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市場調查報告書

數位市場上的勝利:來自新興國家市場的教訓

Winning in Digital: Lessons from Emerging Markets

出版商 Mobile Market Development Ltd 商品編碼 321367
出版日期 內容資訊 英文 35 pages
商品交期: 最快1-2個工作天內
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數位市場上的勝利:來自新興國家市場的教訓 Winning in Digital: Lessons from Emerging Markets
出版日期: 2014年12月19日 內容資訊: 英文 35 pages
簡介

全球行動通訊市場雖然看起來好像無窮盡的巨大市場,不過,許多行動通訊業者,對於自家公司在行動/數位環境中的角色不斷加深疑慮。市場收益額的分量明顯地正從行動通訊業者,轉移到Facebook和Twitter等的OTT(over-the-top)業者。由於通訊業者的價格支配力變弱,成本也上升,各業者考慮是否應轉移至成長率、報酬率高的市場領域。不管各國市場是在哪個發展階段,行動通訊業者困擾於「自家公司的主要作用和市場機會所在之處,是提供最好的行動通訊網嗎?」、「為了確保長期性的盈利,是否應該轉為向客戶提供更多種數位通訊服務?」的策略性困境。新興國家市場的情況,產生的問題是,該在市場條件(資料網路的品質、通信設備基礎、可支配所得等)完善前展開數位服務,還是等完善後。

本報告提供新興國家市場上行動通訊業者朝向行動數位環境擴張服務時的策略性決策(整體趨勢和代表性企業的案例,成功因素等)調查、考察。

第1章 概要

第2章 簡介

  • 分析的背景
  • 分析內容
  • 貨幣與匯率
  • 額外的問題與回答內容

第3章 通訊業者的困境

  • 「啞巴管線」(Dumb Pipe)的恐怖
  • Vodafone Group:平台的驕傲
  • Telefonica Group:對數位化的決心
  • Facebook:是夥伴還是敵人?

第4章 Globe Philippines

  • 市場與業者的背景情況
  • Globe的數位通訊價錢相關配合措施
    • Facebook的免費利用制度
    • 促進資料利用的預付款制度
    • 促進資料利用的後付款制度

第5章 Tigo Guatemala

  • 業者的背景情況
  • Tigo的數位通訊價錢相關配合措施
    • Tigo Music
    • Tigo Smart
    • Tigo Money

第6章 XL Indonesia

  • 市場與業者的背景情況
  • XL的數位通訊價錢相關配合措施
    • XL Home for Android
    • XL Android App Store
    • 對Facebook的階層型存取

第7章 主要分析結果

第8章 建議

附錄:問題表與回答內容

目錄

Despite a seemingly insatiable appetite for mobile communication, apps, services and content within the world's population, many mobile operators have become increasingly concerned with their role in the mobile digital ecosystem. The mobile environment often appears hostile to mobile operators, as ecosystem revenues and profits seemingly gravitate from operators towards over-the-top (OTT) social network and messaging players such as Facebook and Twitter. Yet the brunt of ecosystem costs - in the form of network investment, employment cost, national taxation and national regulation - are carried by the mobile operators.

The fear of operators is that traditional connectivity services such as text messaging and voice have become increasingly commoditised, which diminishes the pricing power available to mobile operators to monetise their services. Facing rising costs and declining pricing power, operators may wonder if they should extend themselves into the broader mobile digital space in order to share in the fastest growing and most valuable parts of the market. Mobile operators, whatever the state of development of their market, face a strategic dilemma in determining whether their key role and monetisation opportunity lies in providing the best mobile connectivity layer for their customers, or whether moving towards the provision of broader digital services is necessary to ensure the long term profitability of their business model.

  • For operators in emerging markets, should they invest in providing digital services before favourable data network quality, device base and disposable income conditions exist, or wait until their market becomes more developed?

This report looks at specific examples of operators in emerging markets who have made the strategic decision to extend their offerings into the mobile digital ecosystem. The successful strategies deployed by these operators provide insights into how those in both emerging and developed markets can achieve similar success in the mobile digital ecosystem.

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 The Operator's Dilemma

  • 3.1 Fear of a Dumb Pipe
  • 3.2 Vodafone Group - Proud to be a Platform
  • 3.3 Telefonica Group - Determined to be Digital
  • 3.4 Facebook - Friend or Foe?

4 Globe Philippines

  • 4.1 Market and Operator Background
  • 4.2 Globe Digital Pricing Initiatives
    • 4.2.1 Free Facebook Initiative
    • 4.2.2 Prepay Initiatives to Drive Data Adoption
    • 4.2.3 Postpay Initiatives to Drive Data Adoption

5 Tigo Guatemala

  • 5.1 Operator Background
  • 5.2 Tigo Digital Pricing Initiatives
    • 5.2.1 Tigo Music
    • 5.2.2 Tigo Smart
    • 5.2.3 Tigo Money

6 XL Indonesia

  • 6.1 Market and Operator Background
  • 6.2 XL Digital Pricing Initiatives
    • 6.2.1 XL Home for Android
    • 6.2.2 XL Android App Store
    • 6.2.3 Tiered Access to Facebook

7 Key Findings

8 Recommendations

Appendix - Feedback Questions

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