Cover Image
市場調查報告書

行動數據通訊的價錢:促進創新方法的普及·利用

Mobile Data Pricing: Innovative Practices to Drive Adoption and Traffic

出版商 Pyramid Research, Inc. 商品編碼 315491
出版日期 內容資訊 英文 89 Pages
訂單完成後即時交付
價格
Back to Top
行動數據通訊的價錢:促進創新方法的普及·利用 Mobile Data Pricing: Innovative Practices to Drive Adoption and Traffic
出版日期: 2014年09月29日 內容資訊: 英文 89 Pages
簡介

行動數據通訊現在是通訊服務收益額最大的成長促進因素。預測2018年全球的行動數據通訊收益額將達到6330億美元。行動通訊佔整體收益的佔有率預測也將由2013年的40%,到2018年擴大到52%。特別是4G通訊服務的普及,一般認為將是促進今後數據通訊的普及·利用之因素。在通訊業者方面,計費方案也將轉換到以行動數據通訊為主體。此外,預付式收費方案及OTT(Over-the-head)業者的合作,也可望更進一步促進數據通訊的使用。另一方面,預計小規模業者及新加入企業則一面活用Wi-Fi,一面以破壞行情式收費方式及無限制數據通訊服務來與之抗衡。

本報告提供全球各國的行動數據通訊市場未來趨勢相關分析,提供各國市場今後的市場規模預測值,及市場·技術的發展前景,全球各國通訊業者的因應策略和最佳業務實踐,主要國家市場詳細趨勢(費率方案,服務內容,市場環境等)資訊,為您概述為以下內容。

摘要整理

簡介

第1章 行動通訊收益額的結構與其預測

  • 各地區的行動通訊收益額成長預測
  • 行動數據通訊收益額的明細:服務類別
  • 行動數據引進的推動因素
    • 全球各地的智慧型手機銷售趨勢
    • 4G網路的實用化
    • 行動數據通訊服務及其價錢
  • 行動數據通訊中的成長市場

第2章 行動數據通訊的費用趨勢與最佳業務實踐

  • 低價格數據通訊服務獲得市場佔有率
  • 無限制行動數據方案這個市場破壞策略
  • 行動數據·商品搭售的出現
  • 預付式行動數據通訊的費用趨勢
  • 智慧裝置用綁定套組
  • 共享資料計劃
  • 壟斷型行動數據計劃
  • 內容附廣告
  • OTT專用費用
  • 四合一搭售服務型服務商品

第3章 各國市場的案例研究

  • 中國:由於數據傳送量劇增,而限制行動通訊網路
    • 行動數據通訊的價錢策略:網路的最佳化和業者自有品牌的終端
    • 主要的結論
  • 法國:為了讓市場趨勢變化,大型業者的整合預測
    • 行動數據通訊的價錢策略:低價,多重服務,特別宣傳
    • 主要的結論
  • 印度:為獲得用戶·促進數據通訊的價格戰爭
    • 動數據通訊的價錢策略:數據通訊的商品搭售,與智慧型手機供應商的合作,低成本數據方案
    • 主要的結論
  • 日本:由於技術進步促進行動數據市場成長
    • 行動數據通訊的價錢策略:以專用行動應用程式的點閱存取,費用統一的數據方案,LTE費用為中心的競爭
    • 主要的結論
  • 英國:由於4G服務的開始促進行動數據的利用
    • 行動數據通訊的價錢策略:提供SIM專用計劃,四合一服務,專用宣傳
    • 主要的結論
  • 美國:隨著數據通訊市場的成熟度,業者轉換到技術創新
    • 行動數據通訊的價錢策略:破壞性的價格設定,資料共享服務,創新的服務
    • 主要的結論

大寫字母·簡稱集

定義

相關調查

關於Pyramid Research

圖表一覽

目錄
Product Code: TC0262MR

Summary

‘Mobile Data Pricing: Innovative Practices to Drive Adoption and Traffic,' a new Research Report by Pyramid Research, provides a strategic analysis of the mobile data opportunity across different regions through 2018, and keys to developing the mobile data business. The report includes an in-depth assessment of mobile service provider pricing plans worldwide, identifying effective data plans and best practices to grow mobile data usage and revenue. The report incorporates detailed country case analyses for China, France, India, Japan, the UK and the US, with examples of a variety of pricing schemes from different market environments and types of players.

Key Findings

Mobile data has emerged as the single most important driver of telecom revenue growth. Pyramid Research forecasts that mobile data revenue will reach $633bn globally in 2018, increasing from 40% of overall mobile revenue in 2013 to 52% in 2018. Asia-Pacific, the world's most populous region, which accounted for 37.8% of the world's mobile data revenue in 2013, should lead this expansion.

Increasing uptake of 4G data services will shape future mobile data usage and adoption. We expect the global 4G subscription base to surge at a CAGR of 52%, from 211 million in 2013 to 1,750 million in 2018. Almost all major MNOs have already deployed or are in the process of deploying their own 4G networks.

The transformation of mobile operator business models is evident in their pricing strategies. With mobile voice revenue on the decline, operators are increasingly selling mobile data; unlimited voice and text messaging services are thrown into data bundles that are priced by their different bandwidth allowances, as well as into quadruple-play bundles. Innovative pricing schemes that are resulting in increased data traffic and revenue include shared data plans, specialized tariff plans (for premium content, specific applications and social media) and tariffs that cover the cost of mobile devices.

Prepaid data plans are further extending the mobile data proposition to consumer segments with low data usage and increasing mobile data consumption, particularly in emerging markets. Similarly, partnerships with mobile device manufacturers as well as OTT players are accelerating mobile data adoption in these markets.

Smaller operators and new entrants have gained significant market share with disruptive pricing strategies that involve lowered data tariffs and unlimited data plans. Most rely on Wi-Fi offloading to reduce costs, but EBITDA margins have been affected as a result, except when offered by larger operators in emerging markets where volumes have made up for the difference.

Synopsis

"Mobile Data Pricing: Innovative Practices to Drive Adoption and Traffic" a new Research Report by Pyramid Research, provides a strategic analysis of the mobile data opportunity across different regions through 2019, and keys to developing the mobile data business. The report includes an in-depth assessment of mobile service provider pricing plans worldwide, identifying effective data plans and best practices to grow mobile data usage and revenue. The report incorporates detailed country case analyses for China, France, India, Japan, the UK and the US, with examples of a variety of pricing schemes from different market environments and types of players.

The report has three main sections:

Strategic business analysis, where we look at the contribution of mobile data to overall operator revenues; in addition, we analyze the major mobile data adoption trends in key countries and by region and look at how they are likely to pan out in the future.

Mobile data pricing strategies, where we analyze the different mobile data strategies being implemented by operators in order to increase mobile data usage and maximize revenue; we also identify best practices.

Country case studies, where we look in depth at pricing strategies and tariff plans of operators in China, France, India, Japan, the UK and the US.

Reasons To Buy

This Research Report provides a broad but detailed analysis of the mobile data opportunity worldwide, supporting industry players' business planning efforts.

The report should help mobile operators build innovative, effective pricing strategies to drive mobile data usage and revenue.

The report offers a wealth of pricing data from different types of operators across the world

Case studies on China, France, India, Japan, the UK and the US examine a wide variety of innovative pricing strategies in actual use by operators.

Table of Contents

Executive summary

Introduction

Section 1: Mobile revenue composition and forecast

  • 1.1. Regional mobile revenue growth outlook
  • 1.2. Breakdown of mobile data revenue by service type
  • 1.3. Drivers of mobile data adoption
    • 1.3.1. Smartphone sales trends worldwide
    • 1.3.2. Proliferation of 4G networks
    • 1.3.3. Mobile data services and pricing
  • 1.4. Growth markets within the mobile data context

Section 2: Mobile data pricing trends and best practices

  • 2.1. Low-cost data wins market share
  • 2.2. Unlimited mobile data plans as disruptive strategy
  • 2.3. Emergence of mobile data bundling
  • 2.4. Prepaid mobile data pricing trends
  • 2.5. Smart device bundles
  • 2.6. Shared data plans
  • 2.7. Specialized mobile data plans
  • 2.8. Subsidized content
  • 2.9. OTT-specific tariffs
  • 2.10. Quad-play service bundling

Section 3: Country case studies

  • 3.1. China: Rapid surge in data traffic strains mobile networks
    • 3.1.1. Mobile data pricing strategies: network optimization and operator-branded handsets
    • 3.1.2. Key takeaways
  • 3.2. France: Likely consolidation among top operators to alter mobile data market dynamics
    • 3.2.1. Mobile data pricing strategies: low tariffs, multiplay and special promotions
    • 3.2.2. Key takeaways
  • 3.3. India: Operators in a price war to attract subscribers and encourage data usage
    • 3.3.1. Mobile data pricing strategies: data bundles, smartphone-vendor partnerships and low-cost data plans
    • 3.3.2. Key takeaways
  • 3.4. Japan: Technological advances drive the mobile data market
    • 3.4.1. Mobile data pricing strategies: exclusive mobile application access, flat-rate data plans and competitive LTE tariffs
    • 3.4.2. Key takeaways
  • 3.5. The UK: Launch of 4G services boosting mobile data usage
    • 3.5.1. Mobile data pricing strategies in the UK: SIM-only plans, quad-play services and special promotional offers
    • 3.5.2. Key takeaways
  • 3.6. The US: The data market's maturity is moving operators to focus on innovation
    • 3.6.1. Mobile data pricing strategies: disruptive pricing, shared data and innovative services
    • 3.6.2. Key takeaways

Acronyms and abbreviations

Definitions

Related resources

About Pyramid Research

List of Tables

  • Exhibit 1: Global mobile voice and data revenue forecasts, 2013-2018
  • Exhibit 2: Data percentage of total mobile revenue and data revenue CAGR by region, 2013 to 2018
  • Exhibit 3:Mobile data revenue by type of service, 2013-2018
  • Exhibit 4: Smartphones unit sell-through and CAGR by region, 2013-2018
  • Exhibit 5: Smartphones as percentage of total handset sales in 15 countries, 2013
  • Exhibit 6: 4G subscriptions across regions, 2013-2018
  • Exhibit 7: Data as a percentage of overall mobile revenue in select countries, 2013
  • Exhibit 8: Price per megabyte charged by select mobile operators
  • Exhibit 9: Contribution by data and messaging to overall ARPS at EE UK, Q2 2013 to Q2 2014
  • Exhibit 10: Postpaid tariff plans of major operators in 11 countries
  • Exhibit 11: Subscriber additions and EBITDA margin at T-Mobile USA, Q1 2013 to Q2 2014
  • Exhibit 12: 4G penetration rates of South Korean MNOs, Q1 2013 to Q2 2014
  • Exhibit 13: Unlimited mobile data tariff plans by operators in select countries
  • Exhibit 14: Vodafone UK 4G subscription totals, September 2013 to June 2014
  • Exhibit 15: Swisscom NATEL infinity subscriptions, Q1 2013 to Q2 2014
  • Exhibit 16: Bundled data plans offered by operators in select countries
  • Exhibit 17: Price per megabyte of prepaid and postpaid plans of select mobile operators
  • Exhibit 18: Tariff details of prepaid plans of operators in select countries
  • Exhibit 19: Vodafone UK bundled smartphone subscriptions and churn rate, Q1 2013 to Q2 2014
  • Exhibit 20: Details on iPhone tariff plans in six countries
  • Exhibit 21: Shared data plans offered by Verizon and Sprint
  • Exhibit 22: Shared data plan subscriptions of Verizon and ATandT, Q1 2013 to Q1 2014
  • Exhibit 23: Tariff details of shared data plans launched by operators in six countries
  • Exhibit 24: SK Telecom LTE subscriptions and ARPS growth, Q2 2013 to Q2 2014
  • Exhibit 25: KDDI VAS ARPS, 2012 to 2014
  • Exhibit 26 : Idea Cellular OTT subscriptions, September 2013 and December 2013
  • Exhibit 27: Operator-OTT partnership details
  • Exhibit 28: Multiplay package offered by Belgacom
  • Exhibit 29: Belgacom ARPS by multiplay service, Q1 2013 to Q2 2014
  • Exhibit 30: Multiplay plans of major European operators
  • Exhibit 31: VAS revenue by application, China, 2013-2018
  • Exhibit 32: Subscriptions by network technology generation, China, 2013-2018
  • Exhibit 33: Mobile voice and data revenue, China, 2013-2018
  • Exhibit 34: Feature phone, smartphone and ULC phone sell-through, China, 2013-2018
  • Exhibit 35: Mobile voice and data ARPS, China, 2013-2018
  • Exhibit 36: China Mobile 4G tariffs
  • Exhibit 37: Subscriptions by network technology generation, France, 2013-2018
  • Exhibit 38: Mobile voice and data revenue, France, 2013-2018
  • Exhibit 39: Subscriptions by operator, France, 2013-2018
  • Exhibit 40: LTE plans of mobile operators in France
  • Exhibit 41: Multiplay services of SFR and Bouygues Telecom
  • Exhibit 42: SFR's RED mobile tariff plan
  • Exhibit 43: Feature phone, smartphone and ULC phone sell-through, India, 2013-2018
  • Exhibit 44: Subscriptions by network technology generation, India, 2013 *
  • Exhibit 45: Mobile voice and data revenue, India, 2013-2018
  • Exhibit 46: Benefits of data strategies adopted by Indian mobile operators
  • Exhibit 47: Mobile voice and data ARPS, India, 2013-2018
  • Exhibit 48: Data prices of key Indian operators (for Delhi/NCR)
  • Exhibit 49: Bundled data plans offered by Idea Cellular
  • Exhibit 50: Pricing of top-up data plans launched by Idea Cellular
  • Exhibit 51: Subscriptions by network technology generation, Japan, 2013-2018
  • Exhibit 52: Feature phone and smartphone sell-through, Japan, 2013-2018
  • Exhibit 53: Mobile voice and data revenue, Japan, 2013-2018
  • Exhibit 54: Forecast of VAS revenue by application type, Japan, 2013-2018
  • Exhibit 55: Tablet-specific data tariffs in Japan
  • Exhibit 56: Packet-based tariff plans of KDDI and NTT Docomo
  • Exhibit 57: Feature phone, smartphone and ULC phone sell-through, the UK, 2013-2018
  • Exhibit 58: Mobile voice and data revenue in the UK, 2013-2018
  • Exhibit 59: Details on eight SIM-only plans, the UK, 2014
  • Exhibit 60: Prepaid and postpaid subscriptions in the UK, 2013-2018
  • Exhibit 61: Feature phone, smartphone and ULC phone sell-through, the US, 2013-2018
  • Exhibit 62: Video and MMS revenue in the US, 2013-2018
  • Exhibit 63: Mobile voice and data revenue, the US, 2013-2018
  • Exhibit 64: Innovative data pricing strategies adopted by US mobile operators
  • Exhibit 65: T-Mobile Simple Choice tariff plan details
  • Exhibit 66: Data-only plans by Verizon and ATandT
  • Exhibit 67: ATandT's connected car plan
Back to Top