国外运营商十大非语音Nonvoice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,Contents 1,Document map Executive summaryExecutive summaryDocument map IntroductionIntroductionDocument map Service evaluation processLeading non-voice services from around the world have been evaluated by an expert panel in order to derive the top tenShortlisted services were evaluated on the basis of market potential,effectiveness of implementation and suitability for reproductionDocument map The top ten servicesThe top ten list encompasses diverse non-voice servicesNumber 1:Vodafone Casa FASTWEB(Vodafone Italy)Vodafone Casa FASTWEB combines home-zone voice tariffs with fixed broadbandMobile operators can benefit substantially from offeringfixed broadband servicesVodafone Casa FASTWEB is well placed to capture a significant share of the fixed broadband market in ItalyIn partnership with FASTWEB,Vodafone has quickly and cost effectively developed a high-speed broadband service using LLUB ADSL2+and fibreThe bundling and pricing of Vodafone Casa FASTWEB encourages FMS,Mobile operators in other markets may need to adapt the approach adopted by Vodafone ItalyNumber 2:SMS(O2 UK)O2 UK offers SMS bundles for prepaid and contract tariffsO2 UK leads the world in messaging ARPUCompared to other UK operators,O2 has achieved a substantial increase in SMS volumes without a significant drop in pricingO2 UK has overtaken O2 Ireland as the leading SMS ARPU generatorO2 UK targeted the youth segment earlier than other UK operators and offers a number of features to encourage SMS usageO2 UK shows that operators can still do better with SMSOperators must try to drive SMS volume without substantial price cutsNumber 3:Mobile TV and Video Streaming(3 UK)3 UK offers a wide variety of broadcast TV and video clips using W-CDMA streamingCustomers can buy themed bundles of content containing TV and video3 UK is exploiting the demand for mobile TV and video services,Slide no.,Slide no.,The Worlds Top Ten Non-voice Services for Mobile Operators,Contents,Analysys Research Limited 2007,Contents 2,Mobile TV and video have helped 3 UK to achieve the highest 3G market share in the UK and the highest non-voice ARPU in the worldBreadth,depth and branding of content are key to the success of mobile TV and video from 3 UK3 UK has a track record of offering popular mobile TV and video content in order to attract customers3 UK uses W-CDMA streaming to deliver a combination of broadcast and unicast TV servicesVideo clips consume much less capacity and generate much higher revenue per megabyte than broadcast TV channelsMobile TV and video services have strong potential in other developed marketsNumber 4:BlackBerry Email and IM(T-Mobile USA)T-Mobile offers a range of BlackBerry tariffs,including bundles with large allocations of voice minutesThere are significant opportunities for email and IM in both enterprise and consumer marketsMobile email and IM revenues will increase significantlyT-Mobile offers BlackBerry terminals that are stylish and easy to use,T-Mobile has developed BlackBerry services,which are underpinned by high-quality service and aimed at enterprises and consumersDeveloped countries offer the greatest opportunities formobile email and IM servicesNumber 5:Mobile Broadband(Sprint Nextel,USA)Sprint Nextel offers mobile broadband access usingCDMA2000 EV-DO Revision AMobile broadband has significant potentialin developed and developing marketsSprint Nextels focus on achieving high throughputs andwide availability is unusual and commendableSprint Nextel has a clear strategy and effective marketing to target enterprise customers,although its WiMAX plans create uncertaintySuccess with mobile broadband may require substantial investmentMobile operators must consider the threat of mobile broadband to revenues from existing voice and messaging servicesNumber 6:Mobile TV Broadcasting(3 Italy)3 Italy was the first operator in Europe to launch commercial mobile TV broadcasting,Slide no.,Slide no.,The Worlds Top Ten Non-voice Services for Mobile Operators,Contents,Analysys Research Limited 2007,Contents 3,3 Italy offers a variety of prepaid and postpaid mobile TV tariffs,along with free handset promotionsThere is compelling evidence of consumer demand formobile TV broadcasting3 Italys DVB-H service has grown steadily and generates significant ARPU3 Italy has developed an end-to-end mobile TV platform offering good-quality service to 75%of the Italian population3 Italy offers only a small number of mobile TV handsets,but will avoid the need to change these in the future3 Italy combines mainstream TV with premium channels and made-for-mobile content3 Italy has also generated useful revenue from advertisingMost operators will be unable to emulate 3 Italy in acquiring a cheap DVB-H licence and infrastructureNumber 7:EZ Chaku-uta Full(KDDI,Japan)EZ Chaku-uta Full was the first full-track download service in Japan,where mobile phones dominate the music download marketEZ Chaku-uta usage has increased steadily since its launch and is a useful revenue stream alongside other services,EZ Chaku-uta Full benefits from(and has helped to drive)take-up of KDDIs high-performance CDMA2000EV-DO networkAll new CDMA2000 EV-DO handsets support EZChaku-uta Full and offer sophisticated capabilitiesEZ Chaku-uta benefits from a wide range of content and a variety of services that stimulate downloads and encourage mobile phones as music playersFlat-rate data tariffs have encouraged customers to use the serviceThere are good opportunities to reproduce the success of EZ Chaku-uta in other markets,but there will be competitionNumber 8:Cyworld Mobile(SK Telecom,South Korea)Cyworld Mobile builds on a highly successful fixed Internet portalCyworld demonstrates the massive potential of fixed and mobile online community portalsCyworld is an excellent example of fixedmobile convergenceThe growing success of MySpace and other social-networking sites highlights the global opportunities,Slide no.,Slide no.,The Worlds Top Ten Non-voice Services for Mobile Operators,Contents,Analysys Research Limited 2007,Contents 4,There are opportunities for joint ventures with Cyworld,MySpace and other emerging community portalsNumber 9:DCMX mobile payment(NTT DoCoMo,Japan)NTT DoCoMo offers a variety of mobile payment optionsMobile payments have potential,given the magnitude of credit-card purchases and the rapid adoption of the DCMX serviceNTT DoCoMo has invested in a credit-card company and seeded a large number of FeliCa-equipped handsets and payment terminals into the marketSophisticated security measures,such as fingerprint authentication,make DCMX more secure than conventional credit cardsDCMX can be used to make either small or large payments and offers other benefitsMobile payment services will require substantial investment and are far from quick winsNumber 10:MiniCall BubbleTALK voice SMS(Vodafone Egypt)Vodafones MiniCall service allows voice messages to besent like SMS messagesWhile it is early days for voice SMS services,the initial signs are encouraging,MiniCall is easy to use,affordable and complementary toother messaging servicesThere are significant opportunities for voice SMS services,particularly in developing marketsDocument map Lessons from the top-ten servicesSuccessful services are characterised by high-qualityend-to-end implementationSeveral services in the top ten,including the Number 1,demonstrate the importance of mobile operators looking beyond their core businessNear-ubiquitous 3G coverage is an important enabler of revenue growth from non-voice cellular services in developed marketsHandsets play a critical role in the delivery of mobile servicesMobile messaging continues to be important,but operators must not become distracted by picture and video messagingMany of the top ten services have required substantial investmentUser-generated content and convergence between fixed and mobile services are becoming increasingly important,Slide no.,Slide no.,The Worlds Top Ten Non-voice Services for Mobile Operators,Contents,Analysys Research Limited 2007,Contents 5,In developed markets,significant investment may be required as mobile operators push beyond their traditional businessesIn developing markets,there is strong growth potential in proven services,using standard mobile terminalsDocument map ActionsActions for mobile operators 1Actions for mobile operators 2Document map Authors,copyright and glossaryAuthorsAuthors(continued)Acknowledgements and copyrightDisclaimerGlossary of terms 1Glossary of terms 2Glossary of terms 3,112.Document map Lists of figures and tablesList of figuresList of tablesDocument map About Analysys reports and servicesReports from Analysys ResearchMarket intelligence services from Analysys ResearchCustom Research from Analysys ResearchAnalysys Consulting,Slide no.,Slide no.,The Worlds Top Ten Non-voice Services for Mobile Operators,Contents,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 an