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Direct Carrier Billing Could Help Operators to Capture Consumer Spending on Mobile Content and Apps

発行 Analysys Mason 商品コード 274869
出版日 ページ情報 英文 PDF and PPT (43 slides)
納期: 即日から翌営業日
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ダイレクトキャリアビリング市場:消費者のモバイルコンテンツ/アプリへの支出を獲得 Direct Carrier Billing Could Help Operators to Capture Consumer Spending on Mobile Content and Apps
出版日: 2013年06月30日 ページ情報: 英文 PDF and PPT (43 slides)



第1章 エグゼクティブサマリー

第2章 提案

第3章 市場の定義

第4章 事業環境

  • 2013年の事業環境はオペレーターによる新たな付加価値サービスによる収益創出を促進
  • モバイルペイメントは世界が引き続きモバイルデバイスへと移行するため増加の見込み:2016年には4億人の欧州ユーザーがモバイルコンテンツに支出する見込み
  • 先進市場では、音声やメッセージングによる収益は減少し、モバイルコンテンツやアプリケーションによる収益がシェアを占める
  • DCBの潜在市場は「銀行を利用できない層」だけではなく、世界中のスマートフォンユーザーを対象とする
  • 18-34歳の回答者の半数がアプリに支出している
  • オペレーターは、スマートフォンを持ち、マージンが取れる契約者をまずターゲットにすべき
  • スマートフォンを所持する回答者の半数以上がアプリを購入したことがない
  • DCBは他のペイメント方法よりも解約率が低いため、定着率は低いが収益全体は高い

第5章 ダイレクトキャリアビリングの機会の見通し

  • 従来の支払い手段と違い、DCBはオペレータが顧客の支出の一部を受け取れる
  • DCBの実施には国により異なる規制が課題
  • 今後10年間でDCBによるオペレーターの収益は大きく成長する見込み

第6章 市場促進因子と抑制因子

  • モバイル収益の成長の減速によりオペレーターによるOTT市場へのアクセスの必要性が高まっており、DCBはこれに貢献できる
  • DCBにより消費者のセキュリティに対する懸念を軽減し、請求をまとめたいという希望に応えられる
  • 不況、クレジットカードやオンラインバンキングの普及、DCBの限界が成長の妨げ
  • さらに、コスト、消費者の認識不足、標準化不足、政策、法的課題などがある

第7章 利用例

  • Virgin Mediaはデジタルコンテンツの支払い手段としてDCBを提供
  • SFRは急成長するモバイルアプリケーション市場からの収益創出手段としてDCBを提供
  • FacebookやSkypeなどの非オペレーターはペイメントオプションとしてDCBを提供

第8章 著者とAnalysys Masonについて



Direct carrier billing has the potential to replace the revenue that premium SMS provides and become an alternative to credit cards and bank-based payment methods.

Consumers are increasingly purchasing mobile content and apps, but most of this spending is with non-operators. This report discusses the potential that direct carrier billing (DCB) has to enable operators to insert themselves into the value chain and capture a significant proportion of this revenue.

This report provides:

  • analysis of the mobile payments ecosystem, and the role played by DCB
  • forecasts of DCB revenue for operators worldwide from 2012-2023
  • data from Analysys Mason's report The Connected Consumer Survey 2013:mobile content and applications
  • discussion of factors that drive demand for DCB including consumer app usage trends
  • an overview of the challenges that inhibit the growth of the DCB market
  • use cases of companies that have implemented DCB.


Case studies of the following companies and their DCB deployments are included in this report.

  • Facebook
  • SFR
  • Skype
  • Virgin Media

About the authors

John Abraham (Analyst) is a member of Analysys Mason's Telecoms Software Research team and contributes to the Revenue Management, Service Fulfilment and Customer Care programmes. He has more than 5 years' experience in the telecoms industry. He has worked for a global OSS vendor and implemented revenue management solutions for Tier 1 telecoms operators in Europe, India and the Middle East. John joined Analysys Mason in early 2012. He holds a bachelors degree in computer science from Anna University (India) and an MBA from Bradford University School of Management (UK).

Justin van der Lande (Senior analyst) leads the Revenue Management programme (formerly Billing), which is part of Analysys Mason's Telecoms Software research stream. He specialises in business intelligence and analytics tools, the functionality of which cuts across all of the research programmes in this area. He also provides project management for large-scale projects within our Telecoms Software research. Justin has more than 20 years' experience in the communications industry in software development, marketing and research. He has held senior positions at NCR/AT&T, Micromuse (IBM), Granite Systems (Telcordia) and at the TM Forum. Justin holds a BSc in Management Science and Computer Studies from the University of Wales.

Ronan de Renesse (Principal Analyst) is the lead analyst for Analysys Mason's Mobile Content and Applications and Mobile Broadband and Devices programmes. His primary areas of specialisation include rich media applications and services on mobile, application store forecasting, mobile broadband, tablets and smartphone adoption. Ronan has been analysing the telecoms and media industry since 2003. Prior to joining Analysys Mason, Ronan was a Senior Analyst and the Head of Mobile at IHS Screen Digest, where he had overall responsibility for the Mobile Media Intelligence service and all related activities. For the past 5 years, Ronan has led the conception and development of various mobile media and technology forecasts, including those for mobile video, mobile music, mobile games, mobile apps, mobile broadband and smartphones. Before becoming an industry analyst, Ronan was an academic researcher at the Centre for Telecommunications Research at King's College London. He holds a PhD in Telecommunications from King's College London.

Table of Contents

  • 5.Executive summary
  • 6.Executive summary [1]
  • 7.Executive summary [2]
  • 8.Recommendations
  • 9.Recommendations [1]
  • 10.Recommendations [2]
  • 11.Market definition
  • 12.Direct carrier billing is only one of many mobile payment options but offers the best opportunity for operators to generate mobile revenue
  • 13.Direct carrier billing provides another payment option at checkout
  • 14.Process flow between the entities involved in direct carrier billing
  • 15.DCB has to support a multi-channel delivery ecosystem that is changing rapidly driven by technology, economics and regulations
  • 16.Business environment
  • 17.The business environment in 2013 is encouraging mobile operators to develop new value-added service revenue
  • 18.Mobile payments are set to grow as the world continues to move to mobile devices - 400 million European users will pay for mobile content in 2016
  • 19.In developed markets, operator revenue from voice and messaging is declining, as is their share of revenue from mobile content and apps
  • 20.The potential market for DCB addresses not only the ‘unbanked', but all users of smartphones worldwide
  • 21.Half of respondents aged 18-34 spend money on apps, of which 28% spend more than LCU5 per month
  • 22.Operators should initially target contract customers because they are more likely to have smartphones and margins are better
  • 23.More than half of respondents with a smartphone have never bought an app
  • 24.DCB has much lower drop-out rates than other payment methods, so although settlement rates are lower, overall revenue can be higher
  • 25.Direct carrier billing opportunity outlook
  • 26.Unlike traditional payment methods, DCB allows operators to capture a proportion of customer spend
  • 27.Different national regulations present challenges to DCB implementation
  • 28.Operators' DCB revenue will grow significantly during the next 10 years and will replace PSMS as the payment option for operators
  • 29.Market drivers and inhibitors
  • 30.Slow growth in mobile revenue increases the need for operators to access OTT markets - and DCB can help
  • 31.DCB alleviates consumers' concerns about the security of payment systems, while addressing their preference for a single bill
  • 32.Difficult economic conditions, the prevalence of credit cards and online banking, and the limitations of DCB offerings hinder growth...
  • 33.... as do the cost, lack of awareness among consumers, lack of standardisation, and policy and legal challenges
  • 34.Use cases
  • 35.Virgin Media offers direct carrier billing as a means to pay for digital content
  • 36.SFR implements direct carrier billing as a means to generate revenue from the burgeoning mobile apps market
  • 37.Non-operators such as Facebook and Skype also offer direct carrier billing as a payment option
  • 38.About the authors and Analysys Mason
  • 39.About the authors
  • 40.About Analysys Mason
  • 41.Research from Analysys Mason
  • 42.Consulting from Analysys Mason

List of figures

  • Figure 1: Operator revenue for direct carrier billing, worldwide, 2012-2023
  • Figure 2: The mobile payment ecosystem
  • Figure 3: Segmenting mobile money
  • Figure 4: The entities involved in DCB process flow
  • Figure 5: Typical DCB process flow
  • Figure 6: DCB ecosystem relationship
  • Figure 7: Mobile handset content and apps subscribers by region, Europe, 2011-2016
  • Figure 8: Messaging revenue by type and its share of total mobile revenue, Western Europe, 2009-2017
  • Figure 9: Monthly app spend and number of apps bought per respondent by age group
  • Figure 10: Smartphone ownership by pricing model
  • Figure 11: Monthly app spend
  • Figure 12: Share of respondents who purchased an app, by level of monthly spend
  • Figure 13: Publisher revenue, credits cards versus direct carrier billing
  • Figure 14: Revenue splits for direct carrier billing
  • Figure 15: Revenue splits for traditional payment methods
  • Figure 16: Operator revenue for direct carrier billing, worldwide, 2012-2023
  • Figure 17a: Direct carrier billing market drivers
  • Figure 17b: Direct carrier billing market drivers
  • Figure 18a: Direct carrier billing market inhibitors
  • Figure 28b: Direct carrier billing market inhibitors
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