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市場調查報告書

跟產業成功的OTT的夥伴關係

OTT Partnerships For Success

出版商 Mobile Market Development Ltd 商品編碼 318879
出版日期 內容資訊 英文 29 pages
商品交期: 最快1-2個工作天內
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跟產業成功的OTT的夥伴關係 OTT Partnerships For Success
出版日期: 2014年11月17日 內容資訊: 英文 29 pages
簡介

至2017年,估計2/3以上的智慧型手機用戶將透過OTT(over the top)服務選擇通訊方法。特別在低成本性和國際通訊功能點上,OTT帶給消費者前所未有的彈性和選項。再加上網際網路基礎的各種服務(連網家庭、行動醫療、電子教育等)多數登場、加入,行動通訊業者在消費者間的地位受到威脅。解決策略之一,是切斷別人的OTT服務提供自家公司的服務,另一個是反過來與OTT業者合作謀求共存共榮,確保長期、持續性的產業收益。

本報告提供全球各國的行動通訊業者(MNO)和OTT企業的夥伴關係(產業聯盟)的案例調查,在產業聯盟時MNO方面應考慮的事項考察。

第1章 概要

第2章 簡介

  • 分析的背景情況
  • 分析內容
  • 匯率和換算率
  • 額外的問題和回饋

第3章 夥伴關係的促進、阻礙因素

  • 簡介
  • 業者方面的促進、阻礙因素
  • OTT方面的促進、阻礙因素

第4章 為了支持傳統產業的產業聯盟

  • 簡介
  • 提供新服務
  • 改善ARPU的創新收費系統
  • 提高兼容性的客制化
    • 透過資料分析的改善定位
    • 強化客戶經驗
  • 透過網路、IT能力的差異化
    • 應用促進發現、利用
    • 擴張功能性
    • 提高服務品質

第5章 新業務聯盟(Telco 2.0)

  • 簡介
  • OTT企業用雲端服務
  • 提供比API更大的範圍
  • OTT服務的培養組織

第6章 在締結夥伴關係時的考慮事項

  • 簡介
  • MNO方面的特徵
  • OTT方面的特徵
  • 夥伴關係的種類
  • 當事者雙方的好處充足

第7章 主要分析結果

第8章 建議

附錄:回饋問題

目錄

By 2017, it is estimated that more than two thirds of smartphone users will choose to communicate through OTT services (Source: mobilesquared). OTT services give consumers the flexibility and choice that they seek, particularly when it comes to low cost, global communications.

Add to this the growing number of entrants offering mobile internet-based services (e.g. Connected Home, m-Health, m-Education), and the position of the mobile operator looks even more threatened. Operators are at risk of losing the battle for control over consumer mobile experiences.

OTT providers have been around for some time and are not likely to give up on their ambitions to sell to mobile users. This leaves operators with the option to tackle OTT providers head-on, by blocking OTT services or creating competing services of their own, or to find a way to work with them for mutual benefit, in order to drive revenue and create a sustainable business in the longer term.

This report provides examples of how operators have been partnering with OTT providers to date and identifies several factors that MNOs should consider when adopting a collaborative approach.

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 Drivers and Barriers to Partnership

  • 3.1 Introduction
  • 3.2 Operator Drivers and Barriers
  • 3.3 OTT Drivers and Barriers

4 Collaboration to Support Traditional Business

  • 4.1 Introduction
  • 4.2 Delivery of New Services
  • 4.3 Innovative Tariffs to Drive ARPU
  • 4.4 Customisation for Increased Relevance
    • 4.4.1 Improved Positioning Through Data Analysis
    • 4.4.2 Customer Experience Enhancements
  • 4.5 Differentiating Through Network and IT Capabilities
    • 4.5.1 Facilitating Application Discovery and Use
    • 4.5.2 Extended Functionality
    • 4.5.3 Improved Quality of Service

5 New Business Collaboration (Telco 2.0)

  • 5.1 Introduction
  • 5.2 Cloud Services for OTT Players
  • 5.3 Wider Distribution of APIs
  • 5.4 OTT Services Incubator

6 Considerations for Partnering

  • 6.1 Introduction
  • 6.2 MNO Characteristics
  • 6.3 OTT Characteristics
  • 6.4 Types of Partnership
  • 6.5 Quantifying Benefits for Both Parties

7 Key Findings

8 Recommendations

Appendix - Feedback Questions

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