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市場調查報告書

聯網消費者調查2015年:亞太地區

THE CONNECTED CONSUMER SURVEY 2015: ASIA-PACIFIC

出版商 Analysys Mason 商品編碼 246169
出版日期 內容資訊 英文 39 Slides
商品交期: 最快1-2個工作天內
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聯網消費者調查2015年:亞太地區 THE CONNECTED CONSUMER SURVEY 2015: ASIA-PACIFIC
出版日期: 2015年04月28日 內容資訊: 英文 39 Slides
簡介

亞太地區(APAC)的手機業者正面臨了客戶需求細分化、終端的價值的轉變、傳統業務收益的減少及改換到Over-the-Top (OTT)服務的增加等課題。

本報告以亞太地區(APAC)的3個國家──印尼,馬來西亞,及韓國為對象進行行動消費者調查,提供您OTT通訊應用用戶的行動,偏好及計劃,客戶保持率,OTT通訊服務的利用,消費者對行動金融和行動醫療照護的數位經濟型服務之態度等相關資料及分析。

摘要整理

客戶流失·擁有多SIM的促進要素

  • 亞太地區手機業者消費者忠誠度較全球平均值低,擁有多SIM在EMAP中相當普遍
  • 連接計劃 (多設備·多用戶)的擴張,有助於細分化的消費者需求
  • 費用,服務範圍及速度,尤其受新興地區的消費者高度好評,但終端契約在所有地區都相當重要
  • 印尼·馬來西亞約40%的消費者知道LTE,但沒擁有,另外資料速度比費用重要
  • 大部分的消費者對LTE有支付高級費用的意願 -特別是新興市場
  • 設備的服務相對重要性正在變化中,印尼和服務相比對終端的年度支出率最高
  • 業者已確實在終端銷售管道中達成很大的作用,但更大的影響卻緩和了關係的分散化

OTT服務的應對·活用

  • OTT訊息服務雖然正轉換到SMS利用,但OTT VoIP服務的影響,特別在EMAP中可管理
  • 業者為了保証客戶不必一定要通訊軟體,需要提供充分的文字訊息
  • VoLTE及業者主導的VoIP有助於保護語音商務的業者、其他

數位經濟的新商機

  • 行動金融·行動醫療包含最有數位經濟計劃的服務
  • 印尼的行動金融市場正在最競爭性地細分化中
  • 行動醫療照護相關的應用有3個在亞太地區各國算是普及水準
  • 行動醫療服務由於約60%的受訪者支付健康保險服務貨款,而有強力的可能性

調查手法·座談會資訊

關於作者

圖表

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目錄

Operators should consider extending connectivity plans, exerting control over the device ecosystem, working with OTT players and offering new services.

Mobile operators in Asia-Pacific (APAC) face challenges such as fragmenting customer demand, value shifting towards handsets, a decline in traditional service revenue and increasing over-the-top (OTT) service substitution. This report focuses on aspects of Analysys Mason's annual Connected Consumer Survey that relate to the behaviour, preferences and plans of OTT communication app users in three countries in Asia-Pacific. We cover a diverse set of trends, including: customer retention, use of OTT communication services, and consumer attitudes towards digital economy services, such as mobile money and healthcare.


This report answers the following key questions about the mobile market in APAC.

  • How can mobile operators improve customer retention?
  • What are the drivers of churn?
  • What attracts customers to an operator?
  • What do device sales mean to operators?
  • How can operators address OTT challenges?
  • What is the opportunity that operators have with mobile money and healthcare services?

DATA COVERAGE

The research was conducted in July and August 2014. The survey groups in Europe and the USA were chosen to be demographically representative of the broader online consumer population, and those in Africa, Asia and the Middle East were chosen to be representative of the mobile-Internet-using population. We set quotas on age, gender and employment status to that effect. There were a minimum of 1000 respondents per country, and 22 174 respondents.

GEOGRAPHICAL COVERAGE

  • Indonesia
  • Malaysia
  • South Korea

Table of Contents

  • 7. Executive summary
  • 8. Network performance is an influential factor in operator selection, and multiple-SIM device ownership is fragmenting demand
  • 9. Messaging is the most popular OTT communication service, but paid-for VoIP has achieved significant adoption
  • 10. Operators could find new revenue streams in the digital economy - mobile finance and healthcare are among the best options
  • 11. Challenges and recommendations
  • 12. Drivers of churn and multiple-SIM ownership
  • 13. Consumer loyalty to mobile operators is lower in Asia-Pacific than the worldwide average, and multiple-SIM ownership is common in EMAP
  • 14. Extending connectivity plans (multi-device and multi-user) can help to consolidate fragmented consumer demand
  • 15. Price, coverage and speed are valued highly by consumers, particularly in emerging markets, but handset deals are important everywhere
  • 16. Almost 40% of consumers in Indonesia and Malaysia know about LTE but do not have it, and data speed is more important than price
  • 17. Most consumers are willing to pay a premium for LTE - particularly in emerging markets
  • 18. The relative importance of devices to services is changing, and Indonesia has the highest ratio of annual spend on handsets compared to services
  • 19. Operators already play a well-established role in handset sales channels, but greater influence may mitigate fragmentation of the relationship
  • 20. Addressing and exploiting OTT services
  • 21. OTT messaging services are replacing SMS usage, but the impact of OTT VoIP services will be controllable especially in EMAP
  • 22. Operators need to offer a sufficient amount of text messages to ensure that customers do not need messaging apps
  • 23. VoLTE and operator-led VoIP may help operators to protect the voice business
  • 24. Operators can protect their established business, or partner with, enable or become OTT players
  • 25. Many operators are protecting their business and entering partnerships, but leading ones are providing next-generation services and OTT enablement
  • 26. New revenue opportunities in the digital economy
  • 27. Mobile financial and health are among the services with the most digital economy initiatives
  • 28. Indonesia's mobile money market was the most competitive and fragmented
  • 29. Mobile healthcare-related apps have good penetration levels in the three Asia-Pacific countries
  • 30. Mobile health services have strong potential because nearly 60% of respondents pay for their own healthcare insurance services
  • 31. Methodology and panel information
  • 32. Methodology and panel information
  • 33. Methodology and panel information
  • 34. About the authors
  • 35. About the authors
  • 36. About Analysys Mason
  • 37. Research from Analysys Mason
  • 38. Consulting from Analysys Mason

List of figures

  • Figure 1: Geographical coverage of our Connected Consumer Survey 2015
  • Figure 2: Respondents by number of SIMs owned, and percentage of respondents who had a multiple-SIM handset, by country, Asia-Pacific
  • Figure 3: Usage of SMS and messaging or social communication apps, by country
  • Figure 4: Percentage of respondents who have never changed operator, use more than one SIM and use a multiple-SIM handset, by country
  • Figure 5: Length of time respondents have been with their current mobile operator, by country or region
  • Figure 6: Types of multiple-device tariff structure
  • Figure 7: Main attractions cited by respondents when choosing an operator
  • Figure 8: Main reasons cited by respondents for churn
  • Figure 9: Awareness and adoption of LTE, by country
  • Figure 10: Factors that would increase mobile Internet usage, by country
  • Figure 11: Respondents' willingness to pay a premium for LTE
  • Figure 12: Comparison of spending on handset and service
  • Figure 13: Comparison of respondents' average annual spending on devices and services, by country
  • Figure 14: Respondents' estimates of the number of years before they replace their handset, by country
  • Figure 15: Handsets by service bundling status and by sales channel, by region
  • Figure 16: Active users of OTT messaging services on smartphones, and penetration, by region, Asia-Pacific, 2010-2018
  • Figure 17: Active users of OTT VoIP applications on smartphones, and penetration, by region, Asia-Pacific, 2010-2018
  • Figure 18: Usage of SMS and messaging or social communication apps, by country
  • Figure 19: Reasons cited by respondents for not using OTT messaging apps, by country
  • Figure 20: Usage of OTT communication services, by country
  • Figure 21: Operators' approaches to over-the-top (OTT) services, with examples from Asia-Pacific
  • Figure 22: Options for operators that want to enable OTT players
  • Figure 23: Operators' digital economy initiatives in Asia-Pacific
  • Figure 24: Average readiness score and percentage of operators active in the digital economy, by vertical
  • Figure 25: Mobile money providers, Indonesia
  • Figure 26: Mobile money providers, Malaysia
  • Figure 27: Mobile money providers, South Korea
  • Figure 28: Respondents who use healthcare or fitness apps, by country
  • Figure 29: Respondents who use various healthcare/fitness apps, by gender
  • Figure 30: Respondents with medical insurance, and insurance payment bearers
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