全球行動資料服務市場資料ARPU的促進策略 是由出版商Portio Research Limited在2008年07月所出版的。
這份英文市場調查報告書包含246 PAGES 價格從美金2995起跳。
Abstract
KEY FEATURES OF THIS ESSENTIAL NEW MARKET STUDY:
- Understand how ' best-of-breed' services are driving higher data ARPU
- Analyze 20 exciting new case studies from around the world
- Learn strategies to maximise mobile content downloads
- Understand operator best practice for mobile data services
- Study ' best-in-class' non-voice mobile services
- Examine how operators are driving non-voice service adoption
- Case studies from Verizon, O2, Vodacom, Orange, 3, AT&T, NTT DoCoMo,
Vodafone, Bharti Airtel, China Mobile and many more
Includes a second bonus previous report FREE!
Following on from our extremely popular December 2006 report Strategies for
Creating End User Demand for Mobile Data Services, this all-new study looks
again at how class-leading non-voice mobile services are being delivered to
consumers around the world. We show you the strategies network operators have
used to create best-of-breed services in messaging, entertainment and mobile
commerce.
This exciting new report identifies the successful strategies adopted by
mobile network operators in advanced countries to drive data ARPU from the
following data services:
- Messaging services
- SMS
- Mobile e-mail
- Mobile IM
- Non-messaging mobile services
- Mobile music
- Mobile games
- Mobile TV and video
- Mobile user generated content
- Mobile commerce
- Mobile portals
Additionally, the report looks at the impact of Apple' s iPhone on data ARPU,
and we examine nonvoice service adoption in several emerging markets to see
how network operators have been developing best-in-class mobile data services
in lower-ARPU markets too.
Case Studies in this all-new report
- O2, UK: SMS
- US market: SMS
- Japan: Consumer mobile email
- AT&T, US: Enterprise mobile email
- SK Telecom, South Korea: Mobile IM
- 3, UK: Mobile IM
- Orange, UK: Mobile music downloads
- Verizon Wireless, US: Mobile music downloads
- Verizon Wireless, US: Mobile games
- NTT DoCoMo, Japan: Mobile credit card service
- KDDI, Japan: Mobile web portal
- SK Telecom, South Korea: Mobile Social Networking
- 3, UK: Mobile Video Sharing
- O2, UK: Mobile Video Sharing
- 3, Italy: Broadcast mobile TV
- Orange, France: Streaming mobile TV
- Etisalat, UAE: Streaming mobile TV
- Handset case study - iPhone from Apple: Effects on data ARPU
- Bharti Airtel, India: Caller ringback tones
- Vodafone, Egypt: Voice SMS
- Vodacom, South Africa: Ad-funded Missed Call alerts
- Vodafone, Egypt: Missed Call alerts
- Vodafone and Safaricom, Kenya: Mobile banking
- China Mobile, China: Mobile IM
Looking at the growth of non-voice mobile services from 2006 to 2013, we see
how mobile data revenues, expressed as a percentage of total mobile services
revenues, are growing form just 16 percent in 2006 to reach over 25 percent in
2012. As data service become increasingly important, operators and other
players in the value chain must learn best practice operating procedures from
class-leading services, and this report delivers those best practice
procedures to you in a concise, easy-to-use format. Building on our previous
report, this new report refers back repeatedly to the findings from
' Strategies for Creating End-User Demand for Mobile Data Services' ,
re-confirming our earlier conclusions and building and refining new best
practice recommendations based on the new case studies we have conducted for
this study.
Table of Contents
- Introduction
- Strategies for Creating End-User Demand for Mobile Data Services
(SCEUD): A Brief Synopsis
- The Worldwide Mobile Market
- Mobile Data Services- A Worldwide Overview
- Mobile Data Services- A Worldwide Overview
- Mobile Messaging Services
- Mobile Entertainment Services
- Other Data Services
- Evolving Trends in the Worldwide Mobile Data Services Market
- The Success of Mobile Data Services - Lessons from the Past
- Short Messaging Service
- Short Messaging Service
- Case Study 1: SMS, O2 UK
- Case Study 2: The Growth of SMS in the US
- Mobile E-mail
- Case Study 1: The Success of Consumer Mobile E-mail in Japan
- Case Study 2: The Success of Enterprise Mobile E-mail in the US - AT&T
Mobility
- Mobile Instant Messaging
- Case Study 1: NateOn (Mobile Instant Messaging)- SK Telecom
- Case Study 2: Windows Live Messenger & Yahoo Messenger- 3 UK
- Mobile Music- Full-track Downloads
- Case Study 1: Orange Player- Orange UK
- Case Study 2: V-CAST Music- Verizon Wireless
- Mobile Gaming
- Case Study: Mobile Gaming- Verizon Wireless
- Mobile Payments
- Case Study 1: DCMX (Mobile Credit Card Service)- NTT DoCoMo
- Mobile Internet
- Case Study 1: EZWeb- KDDI
- Mobile User-Generated Content
- Case Study 1: Mobile CyWorld (Mobile Social Networking- SK Telecom)
- Case Study 2: EyeVibe (Mobile Video Sharing) - 3 UK and O2 UK
- Mobile TV
- Case Study 1: Broadcast (DVB-H) Mobile TV- 3 Italia
- Case Study 2: Streaming Mobile TV- Orange France
- Case Study 3: Streaming Mobile TV Service- Etisalat, UAE
- Role of Handsets in Driving Data ARPU
- Case Study 1: Apple iPhone and Data ARPU
- Mobile Data Services in Emerging Markets
- Case Study 1: Caller Ringback Tone (Hello Tunes) - Bharti Airtel (India)
- Case Study 2: Voice SMS (Minicall)- Vodafone Egypt
- Case Study 3: Ad-funded Missed Call Alert (Please Call Me) - Vodacom
(South Africa) and Vodafone (Egypt)
- Case Study 4: Mobile Banking (M-PESA) - Vodafone and Safaricom (Kenya)
- Case Study 5: Mobile Instant Messaging (Fetion)- China Mobile
- The Future of Mobile Data Services in Emerging Markets
- Conclusion
- Appendices
- Glossary
- Portio Research Classifications
- Companies Mentioned in this Report
- About the Authors
- Also available from Portio Research Limited
List of Figures
- Figure 1: Worldwide Mobile Subscribers (In Million, 2004-2012E)
- Figure 2: Worldwide Mobile Revenue (In USD Billion, 2004-2012E)
- Figure 3: Worldwide Service Revenue and Equipment Sales (In USD Billion,
2004-2012E)
- Figure 4: Worldwide Mobile Service Revenue Break-out by Region (2004 and
2012E)
- Figure 5: Worldwide Mobile Service Revenue - Voice-Data Split (2004 and
2012E)
- Figure 6: Worldwide Mobile Data Revenue as a Percentage of Service Revenue
(2004-2012E)
- Figure 7: Worldwide Mobile Voice Revenue (In USD Billion, 2004-2012E)
- Figure 8: Worldwide Mobile Messaging Services Revenue (In USD Billion,
2006-2012E)
- Figure 9: Worldwide Mobile Entertainment Services Revenue (In USD Billion,
2006-2012E)
- Figure 10: O2 UK - SMS Volume (In Million, 2004-2007)
- Figure 11: The UK - SMS Per Subscriber Per Quarter (Q3, 2006-Q3, 2007)
- Figure 12: Vodafone UK and O2 UK - SMS ARPU (In USD, 2005-2007)
- Figure 13: O2 UK - SMS Service Drivers
- Figure 14: The US - SMS Traffic Volumes (In Billion, 2001-2008E)
- Figure 15: Key US Operators - SMS Traffic Volumes (In Billion, Q4 2006-Q1
2008)
- Figure 16: US - Premium SMS Revenue Sharing Arrangement (2008E)
- Figure 17: Mobile E-mail in Japan - Strategic Success Factors
- Figure 18: AT&T Wireless - Mobile Enterprise E-mail Success Summarised
- Figure 19: Mobile IM - Strategic Success Factors Summarised
- Figure 20: Orange UK - Average Monthly Full-Track Downloads from Orange
World (In Thousand, January 2007-January 2008)
- Figure 21: Orange UK Full-Track Downloads - Key Success Factors Summarised
- Figure 22: Verizon Wireless - Music and Video Downloads (In Million, Q2
2007-Q1 2008)
- Figure 23: Verizon Wireless- Market Leader in Monthly Data ARPU (In USD,
2006 and 2007)
- Figure 24: Verizon Wireless - Rising Data ARPU (Q3 2005-Q1 2008)
- Figure 25: Verizon Wireless (US) Full-Track Downloads - Key Success
Factors Summarised
- Figure 26: US Operators - Share of Mobile Gaming Market (by game
purchasers) - Q1 2008
- Figure 27: Verizon Wireless - Key Success Factors of Mobile Gaming
Service Summarised
- Figure 28: Timeline of Deployment of DCMX Services
- Figure 29: NTT DoCoMo - Aggressive Growth of DCMX Subscribers (All
Variants) (In Million, June 2006-March 2009E)
- Figure 30: NTT DoCoMo- iD Payment Terminals (In Thousands, June 2006-March
2008)
- Figure 31: DCMX Revenue Streams
- Figure 32: EZWeb Subscribers and Penetration (March 2000-March 2008)
- Figure 33: Japan - Y-o-Y Growth of Mobile Internet Service Subscriber
Base (March 2004-March 2008)
- Figure 34: Japan - Market Share of Mobile Internet Service Subscribers
(March 2003-March 2007)
- Figure 35: Trends in Data ARPU - KDDI vs. NTT DoCoMo (2003-2007)
- Figure 36: KDDI WIN Subscribers - Increasing Uptake of Flat Rate Schemes
(In Million, 2004-2007)
- Figure 37: Mobile CyWorld - Total Users in South Korea (In Million,
February 2005-December 2006)
- Figure 38: Mobile CyWorld User Base ( SK Telecom) Compared With that of
Competing Offerings (In Million, November 2007)
- Figure 39: Mobile CyWorld - Revenue (In USD Million, 2005 and 2006)
- Figure 40: CyWorld Launch
- Figure 41: SK Telecom' s Mobile CyWorld - Strategic Success Factors
Summarised
- Figure 42: 3 UK - SeeMeTV - Strategic Success Factors Summarised
- Figure 43: EyeVibe - What It Means for the Mobile Video UGC Market in the
UK
- Figure 44: 3 Italia - Mobile TV Subscribers and Penetration (In
Thousands, July 2006-December 2007)
- Figure 45: 3 Italia - Mobile Data ARPU (In USD, June 2005-December 2006)
- Figure 46: Italy - Mobile Data ARPU (In USD, June 2005-December 2006)
- Figure 47: 3 Italia' s Mobile TV Service- Strategic Success Factors
Summarised
- Figure 48: Orange France - Active Customers of Mobile TV/VoD (In
Thousand, December 2005- December 2007)
- Figure 49: Orange France - Mobile TV and Video Sessions (In Millions,
2004-2007E)
- Figure 50: Orange France - Average Mobile TV Use per User (Minutes/Month,
December 2004- December 2006)
- Figure 51: Orange France - Live Mobile TV Channels (December 2004-January
2008)
- Figure 52: Orange France - Constantly Adding Value to its Mobile TV
Service
- Figure 53: Orange France - Presence Across the Mobile TV Value Chain
- Figure 54: Growing Acceptance of Etisalat' s Streaming Mobile TV Service
(In Thousand, February 2007-December 2007)
- Figure 55: Growing Revenue Generation from the Streaming Mobile TV Service
(In USD Million, February 2007-December 2007)
- Figure 56: Etisalat - Three-Step Access to TV Channels On-The-Go
- Figure 57: Apple iPhone - Global Quarterly Unit Sales (In Thousand)
- Figure 58: Mobile Subscribers of AT&T and Verizon (In Million, Q4 2006-Q4
2007)
- Figure 59: US iPhone Users' Data Services Consumption Compared With that
of Smartphone Users And Market Average (December 2007)
- Figure 60: The iPhone' s Best Features Revealed Through a Survey - May 2007
- Figure 61: Bharti Airtel ' Hello Tunes' - Challenges and Mitigation
Strategies
- Figure 62: Vodafone Egypt - Strategic Success Factors for Minicall
Summarised
- Figure 63: Ad-funded ' Please Call Me' Service - Strategic Success Factors
Summarised
- Figure 64: M-PESA - Growing Subscriber Base in Kenya (In Thousand)
- Figure 65: M-PESA - Money Transfer Charges (In USD, May 2008)
- Figure 66: China Mobile - Fetion IM Subscribers (In Million, November
2006-December 2007)
- Figure 67: China Mobile - Fetion IM - Key Success Factors Summarised
- Figure 68: Relative Positioning of Data Services in Developing Markets
- Figure 69: Value-Investment Mapping of Data Services
List of Tables
- Table 1: The US - SMS Price Restructuring by Major Mobile Operators
- Table 2: Cost Advantage under SMS Bundled Plans
- Table 3: Comparison of Mobile E-mail Portfolios of Leading US Operators
- Table 4: Verizon Wireless' 15 Top-Selling Applications (Early 2008)
- Table 5: Features of DCMX Variants
- Table 6: EZWeb Services launched by KDDI
- Table 7: Mobile CyWorld Features
- Table 8: Etisalat Mobile TV - Content Offering
- Table 9: Operators Selling iPhone in Various Markets (May, 2008)
- Table 10: iPhone - Top 10 Data Services (Used Daily) by US Subscribers -
March 2008
- Table 11: Examples of Successful Mobile Data Services in Emerging Countries
- Table 12: M-PESA Ecosystem
Companies Mentioned in this Report
- 3 Italia
- AOL
- Apple
- AT&T Wireless
- Baileys
- Bharti Airtel
- Bouygues Telecom
- Canal 7
- China Mobile
- China Record Corporation
- Coca-Cola
- Commercial Bank of Africa
- Credit Saison Co. Ltd
- Daiki Sound
- Dopod
- du
- EMI
- Ericsson
- Etisalat
- Family Mart
- First Direct
- Fox Network
- Frost and Sullivan
- Gameloft
- Globe Telecom
- Hutchison Whampoa Group
- Inertia Distribution
- Juniper Research
- KDDI
- Koch Entertainment
- KTF
- Lawson
- LG
- Maxis
- McDonalds
- M:Metrics
- Motorola
- Napster
- NEC
- Nokia
- MSN
- NTT DoCoMo
- O2 UK
- Orange France
- Orange UK
- Outside Music
- Palm
- Pepsi
- Research in Motion (RIM)
- Rubicon Consulting
- Safaricom
- Samsung
- SFR
- S K Telecom
- Smart
- Softbank Mobile
- Sony BMG
- Sony Ericsson
- Sony Picture Television
- Sprint Nextel
- Strategy Analytics
- Sumitomo Mitsui Cards
- Telecom Italia Mobile
- Tencent
- T-Mobile
- TU Media
- UC Card Co. Ltd.
- Universal
- Verizon Wireless
- Vodacom
- Vodafone
- Warner Music
- Yahoo
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