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市場調查報告書

行動數據的收益化&費用資料:網路、市場、各市場區隔

Monetising & Pricing Data by Network, Market & Segment

出版商 Mobile Market Development Ltd 商品編碼 296685
出版日期 內容資訊 英文 40 Pages
商品交期: 最快1-2個工作天內
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行動數據的收益化&費用資料:網路、市場、各市場區隔 Monetising & Pricing Data by Network, Market & Segment
出版日期: 2014年02月26日 內容資訊: 英文 40 Pages
簡介

由於手機業者的盈利,取決於對行動寬頻服務的需求高漲的應對辦法,現在,行動數據成為手機業者的策略中心。資料中心至提案的轉移,業者促進大規模引進服務的同時,需要防禦價格崩盤及少數用戶濫用服務,顯示出巨大的收益化問題。對於這個課題的應對,利用創新資料中心的提案,作為逆轉多年來收益減少的手段。業者需要開發適應新資料中心環境的費率方案。

本報告提供各種市場及業者的行動數據使用趨勢、資料支出趨勢的相關調查、行動數據服務收益化主要的問題、先進業者發展LTE服務的各費用結構分析與其對KPI的影響的評估、各設備及資料利用模式的聯繫、在新資料中心環境發展的客戶市場區隔等分析彙整,為您概述為以下內容。

第1章 概要

第2章 簡介

第3章 行動數據利用&支出趨勢

  • 國際基準
  • 行動數據收益差距
  • 收益化、費用的課題

第4章 LTE服務的費用策略

  • LTE服務的發展
  • 高級費用的方法
  • 4GEE plans:不僅是速度
  • Swisscom Infinity:速度為基礎的計劃
  • 高級費用以外的方法
    • 3 UK - 沒有追加費用的4G
    • Proximus Belgium - 給大家的4G

第5章 市場區隔&市場差異

  • 各市場區隔的發展
  • 發展市場區隔的價格結構
    • 資料利用和設備類型的關聯
    • 資料共享的提案
    • 美國的資料市場佔有率提案的影響
    • 預付和後付的差異
    • 商品搭售的影響&前進的課題

第6章 主要調查結果&建議

  • 主要調查結果
  • 建議

附錄:對問題的回饋

目錄

Today mobile data is at the core of mobile operators' strategies as their profitability is highly dependent on how they respond to the huge surge in demand for mobile broadband services.

MNOs need to deploy suitable pricing strategies for new data services if they want to succeed in reversing the downward trend in blended ARPU due to declining revenues in voice and traditional messaging services and the, to date, inability to match data demand volume growth with revenue growth.

The shift towards data-centric propositions poses significant monetisation challenges, as operators need to drive mass adoption of services whilst preventing price erosion and abuse of the service by a few users. The obverse of the challenges is the huge opportunity to use innovative data-centric propositions as the means to reverse years of revenue decline.

Operators need to develop tariff plans fit for the new data-centric environment and include pricing differentiation elements such as speed, service level, time, usage, device type, applications, personal customers, multi-line accounts, payment method and so on, as well as partnerships with OTT service providers to integrate their propositions within the core MNO offer.

In this report, we examine trends in mobile data usage and data spend across different markets and operators, identify key challenges faced in monetising mobile data services, analyse different pricing structures adopted by advanced operators for LTE services and assess their impact on KPIs. We also explore the link between different devices and data usage patterns and analyse the way customer segments are evolving in the new data-centric environment.

The report concludes with a set of recommendations that should be given urgent consideration by any mobile operator seeking to use data as a means to reverse overall revenue decline.

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 Trends in Mobile Data Usage & Spend

  • 3.1 International Benchmarks
  • 3.2 Mobile Data Revenue Gap
  • 3.3 Monetisation and Pricing Challenges

4 Pricing Strategies for LTE Services

  • 4.1 Deployment of LTE Services
  • 4.2 Premium Pricing Approach
  • 4.3 4GEE Plans - More Than Speed
  • 4.4 Swisscom Infinity- Speed-based Plans
  • 4.5 Non-Premium Pricing Approach
    • 4.5.1 3 UK - 4G at No Extra Cost
    • 4.5.2 Proximus Belgium - 4G for Everyone

5 Differences Across Segments & Markets

  • 5.1 Segment Split Evolution
  • 5.2 Pricing Structures Across Evolving Segments
    • 5.2.1 Link between Data Use and Device Type
    • 5.2.2 Data-Sharing Propositions
    • 5.2.3 Impact of Data-Sharing Propositions in the US
      • 5.2.3.1 AT&T Mobile Share
      • 5.2.3.2 Verizon Share Everything
    • 5.2.4 Prepay and Postpay Differentiation
    • 5.2.5 Bundling Impact & Key Challenges Moving Forward

6 Key Findings & Recommendations

  • 6.1 Key Findings
  • 6.2 Recommendations

Appendix - Feedback Questions

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