国外运营商十大非语音Nonvoice业务案例分析.ppt

《国外运营商十大非语音Nonvoice业务案例分析.ppt》由会员分享，可在线阅读，更多相关《国外运营商十大非语音Nonvoice业务案例分析.ppt（119页珍藏版）》请在淘文阁 - 分享文档赚钱的网站上搜索。

1、1国外运营商十大非语音Nonvoice业务案例分析 Still waters run deep.流静水深流静水深,人静心深人静心深 Where there is life,there is hope。有生命必有希望。有生命必有希望2Contents17.Document map Executive summary8.Executivesummary9.Document map Introduction10.Introduction11.Document map Service evaluation process12.Leadingnonvoiceservicesfromaroundthewo

2、rldhavebeenevaluatedbyanexpertpanelinordertoderivethetopten13.Shortlistedserviceswereevaluatedonthebasisofmarketpotential,effectivenessofimplementationandsuitabilityforreproduction14.Document map The top ten services15.Thetoptenlistencompassesdiversenonvoiceservices16.Number 1:Vodafone Casa FASTWEB(

3、Vodafone Italy)17.VodafoneCasaFASTWEBcombineshomezonevoicetariffswithfixedbroadband18.Mobileoperatorscanbenefitsubstantiallyfromofferingfixedbroadbandservices19.VodafoneCasaFASTWEBiswellplacedtocaptureasignificantshareofthefixedbroadbandmarketinItaly20.InpartnershipwithFASTWEB,Vodafonehasquicklyandc

4、osteffectivelydevelopedahighspeedbroadbandserviceusingLLUBADSL2+andfibre21.ThebundlingandpricingofVodafoneCasaFASTWEBencouragesFMS7.MobileoperatorsinothermarketsmayneedtoadapttheapproachadoptedbyVodafoneItaly8.Number 2:SMS(O2 UK)9.O2UKoffersSMSbundlesforprepaidandcontracttariffs10.O2UKleadstheworldi

5、nmessagingARPU11.ComparedtootherUKoperators,O2hasachievedasubstantialincreaseinSMSvolumeswithoutasignificantdropinpricing12.O2UKhasovertakenO2IrelandastheleadingSMSARPUgenerator13.O2UKtargetedtheyouthsegmentearlierthanotherUKoperatorsandoffersanumberoffeaturestoencourageSMSusage14.O2UKshowsthatopera

6、torscanstilldobetterwithSMS15.OperatorsmusttrytodriveSMSvolumewithoutsubstantialpricecuts16.Number 3:Mobile TV and Video Streaming(3 UK)17.3UKoffersawidevarietyofbroadcastTVandvideoclipsusingWCDMAstreaming18.CustomerscanbuythemedbundlesofcontentcontainingTVandvideo19.3UKisexploitingthedemandformobil

7、eTVandvideoservicesSlide no.Slide no.TheWorldsTopTenNon-voiceServicesforMobileOperatorsContentsAnalysysResearchLimited20073Contents235.MobileTVandvideohavehelped3UKtoachievethehighest3GmarketshareintheUKandthehighestnonvoiceARPUintheworld36.Breadth,depthandbrandingofcontentarekeytothesuccessofmobile

8、TVandvideofrom3UK37.3UKhasatrackrecordofofferingpopularmobileTVandvideocontentinordertoattractcustomers38.3UKusesWCDMAstreamingtodeliveracombinationofbroadcastandunicastTVservices39.VideoclipsconsumemuchlesscapacityandgeneratemuchhigherrevenuepermegabytethanbroadcastTVchannels40.MobileTVandvideoserv

9、iceshavestrongpotentialinotherdevelopedmarkets41.Number 4:BlackBerry Email and IM(T-Mobile USA)42.TMobileoffersarangeofBlackBerrytariffs,includingbundleswithlargeallocationsofvoiceminutes43.TherearesignificantopportunitiesforemailandIMinbothenterpriseandconsumermarkets44.MobileemailandIMrevenueswill

10、increasesignificantly45.TMobileoffersBlackBerryterminalsthatarestylishandeasytouse35.TMobilehasdevelopedBlackBerryservices,whichareunderpinnedbyhighqualityserviceandaimedatenterprisesandconsumers36.DevelopedcountriesofferthegreatestopportunitiesformobileemailandIMservices37.Number 5:Mobile Broadband

11、(Sprint Nextel,USA)38.SprintNexteloffersmobilebroadbandaccessusingCDMA2000EVDORevisionA39.Mobilebroadbandhassignificantpotentialindevelopedanddevelopingmarkets40.SprintNextelsfocusonachievinghighthroughputsandwideavailabilityisunusualandcommendable41.SprintNextelhasaclearstrategyandeffectivemarketin

12、gtotargetenterprisecustomers,althoughitsWiMAXplanscreateuncertainty42.Successwithmobilebroadbandmayrequiresubstantialinvestment43.Mobileoperatorsmustconsiderthethreatofmobilebroadbandtorevenuesfromexistingvoiceandmessagingservices44.Number 6:Mobile TV Broadcasting(3 Italy)45.3Italywasthefirstoperato

13、rinEuropetolaunchcommercialmobileTVbroadcastingSlide no.Slide no.TheWorldsTopTenNon-voiceServicesforMobileOperatorsContentsAnalysysResearchLimited20074Contents357.3ItalyoffersavarietyofprepaidandpostpaidmobileTVtariffs,alongwithfreehandsetpromotions58.Thereiscompellingevidenceofconsumerdemandformobi

14、leTVbroadcasting59.3ItalysDVBHservicehasgrownsteadilyandgeneratessignificantARPU60.3ItalyhasdevelopedanendtoendmobileTVplatformofferinggoodqualityserviceto75%oftheItalianpopulation61.3ItalyoffersonlyasmallnumberofmobileTVhandsets,butwillavoidtheneedtochangetheseinthefuture62.3Italycombinesmainstream

15、TVwithpremiumchannelsandmadeformobilecontent63.3Italyhasalsogeneratedusefulrevenuefromadvertising64.Mostoperatorswillbeunabletoemulate3ItalyinacquiringacheapDVBHlicenceandinfrastructure65.Number 7:EZ Chaku-uta Full(KDDI,Japan)66.EZChakuutaFullwasthefirstfulltrackdownloadserviceinJapan,wheremobilepho

16、nesdominatethemusicdownloadmarket67.EZChakuutausagehasincreasedsteadilysinceitslaunchandisausefulrevenuestreamalongsideotherservices57.EZChakuutaFullbenefitsfrom(andhashelpedtodrive)takeupofKDDIshighperformanceCDMA2000EVDOnetwork58.AllnewCDMA2000EVDOhandsetssupportEZChakuutaFullandoffersophisticated

17、capabilities59.EZChakuutabenefitsfromawiderangeofcontentandavarietyofservicesthatstimulatedownloadsandencouragemobilephonesasmusicplayers60.Flatratedatatariffshaveencouragedcustomerstousetheservice61.TherearegoodopportunitiestoreproducethesuccessofEZChakuutainothermarkets,buttherewillbecompetition62

18、.Number 8:Cyworld Mobile(SK Telecom,South Korea)63.CyworldMobilebuildsonahighlysuccessfulfixedInternetportal64.Cyworlddemonstratesthemassivepotentialoffixedandmobileonlinecommunityportals65.Cyworldisanexcellentexampleoffixedmobileconvergence66.ThegrowingsuccessofMySpaceandothersocialnetworkingsitesh

19、ighlightstheglobalopportunitiesSlide no.Slide no.TheWorldsTopTenNon-voiceServicesforMobileOperatorsContentsAnalysysResearchLimited20075Contents478.ThereareopportunitiesforjointventureswithCyworld,MySpaceandotheremergingcommunityportals79.Number 9:DCMX mobile payment(NTT DoCoMo,Japan)80.NTTDoCoMooffe

20、rsavarietyofmobilepaymentoptions81.Mobilepaymentshavepotential,giventhemagnitudeofcreditcardpurchasesandtherapidadoptionoftheDCMXservice82.NTTDoCoMohasinvestedinacreditcardcompanyandseededalargenumberofFeliCaequippedhandsetsandpaymentterminalsintothemarket83.Sophisticatedsecuritymeasures,suchasfinge

21、rprintauthentication,makeDCMXmoresecurethanconventionalcreditcards84.DCMXcanbeusedtomakeeithersmallorlargepaymentsandoffersotherbenefits85.Mobilepaymentserviceswillrequiresubstantialinvestmentandarefarfromquickwins86.Number 10:MiniCall BubbleTALK voice SMS(Vodafone Egypt)87.VodafonesMiniCallservicea

22、llowsvoicemessagestobesentlikeSMSmessages88.WhileitisearlydaysforvoiceSMSservices,theinitialsignsareencouraging78.MiniCalliseasytouse,affordableandcomplementarytoothermessagingservices79.TherearesignificantopportunitiesforvoiceSMSservices,particularlyindevelopingmarkets80.Document map Lessons from t

23、he top-ten services81.Successfulservicesarecharacterisedbyhighqualityendtoendimplementation82.Severalservicesinthetopten,includingtheNumber1,demonstratetheimportanceofmobileoperatorslookingbeyondtheircorebusiness83.Nearubiquitous3Gcoverageisanimportantenablerofrevenuegrowthfromnonvoicecellularservic

24、esindevelopedmarkets84.Handsetsplayacriticalroleinthedeliveryofmobileservices85.Mobilemessagingcontinuestobeimportant,butoperatorsmustnotbecomedistractedbypictureandvideomessaging86.Manyofthetoptenserviceshaverequiredsubstantialinvestment87.Usergeneratedcontentandconvergencebetweenfixedandmobileserv

25、icesarebecomingincreasinglyimportantSlide no.Slide no.TheWorldsTopTenNon-voiceServicesforMobileOperatorsContentsAnalysysResearchLimited20076Contents599.Indevelopedmarkets,significantinvestmentmayberequiredasmobileoperatorspushbeyondtheirtraditionalbusinesses100.Indevelopingmarkets,thereisstronggrowt

26、hpotentialinprovenservices,usingstandardmobileterminals101.Document map Actions102.Actionsformobileoperators1103.Actionsformobileoperators2104.Document map Authors,copyright and glossary105.Authors106.Authors(continued)107.Acknowledgementsandcopyright108.Disclaimer109.Glossaryofterms1110.Glossaryoft

27、erms2111.Glossaryofterms3112.Document map Lists of figures and tables103.Listoffigures104.ListoftableslDocument map About Analysys reports and serviceslReportsfromAnalysysResearchlMarketintelligenceservicesfromAnalysysResearchlCustomResearchfromAnalysysResearchlAnalysysConsultingSlide no.Slide no.Th

28、eWorldsTopTenNon-voiceServicesforMobileOperatorsContentsAnalysysResearchLimited20077DocumentmapTheWorldsTopTenNon-voiceServicesforMobileOperatorsDocumentmap:ExecutivesummaryThetoptenservicesExecutive summaryServiceevaluationprocessAboutAnalysysreportsandservicesIntroductionActionsAuthors,copyrightan

29、dglossaryListoffiguresandtablesLessonsfromthetoptenservicesAnalysysResearchLimited20078ExecutivesummarylThetoptencomprisesservicesthatleadtheworldinmarketpotential,implementationandsuitabilityforreproduction.Theywillhaveenduringappealtocustomersandrevenuepotentialforoperators.lThetoptencontainsamixo

30、fexistingservices,suchasSMSandBlackBerryemail,andnewservices,suchasmobilepaymentandmobileTV,showingtheimportanceofexploitingexistingopportunitiesaswellasdevelopingnewrevenuestreamsforthefuture.lTheNumber1serviceisdeliveredusingDSL,notcellulartechnology.lMobilemessagingiscurrentlythemajornonvoicereve

31、nuegenerator,anditscontinuedimportanceisreflectedinthefactthatthreeofthetoptenservicesaremessagingrelated.l3GtechnologyisfundamentaltomobileTVstreaming,mobilebroadband,musicdownloadsandmultimediacommunities,whicharemajoropportunitiesindevelopedmarkets.TheWorldsTopTenNon-voiceServicesforMobileOperato

32、rsExecutivesummaryThe worlds top ten non-voice services1.Vodafone Casa FASTWEB,Vodafone(Italy)2.SMS,O2(UK)6.Mobile TV Broadcasting,3(Italy)3.Mobile TV and Video Streaming,3(UK)4.BlackBerry Email and IM,T-Mobile(USA)5.Mobile Broadband,Sprint Nextel(USA)7.EZ Chaku-uta Full,KDDI au(Japan)8.Cyworld Mobi

33、le,SK Telecom(South Korea)9.DCMX Mobile Payment,NTT DoCoMo(Japan)10.MiniCallVoice SMS,Vodafone(Egypt)The top ten non-voice services provide unique insight into the growth opportunities for mobile operatorsAnalysysResearchLimited20079DocumentmapTheWorldsTopTenNon-voiceServicesforMobileOperatorsDocume

34、ntmap:IntroductionThetoptenservicesExecutivesummaryServiceevaluationprocessAboutAnalysysreportsandservicesIntroductionActionsAuthors,copyrightandglossaryListoffiguresandtablesLessonsfromthetoptenservicesAnalysysResearchLimited200710IntroductionlWithdownwardpressureonvoiceARPUs,mobileoperatorsneedtof

35、indwaysofincreasingthereturnfromnonvoiceservices.However,despiteanabundanceofnonvoiceserviceinitiativessincetheintroductionofGPRSand,morerecently3G,manyoperatorshavefailedtobringaboutasignificantincreaseinnonvoiceARPU.1lFacedwithanincreasinglydiverserangeofnonvoicechoices,mobileoperatorsneedtoidenti

36、fyandimplementthoseservicesthataddthemostvaluetotheirbusinesses.lInparticular,mobileoperatorsneedtoanswerthefollowingquestions:wWhichwellestablishedandnewnonvoiceservicesarelikelytohavethegreatestbenefitsfortheirbusinesses,forexampleintermsofARPU,profitability,andtheacquisitionandretentionofcustomer

37、s?wWhataretheleadingexamplesofdifferenttypesofservice,suchasmobileTV,musicandbroadbandInternetaccess?wHowcantheseservicesbeimplementedmosteffectively?wWhatchallengesmustoperatorsovercomeiftheyaretoimplementtheseservicessuccessfully?wAretheservicessuitableforreproductionandimprovementinothermarkets?1

38、Forfurtherdetailsofvoiceandnon-voiceARPUtrends,seeHeath,M.andBrydon,A.withHolden,W.,Mobile Operator Performance Benchmarks,AnalysysResearch(Cambridge,2006).TheWorldsTopTenNon-voiceServicesforMobileOperatorsIntroductionAnalysysResearchLimited200711DocumentmapTheWorldsTopTenNon-voiceServicesforMobileO

39、peratorsDocumentmap:ServiceevaluationprocessThetoptenservicesExecutivesummaryService evaluation processAboutAnalysysreportsandservicesIntroductionActionsAuthors,copyrightandglossaryListoffiguresandtablesLessonsfromthetoptenservicesAnalysysResearchLimited200712Leadingnonvoiceservicesfromaroundtheworl

40、dhavebeenevaluatedbyanexpertpanelinordertoderivethetoptenDiverseserviceswereconsidered,forexample:Shortlistedserviceswerereviewedonthegroundsof:lpreviousresearchlglobalcontactslcompanyreportslindependentreviewslconferenceslquantitativeandqualitativeassessmentlservicesscoredagainstthreecriteria:marke

41、tpotential,implementationandsuitabilityforreproductionlbest-in-classservicesselected(toavoidrepetitionofsimilarservicesinthetopten)Leadingserviceswereidentifiedusingvarioussources,forexample:lnetworkoperatorserviceslthird-partyserviceslwellestablishedserviceslnewservicesServiceevaluationServicenomin

42、ationGlobalservicesShortlistToptenTheWorldsTopTenNon-voiceServicesforMobileOperatorsServiceevaluationprocessAnalysysResearchLimited200713Shortlistedserviceswereevaluatedonthebasisofmarketpotential,effectivenessofimplementationandsuitabilityforreproductionEnd-userdemandTake-upUsageARPURevenueRevenuep

43、ermegabyteProfitabilityforoperatorsversusaffordabilityforusersChurnreductionServiceavailability/coveragePerformance/qualityofserviceQuality/valueofcontentTerminal/handsetcharacteristics/capabilitiesPricingPromotion/brandingEaseofuseCustomerserviceDifferencesinmarketdemand,revenuepotential,etc.Compet

44、itiveenvironmentTechnologyRegulationInvestmentrequiredSize/globalpresencerequiredPotentialfordifferentiationIntellectualpropertybarriersMarket potentialImplementationSuitability for reproductionMeasurements of the potential(or actual)size of the opportunity,such as:Assessment of end-to-end service i

45、mplementation,including:Factors affecting reproduction by other operators or markets,for example:TheWorldsTopTenNon-voiceServicesforMobileOperatorsServiceevaluationprocessAnalysysResearchLimited200714DocumentmapTheWorldsTopTenNon-voiceServicesforMobileOperatorsDocumentmap:ThetoptenservicesThe top te

46、n servicesExecutivesummaryServiceevaluationprocessAboutAnalysysreportsandservicesIntroductionActionsAuthors,copyrightandglossaryListoffiguresandtablesLessonsfromthetoptenservicesAnalysysResearchLimited200715ThetoptenlistencompassesdiversenonvoiceservicesSuitability for reproductionMarket potentialIm

47、plementation1.Vodafone Casa FASTWEB Vodafone(Italy)2.SMS O2(UK)7.EZ Chaku-uta Full KDDI au(Japan)9.DCMX Mobile Payment NTT DoCoMo(Japan)10.MiniCall BubbleTALK Voice SMS Vodafone(Egypt)6.Mobile TV Broadcasting 3(Italy)3.Mobile TV and Video Streaming 3(UK)8.Cyworld Mobile SK Telecom(South Korea)4.Blac

48、kBerry Email and IM T-Mobile(USA)5.Mobile Broadband Sprint Nextel(USA)82%85%87%85%76%89%85%83%74%59%76%70%74%82%84%80%60%64%73%66%78%77%82%79%53%85%81%73%62%60%81%68%59%60%77%65%52%61%73%62%RatingTheWorldsTopTenNon-voiceServicesforMobileOperatorsThetoptenservicesAnalysysResearchLimited200716Number 1

49、:VodafoneCasaFASTWEB(VodafoneItaly)TheWorldsTopTenNon-voiceServicesforMobileOperatorsNumber1:VodafoneCasaFASTWEB(VodafoneItaly)Fixedbroadbandservicesoffermobileoperatorsanewrevenuestream,potentialchurnreduction,protectionfromconvergedservicecompetitionandsupportforFMSstrategiesVodafoneslargecustomer

50、baseandstrongbrandputitinagoodpositiontoacquirebroadbandcustomersinItalywherebroadbandpenetrationislowFASTWEBhasachievedhighlevelsofbroadbandARPUinItalyPartnershipwithFASTWEBisaquick,cost-effectiverouteintofixedbroadbandLLUBimplementationofADLS2+andfibreenablesstrongservicedifferentiationwithfastdat