MNO之電子商務策略的最佳化

電子商務產業近幾年，經歷了兩位數的成長，由於現在線上進行的零售銷售很少，依然有許多的成長空間。網際網路普及率的上升及智慧型手機擁有的劇增促進新的電子商務成長，對MNO來說打開了新的商機。

本報告提供影響電子商務產業的趨勢及手機業者的多方面作用的相關調查，有助於MNO增大新業務收益的電子商務策略的最佳化的建議等彙整資料，為您概述為以下內容。

第1章 概要

第2章 簡介

第3章 電子商務產業概要

• 市場規模與趨勢
• 市場參與企業、電子商務的分類
• 行動流通管道的重要性

第4章 MNO所扮演的角色

• 連接
• ICT 電子商務解決方案
• 行動金融、付款服務
• 電子商務網站、聯盟

第5章 電子商務的倡議:各MNO

• 印度Airtel Money 的電子商務宣傳活動
• 印尼的Telkomsel 、 Telkom Group 的倡議
• 馬來西亞的Celcom的端到端模式、Maxis的廣告平台
• 沙烏地阿拉伯Mobily的整合第三方電子商務
• 土耳其Turkcell 的多角化方法
• 英國O2 、 EE 的多通路整合

第6章 主要調查結果

• 主要調查結果
• 建議

附錄:問題的回饋

The e-commerce industry has been experiencing double-digit growth in recent years and still offers plenty of room for growth with only a fraction of retail sales currently taking place online. Increases in internet penetration (often based on mobile broadband access) and an upsurge in smartphones ownership are driving new e-commerce growth and opening new revenue opportunities for MNOs.

In emerging markets such as India a growing middle class, comprising largely younger people equipped with a mobile phone and with more disposable income, is encouraging large scale investment in e-commerce businesses. In developed markets, browsing on mobile devices is extremely popular and, aside from playing a key role in influencing consumer choices in terms of in-store visits and purchases, is becoming a strategic shopping tool for online purchases.

In theory, MNOs have the opportunity to fulfil multiple roles in the e-commerce value chain, ranging from the basic development of own online store and digital content portals to the provision of managed retail solutions (inclusive of opt-in consumer lists for personalised promotions) and mobile wallet platforms. In practice, Mobile Market Development's analysis reveals a rather patchy level of engagement by mobile operators highlighting an absence of coherent e-commerce strategies.

In this report we look at the trends affecting the e-commerce industry and explore the multiple roles and different levels of engagement by mobile operators across different market environments. The report concludes with a set of recommendations aimed at helping MNOs optimise their e-commerce strategies with the ultimate objective of expanding new service revenues.

Table of Contents

1 Overview

2 Introduction

• 2.1 Background to the Report
• 2.2 Report Content
• 2.3 Currency and Conversions
• 2.4 Further Questions and Feedback

3 E-commerce Industry Overview

• 3.1 Market Size and Trends
• 3.2 Market Players & E-commerce Categories
• 3.3 Significance of the Mobile Channel

4 MNO Roles

• 4.1 Connectivity
• 4.2 ICT E-commerce Solutions
• 4.3 Mobile Money & Payment Services
• 4.4 E-commerce Sites & Partnerships
  • 4.4.1 Mobile Content & Ticketing
  • 4.4.2 Online Shop & Channel Integration
  • 4.4.3 E-commerce Sites Partnership
  • 4.4.4 Indirect Involvement Through Parent Companies

5 E-commerce Initiatives by MNOs

• 5.1 Airtel Money E-commerce Campaigns in India
  • 5.1.1 Market Overview
  • 5.1.2 MNO Role in the Indian E-commerce Market
  • 5.1.3 Bharti Airtel Profile
• 5.2 Telkomsel and Telkom Group Initiatives in Indonesia
  • 5.2.1 Market Overview
  • 5.2.2 MNO Role in the Indonesian E-commerce Market
  • 5.2.3 Telkomsel and Telkom Profile
• 5.3 Celcom's End-to-End Model & the Maxis Advertising Platform in Malaysia
  • 5.3.1 Market Overview
  • 5.3.2 MNO Role in the Malaysian E-commerce Market
  • 5.3.3 Celcom Profile
  • 5.3.4 Maxis Profile
• 5.4 Mobily's Integrated Third-party E-commerce in Saudi Arabia
  • 5.4.1 Market Overview
  • 5.4.2 MNO Role in the Saudi Arabian E-commerce Market
  • 5.4.3 Mobily Profile
• 5.5 Turkcell Multifaceted Approach in Turkey
  • 5.5.1 Market Overview
  • 5.5.2 MNO Role in the Turkish E-commerce Market
  • 5.5.3 Turkcell Profile
• 5.6 O2 and EE Multi-channel Integration in the UK
  • 5.6.1 Market Background
  • 5.6.2 MNO Role in the UK E-commerce Market
  • 5.6.3 EE Connected Retail Solution
  • 5.6.4 O2 Profile
  • 5.6.5 Weve Partnership

6 Findings & Recommendations

• 6.1 Key Findings
• 6.2 Recommendations

Appendix - Feedback Questions