国外运营商十大非语音(Non-voice_)业务案例分析

TheWorld’sTopTenNon-voiceServicesforMobileOperatorsAlastairBrydonandMarkHeathwithWindsorHoldenandTonyLavender2©AnalysysResearchLimited2007Contents[1]7.Documentmap–Executivesummary8.Executivesummary9.Documentmap–Introduction10.Introduction11.Documentmap–Serviceevaluationprocess12.Leadingnon-voiceservicesfromaroundtheworldhavebeenevaluatedbyanexpertpanelinordertoderivethetopten13.Shortlistedserviceswereevaluatedonthebasisofmarketpotential,effectivenessofimplementationandsuitabilityforreproduction14.Documentmap–Thetoptenservices15.Thetoptenlistencompassesdiversenon-voiceservices16.Number1:VodafoneCasaFASTWEB(VodafoneItaly)17.VodafoneCasaFASTWEBcombineshome-zonevoicetariffswithfixedbroadband18.Mobileoperatorscanbenefitsubstantiallyfromofferingfixedbroadbandservices19.VodafoneCasaFASTWEBiswellplacedtocaptureasignificantshareofthefixedbroadbandmarketinItaly20.InpartnershipwithFASTWEB,Vodafonehasquicklyandcosteffectivelydevelopedahigh-speedbroadbandserviceusingLLUBADSL2+andfibre21.ThebundlingandpricingofVodafoneCasaFASTWEBencouragesFMS22.MobileoperatorsinothermarketsmayneedtoadapttheapproachadoptedbyVodafoneItaly23.Number2:SMS(O2UK)24.O2UKoffersSMSbundlesforprepaidandcontracttariffs25.O2UKleadstheworldinmessagingARPU26.ComparedtootherUKoperators,O2hasachievedasubstantialincreaseinSMSvolumeswithoutasignificantdropinpricing27.O2UKhasovertakenO2IrelandastheleadingSMSARPUgenerator28.O2UKtargetedtheyouthsegmentearlierthanotherUKoperatorsandoffersanumberoffeaturestoencourageSMSusage29.O2UKshowsthatoperatorscanstilldobetterwithSMS30.OperatorsmusttrytodriveSMSvolumewithoutsubstantialpricecuts31.Number3:MobileTVandVideoStreaming(3UK)32.3UKoffersawidevarietyofbroadcastTVandvideoclipsusingW-CDMAstreaming33.CustomerscanbuythemedbundlesofcontentcontainingTVandvideo34.3UKisexploitingthedemandformobileTVandvideoservicesSlideno.Slideno.TheWorld’sTopTenNon-voiceServicesforMobileOperatorsContents3©AnalysysResearchLimited2007Contents[2]35.MobileTVandvideohavehelped3UKtoachievethehighest3GmarketshareintheUKandthehighestnon-voiceARPUintheworld36.Breadth,depthandbrandingofcontentarekeytothesuccessofmobileTVandvideofrom3UK37.3UKhasatrackrecordofofferingpopularmobileTVandvideocontentinordertoattractcustomers38.3UKusesW-CDMAstreamingtodeliveracombinationofbroadcastandunicastTVservices39.VideoclipsconsumemuchlesscapacityandgeneratemuchhigherrevenuepermegabytethanbroadcastTVchannels40.MobileTVandvideoserviceshavestrongpotentialinotherdevelopedmarkets41.Number4:BlackBerryEmailandIM(T-MobileUSA)42.T-MobileoffersarangeofBlackBerrytariffs,includingbundleswithlargeallocationsofvoiceminutes43.TherearesignificantopportunitiesforemailandIMinbothenterpriseandconsumermarkets44.MobileemailandIMrevenueswillincreasesignificantly45.T-MobileoffersBlackBerryterminalsthatarestylishandeasytouse46.T-MobilehasdevelopedBlackBerryservices,whichareunderpinnedbyhigh-qualityserviceandaimedatenterprisesandconsumers47.DevelopedcountriesofferthegreatestopportunitiesformobileemailandIMservices48.Number5:MobileBroadband(SprintNextel,USA)49.SprintNexteloffersmobilebroadbandaccessusingCDMA2000EV-DORevisionA50.Mobilebroadbandhassignificantpotentialindevelopedanddevelopingmarkets51.SprintNextel’sfocusonachievinghighthroughputsandwideavailabilityisunusualandcommendable52.SprintNextelhasaclearstrategyandeffectivemarketingtotargetenterprisecustomers,althoughitsWiMAXplanscreateuncertainty53.Successwithmobilebroadbandmayrequiresubstantialinvestment54.Mobileoperatorsmustconsiderthethreatofmobilebroadbandtorevenuesfromexistingvoiceandmessagingservices55.Number6:MobileTVBroadcasting(3Italy)56.3ItalywasthefirstoperatorinEuropetolaunchcommercialmobileTVbroadcastingSlideno.Slideno.TheWorld’sTopTenNon-voiceServicesforMobileOperatorsContents4©AnalysysResearchLimited2007Contents[3]57.3ItalyoffersavarietyofprepaidandpostpaidmobileTVtariffs,alongwithfreehandsetpromotions58.ThereiscompellingevidenceofconsumerdemandformobileTVbroadcasting59.3Italy’sDVB-HservicehasgrownsteadilyandgeneratessignificantARPU60.3Italyhasdevelopedanend-to-endmobileTVplatformofferinggood-qualityserviceto75%oftheItalianpopulation61.3ItalyoffersonlyasmallnumberofmobileTVhandsets,butwillavoidtheneedtochangetheseinthefuture62.3ItalycombinesmainstreamTVwithpremiumchannelsandmade-for-mobilecontent63.3Italyhasalsogeneratedusefulrevenuefromadvertising64.Mostoperatorswillbeunabletoemulate3ItalyinacquiringacheapDVB-Hlicenceandinfrastructure65.Number7:EZChaku-utaFull(KDDI,Japan)66.EZChaku-utaFullwasthefirstfull-trackdownloadserviceinJapan,wheremobilephonesdominatethemusicdownloadmarket67.EZChaku-utausagehasincreasedsteadilysinceitslaunchandisausefulrevenuestreamalongsideotherservices68.EZChaku-utaFullbenefitsfrom(andhashelpedtodrive)take-upofKDDI’shigh-performanceCDMA2000EV-DOnetwork69.AllnewCDMA2000EV-DOhandsetssupportEZChaku-utaFullandoffersophisticatedcapabilities70.EZChaku-utabenefitsfromawiderangeofcontentandavarietyofservicesthatstimulatedownloadsandencouragemobilephonesasmusicplayers71.Flat-ratedatatariffshaveencouraged