國外運營商十大非語音（Non-voice ）業(yè)務(wù)案例分析PPT

1、The Worlds Top Ten Non-voice Services for Mobile Operators,Alastair Brydon and Mark Heath with Windsor Holden and Tony Lavender,Contents 1,Document map Executive summary Executive summary Document map Introduction Introduction Document map Service evaluation process Leading non-voice services from a

2、round the world have been evaluated by an expert panel in order to derive the top ten Shortlisted services were evaluated on the basis of market potential, effectiveness of implementation and suitability for reproduction Document map The top ten services The top ten list encompasses diverse non-voic

3、e services Number 1: Vodafone Casa FASTWEB (Vodafone Italy) Vodafone Casa FASTWEB combines home-zone voice tariffs with fixed broadband Mobile operators can benefit substantially from offeringfixed broadband services Vodafone Casa FASTWEB is well placed to capture a significant share of the fixed br

4、oadband market in Italy In partnership with FASTWEB, Vodafone has quickly and cost effectively developed a high-speed broadband service using LLUB ADSL2+ and fibre The bundling and pricing of Vodafone Casa FASTWEB encourages FMS,Mobile operators in other markets may need to adapt the approach adopte

5、d by Vodafone Italy Number 2: SMS (O2 UK) O2 UK offers SMS bundles for prepaid and contract tariffs O2 UK leads the world in messaging ARPU Compared to other UK operators, O2 has achieved a substantial increase in SMS volumes without a significant drop in pricing O2 UK has overtaken O2 Ireland as th

6、e leading SMS ARPU generator O2 UK targeted the youth segment earlier than other UK operators and offers a number of features to encourage SMS usage O2 UK shows that operators can still do better with SMS Operators must try to drive SMS volume without substantial price cuts Number 3: Mobile TV and V

7、ideo Streaming (3 UK) 3 UK offers a wide variety of broadcast TV and video clips using W-CDMA streaming Customers can buy themed bundles of content containing TV and video 3 UK is exploiting the demand for mobile TV and video services,Slide no,Slide no,The Worlds Top Ten Non-voice Services for Mobil

8、e Operators,Contents,Contents 2,Mobile TV and video have helped 3 UK to achieve the highest 3G market share in the UK and the highest non-voice ARPU in the world Breadth, depth and branding of content are key to the success of mobile TV and video from 3 UK 3 UK has a track record of offering popular

9、 mobile TV and video content in order to attract customers 3 UK uses W-CDMA streaming to deliver a combination of broadcast and unicast TV services Video clips consume much less capacity and generate much higher revenue per megabyte than broadcast TV channels Mobile TV and video services have strong

10、 potential in other developed markets Number 4: BlackBerry Email and IM (T-Mobile USA) T-Mobile offers a range of BlackBerry tariffs, including bundles with large allocations of voice minutes There are significant opportunities for email and IM in both enterprise and consumer markets Mobile email an

11、d IM revenues will increase significantly T-Mobile offers BlackBerry terminals that are stylish and easy to use,T-Mobile has developed BlackBerry services, which are underpinned by high-quality service and aimed at enterprises and consumers Developed countries offer the greatest opportunities formob

12、ile email and IM services Number 5: Mobile Broadband (Sprint Nextel, USA) Sprint Nextel offers mobile broadband access usingCDMA2000 EV-DO Revision A Mobile broadband has significant potentialin developed and developing markets Sprint Nextels focus on achieving high throughputs andwide availability

13、is unusual and commendable Sprint Nextel has a clear strategy and effective marketing to target enterprise customers, although its WiMAX plans create uncertainty Success with mobile broadband may require substantial investment Mobile operators must consider the threat of mobile broadband to revenues

14、 from existing voice and messaging services Number 6: Mobile TV Broadcasting (3 Italy) 3 Italy was the first operator in Europe to launch commercial mobile TV broadcasting,Slide no,Slide no,The Worlds Top Ten Non-voice Services for Mobile Operators,Contents,Contents 3,3 Italy offers a variety of pre

15、paid and postpaid mobile TV tariffs, along with free handset promotions There is compelling evidence of consumer demand formobile TV broadcasting 3 Italys DVB-H service has grown steadily and generates significant ARPU 3 Italy has developed an end-to-end mobile TV platform offering good-quality serv

16、ice to 75% of the Italian population 3 Italy offers only a small number of mobile TV handsets, but will avoid the need to change these in the future 3 Italy combines mainstream TV with premium channels and made-for-mobile content 3 Italy has also generated useful revenue from advertising Most operat

17、ors will be unable to emulate 3 Italy in acquiring a cheap DVB-H licence and infrastructure Number 7: EZ Chaku-uta Full (KDDI, Japan) EZ Chaku-uta Full was the first full-track download service in Japan, where mobile phones dominate the music download market EZ Chaku-uta usage has increased steadily

18、 since its launch and is a useful revenue stream alongside other services,EZ Chaku-uta Full benefits from (and has helped to drive) take-up of KDDIs high-performance CDMA2000EV-DO network All new CDMA2000 EV-DO handsets support EZChaku-uta Full and offer sophisticated capabilities EZ Chaku-uta benef

19、its from a wide range of content and a variety of services that stimulate downloads and encourage mobile phones as music players Flat-rate data tariffs have encouraged customers to use the service There are good opportunities to reproduce the success of EZ Chaku-uta in other markets, but there will

20、be competition Number 8: Cyworld Mobile (SK Telecom, South Korea) Cyworld Mobile builds on a highly successful fixed Internet portal Cyworld demonstrates the massive potential of fixed and mobile online community portals Cyworld is an excellent example of fixedmobile convergence The growing success

21、of MySpace and other social-networking sites highlights the global opportunities,Slide no,Slide no,The Worlds Top Ten Non-voice Services for Mobile Operators,Contents,Contents 4,There are opportunities for joint ventures with Cyworld, MySpace and other emerging community portals Number 9: DCMX mobil

22、e payment (NTT DoCoMo, Japan) NTT DoCoMo offers a variety of mobile payment options Mobile payments have potential, given the magnitude of credit-card purchases and the rapid adoption of the DCMX service NTT DoCoMo has invested in a credit-card company and seeded a large number of FeliCa-equipped ha

23、ndsets and payment terminals into the market Sophisticated security measures, such as fingerprint authentication, make DCMX more secure than conventional credit cards DCMX can be used to make either small or large payments and offers other benefits Mobile payment services will require substantial in

24、vestment and are far from quick wins Number 10: MiniCall BubbleTALK voice SMS (Vodafone Egypt) Vodafones MiniCall service allows voice messages to besent like SMS messages While it is early days for voice SMS services, the initial signs are encouraging,MiniCall is easy to use, affordable and complem

25、entary toother messaging services There are significant opportunities for voice SMS services, particularly in developing markets Document map Lessons from the top-ten services Successful services are characterised by high-qualityend-to-end implementation Several services in the top ten, including th

26、e Number 1, demonstrate the importance of mobile operators looking beyond their core business Near-ubiquitous 3G coverage is an important enabler of revenue growth from non-voice cellular services in developed markets Handsets play a critical role in the delivery of mobile services Mobile messaging

27、continues to be important, but operators must not become distracted by picture and video messaging Many of the top ten services have required substantial investment User-generated content and convergence between fixed and mobile services are becoming increasingly important,Slide no,Slide no,The Worl

28、ds Top Ten Non-voice Services for Mobile Operators,Contents,Contents 5,In developed markets, significant investment may be required as mobile operators push beyond their traditional businesses In developing markets, there is strong growth potential in proven services, using standard mobile terminals

29、 Document map Actions Actions for mobile operators 1 Actions for mobile operators 2 Document map Authors, copyright and glossary Authors Authors (continued) Acknowledgements and copyright Disclaimer Glossary of terms 1 Glossary of terms 2 Glossary of terms 3,112.Document map Lists of figures and tab

30、les List of figures List of tables Document map About Analysys reports and services Reports from Analysys Research Market intelligence services from Analysys Research Custom Research from Analysys Research Analysys Consulting,Slide no,Slide no,The Worlds Top Ten Non-voice Services for Mobile Operato

31、rs,Contents,Document map,The Worlds Top Ten Non-voice Services for Mobile Operators,Document map: Executive summary,The top ten services,Executive summary,Service evaluation process,About Analysys reports and services,Introduction,Actions,Authors, copyright and glossary,List of figures and tables,Le

32、ssons from the top ten services,Executive summary,The top ten comprises services that lead the world in market potential, implementation and suitability for reproduction. They will have enduring appeal to customers and revenue potential for operators. The top ten contains a mix of existing services,

33、 such as SMS and BlackBerry email, and new services, such as mobile payment and mobile TV, showing the importance of exploiting existing opportunities as well as developing new revenue streams for the future. The Number 1 service is delivered using DSL, not cellular technology. Mobile messaging is c

34、urrently the major non-voice revenue generator, and its continued importance is reflected in the fact that three of the top ten services are messaging-related. 3G technology is fundamental to mobile TV streaming, mobile broadband, music downloads and multimedia communities, which are major opportuni

35、ties in developed markets,The Worlds Top Ten Non-voice Services for Mobile Operators,Executive summary,The worlds top ten non-voice services,1. 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

36、, T-Mobile (USA,5. Mobile Broadband, Sprint Nextel (USA,7. EZ Chaku-uta Full, KDDI au (Japan,8. Cyworld Mobile, SK Telecom (South Korea,9. DCMX Mobile Payment, NTT DoCoMo (Japan,10. MiniCall Voice SMS, Vodafone (Egypt,The top ten non-voice services provide unique insight into the growth opportunitie

37、s for mobile operators,Document map,The Worlds Top Ten Non-voice Services for Mobile Operators,Document map: Introduction,The top ten services,Executive summary,Service evaluation process,About Analysys reports and services,Introduction,Actions,Authors, copyright and glossary,List of figures and tab

38、les,Lessons from the top ten services,Introduction,With downward pressure on voice ARPUs, mobile operators need to find ways of increasing the return from non-voice services. However, despite an abundance of non-voice service initiatives since the introduction of GPRS and, more recently 3G, many ope

39、rators have failed to bring about a significant increase in non-voice ARPU.1 Faced with an increasingly diverse range of non-voice choices, mobile operators need to identify and implement those services that add the most value to their businesses. In particular, mobile operators need to answer the f

40、ollowing questions: Which well established and new non-voice services are likely to have the greatest benefits for their businesses, for example in terms of ARPU, profitability, and the acquisition and retention of customers? What are the leading examples of different types of service, such as mobil

41、e TV, music and broadband Internet access? How can these services be implemented most effectively? What challenges must operators overcome if they are to implement these services successfully? Are the services suitable for reproduction and improvement in other markets,1 For further details of voice

42、and non-voice ARPU trends, see Heath, M. and Brydon, A. with Holden, W., Mobile Operator Performance Benchmarks, Analysys Research (Cambridge, 2006,The Worlds Top Ten Non-voice Services for Mobile Operators,Introduction,Document map,The Worlds Top Ten Non-voice Services for Mobile Operators,Document

43、 map: Service evaluation process,The top ten services,Executive summary,Service evaluation process,About Analysys reports and services,Introduction,Actions,Authors, copyright and glossary,List of figures and tables,Lessons from the top ten services,Leading non-voice services from around the world ha

44、ve been evaluated byan expert panel in order to derive the top ten,Diverse services were considered, for example,Shortlisted services were reviewed on the grounds of,previous research global contacts company reports independent reviews conferences,quantitative and qualitative assessment services sco

45、red against three criteria:market potential,implementation andsuitability for reproduction best-in-class services selected (to avoid repetition of similar services in the top ten,Leading services were identified using various sources, for example,network operator services third-party services well e

46、stablishedservices new services,The Worlds Top Ten Non-voice Services for Mobile Operators,Service evaluation process,Shortlisted services were evaluated on the basis of market potential, effectiveness of implementation and suitability for reproduction,End-user demand Take-up Usage ARPU Revenue Reve

47、nue per megabyte Profitability for operators versus affordability for users Churn reduction,Service availability/coverage Performance/quality of service Quality/value of content Terminal/handset characteristics/capabilities Pricing Promotion/branding Ease of use Customer service,Differences in marke

48、t demand, revenue potential, etc. Competitive environment Technology Regulation Investment required Size/global presence required Potential for differentiation Intellectual property barriers,Market potential,Implementation,Suitability for reproduction,Measurements of the potential (or actual) size o

49、f the opportunity, such as,Assessment of end-to-end service implementation, including,Factors affecting reproduction by other operators or markets, for example,The Worlds Top Ten Non-voice Services for Mobile Operators,Service evaluation process,Document map,The Worlds Top Ten Non-voice Services for

50、 Mobile Operators,Document map: The top ten services,The top ten services,Executive summary,Service evaluation process,About Analysys reports and services,Introduction,Actions,Authors, copyright and glossary,List of figures and tables,Lessons from the top ten services,The top ten list encompasses di

51、verse non-voice services,Suitability for reproduction,Market potential,Implementation,1. 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 (Ita

52、ly,3. Mobile TV and Video Streaming 3 (UK,8. Cyworld Mobile SK Telecom (South Korea,4. BlackBerry 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,Rating,The World

53、s Top Ten Non-voice Services for Mobile Operators,The top ten services,Number 1: Vodafone Casa FASTWEB (Vodafone Italy,The Worlds Top Ten Non-voice Services for Mobile Operators,Number 1: Vodafone Casa FASTWEB (Vodafone Italy,Fixed broadband services offer mobile operators a new revenue stream, pote

54、ntial churn reduction, protection from converged service competition and support for FMS strategies Vodafones large customer base and strong brand put it in a good position to acquire broadband customers in Italy where broadband penetration is low FASTWEB has achieved high levels of broadband ARPU i

55、n Italy,Partnership with FASTWEB is a quick, cost-effective route into fixed broadband LLUB implementation of ADLS2+ and fibre enables strong service differentiation with fast data rates Combining the strong brands of Vodafone and FASTWEB helps to attract customers Integration with Vodafone Casa FMS

56、 tariffs strengthens the motivation for customers to relinquish fixed voice services,Other mobile operators should consider a means of delivering fixed broadband services Operators are already adopting a variety of solutions, including resale of (and bitstream access to) incumbent operator services,

57、 LLUB and partnership Operators need to choose an appropriate broadband solution according to their size and local market characteristics. LLUB has cost and capability benefits, but the upfront investment may deter smaller operators,Market potential 82,Implementation 87,Suitability for reproduction

58、85,Service evaluation,85,Fixed broadband services offer major opportunities for mobile operators The Vodafone/FASTWEB partnership combines the technical benefits of unbundled ADSL2+ and fibre with well known brands and existing customers to attract broadband customers in Italy,Vodafone Casa FASTWEB

59、combines home-zone voice tariffswith fixed broadband,In September 2006, Vodafone and FASTWEB (Italys largest alternative broadband provider) launched a joint venture to deliver fixed broadband services to Vodafones customers. Services are sold through Vodafones own retail channels with technical sup

60、port from FASTWEB. Vodafone Casa FASTWEB customers combine one of the voice tariffs shown in Table 1 with one of the broadband tariffs shown in Table 2,The Worlds Top Ten Non-voice Services for Mobile Operators,Table 2: Vodafone Casa FASTWEB ADSL tariffs, March 2007 Source: Analysys Research, 2007,T