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Optimising E-commerce Strategies for MNOs

出版商 Mobile Market Development Ltd 商品編碼 304676
出版日期 內容資訊 英文 48 Pages
商品交期: 最快1-2個工作天內
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MNO之電子商務策略的最佳化 Optimising E-commerce Strategies for MNOs
出版日期: 2014年05月30日 內容資訊: 英文 48 Pages



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



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

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