未來的手機價格：行動寬頻・內容・成長市場的動向和策略

未來的手機價格：行動寬頻・內容・成長市場的動向和策略 是由出版商Informa Telecoms & Media在2009年12月所出版的。 這份英文市場調查報告書包含126 Pages (including 8 TOC pages) 價格從美金3992起跳。

簡介

本報告書內容包括:目前手機服務價格動向的分析、新的/展開服務的收益性和促進成長模式的評價、目前市場中最普遍的費用模式、費用型式發展促進因素、目前的行動寬頻費用和今後的發展等、內容綱要摘記如下:

第1章 實施摘要

第2章 聲音・SMS及檔案費用的動向

• 聲音費用的動向
• SMS費用的動向
• 檔案費用的動向
• 內容費用的動向
• 混合費用

第3章 行動寬頻：現況

• 行動寬頻市場的介紹
• 檔案量是行動寬頻收費最基本的方法

第4章 行動寬頻：今後的發展

• 行動寬頻費用因素的強勢和弱勢
• 未來行動寬頻費用的課題
• 未來行動寬頻的費用型式會更高度化

第5章 行動內容

• 行動內容市場的介紹
• 內容費用的動向：2009年
• 新的內容費用型式

目錄

Abstract

“Even before the global economies began to falter, the mobile industry had begun to reform. There has been an accelerating trend away from networks and coverage towards consumer services as the core operator proposition, but there are less barriers to entry in this field and competition is coming from all parts of the value chain - and beyond it. ” Angela Stainthorpe, Senior Research Analyst, Informa Telecoms and Media.

Future Mobile Pricing Trends systematically analyses the current trends in pricing for mobile services and evaluates the models that will drive profitability and growth in new and evolved services. The report gives strategic consideration to the factors that will affect and be affected by pricing models as the market evolves, using extensive case studies and primary data to support its findings.

• Voice
• Average number of tariffs
• Payment type - postpaid, prepaid or hybrid
• Average per minute price
• Average number of bundled minutes
• Average contract length

• SMS
• Average price per region

• Content
• Average global mobile content prices
• Average content prices by type

• Mobile broadband
• Average number tariffs
• Payment type
• Average per MB price
• Average download limit
• Average contract length

• What are the most popular pricing models in the market today?
• What innovations are happening and why?
• What is driving evolution of pricing models?
• What problems exist that pricing has created or may be able to fix?
• Is hybrid pricing a middle ground between postpaid and prepaid or an entirely new model for the future?
• How are growth markets using pricing to tackle their unique challenges?
• Is there value for operators in content and applications?
• What models currently exist for mobile broadband and how will they evolve?

Table of Contents

CHAPTER - 1

• EXECUTIVE SUMMARY
• Voice, SMS and data pricing trends
  • Fig. 1.1: Total number of consumer and business tariff plans offered, selected operators, 2Q09
• Trends in postpaid bundled minutes and bundle cost
• Trends in prepaid price per minute
• Hybrid pricing - prepaid and postpaid are developing into payment mechanisms rather than discrete customer groups
  • Fig. 1.2: Survey: What percentage of your subscriber base uses/will use hybrid plans?
• Mobile broadband pricing trends
• Mobile broadband plans are evolving but innovation is still thin on the ground
  • Postpaid plans dominate
  • Fig. 1.3: Average number of prepaid and postpaid plans per operator, 4Q08 and 1Q09
  • Western Europe the only region to experience a fall in average contract prices
  • Multiple GB limits win out but unlimited download volumes remain popular
  • 24-month contracts lead in mobile broadband
  • Prepaid mobile broadband favors charging by day, not by MB
• Data volume the most popular way to charge for mobile broadband
  • Fig. 1.4: Example tariff configurations for mobile broadband, 1H09
  • Fig. 1.5: Survey: Which increments do you use to charge end users for mobile broadband access?
• Issues for the future of mobile broadband pricing
  • Fig. 1.6: Survey: How long do you think widespread unlimited-usage tariffs will be a sustainable approach to pricing mobile broadband?
• Rising demand for bandwidth challenges return on investment
• Future pricing models for mobile broadband must become more sophisticated
  • Fig. 1.7: Three axes of development for mobile operator broadband pricing
• Smart pipe strategies
  • Fig. 1.8: Walled gardens, smart pipes and dumb pipes
• Charging by application
• Managing quality of service requirement
• Network-based traffic control
• Sophisticated segmentation
  • Fig. 1.9: Reasons to bundle and not to bundle mobile broadband
• Charging by peak/off peak
• Mobile content pricing
• Current content pricing trends
  • Fig. 1.10: Global, average on-portal mobile content prices, by type, 1Q09-3Q09
  • Fig. 1.11: Lowest and highest prices, by content type and country, 3Q09
• Pricing models
  • Subscription model
  • Fig. 1.12: Mobile pricing, subscription model
  • Pay-per-unit model
  • Fig. 1.13: Mobile pricing, pay-per-unit model
  • Rental model
  • Fig. 1.14: Mobile pricing, rental model
  • Bundling model
  • Fig. 1.15: Mobile pricing, bundling model
• Emerging content pricing models
  • The case of the Application stores
  • Advertising-subsidized content

CHAPTER - 2

• VOICE, SMS AND DATA PRICING TRENDS
• Voice pricing trends
• Key observations
  • Fig. 2.1: Total number of consumer and business tariff plans offered, selected operators, 2Q09
  • Fig. 2.2: Consumer prepaid, postpaid and hybrid tariffs as percentage of total tariffs by prepaid as percentage of total subscriptions, selected operators, 2Q09
  • Fig. 2.3: Business prepaid, postpaid and hybrid tariffs as percentage of total tariffs by prepaid as percentage of total subscriptions, selected operators, 2Q09
• Trends in postpaid bundled minutes and bundle cost
  • Fig. 2.4: Largest, smallest and median bundle sizes, selected operators, 2Q09
  • Fig. 2.5: Bundle cost by included minutes, selected operators in selected markets, 2Q09
• Trends in prepaid price per minute
  • Fig. 2.6: Prepaid price per minute, selected operators, 2Q09
• SMS pricing trends
  • Fig. 2.7: Global, selected operators by SMS price, 4Q09
  • Fig. 2.8: Global, selected operators' SMS prices, by annual change, 4Q08-4Q09
  • Fig. 2.9: Global, annual variation in SMS prices, selected operators, 4Q09
• Data pricing trends
  • Fig. 2.10: Average number of prepaid and postpaid plans per operator, 4Q08 and 1Q09
  • Fig. 2.11: Average postpaid contract price by region, 4Q08 and 1Q09
  • Fig. 2.12: Average price per MB, by country, 1Q09
  • Fig. 2.13: Distribution of prepaid billing units for mobile broadband by region, 1Q09
• Content pricing trends
  • Fig. 2.14: Global, average on-portal mobile content prices, by type, 1Q09-3Q09
  • Fig. 2.15: Lowest and highest prices by content type and country, 3Q09
  • Fig. 2.16: Cheapest and most expensive content as a proportion of per-capita income, 3Q09
  • Fig. 2.17 Price per unit by number of units affordable, by content type, 3Q09
• Hybrid pricing
• ‘Prepaid' and ‘postpaid' are developing into payment mechanisms rather than discrete customer groups
  • Fig. 2.18: Survey: What percentage of your subscriber base uses/will use hybrid plans?
• Hybrid services mix elements of traditional postpaid and prepaid plans, and can come in a variety of different guises
  • Monthly prepaid/auto reload
  • Fig. 2.19: AT&T ‘Pick Your Plan' range, 4Q09
  • Postpaid spending control
  • Fig. 2.20: Vodafone Egypt spending control plans, 4Q09
  • Family plans
  • Fig. 2.21: T-Mobile USA Even More individual and family plan comparison, 4Q09
  • Fig. 2.22: Example use cases for hierarchical family and corporate plans

CHAPTER - 3

• MOBILE BROADBAND: CURRENT SITUATION
• Introduction to the mobile broadband market
• Technology evolution
  • Fig. 3.1: Global commercial HSDPA and EV-DO network deployments, 4Q08
• Why is mobile broadband attracting so much attention?
• Mobile broadband subscription development
  • Fig. 3.2: Top 10 global mobile broadband markets by subscriptions, 4Q08
  • Fig. 3.3: Global total broadband subscribers, by fixed and mobile, 2008-2013
• Mobile broadband revenues
  • Fig. 3.4: Top 20 global operators' non-SMS revenue as % total data revenue, 4Q08
  • Fig. 3.5: Global mobile data revenues by broadband and non-broadband, 2008-2013
• Mobile broadband traffic
  • Fig. 3.6: Global mobile data revenues and data traffic, 2008-2013
• General conclusions
  • Mobile broadband numbers are set to soar
  • Mobile broadband drives revenue boom
  • Mobile broadband will have a global reach
  • Mobile broadband will create traffic pain
  • Mobile broadband is being driven by growth in HSDPA
  • Mobile broadband will drive overall growth of broadband
• Data volume the most popular way to charge for mobile broadband
  • Fig. 3.7: Example tariff configurations for mobile broadband
  • Fig. 3.8: Survey: Which increments do you use to charge end users for mobile broadband access?
  • Fig. 3.9: Survey: What is the principal method you use to determine mobile broadband pricing levels?
  • Fig. 3.10: Survey: What are your top three priorities when pricing mobile broadband services?
  • Fig. 3.11: Survey: How long do you think widespread unlimited-usage tariffs will be a sustainable approach to pricing mobile broadband?

CHAPTER - 4

• MOBILE BROADBAND: FUTURE DEVELOPMENTS
• Strengths and weaknesses of mobile broadband tariff elements
• Time-based charging
  • Fig. 4.1: Strengths and weaknesses of time-based charging for mobile broadband
• Volume-based charging
  • Fig. 4.2: Strengths and weaknesses of volume-based charging
• Special case: unlimited volume
  • Fig. 4.3: Strengths and weaknesses of unlimited-volume charging
• Speed-based charging
  • Fig. 4.4: Strengths and weaknesses of speed-based charging
• Tariff model examples
  • Time-based subscription with unlimited volume
  • Fig. 4.5: Tigo Colombia Internet Movil plan
  • Fig. 4.6: M1 Singapore prepaid mobile broadband plan
  • Fig. 4.7: Orange and SFR France micro top-up mobile broadband plans
  • Fig. 4.8: 3 Hong Kong, O2 Czech Republic and Swisscom Switzerland unlimited monthly plans
• Time-based bundle with volume usage cap
  • Fig. 4.9: Movistar Spain mobile broadband Tarifa Diaria
  • Fig. 4.10: T-Mobile UK Broadband Plus plan
  • Fig. 4.11: Vodafone UK postpaid mobile broadband plan
  • Fig. 4.12: Vodacom South Africa mobile broadband plans
• Volume bundle with or without time-based cap (validity period)
  • Fig. 4.13: Vodafone UK and Optus Australia prepaid mobile broadband plans
• Pay-per-use tariffs: time- or volume-based
  • Fig. 4.14: Smart Communications Philippines prepaid mobile broadband plan
• Adjustable-threshold tariffs
  • Fig. 4.15: Orange France and SFR adjustable mobile broadband plans
• Unlimited volume with fair-use speed reduction
  • Fig. 4.16: Claro Peru prepaid mobile broadband plans
  • Fig. 4.17: Movistar Argentina Plan BAM Ilimitado
• Speed tiers with fair-use speed reduction
  • Fig. 4.18: Indosat Indonesia ISAT mobile broadband plans
  • Fig. 4.19: Etisalat Egypt unlimited mobile broadband plans
• Paying by time of day - peak/off peak
• Issues for the future of mobile broadband pricing
  • Fig. 4.20: Survey: How long do you think widespread unlimited-usage tariffs will be a sustainable approach to pricing mobile broadband?
• Rising demand for bandwidth challenges return on investment
  • Fig. 4.21: Global mobile data revenues and data traffic, 2008-2013
  • Future mobile broadband customers will need new wave of tariff structures
• Future pricing models for mobile broadband must become more sophisticated
  • Fig. 4.22: Three axes of development for mobile operator broadband pricing
• Smart pipe strategies
  • Fig. 4.23: Walled gardens, smart pipes and dumb pipes
• Charging by application
  • Fig. 4.24: Survey: Do you charge for applications separately from access?
  • Fig. 4.25: Survey: Which applications do you price separately?
  • Fig. 4.26: Example operators offering applications charged separately
  • Fig. 4.27: Strengths and weaknesses of charging for mobile broadband by application
• Managing quality of service requirement
  • Fig. 4.28: Strengths and weaknesses of charging by quality of service
• Partnerships with Internet content providers
  • Fig. 4.29: Strengths and weaknesses of partnering with Internet content providers
• Network-based traffic control
• What is policy control?
  • Fig. 4.30: Openet' s example uses of policy management
• Current status of traffic shaping
  • Fig. 4.31: Survey: Do you employ any active traffic shaping or prioritization of application types?
  • Fig. 4.32: Survey: If yes or planned, what methods do or will you employ?
  • Fig. 4.33: Survey: Do you include a ‘fair-use' limit in your consumer contracts?
  • Fig. 4.34: Survey: What happens when a user nears/reaches the fair-use threshold?
• Sophisticated segmentation
  • Fig. 4.35: Reasons to bundle and not to bundle mobile broadband
• Charging by peak/off peak
  • Fig. 4.36: Strengths and weaknesses of charging peak/off-peak
  • Fig. 4.37: Proximus Belgium Mobile Internet packages, July 2009
  • Fig. 4.38: Orange Romania Night and Weekend mobile broadband plans
• Demographic offers
• ‘Pay once’

CHAPTER - 5

• MOBILE CONTENT
• Introduction to the mobile content market
  • Fig. 5.1: Global mobile content and services revenues, by region, 2008-2013
  • Fig. 5.2: Global mobile content and services revenues, by segment, 2008-2013
  • Fig. 5.3: Global mobile content-only revenues, by segment, 2008-2013
• Content pricing trends, 2009
• The general trend
  • Fig. 5.4: Global, average on-portal mobile content prices, by type, 1Q09-3Q09
  • Fig. 5.5: Lowest and highest prices, by content type and country, 3Q09
  • Fig. 5.6: Cheapest and most expensive content as proportion of per-capita income, 3Q09
  • Fig. 5.7: Price per unit of content by number of units affordable per month, by content type, 3Q09
• Ringtones and ringback tones
  • Fig. 5.8: Price per ringtone and ringback tone by number of tones affordable per month, by region, 3Q09
• Games
  • Fig. 5.9: Price per game by number of games affordable per month, by region, 3Q09
• Music
  • Fig. 5.10: Price per full-track download by number of tracks affordable per month, by region, 3Q09
• Pricing models
  • Subscription model
  • Fig. 5.11: Mobile pricing, subscription model
  • Fig. 5.12: Survey: Which subscription-based (i.e. recurring) tariffs do you offer for mobile content?
  • Pay-per-unit model
  • Fig. 5.13: Mobile pricing, pay-per-unit model
  • Rental model
  • Fig. 5.14: Mobile pricing, rental model
  • Fig. 5.15: Survey: Do you offer pay-per-play or rental models for different types of mobile content?
  • Bundling model
  • Fig. 5.16: Mobile pricing, bundling model
• Emerging content pricing models
• The case of the Application stores
  • Fig. 5.17: Application stores launch dates, as at end-1H09
  • Application prices
  • Fig. 5.18: Pricing and billing information from selected application stores, 1H09
  • Fig. 5.19: Apple App Store and Blackberry App World, free versus paid-for Apps, by category, 3Q09
  • Fig. 5.20: Average price for top 100 paid-for apps on Apple App Store (US) and Blackberry App World (US), Aug-09
  • Fig. 5.21: Ratio of average application price to lowest achievable price per application, Blackberry App World and Apple App Store, Aug-09
• Advertising-subsidized content
  • Fig. 5.22: Mobile pricing, advertising-subsidized model
  • Fig. 5.23: Survey: Do you use advertising to subsidize content?
  • Fig. 5.24: Asia, top 10 mobile sites, selected countries, May-09
  • Fig. 5.25: Top 10 countries for banners served on BuzzCity mobile advertising network, 3Q08-2Q09
• Unlimited downloads
  • Fig. 5.26: Mobile pricing, unlimited downloads model

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