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市場調查報告書
行動寬頻：費用和普及趨勢的標竿學習
Mobile Broadband: Pricing and Penetration Benchmarks
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行動寬頻：費用和普及趨勢的標竿學習 是由出版商Mobile Market Development Ltd在2011年11月所出版的。
這份英文市場調查報告書包含36 pages 價格從美金3500起跳。
行動寬頻服務、是通訊業界中最急速成長的領域之一、基礎架構和行動端子的技術也大幅的進步中。此外、各種地區地域可以安定的使用輕易取得的應用程式相繼登場使得使用者間捲起風潮。但是、整備LTE等基礎建設的成本部分、在無法抵擋費用下滑的壓力之下對移動體通訊事業者來說是很大的負擔、使用者所託付的各種需求的對應以及確保萬全的收益相當的困難。此外、行動檔案服務的使用大幅的擴大下、到目前為止牽引使用者所引進的定額制計劃的問題點逐漸的明朗化。
本報告書內容包括:行動寬頻服務市場為焦點、3G和4G多樣檔案計劃的分析、市場的最新趨勢及各種費用模式、新的費用模式的轉移狀況等、移動體通訊事業者的提議等、內容綱要摘記如下:
第1章 概要
第2章 介紹
- 本書的背景
- 本書的内容
- 通貨和匯率
- 更多的問題提起和回饋
第3章 市場的發展
- 概要
- HSPSA服務和LTE服務的普及狀抗
- 服務等級和通訊速度
- 市場的普及狀況之國際性標竿學習
第4章 費用模式的概要
- 費用設定的主要因素：使用量、速度、時間
- 影響費用的其他因素
- 統合服務的降價費用事例
- 契約期間中所適用的降價費用事例
- 服務區分
第5章 後付款型計劃的標竿學習
- 檔案計劃的幅度概要
- 低階（1GB∼2GB）檔案軟體包服務的標竿學習
- 中階（3GB∼5GB）檔案軟體包服務的標竿學習
- 無制限檔案計劃中設定上限的趨勢
第6章 新費用模式的轉移趨勢
第7章 預付卡型費用計劃的模式和標竿學習
第8章 主要調查結果和提議
附錄：疑問點的回饋
Abstract
Mobile broadband is one of the fastest growing areas of the telecoms industry
today. Since MMD last carried out a benchmarking exercise in this area, the
technology of both infrastructure and terminal devices has advanced greatly.
This has resulted in a boom in usage as affordable applications that engage
customers can be delivered and will operate reliably over wide geographic
areas.
The costs of deployment of LTE and other infrastructure have placed a major
burden on network operators, particularly as customer expectation is for
ever-reducing prices. It would be very easy for MNOs to find this area of
growth and customer demand becoming an intolerable financial burden, unless
they are able to find ways to price services in such a way that demand is
encouraged but sufficient revenues are generated from satisfying that demand.
The old flat-rate plans used to reassure customers that mobile data use would
not result in huge and unpredictable bills are no longer fit for purpose in
this new environment.
This report provides a comprehensive set of mobile broadband benchmarks across
16 different markets and operators, covering the highly diverse range of 3G
and 4G data plans, with the aim of assisting MNOs in the development of
successful mobile broadband propositions. The benchmarks cover aspects such as
evolution of service availability and impact, service propositions within the
prepay and postpay segments, commercial and emerging pricing models within the
3G and 4G areas and actual pricing levels.
Table of Contents
1. Overview
2. Introduction
- 2.1. Background to the Report
- 2.2. Report Content
- 2.3. Currency and Conversions
- 2.4. Further Questions and Feedback
3. Market Development
- 3.1. Overview
- 3.2. HSPSA & LTE Service Deployments
- 3.3. Service Levels and Transmission Speeds
- 3.4. Market Penetration International Benchmarks
4. Pricing Models Overview
- 4.1. Core Pricing Elements: Volume, Speed & Time
- 4.2. Other Factors Affecting Prices
- 4.2.1. Examples of Convergent Offers Discounts
- 4.2.2. Examples of Contract Term Discounts
- 4.2.3. Offers Segmentation
5. Postpay Plans Benchmarks
- 5.1.1. Data Plans Range Overview
- 5.1.2. Low-end (1GB-2GB) Data Bundles Benchmarks
- 5.1.3. Medium-end (3GB-5GB) Data Bundles Benchmarks
- 5.1.4. Limiting the Unlimited Data Plans
6. Moving Towards New Pricing Models
- 6.1. Emerging 4G Models
- 6.2. Top-end 3G & 4G Data Plan Benchmarks
7. Prepay Pricing Models & Benchmarks
- 7.1.1. Data Plans Range Overview
- 7.1.2. Prepay Data Plans Benchmarks
8. Key Findings & Recommendations
- 8.1. Key Findings
- 8.2. Recommendations
Appendix - Feedback Questions
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