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コネクテッドコンシューマー調査 2015年:アジア太平洋地域


発行 Analysys Mason 商品コード 246169
出版日 ページ情報 英文 39 Slides
納期: 即日から翌営業日
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コネクテッドコンシューマー調査 2015年:アジア太平洋地域 THE CONNECTED CONSUMER SURVEY 2015: ASIA-PACIFIC
出版日: 2015年04月28日 ページ情報: 英文 39 Slides

アジア太平洋地域 (APAC) におけるモバイルオペレーターは、細分化した顧客需要、端末への価値の移行、従来型サービス収益の減少およびオーバーザトップ (OTT) サービス置換えの増加といった課題に直面しています。

当レポートでは、アジア太平洋地域 (APAC) の3ヶ国 - インドネシア、マレーシア、および韓国を対象にモバイル消費者調査を実施し、OTT通信アプリケーションユーザーの行動、嗜好および計画、顧客保持率、OTT通信サービスの利用、モバイルマネーやモバイルヘルスケアといったデジタルエコノミーサービスに対する消費者態度などについて、分析しています。



  • アジア太平洋地域におけるモバイルオペレーターへの消費者ロイヤルティは世界の平均よりも低く、マルチSIM所有はEMAPにおいて一般的
  • 接続プラン (マルチデバイス・マルチユーザー) の拡張は、細分化した消費者需要の統合に役立つ
  • 料金、サービス範囲および速度は、特に新興地域の消費者から高く評価されるが、端末契約は全ての地域で重要
  • インドネシア・マレーシアにおける消費者の約40%がLTEについて知っているが、保有しておらず、またデータ速度は料金よりも重要
  • ほとんどの消費者がLTEにプレミアム料金を支払う意思がある - 特に新興市場において
  • デバイスのサービスに対する相対的重要性は変化しており、インドネシアはサービスと比較した端末に対する年間支出比率が最も高い
  • オペレーターはすでに端末販売チャネルにおいてよく確立した役割を果たしているが、よりおおきな影響は関係の分断を緩和


  • OTTメッセージングサービスはSMS利用を置き換えているが、OTT VoIPサービスの影響は特にEMAPにおいて管理可能
  • オペレーターは、顧客がメッセージングアプリケーションを必要としないことを保証するため、十分なテキストメッセージ量を提供する必要
  • VoLTEおよびオペレーター主導のVoIPは音声ビジネスを保護するオペレーターを助ける、ほか


  • モバイル金融・モバイルヘルスは最もデジタルエコノミーイニシアチブを持つサービスに含まれる
  • インドネシアのモバイルマネー市場は最も競合的で細分化していた
  • モバイルヘルスケア関連のアプリケーションは3つのアジア太平洋諸国で良い普及レベルを持つ
  • モバイルヘルスサービスは、回答者の約60%が健康保険サービス代金を支払うため、強い可能性を持つ






Operators should consider extending connectivity plans, exerting control over the device ecosystem, working with OTT players and offering new services.

Mobile operators in Asia-Pacific (APAC) face challenges such as fragmenting customer demand, value shifting towards handsets, a decline in traditional service revenue and increasing over-the-top (OTT) service substitution. This report focuses on aspects of Analysys Mason's annual Connected Consumer Survey that relate to the behaviour, preferences and plans of OTT communication app users in three countries in Asia-Pacific. We cover a diverse set of trends, including: customer retention, use of OTT communication services, and consumer attitudes towards digital economy services, such as mobile money and healthcare.

This report answers the following key questions about the mobile market in APAC.

  • How can mobile operators improve customer retention?
  • What are the drivers of churn?
  • What attracts customers to an operator?
  • What do device sales mean to operators?
  • How can operators address OTT challenges?
  • What is the opportunity that operators have with mobile money and healthcare services?


The research was conducted in July and August 2014. The survey groups in Europe and the USA were chosen to be demographically representative of the broader online consumer population, and those in Africa, Asia and the Middle East were chosen to be representative of the mobile-Internet-using population. We set quotas on age, gender and employment status to that effect. There were a minimum of 1000 respondents per country, and 22 174 respondents.


  • Indonesia
  • Malaysia
  • South Korea

Table of Contents

  • 7. Executive summary
  • 8. Network performance is an influential factor in operator selection, and multiple-SIM device ownership is fragmenting demand
  • 9. Messaging is the most popular OTT communication service, but paid-for VoIP has achieved significant adoption
  • 10. Operators could find new revenue streams in the digital economy - mobile finance and healthcare are among the best options
  • 11. Challenges and recommendations
  • 12. Drivers of churn and multiple-SIM ownership
  • 13. Consumer loyalty to mobile operators is lower in Asia-Pacific than the worldwide average, and multiple-SIM ownership is common in EMAP
  • 14. Extending connectivity plans (multi-device and multi-user) can help to consolidate fragmented consumer demand
  • 15. Price, coverage and speed are valued highly by consumers, particularly in emerging markets, but handset deals are important everywhere
  • 16. Almost 40% of consumers in Indonesia and Malaysia know about LTE but do not have it, and data speed is more important than price
  • 17. Most consumers are willing to pay a premium for LTE - particularly in emerging markets
  • 18. The relative importance of devices to services is changing, and Indonesia has the highest ratio of annual spend on handsets compared to services
  • 19. Operators already play a well-established role in handset sales channels, but greater influence may mitigate fragmentation of the relationship
  • 20. Addressing and exploiting OTT services
  • 21. OTT messaging services are replacing SMS usage, but the impact of OTT VoIP services will be controllable especially in EMAP
  • 22. Operators need to offer a sufficient amount of text messages to ensure that customers do not need messaging apps
  • 23. VoLTE and operator-led VoIP may help operators to protect the voice business
  • 24. Operators can protect their established business, or partner with, enable or become OTT players
  • 25. Many operators are protecting their business and entering partnerships, but leading ones are providing next-generation services and OTT enablement
  • 26. New revenue opportunities in the digital economy
  • 27. Mobile financial and health are among the services with the most digital economy initiatives
  • 28. Indonesia's mobile money market was the most competitive and fragmented
  • 29. Mobile healthcare-related apps have good penetration levels in the three Asia-Pacific countries
  • 30. Mobile health services have strong potential because nearly 60% of respondents pay for their own healthcare insurance services
  • 31. Methodology and panel information
  • 32. Methodology and panel information
  • 33. Methodology and panel information
  • 34. About the authors
  • 35. About the authors
  • 36. About Analysys Mason
  • 37. Research from Analysys Mason
  • 38. Consulting from Analysys Mason

List of figures

  • Figure 1: Geographical coverage of our Connected Consumer Survey 2015
  • Figure 2: Respondents by number of SIMs owned, and percentage of respondents who had a multiple-SIM handset, by country, Asia-Pacific
  • Figure 3: Usage of SMS and messaging or social communication apps, by country
  • Figure 4: Percentage of respondents who have never changed operator, use more than one SIM and use a multiple-SIM handset, by country
  • Figure 5: Length of time respondents have been with their current mobile operator, by country or region
  • Figure 6: Types of multiple-device tariff structure
  • Figure 7: Main attractions cited by respondents when choosing an operator
  • Figure 8: Main reasons cited by respondents for churn
  • Figure 9: Awareness and adoption of LTE, by country
  • Figure 10: Factors that would increase mobile Internet usage, by country
  • Figure 11: Respondents' willingness to pay a premium for LTE
  • Figure 12: Comparison of spending on handset and service
  • Figure 13: Comparison of respondents' average annual spending on devices and services, by country
  • Figure 14: Respondents' estimates of the number of years before they replace their handset, by country
  • Figure 15: Handsets by service bundling status and by sales channel, by region
  • Figure 16: Active users of OTT messaging services on smartphones, and penetration, by region, Asia-Pacific, 2010-2018
  • Figure 17: Active users of OTT VoIP applications on smartphones, and penetration, by region, Asia-Pacific, 2010-2018
  • Figure 18: Usage of SMS and messaging or social communication apps, by country
  • Figure 19: Reasons cited by respondents for not using OTT messaging apps, by country
  • Figure 20: Usage of OTT communication services, by country
  • Figure 21: Operators' approaches to over-the-top (OTT) services, with examples from Asia-Pacific
  • Figure 22: Options for operators that want to enable OTT players
  • Figure 23: Operators' digital economy initiatives in Asia-Pacific
  • Figure 24: Average readiness score and percentage of operators active in the digital economy, by vertical
  • Figure 25: Mobile money providers, Indonesia
  • Figure 26: Mobile money providers, Malaysia
  • Figure 27: Mobile money providers, South Korea
  • Figure 28: Respondents who use healthcare or fitness apps, by country
  • Figure 29: Respondents who use various healthcare/fitness apps, by gender
  • Figure 30: Respondents with medical insurance, and insurance payment bearers
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