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モバイルメッセージング(2010年):モバイルウェブのマネタイズ化のための新たな戦略

Mobile Messaging 2010 (Mobile Messaging: New Strategies for Monetizing the Mobile Web (2nd edition)

発行 Ovum, Ltd. 商品コード 136395
出版日 ページ情報 英文
納期: 即日から翌営業日
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モバイルメッセージング(2010年):モバイルウェブのマネタイズ化のための新たな戦略 Mobile Messaging 2010 (Mobile Messaging: New Strategies for Monetizing the Mobile Web (2nd edition)
出版日: 2010年12月17日 ページ情報: 英文

当商品の販売は、2016年07月01日を持ちまして終了しました。

概要

当レポートでは、世界のモバイルメッセージング市場の動向について調査分析し、モバイルメッセージングの各種技術・アプリケーション、主要企業の位置付け、成長戦略とケーススタディ、メッセージングのユーザー数・トラフィック・収益のタイプ別実績・予測(〜2015年)などをまとめ、PowerPoint、PDF、Excelフォーマットにて概略以下の構成でお届けいたします。

調査内容

  • モバイルメッセージング:エグゼクティブサマリー(PPT)
  • 世界のモバイルメッセージング市場予測:2009-2015年(Excel)
    • メッセージングユーザー
    • メッセージングトラフィック(イベント数・MB)
    • メッセージング収益
      • SMS
      • MMS
      • eメール
      • IM、など
  • 世界のモバイルメッセージング市場:2010年調査結果(Excel)
  • SMSがオペレーターにとっての主要収益源
  • ケーススタディ:Twitter向け双方向SMS機能によるモバイルオペレーターのトラフィックの急増
  • ケーススタディ:SMSベースのグループメッセージング&コミュニティサービスTextPlus
  • ケーススタディ:Bharti AirtelとBubble MotionのBubbly音声SMSブログサービス
  • モバイルインスタントメッセージング:移行中の市場
  • ケーススタディ:eBuddyのモバイルインスタントメッセージング戦略
  • ケーススタディ:Research in MotionのBlackBerry MessengerモバイルIMサービス
  • ケーススタディ:ForgetMeNot AfricaのMessage Optimiser
  • リッチコミュニケーションスイート
  • Informaの予測
    • eメールおよびインスタントメッセージングの大幅成長
    • 収益およびトラフィックの多くをもたらすSMS
  • 世界のモバイルメッセージング調査(2010年)、など
目次

“Mobile operators will battle to remain relevant in the mobile e-mail and mobile instant messaging market over the coming years. There is a risk that the ascendance of over-the-top providers of these services will relegate the operators to the position of bit-pipe provider. ” Pamela Clark-Dickson, Senior Analyst, Informa Telecoms & Media.

Summary

Informa' s Mobile Messaging report includes essential five-year global forecasts and provides a detailed evaluation of the mobile messaging market, including coverage of trends in SMS, MMS, mobile e-mail, mobile instant messaging, and Rich Communications Suite.

Overview

Mobile messaging is the second-highest revenue-generating service for mobile operators behind voice, with person-to-person SMS being the key revenue-driver. SMS traffic continues to grow, however messaging revenues as a proportion of mobile operators' overall service revenues are in gradual decline, as mobile users increasingly take advantage of affordable tariffs that include large buckets of messages or unlimited messaging.

Informa' s Mobile Messaging report includes essential five-year global forecasts and provides a detailed evaluation of the mobile messaging market, including coverage of trends in SMS, MMS, mobile e-mail, mobile instant messaging, and Rich Communications Suite.

Challenges facing mobile operators include slowing growth in SMS revenues and tight budgets for the development and roll-out of new messaging services (largely due to their investment in network technologies such as LTE). In addition, the ascendance of over-the-top providers of IP-based messaging services such as e-mail, instant messaging and chat, coupled with the ability for mobile subscribers to offload their messaging data traffic onto either public or private Wi-Fi networks - which may not be owned by the mobile operator - means that operators face becoming increasingly less central to the role of mobile communications service provider.

Our Mobile Messaging research provides comprehensive profiles of mobile operators, service providers, vendors and handset manufacturers, and details a multitude of strategies currently followed by industry innovators and corresponding business models. The report also provides a look into the future, and how current strategies can evolve to create new revenue opportunities for mobile operators and service providers.

How will this research help you:

  • Evaluate competing technologies and their application for different market segments
  • Align corporate objectives and growth strategies with accurate and detailed market forecasts
  • Assess competitor positioning and direction through case studies and profiles
  • Focus product development on emerging trends, compelling new technologies and essential feature sets

Key Forecasts (2010 - 2015):

  • Messaging users: SMS, MMS, e-mail, instant messaging
  • Messaging traffic (events and MB): SMS, MMS, e-mail, instant messaging
  • Messaging revenues (US$): SMS, MMS, e-mail, instant messaging
  • Person-to-person, application-to-person, person-to-application

Global and regional forecasts:

  • Africa
  • Asia Pacific Developed and Developing
  • Central & Eastern Europe
  • Latin America
  • Middle East
  • North America
  • Western Europe

Table of Contents

Mobile Messaging Executive Summary - PowerPoint file (30 slides)

Global Mobile Messaging Forecasts, 2009-2015 - Excel file

Global Mobile Messaging Survey 2010 results - Excel file

SMS remains a cash cow for operators, but they must play to its strengths in order lessen the impact of smartphones and IP messaging

  • Fig. 1: Global smartphone sales 2009-2015
  • Fig. 2: Global, smartphone sales penetration of total sales, by region, 2009-2015
  • Fig. 3: Global mobile messaging matrix, 2010
  • Fig. 4: Global mobile messaging revenues by type, 2009-2015
  • Fig. 5: Global mobile messaging revenue share, by type, 2010 and 2015
  • Fig. 6: Global, SMS traffic, 2009-2015
  • Fig. 7: Global, SMS users, 2009-2015
  • Fig. 8: Selected SMS services and applications provided by mobile operators with partners
  • Fig. 9: Selected SMS services and applications exclusively provided by mobile operators
  • Fig. 10: Global SMS traffic, 2Q07-2Q09
  • Fig. 11: Global, SMS per subscriber per month, 2Q07-2Q10
  • Fig. 12: Spain, SMS revenues, 2005-2009
  • Fig. 13: Global, selected messaging hubs
  • Fig. 14: Global, SMSC deployments by vendor and mobile subscriptions, Jul-10
  • Fig. 15: SMSCs, vendor market share by region and mobile subscriptions, Jul-2010
  • Fig. 16: Messaging infrastructure suppliers, product portfolio comparison, selected features, Jul-2010
  • Fig. 17: Global, vendor market shares of SMSC revenues, 2009
  • Fig. 18: T-Mobile Germany, messaging use of iPhone customers on social networks
  • Fig. 19: Global, messaging revenues by sub-service category, 2010-2015
  • Fig. 20: Global, application messaging revenue shares, by category, 2010 and 2015
  • Fig. 21: Enterprise messaging applications and services, by industry
  • Fig. 22: Messaging-infrastructure providers' strategies for third-party applications and services, selected vendors, Nov-10
  • Fig. 23: Global, messaging transaction networks and enterprise messaging providers
  • Fig. 24: US, SMS traffic, 2009-2015

Case study: Two-way SMS capability for Twitter boosts traffic for mobile operators, but availability is still limited

  • Fig. 1: AT&T Wireless SMS sign-up to Twitter
  • Fig. 2: Research in Motion' s BlackBerry Twitter application
  • Fig. 3: Twitter mobile Web home screen
  • Fig. 4: Twitter, tweets per day, Jul-07, Jul-08, Jan-09 and Jan-10
  • Fig. 5: Global, Twitter two-way SMS deployments, Dec-10
  • Fig. 5: Global, Twitter two-way SMS deployments, Dec-10 (cont.)

Case study: SMS-based group-messaging and communities service TextPlus

  • Fig. 1: North America, Gogii TextPlus mobile operator partners, Dec-10
  • Fig. 2: TextPlus, types of communities
  • Fig. 3: iPhone MyCoolBand Community
  • Fig. 4: TextPlus, SWOT analysis

Case study: Bharti Airtel and Bubble Motion' s Bubbly voice-SMS blogging service

  • Fig. 1: Voice SMS, one-to-one communications
  • Fig. 2: Bubble Motion' s Bubbly one-to-many communications
  • Fig. 3: India, voice-SMS services, selected operators, Mar-10

Mobile instant messaging: A market in transition

  • Fig. 1: Global, selected companies in the mobile instant messaging value chain
  • Fig. 2: Selected instant-messaging communities and aggregators, users, Sep-10
  • Fig. 3: Selected mobile-instant-messaging communities and aggregators, Sep-10
  • Fig. 4: Global, mobile IM deployments, selected operators and service providers, 2004-2010
  • Fig. 5: Western Europe, mobile IM deployments, selected operators and service providers, 2004-2010
  • Fig. 6: North America, mobile IM deployments, selected operators and service providers, 2004-2010
  • Fig. 7: Asia Pacific, mobile IM deployments, selected operators and service providers, 2004-2010
  • Fig. 8: Central and Eastern Europe, mobile IM deployments, selected operators and service providers, 2004-2010
  • Fig. 9: Latin America, mobile IM deployments, selected operators and service providers, 2004-2010
  • Fig. 10: Middle East and Africa, mobile IM deployments, selected operators and service providers, 2004-2010
  • Fig. 11: Global, mobile IM deployments, by vendor, 2004-2010
  • Fig. 12: Mobile IM distribution channel
  • Fig. 13: Global, 20 most expensive mobile IM plans, 3Q10
  • Fig. 14: Global, mobile IM plans offered by brand, selected operators, 3Q10
  • Fig. 15: Global, mobile IM plans by type, selected operators, 3Q10
  • Fig. 16: Global, mobile-IM-community deployments, selected operators, 3Q10
  • Fig. 17: Global smartphone sales, 2009-2015

Case study: eBuddy' s strategy for mobile instant messaging

  • Fig. 1: eBuddy user interface on Android
  • Fig. 2: eBuddy mobile Internet user interface
  • Fig. 3: eBuddy distribution channel, June 2010
  • Fig. 4: eBuddy mobile users, by region, Jun-10
  • Fig. 5: UK, mobile portals, unique visitors per month
  • Fig. 6: UK, mobile portals, minutes of use per month
  • Fig. 7: Popular Internet brands, by number of Google searches, Jun-10
  • Fig. 8: eBuddy, SWOT analysis

Case study: Research in Motion' s BlackBerry Messenger mobile IM service

  • Fig. 1: Research in Motion' s BlackBerry Messenger alerts capability
  • Fig. 2: Global, BlackBerry subscriptions, 1Q09-1Q11
  • Fig. 3: BlackBerry Messenger SWOT analysis

Case study: ForgetMeNot Africa' s Message Optimiser

  • Fig. 1: ForgetMeNot Message Optimiser process overview
  • Fig. 2: ForgetMeNot Message Optimiser SWOT analysis

Rich Communications Suite

  • Fig. 1: Rich Communications Suite membership, Sep-10
  • Fig. 2: Rich Communications Suite specifications, Apr-10
  • Fig. 3: Telefonica Spain, mobile user trust by provider type, Nov-10
  • Fig. 4: Global, RCS activity, Oct-10
  • Fig. 5: South Korea, mobile operators' instant messaging service features, Nov-09
  • Fig. 6: SK Telecom' s Mobile Messenger, Nov-10
  • Fig. 7: SK Telecom' s HD Video Call (Live Share)
  • Fig. 8: SK Telecom, Mobile Office, Nov-10
  • Fig. 9: Italy, RCS 1.0 trial feature list, TIM and Wind, 2H09
  • Fig. 10: Italy, RCS 1.0 interoperability-testing results, TIM and Wind, 2H09
  • Fig. 11: France, Rich Communications Suite 1.0 technical trial features, 4Q09
  • Fig. 12: France, service problems in the RCS 1.0 trial, service, Jun-10
  • Fig. 13: France, device problems in the RCS 1.0 trial, service, Jun-10
  • Fig. 14: France, RCS 1.0 trial, impact on communications, Jun-10
  • Fig. 15: France, RCS 1.0 trial, features that appealed to users
  • Fig. 16: France, RCS 1.0 trial, elements that users disliked
  • Fig. 17: Spain, RCS 2.0 trial, frequency of use
  • Fig. 18: Spain, RCS trial, functions used
  • Fig. 19: Spain, RCS trial, impact of RCS on mobile communications
  • Fig. 20: Telekom Srbija mobile and PC clients
  • Fig. 21: Telekom Srbija, RCS services tested
  • Fig. 22: Interoperability among operators
  • Fig. 23: China Mobile, 139.com tariffs, Jun-10
  • Fig. 24: Rich Communication Suite mobile clients, selected vendors, Nov-10
  • Fig. 25: Movial Communications Mobile for RCS
  • Fig. 26: Eyeball RCS Mobile Messenger
  • Fig. 27: Features of enhanced address book
  • Fig. 28: Enhanced-address-book value chain

Informa forecasts strong growth in e-mail and instant messaging, but SMS will continue to deliver the bulk of revenues and traffic

  • Fig. 1: Global, mobile messaging revenues, by type, 2009-2015
  • Fig. 2: Global, mobile messaging revenue share by type, 2010 and 2015
  • Fig. 3: Global, mobile messaging traffic by type, 2009-2015
  • Fig. 4: Global, mobile messaging revenues, by region, 2010 and 2015
  • Fig. 5: Global, SMS traffic by region, 2010 and 2015
  • Fig. 6: SMS revenues by region, 2010 and 2015
  • Fig. 7: MMS traffic by region, 2010 and 2015
  • Fig. 8: MMS revenues by region, 2010 and 2015
  • Fig. 9: Mobile e-mail revenues by region, 2010 and 2015
  • Fig. 10: E-mail traffic by region, 2010 and 2015
  • Fig. 11: Mobile IM revenues by region, 2010 and 2015
  • Fig. 12: Mobile IM traffic by region, 2010 and 2015
  • Fig. 13: Global SMS end-user events, 2009-2015
  • Fig. 14: Global SMS revenues, 2009-2015
  • Fig. 15: Global, MMS end-user events, 2009-2015
  • Fig. 16: Global, MMS revenues, 2009-2015
  • Fig. 17: Global e-mail end-user events, 2009-2015
  • Fig. 18: Global, mobile e-mail revenues, 2009-2015
  • Fig. 19: Global, mobile-instant-messaging end-user events, 2009-2015
  • Fig. 20: Global, mobile-instant-messaging end-user-event revenues, 2009-2015
  • Fig. 21: Global, messaging users, by type, 2009-2015
  • Fig. 22: Global, mobile messaging users, by type and region, 2009-2015
  • Fig. 23: Africa, mobile messaging revenues by type, 2009-2015
  • Fig. 24: Africa, mobile messaging traffic by type, 2009-2015
  • Fig. 25: Asia Pacific Developed, mobile messaging revenues by type, 2009-2015
  • Fig. 26: Asia Pacific Developed, mobile messaging traffic by type, 2009-2015
  • Fig. 27: Asia Pacific Developing, mobile messaging revenues by type, 2009-2015
  • Fig. 28: Asia Pacific Developing, messaging traffic by type, 2009-2015
  • Fig. 29: Central and Eastern Europe, messaging revenues by type, 2009-2015
  • Fig. 30: Central and Eastern Europe, messaging traffic by type, 2009-2015
  • Fig. 31: Latin America, messaging revenues by type, 2009-2015
  • Fig. 32: Latin America, messaging traffic by type, 2009-2015
  • Fig. 33: Middle East, messaging revenues by type, 2009-2015
  • Fig. 34: Middle East, messaging traffic by type, 2009-2015
  • Fig. 35: North America, messaging revenues by type, 2009-2015
  • Fig. 36: North America, messaging traffic by type, 2009-2015
  • Fig. 37: Western Europe, messaging revenues by type, 2009-2015
  • Fig. 38: Western Europe, messaging traffic by type, 2009-2015
  • Fig. 39: Forecasts flowchart
  • Fig. 40: Forecasts technology splits

Global Mobile Messaging Survey 2010

  • Fig. 1: Respondents by business type
  • Fig. 2: Mobile operator respondents by network type
  • Fig. 3: Location of respondents' head office
  • Fig. 4: Contribution of messaging, by type, to mobile operator service revenues, 2009
  • Fig. 5: Contribution of messaging, by type, to mobile operator service revenues, 2015
  • Fig. 6: Messaging penetration, by type, 2009
  • Fig. 7: Messaging penetration, by type, 2015
  • Fig. 8: Mobile messaging revenue growth to 2015
  • Fig. 9: SMS revenue increase or decrease in 2009
  • Fig. 10: Reasons for increase in SMS revenues in 2009
  • Fig. 11: MMS revenue increase or decrease in 2009
  • Fig. 12: The importance of MMS to overall messaging revenues
  • Fig. 13: Reasons for considering MMS as not important or only somewhat important
  • Fig. 14: If you regard MMS as important, very important or extremely important, please indicate why
  • Fig. 15: The importance of e-mail to overall messaging revenues
  • Fig. 16: Average monthly spend, consumer and enterprise, on mobile e-mail
  • Fig. 17: Average monthly usage, consumer and enterprise, of mobile e-mail
  • Fig. 18: The importance of mobile IM to the overall messaging business
  • Fig. 19: Average monthly spend per subscriber, mobile IM
  • Fig. 20: Average monthly usage per subscriber, mobile IM
  • Fig. 21: Mobile IM text, image and video traffic proportions
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