer fixed-rate calls from mobile phones while in the home.,The Worlds Top Ten Non-voice Services for Mobile Operators,Implementation,Number 1:Vodafone Casa FASTWEB(Vodafone Italy)