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市場調査レポート
消費者市場向けフェムトセル：ビジネスケースとマーケティングプラン
Femtocells in the Consumer Market: business case and marketing plan
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当商品の販売は、2012年05月03日を持ちまして終了しました。
Abstract
“Success with femtocells is not guaranteed, and a focus on low-cost voice
telephony could prove disastrous. In our report, we study the business case
for femtocells in order to pinpoint the circumstances in which femtocells are
commercially viable. We define compelling consumer propositions and marketing
plans for this exciting new technology.”Dr. Mark Heath, Analysys Associate.
It' s now time for mobile operators to define viable business cases for 3G
indoor base stations, commonly referred to as femtocells, and to develop
compelling service propositions and marketing plans that make those business
cases a reality. There is increasing excitement in the mobile industry about
the potential for femtocells. Equipment vendors and mobile network operators
are busily developing and evaluating products and considering how to integrate
large numbers (potentially millions) of femtocells into existing mobile
networks. However, the success of femtocells is not guaranteed, and the cost
of failure could be very high. Much early attention has been focused on the
technical challenges of femtocells, but mobile operators should concentrate on
making viable business cases and delivering successful consumer propositions.
This report shows operators how they can profitably derive revenue from
femtocells by defining compelling consumer propositions with which to target
key segments. It considers both voice telephony and a number of non-voice
services that will be critical to a viable business case. The report
quantifies the business case for operators deploying femtocells for a range of
customer types and service mixes in order to pinpoint the most attractive
opportunities. The report also compares the business case for femtocells with
those for other options, including network sharing, UMA services, home-zone
tariffs and traditional bundles, and defines exactly where, how and when
femtocells should be deployed to achieve the best return.
Femtocells in the Consumer Market: business case and marketing plan answers your key questions:
- What are the major elements of the business case for femtocells, in terms
of revenue, cost savings and investment requirements?
- Which market segments may be interested in femtocells (or the services
they enable), and which of these are the most attractive for mobile network
operators?
- Is there a business case for voice-telephony services alone and, if so, in
what circumstances? What approaches should mobile network operators take with
voice services?
- What is the financial payback for a range of customer segments and service
mixes? How can you achieve payback in less than six months?
- To what extent can non-voice services improve the business case for
femtocells? Which non-voice services will really make the biggest difference?
- What is the most compelling service offering for consumers?
- How could femtocells allow mobile network operators to make dramatic
reductions in investment in conventional 3G macrocellular networks and
dedicated broadcasting networks (such as DVB-H)? How much could mobile network
operators save, and what difference will this make to the business case for
femtocells?
- How does the business case for femtocells compare with those for other
options, such as home-zone tariffs, bundled services, dual-mode handset
services and network sharing?
Who should read this report
- Mobile network operators: senior executives and technology and
marketing managers, in order to understand the business case for femtocells
and the market propositions that will be needed to drive their take-up
- Indoor base station vendors: senior executives and product and
marketing managers, in order to strengthen the business case for mobile
operators and to relieve price pressure on femtocell products
- Investors and analysts: in order to assess the market potential for
femtocells and the actions required to make them succeed.
Table of Contents
- 0 Summary
- 1. Interest in femtocells is growing, and business cases and service
propositions must be prepared
- 1.1 MNOs are investigating commercial deployment of femtocells
- 1.2 Key questions remain over the success of femtocells
- 2. Operators and equipment vendors must keep a clear commercial focus
on femtocells
- 2.1 MNOs are preparing to launch consumer femtocell propositions in 2008
- 2.2 Operators and vendors must build the case for commercial roll-out
using realistic costs
- 2.3 A business case framework helps MNOs to formulate and execute an
effective femtocell strategy
- 2.4 MNOs should develop compelling service propositions for key market
segments
- 2.5 MNOs should examine alternatives to femtocells
- 3. For voice services alone, the business case for femtocells is
uncertain
- 3.1 MNOs and femtocell vendors have focused first on voice telephony
- 3.2 Increasing affordability of traditional mobile will reduce the
appeal of femtocells
- 3.3 Consumer inertia, mixed marketing messages and possible health
concerns may dampen demand
- 3.4 Voice is not network intensive, limiting 3G network cost savings
- 4. Mobile TV, video and audio make the business case for femtocells
- 4.1 Femtocells could be highly effective for mass-market mobile TV,
video and audio services indoors
- 4.2 Much mobile TV and video usage will be indoors, where femtocells
perform well
- 4.3 Femtocells bring similar benefits for the delivery of radio and
audio in the home
- 4.4 Femtocells are essential to the profitable delivery of affordable
video and audio services in the home
- 4.5 Femtocells could enable big savings on 3G macrocell network costs
- 4.6 Femtocells could allow operators to deploy less dense broadcasting
networks
- 4.7 Mobile video and audio improve the business case for femtocells
- 5. Broadband access and location-aware services add to the case for
femtocells
- 5.1 Femtocells could enable MNOs to offer compelling and profitable
mobile broadband services
- 5.2 Femtocells could enable new location-aware services
- 6. Femtocells are preferable to the alternatives, and MNOs should start
developing propositions
- 6.1 Alternatives to femtocells are less attractive when a broad service
mix is required
- 6.2 MNOs should start to develop compelling propositions based on
femtocells
- 6.3 MNOs should include a video and audio portfolio prior to femtocell
launch
Actions
Companies discussed in this report:
- Vodafone
- BT
- France Telecom
- ip.access
- Tatara Systems
- Sprint
- O2.
List of Figures and Tables
- Figure 0.1: Major revenue and cost elements of an MNO' s business
case for femtocells
- Figure 2.1: Major revenue and cost elements of an MNO' s business
case for femtocells
- Figure 3.1: Increase in the proportion of mobile-originated voice
traffic in Western Europe as the mobile price premium has decreased, 1Q 2004
to 4Q 2006
- Figure 3.2: Increase in the proportion of mobile-originated voice
traffic in Finland with lower average spend per mobile minute, 1Q 2004 to 4Q
2006
- Figure 3.3: Mobile-originated voice traffic compared to mobile
price premium in various Western European countries, 4Q 2006
- Table 3.1: Comparison of network capacity consumption by a range of
services
- Table 3.2: Summary of the business case for deployment of
femtocells to support voice services in a variety of scenarios
- Figure 3.4: MNO' s costs associated with femtocell deployment for
four voice telephony scenarios
- Figure 3.5: MNO' s revenue gains associated with femtocell
deployment for four voice telephony scenarios
- Table 4.1: Estimated indoor usage of mobile TV services based on
DVB-H trials
- Table 4.2: Estimated indoor usage of mobile radio services based on
UK DAB-IP trials
- Table 4.3: Estimated revenue per megabyte from indoor service use,
taking into account variable network cost
- Table 4.4: Amount of data diverted from a 3G macrocell network by
femtocell use: an example usage profile
- Table 4.5: Summary of the business case for deployment of
femtocells to support voice, video and audio services in a variety of scenarios
- Figure 4.1: MNO' s costs associated with femtocell deployment for
four voice and non-voice scenarios
- Figure 4.2: MNO' s revenue gains and cost savings associated with
femtocell deployment for four voice and non-voice scenarios
- Table 5.1: Examples of mobile broadband services currently offered
by MNOs
- Table 6.1: Examples of femtocell service propositions to appeal to
different market segments
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