国外运营商十大非语音业务—详细案例分析（英文版）.ppt

TheWorldsTopTenNon-voiceServicesforMobileOperators,AlastairBrydonandMarkHeathwithWindsorHoldenandTonyLavender,AnalysysResearchLimited2007,Contents1,DocumentmapExecutivesummaryExecutivesummaryDocumentmapIntroductionIntroductionDocumentmapServiceevaluationprocessLeadingnon-voiceservicesfromaroundtheworldhavebeenevaluatedbyanexpertpanelinordertoderivethetoptenShortlistedserviceswereevaluatedonthebasisofmarketpotential,effectivenessofimplementationandsuitabilityforreproductionDocumentmapThetoptenservicesThetoptenlistencompassesdiversenon-voiceservicesNumber1:VodafoneCasaFASTWEB(VodafoneItaly)VodafoneCasaFASTWEBcombineshome-zonevoicetariffswithfixedbroadbandMobileoperatorscanbenefitsubstantiallyfromofferingfixedbroadbandservicesVodafoneCasaFASTWEBiswellplacedtocaptureasignificantshareofthefixedbroadbandmarketinItalyInpartnershipwithFASTWEB,Vodafonehasquicklyandcosteffectivelydevelopedahigh-speedbroadbandserviceusingLLUBADSL2+andfibreThebundlingandpricingofVodafoneCasaFASTWEBencouragesFMS,MobileoperatorsinothermarketsmayneedtoadapttheapproachadoptedbyVodafoneItalyNumber2:SMS(O2UK)O2UKoffersSMSbundlesforprepaidandcontracttariffsO2UKleadstheworldinmessagingARPUComparedtootherUKoperators,O2hasachievedasubstantialincreaseinSMSvolumeswithoutasignificantdropinpricingO2UKhasovertakenO2IrelandastheleadingSMSARPUgeneratorO2UKtargetedtheyouthsegmentearlierthanotherUKoperatorsandoffersanumberoffeaturestoencourageSMSusageO2UKshowsthatoperatorscanstilldobetterwithSMSOperatorsmusttrytodriveSMSvolumewithoutsubstantialpricecutsNumber3:MobileTVandVideoStreaming(3UK)3UKoffersawidevarietyofbroadcastTVandvideoclipsusingW-CDMAstreamingCustomerscanbuythemedbundlesofcontentcontainingTVandvideo3UKisexploitingthedemandformobileTVandvideoservices,Slideno.,Slideno.,TheWorldsTopTenNon-voiceServicesforMobileOperators,Contents,AnalysysResearchLimited2007,Contents2,MobileTVandvideohavehelped3UKtoachievethehighest3GmarketshareintheUKandthehighestnon-voiceARPUintheworldBreadth,depthandbrandingofcontentarekeytothesuccessofmobileTVandvideofrom3UK3UKhasatrackrecordofofferingpopularmobileTVandvideocontentinordertoattractcustomers3UKusesW-CDMAstreamingtodeliveracombinationofbroadcastandunicastTVservicesVideoclipsconsumemuchlesscapacityandgeneratemuchhigherrevenuepermegabytethanbroadcastTVchannelsMobileTVandvideoserviceshavestrongpotentialinotherdevelopedmarketsNumber4:BlackBerryEmailandIM(T-MobileUSA)T-MobileoffersarangeofBlackBerrytariffs,includingbundleswithlargeallocationsofvoiceminutesTherearesignificantopportunitiesforemailandIMinbothenterpriseandconsumermarketsMobileemailandIMrevenueswillincreasesignificantlyT-MobileoffersBlackBerryterminalsthatarestylishandeasytouse,T-MobilehasdevelopedBlackBerryservices,whichareunderpinnedbyhigh-qualityserviceandaimedatenterprisesandconsumersDevelopedcountriesofferthegreatestopportunitiesformobileemailandIMservicesNumber5:MobileBroadband(SprintNextel,USA)SprintNexteloffersmobilebroadbandaccessusingCDMA2000EV-DORevisionAMobilebroadbandhassignificantpotentialindevelopedanddevelopingmarketsSprintNextelsfocusonachievinghighthroughputsandwideavailabilityisunusualandcommendableSprintNextelhasaclearstrategyandeffectivemarketingtotargetenterprisecustomers,althoughitsWiMAXplanscreateuncertaintySuccesswithmobilebroadbandmayrequiresubstantialinvestmentMobileoperatorsmustconsiderthethreatofmobilebroadbandtorevenuesfromexistingvoiceandmessagingservicesNumber6:MobileTVBroadcasting(3Italy)3ItalywasthefirstoperatorinEuropetolaunchcommercialmobileTVbroadcasting,Slideno.,Slideno.,TheWorldsTopTenNon-voiceServicesforMobileOperators,Contents,AnalysysResearchLimited2007,Contents3,3ItalyoffersavarietyofprepaidandpostpaidmobileTVtariffs,alongwithfreehandsetpromotionsThereiscompellingevidenceofconsumerdemandformobileTVbroadcasting3ItalysDVB-HservicehasgrownsteadilyandgeneratessignificantARPU3Italyhasdevelopedanend-to-endmobileTVplatformofferinggood-qualityserviceto75%oftheItalianpopulation3ItalyoffersonlyasmallnumberofmobileTVhandsets,butwillavoidtheneedtochangetheseinthefuture3ItalycombinesmainstreamTVwithpremiumchannelsandmade-for-mobilecontent3ItalyhasalsogeneratedusefulrevenuefromadvertisingMostoperatorswillbeunabletoemulate3ItalyinacquiringacheapDVB-HlicenceandinfrastructureNumber7:EZChaku-utaFull(KDDI,Japan)EZChaku-utaFullwasthefirstfull-trackdownloadserviceinJapan,wheremobilephonesdominatethemusicdownloadmarketEZChaku-utausagehasincreasedsteadilysinceitslaunchandisausefulrevenuestreamalongsideotherservices,EZChaku-utaFullbenefitsfrom(andhashelpedtodrive)take-upofKDDIshigh-performanceCDMA2000EV-DOnetworkAllnewCDMA2000EV-DOhandsetssupportEZChaku-utaFullandoffersophisticatedcapabilitiesEZChaku-utabenefitsfromawiderangeofcontentandavarietyofservicesthatstimulatedownloadsandencouragemobilephonesasmusicplayersFlat-ratedatatariffshaveencouragedcustomerstousetheserviceTherearegoodopportunitiestoreproducethesuccessofEZChaku-utainothermarkets,buttherewillbecompetitionNumber8:CyworldMobile(SKTelecom,SouthKorea)CyworldMobilebuildsonahighlysuccessfulfixedInternetportalCyworlddemonstratesthemassivepotentialoffixedandmobileonlinecommunityportalsCyworldisanexcellentexampleoffixedmobileconvergenceThegrowingsuccessofMySpaceandothersocial-networkingsiteshighlightstheglobalopportunities,Slideno.,Slideno.,TheWorldsTopTenNon-voiceServicesforMobileOperators,Contents,AnalysysResearchLimited2007,Contents4,ThereareopportunitiesforjointventureswithCyworld,MySpaceandotheremergingcommunityportalsNumber9:DCMXmobilepayment(NTTDoCoMo,Japan)NTTDoCoMooffersavarietyofmobilepaymentoptionsMobilepaymentshavepotential,giventhemagnitudeofcredit-cardpurchasesandtherapidadoptionoftheDCMXserviceNTTDoCoMohasinvestedinacredit-cardcompanyandseededalargenumberofFeliCa-equippedhandsetsandpaymentterminalsintothemarketSophisticatedsecuritymeasures,suchasfingerprintauthentication,makeDCMXmoresecurethanconventionalcreditcardsDCMXcanbeusedtomakeeithersmallorlargepaymentsandoffersotherbenefitsMobilepaymentserviceswillrequiresubstantialinvestmentandarefarfromquickwinsNumber10:MiniCallBubbleTALKvoiceSMS(VodafoneEgypt)VodafonesMiniCallserviceallowsvoicemessagestobesentlikeSMSmessagesWhileitisearlydaysforvoiceSMSservices,theinitialsignsareencouraging,MiniCalliseasytouse,affordableandcomplementarytoothermessagingservicesTherearesignificantopportunitiesforvoiceSMSservices,particularlyindevelopingmarketsDocumentmapLessonsfromthetop-tenservicesSuccessfulservicesarecharacterisedbyhigh-qualityend-to-endimplementationSeveralservicesinthetopten,includingtheNumber1,demonstratetheimportanceofmobileoperatorslookingbeyondtheircorebusinessNear-ubiquitous3Gcoverageisanimportantenablerofrevenuegrowthfromnon-voicecellularservicesindevelopedmarketsHandsetsplayacriticalroleinthedeliveryofmobileservicesMobilemessagingcontinuestobeimportant,butoperatorsmustnotbecomedistractedbypictureandvideomessagingManyofthetoptenserviceshaverequiredsubstantialinvestmentUser-generatedcontentandconvergencebetweenfixedandmobileservicesarebecomingincreasinglyimportant,Slideno.,Slideno.,TheWorldsTopTenNon-voiceServicesforMobileOperators,Contents,AnalysysResearchLimited2007,Contents5,Indevelopedmarkets,significantinvestmentmayberequiredasmobileoperatorspushbeyondtheirtraditionalbusinessesIndevelopingmarkets,thereisstronggrowthpotentialinprovenservices,usingstandardmobileterminalsDocumentmapActionsActionsformobileoperators1Actionsformobileoperators2DocumentmapAuthors,copyrightandglossaryAuthorsAuthors(continued)AcknowledgementsandcopyrightDisclaimerGlossaryofterms1Glossaryofterms2Glossaryofterms3,112.DocumentmapListsoffiguresandtablesListoffiguresListoftablesDocumentmapAboutAnalysysreportsandservicesReportsfromAnalysysResearchMarketintelligenceservicesfromAnalysysResearchCustomResearchfromAnalysysResearchAnalysysConsulting,Slideno.,Slideno.,TheWorldsTopTenNon-voiceServicesforMobileOperators,Contents,AnalysysResearchLimited2007,Documentmap,TheWorldsTopTenNon-voiceServicesforMobileOperators,Documentmap:Executivesummary,Thetoptenservices,Executivesummary,Serviceevaluationprocess,AboutAnalysysreportsandservices,Introduction,Actions,Authors,copyrightandglossary,Listoffiguresandtables,Lessonsfromthetoptenservices,AnalysysResearchLimited2007,Executivesummary,Thetoptencomprisesservicesthatleadtheworldinmarketpotential,implementationandsuitabilityforreproduction.Theywillhaveenduringappealtocustomersandrevenuepotentialforoperators.Thetoptencontainsamixofexistingservices,suchasSMSandBlackBerryemail,andnewservices,suchasmobilepaymentandmobileTV,showingtheimportanceofexploitingexistingopportunitiesaswellasdevelopingnewrevenuestreamsforthefuture.TheNumber1serviceisdeliveredusingDSL,notcellulartechnology.Mobilemessagingiscurrentlythemajornon-voicerevenuegenerator,anditscontinuedimportanceisreflectedinthefactthatthreeofthetoptenservicesaremessaging-related.3GtechnologyisfundamentaltomobileTVstreaming,mobilebroadband,musicdownloadsandmultimediacommunities,whicharemajoropportunitiesindevelopedmarkets.,TheWorldsTopTenNon-voiceServicesforMobileOperators,Executivesummary,Theworldstoptennon-voiceservices,1.VodafoneCasaFASTWEB,Vodafone(Italy),2.SMS,O2(UK),6.MobileTVBroadcasting,3(Italy),3.MobileTVandVideoStreaming,3(UK),4.BlackBerryEmailandIM,T-Mobile(USA),5.MobileBroadband,SprintNextel(USA),7.EZChaku-utaFull,KDDIau(Japan),8.CyworldMobile,SKTelecom(SouthKorea),9.DCMXMobilePayment,NTTDoCoMo(Japan),10.MiniCallVoiceSMS,Vodafone(Egypt),Thetoptennon-voiceservicesprovideuniqueinsightintothegrowthopportunitiesformobileoperators,AnalysysResearchLimited2007,Documentmap,TheWorldsTopTenNon-voiceServicesforMobileOperators,Documentmap:Introduction,Thetoptenservices,Executivesummary,Serviceevaluationprocess,AboutAnalysysreportsandservices,Introduction,Actions,Authors,copyrightandglossary,Listoffiguresandtables,Lessonsfromthetoptenservices,AnalysysResearchLimited2007,Introduction,WithdownwardpressureonvoiceARPUs,mobileoperatorsneedtofindwaysofincreasingthereturnfromnon-voiceservices.However,despiteanabundanceofnon-voiceserviceinitiativessincetheintroductionofGPRSand,morerecently3G,manyoperatorshavefailedtobringaboutasignificantincreaseinnon-voiceARPU.1Facedwithanincreasinglydiverserangeofnon-voicechoices,mobileoperatorsneedtoidentifyandimplementthoseservicesthataddthemostvaluetotheirbusinesses.Inparticular,mobileoperatorsneedtoanswerthefollowingquestions:Whichwellestablishedandnewnon-voiceservicesarelikelytohavethegreatestbenefitsfortheirbusinesses,forexampleintermsofARPU,profitability,andtheacquisitionandretentionofcustomers?Whataretheleadingexamplesofdifferenttypesofservice,suchasmobileTV,musicandbroadbandInternetaccess?Howcantheseservicesbeimplementedmosteffectively?Whatchallengesmustoperatorsovercomeiftheyaretoimplementtheseservicessuccessfully?Aretheservicessuitableforreproductionandimprovementinothermarkets?,1Forfurtherdetailsofvoiceandnon-voiceARPUtrends,seeHeath,M.andBrydon,A.withHolden,W.,MobileOperatorPerformanceBenchmarks,AnalysysResearch(Cambridge,2006).,TheWorldsTopTenNon-voiceServicesforMobileOperators,Introduction,AnalysysResearchLimited2007,Documentmap,TheWorldsTopTenNon-voiceServicesforMobileOperators,Documentmap:Serviceevaluationprocess,Thetoptenservices,Executivesummary,Serviceevaluationprocess,AboutAnalysysreportsandservices,Introduction,Actions,Authors,copyrightandglossary,Listoffiguresandtables,Lessonsfromthetoptenservices,AnalysysResearchLimited2007,Leadingnon-voiceservicesfromaroundtheworldhavebeenevaluatedbyanexpertpanelinordertoderivethetopten,Diverseserviceswereconsidered,forexample:,Shortlistedserviceswerereviewedonthegroundsof:,previousresearchglobalcontactscompanyreportsindependentreviewsconferences,quantitativeandqualitativeassessmentservicesscoredagainstthreecriteria:marketpotential,implementationandsuitabilityforreproductionbest-in-classservicesselected(toavoidrepetitionofsimilarservicesinthetopten),Leadingserviceswereidentifiedusingvarioussources,forexample:,networkoperatorservicesthird-partyserviceswellestablishedservicesnewservices,TheWorldsTopTenNon-voiceServicesforMobileOperators,Serviceevaluationprocess,AnalysysResearchLimited2007,Shortlistedserviceswereevaluatedonthebasisofmarketpotential,effectivenessofimplementationandsuitabilityforreproduction,End-userdemandTake-upUsageARPURevenueRevenuepermegabyteProfitabilityforoperatorsversusaffordabilityforusersChurnreduction,Serviceavailability/coveragePerformance/qualityofserviceQuality/valueofcontentTerminal/handsetcharacteristics/capabilitiesPricingPromotion/brandingEaseofuseCustomerservice,Differencesinmarketdemand,revenuepotential,etc.CompetitiveenvironmentTechnologyRegulationInvestmentrequiredSize/globalpresencerequiredPotentialfordifferentiationIntellectualpropertybarriers,Marketpotential,Implementation,Suitabilityforreproduction,Measurementsofthepotential(oractual)sizeoftheopportunity,suchas:,Assessmentofend-to-endserviceimplementation,including:,Factorsaffectingreproductionbyotheroperatorsormarkets,forexample:,TheWorldsTopTenNon-voiceServicesforMobileOperators,Serviceevaluationprocess,AnalysysResearchLimited2007,Documentmap,TheWorldsTopTenNon-voiceServicesforMobileOperators,Documentmap:Thetoptenservices,Thetoptenservices,Executivesummary,Serviceevaluationprocess,AboutAnalysysreportsandservices,Introduction,Actions,Authors,copyrightandglossary,Listoffiguresandtables,Lessonsfromthetoptenservices,AnalysysResearchLimited2007,Thetoptenlistencompassesdiversenon-voiceservices,Suitabilityforreproduction,Marketpotential,Implementation,1.VodafoneCasaFASTWEBVodafone(Italy),2.SMSO2(UK),7.EZChaku-utaFullKDDIau(Japan),9.DCMXMobilePaymentNTTDoCoMo(Japan),10.MiniCallBubbleTALKVoiceSMSVodafone(Egypt),6.MobileTVBroadcasting3(Italy),3.MobileTVandVideoStreaming3(UK),8.CyworldMobileSKTelecom(SouthKorea),4.BlackBerryEmailandIMT-Mobile(USA),5.MobileBroadbandSprintNextel(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,TheWorldsTopTenNon-voiceServicesforMobileOperators,Thetoptenservices,AnalysysResearchLimited2007,Number1:VodafoneCasaFASTWEB(VodafoneItaly),TheWorldsTopTenNon-voiceServicesforMobileOperators,Number1:VodafoneCasaFASTWEB(VodafoneItaly),Fixedbroadbandservicesoffermobileoperatorsanewrevenuestream,potentialchurnreduction,protectionfromconvergedservicecompetitionandsupportforFMSstrategiesVodafoneslargecustomerbaseandstrongbrandputitinagoodpositiontoacquirebroadbandcustomersinItalywherebroadbandpenetrationislowFASTWEBhasachievedhighlevelsofbroadbandARPUinItaly,PartnershipwithFASTWEBisaquick,cost-effectiverouteintofixedbroadbandLLUBimplementationofADLS2+andfibreenablesstrongservicedifferentiationwithfastdataratesCombiningthestrongbrandsofVodafoneandFASTWEBhelpstoattractcustomersIntegrationwithVodafoneCasaFMStariffsstrengthensthemotivationforcustomerstorelinquishfixedvoiceservices,OthermobileoperatorsshouldconsiderameansofdeliveringfixedbroadbandservicesOperatorsarealreadyadoptingavarietyofsolutions,includingresaleof(andbitstreamaccessto)incumbentoperatorservices,LLUBandpartnershipOperatorsneedtochooseanappropriatebroadbandsolutionaccordingtotheirsizeandlocalmarketcharacteristics.LLUBhascostandcapabilitybenefits,buttheupfrontinvestmentmaydetersmalleroperators,Marketpotential82%,Implementation87%,Suitabilityforreproduction85%,Serviceevaluation,85%,FixedbroadbandservicesoffermajoropportunitiesformobileoperatorsTheVodafone/FASTWEBpartnershipcombinesthetechnicalbenefitsofunbundledADSL2+andfibrewithwellknownbrandsandexistingcustomerstoattractbroadbandcustomersinItaly,AnalysysResearchLimited2007,VodafoneCasaFASTWEBcombineshome-zonevoicetariffswithfixedbroadband,InSeptember2006,VodafoneandFASTWEB(Italyslargestalternativebroadbandprovider)launchedajointventuretodeliverfixedbroadbandservicestoVodafonescustomers.ServicesaresoldthroughVodafonesownretailchannelswithtechnicalsupportfromFASTWEB.VodafoneCasaFASTWEBcustomerscombineoneofthevoicetariffsshowninTable1withoneofthebroadbandtariffsshowninTable2.,TheWorldsTopTenNon-voiceServicesforMobileOperators,Table2:VodafoneCasaFASTWEBADSLtariffs,March2007Source:AnalysysResearch,2007,Table1:VodafoneCasavoicetariffs,March2007Source:AnalysysResearch,2007,Servicedescription,Number1:VodafoneCasaFASTWEB(VodafoneItaly),AnalysysResearchLimited2007,Mobileoperatorscanbenefitsubstantiallyfromofferingfixedbroadbandservices,TheWorldsTopTenNon-voiceServicesforMobileOperators,2Fordetailedanalysisoftheopportunitiesformobileoperatorsinfixedbroadbandservices,seeBrydon,A.andHeath,M.withWood,R.,MobileOperatorStrategiesforFixedBroadband,AnalysysResearch(Cambridge,2007).,Figure1:Pro-rataannualspendonfixedbroadbandservices,perbroadbandhousehold,1Q2006Source:AnalysysResearch,2007,Offeringfixedbroadbandserviceswillallowmobileoperators2to:increaseARPUbytakingadvantageofhouseholdspendonfixedbroadbandservices,asshowninFigure1bundlefixedbroadbandwithmobileservices,whichcanhelptoreducemobilechurncompeteagainstfixedoperatorsandotherorganisations,suchasbroadcastersandretailers,whichofferbundlesoffixedandmobileservicesestablishakeypartoftheirFMSstrategy,bybreakingtheretaillinkwithincumbentfixedoperatorsachievegreatercontrolofthecostandqualityofbroadbandconnectionstofemtocells,iftheychoosetoadoptthisarchitecture.,Marketpotential,Number1:VodafoneCasaFASTWEB(VodafoneItaly),AnalysysResearchLimited2007,VodafoneCasaFASTWEBiswellplacedtocaptureasignificantshareofthefixedbroadbandmarketinItaly,TheWorldsTopTenNon-voiceServicesforMobileOperators,Figure2:Householdpenetrationoffixedbroadbandservicesinselectedcountries,September2001toSeptember2006Source:AnalysysResearch,2007,AtthelaunchofVodafoneCasaFASTWEB,theItalianbroadbandmarketwaslaggingbehindsomeotherdevelopedmarkets,asshowninFigure2,leavinggreaterscopeforVodafonetoseizeasubstantialshareofthegrowingmarket.With26.2millionmobilecustomersinItalyattheendof2006,VodafoneiswellplacedtoattractthesecustomerstoitsDSLservice.Furthermore,FASTWEBwasalreadyItalysleadingindependentbroadb