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デジタルコンテンツからモバイルウォレットへ:通信オペレーターのモバイルペイメント戦略−−移動体通信事業者(MNO)のケーススタディと市場機会・アプローチの分析

From Digital Content to M-Wallets: M-Payment Strategies for Operators

発行 Pyramid Research, Inc. 商品コード 277583
出版日 ページ情報 英文 111 Pages
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本日の銀行送金レート: 1USD=102.95円で換算しております。
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デジタルコンテンツからモバイルウォレットへ:通信オペレーターのモバイルペイメント戦略−−移動体通信事業者(MNO)のケーススタディと市場機会・アプローチの分析 From Digital Content to M-Wallets: M-Payment Strategies for Operators
出版日: 2013年07月25日 ページ情報: 英文 111 Pages
概要

新興国市場では現在、銀行非利用層向けのモバイル金融サービスが急速に普及し、銀行利用層向けのモバイルペイメントや関連サービスを上回る勢いで成長しています。また、モバイルペイメントは他のモバイル通信サービスの機能・サービスを融合し、「モバイルウォレット」の一部へと組み込んでいます。他方で、NFC(近距離無線通信)対応のモバイル機器やリーダーの本格的普及がようやく始まりましたが、モバイル通信オペレーター各社は今後も様々な課題に直面するものと思われます。

当レポートでは、世界各国におけるモバイルペイメント(Mペイメント)関連市場の最新動向と今後の市場機会について分析し、市場の全体的構造や背景環境、移動体通信事業者(以下MNO)各社が採用している戦略やアプローチ、主要企業10社の事例などを調査して、その結果を概略以下の構成でお届けします。

エグゼクティブ・サマリー

第1章 市場の概要と背景

  • 定義と概要
    • 背景事情
    • モバイルペイメントの種類
    • 当レポートの概要
  • 銀行利用層 vs. 非利用層
  • MNOにとっての新たな収益機会
  • モバイルペイメント・ウォレットの概要
    • MNOにとってのMウォレットの代替策
    • モバイルウォレット:単なる決済機能以上の存在感
    • NFC(短距離無線通信)用端末の設定
    • NFCのエコシステムとTSMの役割

第2章 移動体通信事業者(MNO)のアプローチと戦略

  • 概要
  • MNOのアプローチ:組織構造
    • アクセスの分離とOTTサービス
    • 金融機関との協業
    • オペレーター相互のパートナーシップ
  • オペレーターの市場機会:概要
  • デジタルコンテンツ
    • デジタルコンテンツのエコシステムにおけるオペレーターの役割
    • iPhoneの普及と、オペレーターのデジタルコンテンツへのアプローチ
  • オンライン商取引
  • 小売商取引
    • オペレーターとTSM(trusted service manager)
    • オペレーターのTSMモデルの比較
  • 市場収益およびチャーン(解約率)の分析
  • MNO各社にとっての主な結論

第3章:ケーススタディ

  • Orange(フランス)
    • 市場の背景
    • モバイルペイメント戦略
  • NTTドコモ(日本)
    • 市場の背景
    • モバイルペイメント戦略
  • Safaricom(ケニア)
    • 市場の背景
    • モバイルペイメント戦略
  • Telcel(メキシコ)
    • 市場の背景
    • モバイルペイメント戦略
  • T-Mobile(ポーランド)
    • 市場の背景
    • モバイルペイメント戦略
  • MTS(ロシア)
    • 市場の背景
    • モバイルペイメント戦略
  • SK Telecom(韓国)
    • 市場の背景
    • モバイルペイメント戦略
  • Turkcell(トルコ)
    • 市場の背景
    • モバイルペイメント戦略
  • O2(英国)
    • 市場の背景
    • モバイルペイメント戦略
  • AT&TおよびISIS(米国)
    • 市場の背景
    • モバイルペイメント戦略
  • 関連リソース

図表一覧

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目次
Product Code: TC0002MR

Product Synopsis

This report critically assesses the involvement of mobile operators in the m-payment value chain and the opportunity the ecosystem presents. It is structured around 10 operator case studies, each outlining the success factors of particular mobile payment strategies implemented by service providers worldwide. Besides examining the m-payment business models adopted by operators in different geographies, we look at cutting-edge m-payment services launched by financial institutions, Google and others, and assess their effect on the position of service providers in the m-payment value chain.

Introduction and Landscape

Mobile money services for the unbanked, popular in emerging markets, are showing both much faster adoption than m-wallets and related services addressing those with a bank account and a steeper revenue curve. Mobile payments are becoming increasingly integrated into a broader range of mobile services. Furthermore, services such as marketing, advertising, loyalty cards, coupons and discounts are also becoming part of the broader 'mobile wallet.' Operators in developed markets need to make a long-term commitment to the mobile payment opportunity and have access to large financial reserves to be able to reap long-term benefits. While adoption of NFC-capable mobile devices and readers is finally showing real growth, we believe that mobile operators still face major challenges in mobile contactless payments. In this report, we critically assess mobile operators' involvement in the m-payment value chain and the opportunity that this ecosystem presents for them. The analysis has been structured around 10 operator case studies, each outlining the elements of success or failure of particular mobile payment strategies implemented by service providers in markets worldwide. In addition to examining the m-payment business models adopted by service providers in different geographies, we provide an overview of cutting-edge m-payment services launched by financial institutions, Google and other entities, and assess their effect on the position of service providers in the m-payment value chain.

Table of Contents

  • Table of contents
  • Table of exhibits
  • Companies mentioned
  • Executive summary

Section 1: Market overview and background

  • 1.1. Definitions and overview
    • 1.1.1. Context
    • 1.1.2. Types of mobile payments
    • 1.1.3. Overview of report
  • 1.2. Banked vs. unbanked
  • 1.3. New revenue opportunities for MNOs
  • 1.4. Overview of mobile payments and wallets
    • 1.4.1. M-wallet alternatives to MNOs
    • 1.4.2. The mobile wallet: more than just payments
    • 1.4.3. Configuring the handset for NFC
    • 1.4.4. The NFC ecosystem and the role of the trusted service manager

Section 2: MNO approaches and strategies

  • 2.1. Overview
  • 2.2. MNO approaches: organizational structure
    • 2.2.1. Separating access and OTT services
    • 2.2.2. Working with financial institutions
    • 2.2.3. Cross-operator partnerships
  • 2.3. Overview of operator opportunities
  • 2.4. Digital content
    • 2.4.1. The role of operators in digital content ecosystems
    • 2.4.2. IPhone penetration and operator approaches to digital content
  • 2.5. Online commerce
  • 2.6. Retail commerce
    • 2.6.1. Operators and trusted service managers
    • 2.6.2. Comparing operator TSM models
  • 2.7. Revenue and churn analysis
  • 2.8. Key takeaways for MNOs

Section 3: Case studies

  • 3.1. Orange - France
    • 3.1.1. Market context
    • 3.1.2. Orange's m-payment strategy
  • 3.2. NTT Docomo - Japan
    • 3.2.1. Market context
    • 3.2.2. NTT Docomo's m-payment strategy
  • 3.3. Safaricom - Kenya
    • 3.3.1. Market context
    • 3.3.2. Safaricom's m-payment strategy
  • 3.4. Telcel - Mexico
    • 3.4.1. Market context
    • 3.4.2. Telcel's m-payment strategy
  • 3.5. T-Mobile - Poland
    • 3.5.1. Market context
    • 3.5.2. T-Mobile's m-payment strategy
  • 3.6. MTS - Russia
    • 3.6.1. Market context
    • 3.6.2. MTS's m-payment strategy
  • 3.7. SK Telecom - South Korea
    • 3.7.1. Market context
    • 3.7.2. SK Telecom's m-payment strategy
  • 3.8. Turkcell - Turkey
    • 3.8.1. Market context
    • 3.8.2. Turkcell's m-payment strategy
  • 3.9. O2. - United Kingdom
    • 3.9.1. Market context
    • 3.9.2. O2's m-payment strategy
  • 3.10. ATandT and ISIS - United States
    • 3.10.1. Market context
    • 3.10.2. ATandT's and ISIS's m-payment strategy
  • Related resources

List of Exhibit

  • Exhibit 1.1: Mobile payment breakdown and overview
  • Exhibit 1.2: Percentage of adults (15yrs+) with a bank account in 10 markets, year-end 2011
  • Exhibit 1.3: Percentage of adults (15 years+) who had used mobile money in the previous year, year-end 2011
  • Exhibit 1.4: Global mobile voice and data revenue growth rates, 2009-2017
  • Exhibit 1.5: Traditional payment ecosystem
  • Exhibit 1.6: Benefits of mobile payments to different parts of the ecosystem
  • Exhibit 1.7: Visa Europe's focus areas for stimulating the use of mobile payments
  • Exhibit 1.8: Google Wallet
  • Exhibit 1.9: PayPal Wallet: PayPal Here card reader and smartphone with a payment card
  • Exhibit 1.10: PayPal Wallet: Picture Payment
  • Exhibit 1.11: The role of the trusted service manager
  • Exhibit 2.1: Overview of Docomo's Smart Service restructuring
  • Exhibit 2.2: Relationships between operators and financial institutions
  • Exhibit 2.3: Summary of cross-operator partnerships
  • Exhibit 2.4: Summary of key operator opportunities and actions in different segments of mobile payments
  • Exhibit 2.5: Operators in the digital content value chain
  • Exhibit 2.6: Postpaid share of subscriptions vs. iPhone share of smartphone unit sales by country, 2012
  • Exhibit 2.7: Various e-commerce indicators
  • Exhibit 2.8: Mobile online commerce value chain
  • Exhibit 2.9: 11th Street logo
  • Exhibit 2.10: Buyster commission structure
  • Exhibit 2.11: Comparison of various trusted service manager (TSM) models
  • Exhibit 2.12: NTT, Safaricom, SK Telecom and Vodacom Tanzania m-payment revenues as percentages of total service revenue
  • Exhibit 2.13 Turkcell's customers receive Turkcell loyalty points when using its m-wallet
  • Exhibit 3.1: France m-payment indicators
  • Exhibit 3.2: Orange France mobile payments and wallet strategy
  • Exhibit 3.3: Cityzi campaigns
  • Exhibit 3.4: Japan m-payment indicators
  • Exhibit 3.5: NTT Docomo ARPS 2011-2013
  • Exhibit 3.6: NTT Docomo's "smart services" growth
  • Exhibit 3.7: NTT Docomo mobile payments and wallet strategy
  • Exhibit 3.8: iD and DCMX payment service subscribers, 2006-2012
  • Exhibit 3.9 Kenya m-payment indicators
  • Exhibit 3.10 Safaricom mobile service revenue growth by category and M-Pesa revenue contribution, 2010-2013
  • Exhibit 3.11: Safaricom mobile payments and wallet strategy
  • Exhibit 3.12 M-Pesa advertising
  • Exhibit 3.13: Mexico m-payment indicators
  • Exhibit 3.14: Advertising by Telcel's Transfer service
  • Exhibit 3.15: Telcel mobile payments and wallet strategy
  • Exhibit 3.16: Poland m-payment indicators
  • Exhibit 3.17: T-Mobile mobile payments and wallet strategy
  • Exhibit 3.18: Russia m-payment indicators
  • Exhibit 3.19: MTS Dengi products
  • Exhibit 3.20: MTS mobile payments and wallet strategy
  • Exhibit 3.21: South Korea m-payment indicators
  • Exhibit 3.22: SK Telecom mobile payments and wallet strategy
  • Exhibit 3.23: Registered users of SK Mobile Wallet, semi-annually 2010-2013
  • Exhibit 3.24: Mobile Hana SK Card users, 2009 - 2013
  • Exhibit 3.25: Total and mobile gross merchandise value of 11th Street online mall, and mobile as a percentage of GMV
  • Exhibit 3.26: Turkey m-payment indicators
  • Exhibit 3.27: Turkcell mobile payments and wallet strategy
  • Exhibit 3.28: Turkcell Wallet in-store experience
  • Exhibit 3.29: Turkcell app store downloads and smartphone penetration, 2009-2012
  • Exhibit 3.30: UK m-payment indicators
  • Exhibit 3.31: O2 UK mobile payments and wallet strategy
  • Exhibit 3.32: US m-payment indicators
  • Exhibit 3.33: ATandT mobile payment and wallet strategy
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