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市場調查報告書

行動數據及Wi-Fi的收益化:一體型、用戶中心型服務成為主流

Mobile Data and WiFi Monetization: Convergent and user-centric offers take center stage

出版商 Pyramid Research, Inc. 商品編碼 367795
出版日期 內容資訊 英文 47 Pages
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行動數據及Wi-Fi的收益化:一體型、用戶中心型服務成為主流 Mobile Data and WiFi Monetization: Convergent and user-centric offers take center stage
出版日期: 2016年08月24日 內容資訊: 英文 47 Pages
簡介

隨著連續性寬頻、連接性的需求持續擴大,對MNO各公司來說,行動數據通訊成為重要的收益擴大的引擎。各業者用各種方法- 網路/用戶/Wi-Fi中心型策略等 - ,努力確保客戶和擴大收益。還有透過提供一體型服務,實現Wi-Fi連接的協同效應,提高行動寬頻市場上Wi-Fi的地位。

含 本報告提供行動數據通訊市場 (Wi-Fi的) 的收益化 - 新市場機會的開拓與成長促進,市場收益的確保 - 的動向相關分析,從行動通訊業者 (MNO)觀點的行動數據市場推動因素,及今後的市場成長、技術演進的方向性,為了行動數據通訊和Wi-Fi的收益化的現在/將來應採取策略等調查、考察,主要企業的實例彙整。

摘要整理

簡介:行動數據市場機會與課題

第1章 市場成長的催化劑的行動寬頻

  • 行動寬頻的產業推動因素:概要
  • 收益擴大的推動因素的行動數據
  • 服務集中化 (匯流) 策略
  • 行動市場上Wi-Fi的地位提高
  • 巨量資料主導型的商業化戰略的登場

第2章 行動數據收益化的主要模式

  • 網路中心型模式
  • 用戶中心型模式
  • Wi-Fi中心型模式

第3章 行動數據收益化的方法和,大行動通訊業者的主要策略

  • 案例研究:China Telecom
  • 案例研究:Telefonica
  • 案例研究:ATandT
  • 案例研究:British Telecom
  • 案例研究:America Movil

第4章 Wi-Fi的收益化的方法

  • 目前/未來的Wi-Fi收益化模式
  • 案例研究:Google
  • 案例研究:Boingo

第5章 主要結論與建議

附錄

圖表一覽

目錄
Product Code: TC0060IR

Summary

The insatiable demand for continuous broadband connectivity has turned mobile data into a revenue growth engine for mobile network operators (MNO). Operators are exploring diverse approaches to attract users and grow mobile data revenue, including network-centric, user-centric and WiFi-centric strategies. Some leading operators are building scale and revenue share through technological and performance leadership. Other operators are leveraging their powerful user analytics capabilities to design differentiated packaging and compelling offers to drive mobile data uptake and usage. In addition, MNOs are increasingly exploiting synergies stemming from WiFi connectivity, making WiFi a key element of the mobile broadband service proposition.

Key Findings

Mobile broadband has become a primary revenue growth engine for MNOs around the world. Operators are responding to the mobile data opportunity with converged services portfolios and multi-play offers. Big data analytics are increasingly being leveraged to come up with accurate data pricing, bundling and marketing strategies for mobile data.

Mobile operators take multiple approaches to mobile data monetization. Some strategies emphasize network performance, some focus on user drivers, and some position WiFi as a core service. Network-centric monetization strategies leverage technological leadership while user-centric models focus on the needs and preferences of customers. WiFi-centric models position WiFi as a key element of the overall broadband value proposition.

WiFi is gaining importance among operators both as a tool to provide seamless broadband connectivity and as a services platform. Mobile network operators are leveraging WiFi to retain customers, increase their spend share and reduce network costs. While MNOs and WiFi infrastructure providers expand their WiFi hotspot footprint, emerging models such as WiFi First are changing the rules of the game.

Synopsis

‘Mobile Data and WiFi Monetization: Convergent and user-centric offers take center stage' offers a thorough examination of the main approaches and strategies being adopted by MNOs around the world to monetize mobile data. The report starts with an analysis of the business drivers of mobile data services from the provider's point of view. It continues with an overview of three different types of strategic approaches to mobile data monetization being followed by service providers, including WiFI-centric models. It then provides an in-depth study of the specific mobile data strategies of specific operators in the US, the UK, Asia and Latin America, with a focus on the particular drivers and outcomes for each operator, as well as look at two WiFi models. We finish with key findings and recommendations for mobile data service providers.

The Report is structured as follows:

  • Introduction: Mobile data opportunities and challenges. This section provides an overview of the growth opportunities in mobile data and the challenges faced by the operators in a changing competitive and regulatory landscape.
  • Section 1: Mobile broadband as a catalyst of growth. Here we explore four key business drivers that are generating increased focus and investments in mobile data globally.
  • Section 2: Key approaches to mobile data monetization. This section examines three different approaches to monetizing mobile data, their key elements, impact and evolution.
  • Section 3: Case studies - Mobile data strategies. Each case study offers a detailed analysis of the business drivers, approach and strategies taken by the provider to monetize mobile data, as well as the business impact and outlook in mobile data. Operators featured are America Movil, ATandT, British Telecom (EE), China Telecom, Telefonica.
  • Section 4: WiFi monetization approaches. Here we examine the evolution of commercial models for WiFi and provide case studies of two WiFi providers disrupting the space with unique models, Boingo and Google.
  • Section 5: Key findings and recommendations. We conclude with a summary of our findings on the key mobile data and WiFI monetization strategies around the world, as well as specific recommendations for network operators looking to increase their mobile data revenue.

Reasons To Buy

‘Mobile Data and WiFi Monetization: Convergent and user-centric offers take center stage' provides a comprehensive analysis of key monetization models and market strategies for mobile data that are being employed across the world, helping executives at MNOs, fixed telcos and pay-TV providers make informed strategic decisions. By understanding the approaches and successful strategies of leading market players, telecom executives can formulate strategies to retain customers, generate revenue growth and navigate safely in the face of disruptive competition.

The report's forward-looking analysis of key business drivers and monetization models for mobile data helps providers assess the potential impact of mobile data on their business and identify related opportunities. The case studies focus on how mobile operators and WiFi providers in 5 developed and emerging markets are tapping the mobile broadband opportunity, allowing executives to refine their strategies.

The report's recommendations are based on real strategies employed by network operators to position themselves to take advantage of the mobile data revenue opportunity and increase their participation in the mobile broadband services space. Network operators can benefit from strategies such as leveraging big data to design user-centric offers and positioning WiFi as a key tool for sustainable customer satisfaction and revenue growth.

Table of Contents

Table of contents

Executive summary

Introduction: Mobile data opportunity and challenges

Section 1: Mobile broadband as a catalyst of growth

  • Overview of business drivers for mobile broadband
  • Mobile data as a driver of revenue growth
  • Service convergence strategies
  • Evolution of WiFi positioning in the mobile market
  • Emergence of big data-driven monetization strategies

Section 2: Key models for mobile data monetization

  • Network-centric models
  • User-centric models
  • WiFi-centric models

Section 3: Mobile data monetization approaches and selected strategies of leading mobile operators

  • Case study: China Telecom
  • Case study: Telefonica
  • Case study: ATandT
  • Case study: British Telecom
  • Case study: America Movil

Section 4: WiFi monetization approaches

  • Current and emerging WiFi monetization models
  • Case study: Google
  • Case study: Boingo

Section 5: Key findings and recommendations

  • Key findings
  • Recommendations

Appendices

  • Companies mentioned
  • About Pyramid Research
  • Contact information

List of Tables

  • Exhibit 1: Mobile data revenue - global (2016-2020)
  • Exhibit 2: Challenges to data monetization
  • Exhibit 3: Business drivers for mobile broadband
  • Exhibit 4: Video as a percent of mobile data traffic
  • Exhibit 5: Mobile data revenue uplift- select operators
  • Exhibit 6: Multi-play focus - selected operators
  • Exhibit 7: WiFi services' monetization avenues
  • Exhibit 8: Carrier-grade vs. Best effort hotspots
  • Exhibit 9: Leveraging big data in mobile broadband
  • Exhibit 10: Network-centric monetization models - mobile broadband
  • Exhibit 11: Elements of user-centric monetization - mobile broadband
  • Exhibit 12: Trends in mobile data sales strategies
  • Exhibit 13: Selected WiFi-focused players by model
  • Exhibit 14: China Telecom mobile broadband strategies by business driver
  • Exhibit 15: China Telecom monetization strategies - mobile broadband
  • Exhibit 16: China Telecom mobile data performance - selected KPIs
  • Exhibit 17: Telefonica mobile data revenue growth
  • Exhibit 18: Telefonica strategies by business driver
  • Exhibit 19: Prepaid data monetization 'roadmap' example
  • Exhibit 20: TEF data as % of mobile services, FY2015
  • Exhibit 21: Sample TEF data upsell programs
  • Exhibit 22: ATandT mobile broadband strategies by business driver
  • Exhibit 23: ATandT mobile share value plan elements
  • Exhibit 24: ATandT 2015 performance - selected KPIs
  • Exhibit 25: Mobile revenue share - UK, YE 2015
  • Exhibit 26: BT-EE strategies by business driver
  • Exhibit 27: Sample mobile data offers - EE
  • Exhibit 28: EE's mobile data pricing structure
  • Exhibit 29 Cross-selling market potential - BT consumer services
  • Exhibit 30: AMX capex investments - 2011 to 2015
  • Exhibit 31: AMX mobile broadband strategies by business driver
  • Exhibit 32: Claro data monetization offers - LATAM
  • Exhibit 33: America Movil revenue by business - 2015
  • Exhibit 34: Multi-play services growth - 2015-2020
  • Exhibit 35: Monetization opportunities by WiFi service model
  • Exhibit 36: Project Fi vs. Standard mobile services
  • Exhibit 37: Boingo's hotspot footprint - YE 2015
  • Exhibit 38: Boingo's revenue streams- YE 2015

List of Figures

  • Exhibit 1: Mobile data revenue - global (2016-2020)
  • Exhibit 2: Challenges to data monetization
  • Exhibit 3: Business drivers for mobile broadband
  • Exhibit 4: Video as a percent of mobile data traffic
  • Exhibit 5: Mobile data revenue uplift- select operators
  • Exhibit 6: Multi-play focus - selected operators
  • Exhibit 7: WiFi services' monetization avenues
  • Exhibit 8: Carrier-grade vs. Best effort hotspots
  • Exhibit 9: Leveraging big data in mobile broadband
  • Exhibit 10: Network-centric monetization models - mobile broadband
  • Exhibit 11: Elements of user-centric monetization - mobile broadband
  • Exhibit 12: Trends in mobile data sales strategies
  • Exhibit 13: Selected WiFi-focused players by model
  • Exhibit 14: China Telecom mobile broadband strategies by business driver
  • Exhibit 15: China Telecom monetization strategies - mobile broadband
  • Exhibit 16: China Telecom mobile data performance - selected KPIs
  • Exhibit 17: Telefonica mobile data revenue growth
  • Exhibit 18: Telefonica strategies by business driver
  • Exhibit 19: Prepaid data monetization 'roadmap' example
  • Exhibit 20: TEF data as % of mobile services, FY2015
  • Exhibit 21: Sample TEF data upsell programs
  • Exhibit 22: ATandT mobile broadband strategies by business driver
  • Exhibit 23: ATandT mobile share value plan elements
  • Exhibit 24: ATandT 2015 performance - selected KPIs
  • Exhibit 25: Mobile revenue share - UK, YE 2015
  • Exhibit 26: BT-EE strategies by business driver
  • Exhibit 27: Sample mobile data offers - EE
  • Exhibit 28: EE's mobile data pricing structure
  • Exhibit 29 Cross-selling market potential - BT consumer services
  • Exhibit 30: AMX capex investments - 2011 to 2015
  • Exhibit 31: AMX mobile broadband strategies by business driver
  • Exhibit 32: Claro data monetization offers - LATAM
  • Exhibit 33: America Movil revenue by business - 2015
  • Exhibit 34: Multi-play services growth - 2015-2020
  • Exhibit 35: Monetization opportunities by WiFi service model
  • Exhibit 36: Project Fi vs. Standard mobile services
  • Exhibit 37: Boingo's hotspot footprint - YE 2015
  • Exhibit 38: Boingo's revenue streams- YE 2015
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