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市場調查報告書

連結未連接:資料收益化掌握Facebook的Free Basics構想的關鍵

Connecting the Unconnected: Data monetization holds the key to Facebook's Free Basics initiative

出版商 Ovum, Ltd. 商品編碼 355549
出版日期 內容資訊 英文 17 Pages
商品交期: 最快1-2個工作天內
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連結未連接:資料收益化掌握Facebook的Free Basics構想的關鍵 Connecting the Unconnected: Data monetization holds the key to Facebook's Free Basics initiative
出版日期: 2015年11月13日 內容資訊: 英文 17 Pages
簡介

本報告涵括Facebook的Free Basics,提供Free Basics的價值主張,影響要素,對行動對業者來說的地位等系統性資訊。

第1章 摘要

  • 概要
  • Ovum的見解

第2章 建議

  • Facebook的建議
  • 行動網路業者的建議

第3章 SWOT

第4章 市場的狀況

  • Free Basics及其他非課稅倡議的差異
  • 業者31家公司,29個國家,1,500萬用戶

第5章 市場力學

  • 建立為了與Internet.org協作的商務案例

第6章 市場發展

  • 從市場挑戰者轉移到市場領導
  • Facebook與網路

第7章 結果和ROI

  • Internet.org建模的影響

第8章 附錄

  • 參考文獻
  • 著者

圖表

目錄
Product Code: TE0009-001478

After learning valuable lessons from initiatives with telecoms operators in recent years, Facebook is partnering with mobile carriers to offer Free Basics (formerly also called Internet.org), a free mobile data/Internet service that provides "light" versions of Facebook and other digital services, using a model whereby MNOs take on the cost of carrying Free Basics traffic over their networks.

Highlights

  • Africa has the largest number of mobile operators offering the Free Basics service (15) followed by Asia (11) and Latin America (5). The operators in Africa have a combined 95 million subscription base compared with 24 million in Latin America and 380 million in Asia.
  • There were 15 million people using Free Basics at the end of September, which represents 10% of the total combined 3G and 4G subscriber base of operators offering the service and 3% of the total number of subscriptions across these operators.
  • Facebook claims that its first wave of partners is characterized by operators that are "data leaders" and "data-centric." However, Facebook's own data suggests that market leaders experience faster growth in their mobile data customer base after launching Free Basics than challenger operators.
  • Understand the Free Basics value proposition
  • Learn how Facebook helps operators to market Free Basics and upsell users to a full data plan

Features Benefits

  • Understand the Free Basics value proposition
  • Learn how Facebook helps operators to market Free Basics and upsell users to a full data plan
  • Assess the risk of cannibalization from offering Free Basics

Questions Answers

  • How is Facebook's Free Basics service being viewed by mobile operators?
  • What types of operators are offering Free Basics?
  • What is the impact of Free Basics on mobile operators' data revenues?
  • How are operators positioning the Free Basics service?

Table of Contents

1. Summary

  • In brief
  • Ovum view

2. Recommendations

  • Recommendations for Facebook
  • Recommendations for mobile network operators 3. SWOT

4. Market status

  • How Free Basics differs from other zero-rating initiatives
  • 31 operators, 29 countries, and 15 million users

5. Market dynamics

  • Building the business case for partnering with Internet.org

6. Market development

  • Transitioning from market challengers to market leaders
  • Facebook and the Internet

7. Results and ROI

  • Modeling the impact of offering Internet.org

8. Appendix

  • Further reading
  • Author

List of Figures

  • Figure 1: Free Basics SWOT analysis
  • Figure 2: Free Basics service categories
  • Figure 3: Examples of Internet.org/Free Basics advertising in Pakistan, Egypt, and Bolivia
  • Figure 4: Free Basics mobile app in the Philippines - interface and services offered
  • Figure 5: Free Basics partner operators and markets
  • Figure 6: Facebook's viral loop
  • Figure 7: Free Basics proof points
  • Figure 8: The technology behind Internet.org
  • Figure 9: Facebook active user growth by region, 1Q13-1Q15
  • Figure 10: The impact of Free Basics on Indosat
  • Figure 11: Free Basics impact model
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