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||內容資訊||英文 35 Pages
|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||
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。
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.
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.
"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:
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