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市場調查報告書

東南亞的行動寬頻市場:引進和使用趨勢,業者策略

Mobile Broadband in Southeast Asia: Adoption and Usage Trends and Operator Strategy

出版商 Pyramid Research, Inc. 商品編碼 347633
出版日期 內容資訊 英文 39 Pages
商品交期: 最快1-2個工作天內
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東南亞的行動寬頻市場:引進和使用趨勢,業者策略 Mobile Broadband in Southeast Asia: Adoption and Usage Trends and Operator Strategy
出版日期: 2015年12月23日 內容資訊: 英文 39 Pages
簡介

大陸特有的東南亞市場,行動的普及率在高地區,2015年達到超過人口的128%的整體加入數。2015年∼2020年的行動加入預測,預計以2.4%的年複合成長率成長。

本報告提供非洲、中東的OTT視訊市場相關調查分析、OTT服務概要、各地區市場分析、中國的OTT市場概要、案例研究等相關的系統性資訊。

目錄

  • 大陸特有的東南亞市場背景
  • 經濟、人口統計趨勢
  • 行動加入普及率預測
  • 商用3G、4G服務開始的時間軸
  • 目前行動寬頻頻帶
  • 預測:各行動的普及率 (技術世代)
  • 預測:行動寬頻、智慧型手機加入
  • 行動寬頻流量與利用
  • 預測:行動寬頻流量
  • 行動寬頻每月平均使用趨勢
  • 行動數據利用與引進趨勢
  • 行動寬頻利用:預付和月租型的明細
  • 業者策略,促進行動寬頻收益
  • 行動寬頻策略:頻率
  • 行動寬頻策略:服務的地位和價格設定概要
  • 行動寬頻策略:價格設定
  • 行動寬頻策略:商品搭售
  • 行動寬頻策略:OTT夥伴關係
  • 行動寬頻策略:終端
  • 案例研究
  • Maxis (馬來西亞)
  • MPT (緬甸)
  • Viettel (越南)
  • AIS (泰國)
  • 主要的結論與建議
  • 關於Pyramid Research

圖表

目錄
Product Code: TC0048IR

Summary

Mobile broadband traffic will grow rapidly in continental SE Asia, driven by the expansion of 3G and 4G networks and the proliferation of cheap smartphones; the fastest growth will come in the less developed markets. The region's 3G markets have had time to mature prior to the 4G launches, but 2G networks will give way to 3G and 4G over the next five years: we expect combined 3G and 4G subscriptions to make up 88% of the regional total by 2020. Mobile data usage per 4G subscription is substantially higher than that of 3G subscriptions, and we expect average data usage per subscription to grow at annual rates of 20-40% over the next five years. Operators will rely on additional spectrum for rural expansion and capacity buildouts. Common approaches to driving mobile broadband adoption include data-centric bundles, zero-rated OTT apps and discounting of high-volume data plans. OTT services and social media are also important.

Key Findings

Continental Southeast Asia is a highly penetrated mobile region, with overall subscriptions surpassing 128% of the population in 2015. Pyramid Research expects mobile subscriptions to grow at a CAGR of 2.4% from 2015 to 2020, pushing the penetration rate to 139%. LTE will grow at a 54% CAGR over the period.

The vast majority of subscriptions will be on 3G or 4G networks by 2020. Overall, 3G will make up 71% of all subscriptions, 4G 17% and 2G 12%.

The region has an estimated 142m mobile broadband subscriptions at year-end 2015, and we expect that number to grow at a 14.3% CAGR to 292m in 2020, driven mainly by smartphone adoption and 3G and 4G network expansion. Annual mobile data traffic will total 1,747PB in 2015, increasing to 10,799PB in 2020. We expect average monthly data usage per user to climb from 1,236MB to 3,579MB over the same period.

Operators in continental SE Asia are focusing on urban centers for their initial mobile broadband network deployments but for rural expansion and capacity buildout will rely on additional spectrum, particularly in lower frequencies.

As revenue from voice declines, operators are turning to multiple service pricing and positioning strategies to drive data adoption and usage, including OTT partnerships, discounting of bulk data, bundling and smartphone promotions.

Synopsis

This Telecom Insider Report, 'Mobile Broadband in Southeast Asia: Adoption and Usage Trends and Operator Strategy,' by Pyramid Research offers a thorough analysis of the mobile broadband market in continental Southeast Asia, focusing on trends in mobile data usage, the forces driving the rising adoption of mobile broadband and the various strategies operators employ to drive data revenue. First, the report provides top-level context on the current state of the mobile broadband markets in Cambodia, Laos, Malaysia, Myanmar, Thailand and Vietnam, highlighting demographic, regulatory and economic factors that affect mobile broadband usage and adoption, including information on the mobile spectrum regulatory environments and forecasts of mobile subscriptions for all six countries. The report then breaks down mobile data usage trends for each of the markets, analyzing total and average usage by technology generation and prepaid versus postpaid data users. It examines operator strategies for maximizing adoption and revenue from mobile data given the market environment in Southeast Asia, and it concludes with four operator case studies.

What else does this Telecom Insider Report offer?

  • Forecasts of mobile penetration by technology (2G, 3G and 4G) in each of Cambodia, Laos, Malaysia, Myanmar, Thailand and Vietnam.
  • Forecasts of smartphone subscriptions for all six countries (2012, 2015 and 2020).
  • Forecasts of mobile broadband traffic for the six countries (2012, 2015, 2020).
  • Detailed discussions of the strategies used by operators to drive mobile broadband revenue.
  • Four case studies of mobile operators: Maxis in Malaysia, MPT in Myanmar, Viettel in Vietnam and AIS in Thailand.
  • Forty-five exhibits that provide information on topics ranging from licensed spectrum and data usage per user to pricing and differences between prepaid and postpaid data usage.
  • Actionable recommendations of best practices for mobile network operators.

Reasons To Buy

Learn about the prospects for mobile broadband usage and adoption in the region, both from direct subscription and traffic forecasts and from an analysis of the demographic, regulatory and economic factors that affect these prospects.

Get reliable information about the strategies operators in this diverse set of markets use to drive mobile broadband revenue - strategies related to spectrum, service positioning, pricing, bundling, OTT partnerships and devices.

Read detailed case studies showing what operators in four markets are doing to boost mobile data usage and adoption, with a particular look at the pricing strategies they employ.

Get a clear view of how operators can use the popularity of OTT platforms to cost-effectively boost data adoption and drive overall data usage.

Use the reports section of actionable recommendations to develop longer-term strategies for mobile broadband growth.

The report is designed for an executive-level audience, boasting presentation quality that allows it to be turned into presentable material immediately.

Table of Contents

  • Continental Southeast Asiamarket context
  • Economic and demographic trends
  • Mobile subscription penetration forecast
  • Timeline of commercial 3G and 4G service launches
  • Currentmobile broadband spectrumbands
  • Forecast: Mobile penetration by technology generation
  • Forecast: Mobile broadband and smartphonesubscriptions
  • Mobile broadband traffic and usage
  • Forecast: Mobile broadband traffic
  • Mobile broadband averagemonthly usagetrends
  • Mobile data usage and adoption trends
  • Mobile broadband usage: Prepaid-postpaid breakdown
  • Operator strategies to drive mobile broadband revenue
  • Mobile broadband strategy:Spectrum
  • Mobile broadband strategy:Service positioning and pricing overview
  • Mobile broadband strategy: Pricing
  • Mobile broadband strategy:Bundling
  • Mobile broadband strategy:OTTpartnerships
  • Mobile broadband strategy:Devices
  • Case studies
  • Maxis in Malaysia
  • MPT in Myanmar
  • Viettel in Vietnam
  • AIS in Thailand
  • Key findings and recommendations
  • About Pyramid Research

List of Tables

  • Exhibit 1: Regional GDP andpopulation, 2015-2020
  • Exhibit 2: PPP GDP per capita by country,2015 and2020
  • Exhibit 3: Mobile penetration of population by country,2015 and 2020
  • Exhibit 4: Timeline of first commercial 3G and 4G launches, by country
  • Exhibit 5: First nationwide3G launches
  • Exhibit 6: First nationwide4G launches
  • Exhibit 7: 3G spectrum bands by country
  • Exhibit 8: 4G spectrum bands by country
  • Exhibit 9: Mobile subscription penetration of population by country,2015
  • Exhibit 10: Mobile subscription penetration of population by country,2020
  • Exhibit 11: Mobile, mobile broadband subscriptions, continental SoutheastAsia
  • Exhibit 12: Smartphonesubscriptions by country;2012,2015,2020
  • Exhibit 13: Annualmobile broadband trafficby country,2012,2015,2020
  • Exhibit 14: Mobile broadband usageper subscription per month, 3G, 4Gand average, 2015
  • Exhibit 15: Projected CAGRs of averagemonthly mobile broadband usageper subscription,2015-2020
  • Exhibit 16: Averagemonthly data use and 4Gpenetration, SE Asia, 2012-2015
  • Exhibit 17: Smartphonepenetrationand average data usage, SE Asia, 2015
  • Exhibit 18: Mobile broadband usageper subscription per month, 2015: Prepaid vs.postpaid
  • Exhibit 19: Mobile broadband usageper subscription per month, 2020: Prepaid vs.postpaid
  • Exhibit 20: Mobile operator LTE networks by band, continental SE Asia
  • Exhibit 21: Voice ARPS CAGRs, 2015-2020
  • Exhibit 22: Mobile broadband servicepositioning parameters
  • Exhibit 23: Averagerevenueper megabyte by country;2015-2020
  • Exhibit 24: Averageprice per MB by plan andcountry,2015
  • Exhibit 25: Mobile operator LTE networks by band, continental SE Asia
  • Exhibit 26: Most downloaded smartphoneapps 2015
  • Exhibit 27: Operator own-branded smartphonepromotions
  • Exhibit 28: Averagemonthly data usage 2015
  • Exhibit 29: Maxismobile broadband spectrumby band
  • Exhibit 30: Maxismobile data pricing
  • Exhibit 31: Maxis average monthly prepaidand postpaid data usage, 2Q 2014-2Q 2015
  • Exhibit 32: Mobile broadband shares of total subscriptions by operator,Malaysia, 2Q 2014-4Q 2015
  • Exhibit 33: MPT mobile broadband spectrumby band
  • Exhibit 34: unallocated 3G/4Gspectrum in Myanmar
  • Exhibit 35: MPT mobile data pricing
  • Exhibit 36: MPT averagemonthly 2G, 3G and 4G data usage per user, 2014-2020
  • Exhibit 37: Mobile broadband shares of total subscriptions by operator,Myanmar, 2014-2020
  • Exhibit 38: Viettel mobile broadband spectrumby band
  • Exhibit 39: Viettel mobile data pricing
  • Exhibit 40: Viettel average monthly 2G, 3Gand 4Gdata usage per user, 2014-2020
  • Exhibit 41: Mobile broadband shares of all subscriptions by operator, Vietnam, 2014-2020
  • Exhibit 42: AISmobile broadband spectrumby band
  • Exhibit 43: AISmobile data pricing
  • Exhibit 44: AIS average monthly 2G, 3G and 4G data usage per user, 2014-2020
  • Exhibit 45: Mobile broadband shares of total subscriptions by operator, Thailand, 2014-2020

List of Figures

  • Exhibit 1: Regional GDP andpopulation, 2015-2020
  • Exhibit 2: PPP GDP per capita by country,2015 and2020
  • Exhibit 3: Mobile penetration of population by country,2015 and 2020
  • Exhibit 4: Timeline of first commercial 3G and 4G launches, by country
  • Exhibit 5: First nationwide3G launches
  • Exhibit 6: First nationwide4G launches
  • Exhibit 7: 3G spectrum bands by country
  • Exhibit 8: 4G spectrum bands by country
  • Exhibit 9: Mobile subscription penetration of population by country,2015
  • Exhibit 10: Mobile subscription penetration of population by country,2020
  • Exhibit 11: Mobile, mobile broadband subscriptions, continental SoutheastAsia
  • Exhibit 12: Smartphonesubscriptions by country;2012,2015,2020
  • Exhibit 13: Annualmobile broadband trafficby country,2012,2015,2020
  • Exhibit 14: Mobile broadband usageper subscription per month, 3G, 4Gand average, 2015
  • Exhibit 15: Projected CAGRs of averagemonthly mobile broadband usageper subscription,2015-2020
  • Exhibit 16: Averagemonthly data use and 4Gpenetration, SE Asia, 2012-2015
  • Exhibit 17: Smartphonepenetrationand average data usage, SE Asia, 2015
  • Exhibit 18: Mobile broadband usageper subscription per month, 2015: Prepaid vs.postpaid
  • Exhibit 19: Mobile broadband usageper subscription per month, 2020: Prepaid vs.postpaid
  • Exhibit 20: Mobile operator LTE networks by band, continental SE Asia
  • Exhibit 21: Voice ARPS CAGRs, 2015-2020
  • Exhibit 22: Mobile broadband servicepositioning parameters
  • Exhibit 23: Averagerevenueper megabyte by country;2015-2020
  • Exhibit 24: Averageprice per MB by plan andcountry,2015
  • Exhibit 25: Mobile operator LTE networks by band, continental SE Asia
  • Exhibit 26: Most downloaded smartphoneapps 2015
  • Exhibit 27: Operator own-branded smartphonepromotions
  • Exhibit 28: Averagemonthly data usage 2015
  • Exhibit 29: Maxismobile broadband spectrumby band
  • Exhibit 30: Maxismobile data pricing
  • Exhibit 31: Maxis average monthly prepaidand postpaid data usage, 2Q 2014-2Q 2015
  • Exhibit 32: Mobile broadband shares of total subscriptions by operator,Malaysia, 2Q 2014-4Q 2015
  • Exhibit 33: MPT mobile broadband spectrumby band
  • Exhibit 34: unallocated 3G/4Gspectrum in Myanmar
  • Exhibit 35: MPT mobile data pricing
  • Exhibit 36: MPT averagemonthly 2G, 3G and 4G data usage per user, 2014-2020
  • Exhibit 37: Mobile broadband shares of total subscriptions by operator,Myanmar, 2014-2020
  • Exhibit 38: Viettel mobile broadband spectrumby band
  • Exhibit 39: Viettel mobile data pricing
  • Exhibit 40: Viettel average monthly 2G, 3Gand 4Gdata usage per user, 2014-2020
  • Exhibit 41: Mobile broadband shares of all subscriptions by operator, Vietnam, 2014-2020
  • Exhibit 42: AISmobile broadband spectrumby band
  • Exhibit 43: AISmobile data pricing
  • Exhibit 44: AIS average monthly 2G, 3G and 4G data usage per user, 2014-2020
  • Exhibit 45: Mobile broadband shares of total subscriptions by operator, Thailand, 2014-2020
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