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
|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||
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.
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.