Cover Image
市場調查報告書

OTT (over the top) 通訊服務市場:新的收益獲得的未來

Over-the-top communications services: Emerging monetization paths

出版商 Pyramid Research, Inc. 商品編碼 355781
出版日期 內容資訊 英文 35 Pages
訂單完成後即時交付
價格
Back to Top
OTT (over the top) 通訊服務市場:新的收益獲得的未來 Over-the-top communications services: Emerging monetization paths
出版日期: 2016年04月06日 內容資訊: 英文 35 Pages
簡介

近幾年,全球OTT通訊業者之間,由於行動應用程式介面的改良,強化語音通話、視訊通訊功能,新的收益來源的動向擴展。尤其是,大OTT業者 (Facebook,Google等) 對抗新加入企業,強化行動通訊市場上的競爭力。還有通訊用應用程式轉換為富媒體平台,提供各種媒體服務,以成為社群網路之核。另一方面,與通訊電信業者構築聯盟關係,也需要謀求規模的擴大和服務的差異化。

本報告提供全球OTT (over the top) 通訊服務市場最新趨勢相關分析,跟市場基本結構和特性,今後新的收益獲得機會,主要企業的產業策略的案例,通訊電信業者的夥伴關係 (產業聯盟) 的推動情形,今後的市場方向性等相關調查。

摘要整理

第1章 OTT通訊市場背景情況

  • 市場現狀
  • 競爭環境
  • 主要的特徵
  • 經營模式的演進

第2章 新商業化戰略

  • 數位內容
  • 廣告聊天
  • 廣告
  • 行動付款/行動電子商務

第3章 OTT通訊供應商的案例研究

  • Facebook Messenger
  • LINE
  • Snapchat
  • Viber
  • WeChat
  • WhatsApp

第4章 OTT與通訊電信業者的產業聯盟模式

  • 通訊電信業者和OTT需要聯盟處的理由
  • OTT、通訊電信業者的產業聯盟環境
  • OTT、通訊電信業者的產業聯盟的機會

第5章 主要分析結果與建議

附錄

圖表一覽

目錄
Product Code: TC0057IR

Summary

Over the top (OTT) messaging leaders are rapidly evolving their key mobile messaging application interfaces to new voice and video communications, with revenue dilution implications for carriers worldwide. The progress made in mobile IP voice and video in the past year alone from key OTT players such as Facebook and Google is a clear indication of heightened mobile communications competitive pressure from these new players in 2016 and beyond. OTT players are transforming their communications apps into rich media platforms that serve as social networking hubs, offering a number of media services. Apps built on top of messaging enable users to solve broad problems. Messaging becomes a hub for consuming content and making transactions. Still, we argue that OTT communications providers need partnerships with carriers, to garner scale and differentiation.

Key Findings

The strategy of most, if not all, OTT messaging providers is to gain scale first and then monetize. All communications OTT apps with global aspirations are in a race to become the biggest platform in order to attract developers, which in turn should add more value to an offering.

OTT players are transforming their communications apps into rich media platforms that serve as social networking hubs, offering a number of media services. Apps built on top of messaging enable users to solve broad problems. Messaging becomes a hub for consuming content and making transactions.

LINE Messenger and WeChat are the few OTT communications players to demonstrate revenue. They can serve as a blueprints for other players.

Messaging apps have significantly eroded carriers' revenue from previous cash generators such as SMS services. The threat to carriers is increasing with the migration of voice calls from carriers to VoIP providers such as Skype and WhatsApp.

WhatsApp and Facebook Messenger represent the most disruptive OTT communications players in the market. Monetization could be highly disruptive.

A number of partnership opportunities are emerging as carriers are growing convinced that they can generate revenue from OTT communications. The challenge lies in business tie-ups and infrastructure capabilities.

Synopsis

"Over-the-top communications services: Emerging monetization paths" offers an analysis of the state of the OTT communications market, the market drivers, and a number of company initiatives that highlight how market players are moving toward monetization. We highlight a number of monetization strategies and case studies employed by the world's largest OTT communications players. We also look at how carriers are impacted by OTT communications providers and how they can partner with key players to drive revenue. We conclude with recommendations for OTT companies and carriers.

The Report is structured as follows:

  • Section 1: Market context. This section provides an overview of the OTT communications providers along with the competitive landscape and recent acquisitions and investments in OTT messaging app market. It also provides details on key OTT communications features and information on these communications apps are now evolving into powerful digital platforms.
  • Section 2: Emerging monetization strategies. Here we explore the various monetization strategies adopted by the major OTT communications companies globally.
  • Section 3: OTT communications case studies. The report includes six case studies: Facebook Messenger, Line, Viber, WeChat, Snapchat and WhatsApp. Each case study offers detailed analysis of the trajectory and approach taken by OTT service providers for generating revenues along with the progress made in recent years.
  • Section 4: Key findings and recommendations. We conclude with a summary of our findings on the emerging monetization paths adopted by various OTT service providers around the world, as well as specific recommendations for network carriers and OTT service providers looking to increase their revenue and develop partnerships in the OTT arena.

Reasons To Buy

Assess revenue models for OTT communications services and learn what works and what doesn't.

Learn effective strategies for minimizing the adverse impact of OTT communications services on mobile carrier business

Examine the business case for OTT/carrier partnerships

Table of Contents

Table of contents

Table of exhibits

Executive Summary

Section 1: OTT communications market context

  • State of the market
  • Competitor landscape
  • Key features
  • Business model evolution

Section 2: Emerging monetization strategies

  • Digital content
  • Sponsored chats
  • Advertising
  • Mobile payments / commerce

Section 3: OTT communications provider case studies

  • Facebook Messenger

LINE

  • Snapchat
  • Viber
  • WeChat
  • WhatsApp

Section 4: The OTT/carrier partner model

  • Why carriers and OTTs need partnerships
  • OTT/carrier partnership landscape
  • OTT/carrier partnership opportunities

Section 5: Key findings and recommendations

  • Key findings
  • Recommendations

Appendices

  • Acronyms and definitions
  • Companies mentioned
  • About Pyramid Research
  • Pyramid Research contact information

List of Tables

  • Exhibit 1: WhatsApp subscriber growth
  • Exhibit 2: User statistics from the world's largest OTT communications players
  • Exhibit 3: Key OTT company investments
  • Exhibit 4: Key OTT messaging and voice feature offers
  • Exhibit 5: Digital platform timeline of line and WeChat
  • Exhibit 6: Digital content offerings from OTT providers
  • Exhibit 7: KIK'S promoted chats
  • Exhibit 8: Snapchat's value proposition to advertisers
  • Exhibit 9: WeChat's wallet is an app-within-an-app model
  • Exhibit 10: Monetization strategies of major OTT communications companies
  • Exhibit 11: Facebook messenger M virtual assistant
  • Exhibit 12: Line Corp's app revenue from 2012-2015
  • Exhibit 13: Snapchat's lens store
  • Exhibit 14: Viber ads running in the U.S. Market
  • Exhibit 15: Sample of WeChat's marketing partners
  • Exhibit 16: Facebook messenger and WhatsApp downloads
  • Exhibit 17: Examples of opportunities for OTT/carrier partnerships
  • Exhibit 18: Sample of zero-rated and discount OTT services offered by carrier
  • Exhibit 19: Potential OTT/carrier tie-ups

List of Figures

  • Exhibit 1: WhatsApp subscriber growth
  • Exhibit 2: User statistics from the world's largest OTT communications players
  • Exhibit 3: Key OTT company investments
  • Exhibit 4: Key OTT messaging and voice feature offers
  • Exhibit 5: Digital platform timeline of line and WeChat
  • Exhibit 6: Digital content offerings from OTT providers
  • Exhibit 7: KIK'S promoted chats
  • Exhibit 8: Snapchat's value proposition to advertisers
  • Exhibit 9: WeChat's wallet is an app-within-an-app model
  • Exhibit 10: Monetization strategies of major OTT communications companies
  • Exhibit 11: Facebook messenger M virtual assistant
  • Exhibit 12: Line Corp's app revenue from 2012-2015
  • Exhibit 13: Snapchat's lens store
  • Exhibit 14: Viber ads running in the U.S. Market
  • Exhibit 15: Sample of WeChat's marketing partners
  • Exhibit 16: Facebook messenger and WhatsApp downloads
  • Exhibit 17: Examples of opportunities for OTT/carrier partnerships
  • Exhibit 18: Sample of zero-rated and discount OTT services offered by carrier
  • Exhibit 19: Potential OTT/carrier tie-ups
Back to Top