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市場調査レポート

LTEビジネスモデル:ネットワーク導入・ポジショニング・サービス価格決定のベストプラクティス

LTE Business Models - Best Practices in Network Deployment, Positioning and Service Pricing

発行 Pyramid Research, Inc. 商品コード 307652
出版日 ページ情報 英文 92 Pages
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LTEビジネスモデル:ネットワーク導入・ポジショニング・サービス価格決定のベストプラクティス LTE Business Models - Best Practices in Network Deployment, Positioning and Service Pricing
出版日: 2014年07月11日 ページ情報: 英文 92 Pages
概要

LTEビジネスの立ち上げ・普及のためには、まず周波数帯域の確保が必要となります。既に無線通信市場の大半を支配しているリーダー的企業と、今後の市場参入・拡大を目指すライバル企業(チャレンジャー)とでは、最適なサービス導入戦略が異なってきます。様々な価格帯・機能のLTEデバイスを取り揃えることも重要で、特に低価格デバイスにより技術に詳しくない消費者層をも開拓していくことが必要です。高水準でのサービス料金設定は高い収益性をもたらしますが、やがては料金引き下げ圧力に直面するため、データ集約的サービスなどの投入によりARPS(加入者1人当たり平均収益)を引き上げる必要が出てきます。一方で、固定回線ブロードバンドの代替的サービスとしての活用や、VoLTE(LTE回線経由の音声通話サービス)などもLTE市場の促進要因となるでしょう。

当レポートでは、世界各国におけるLTEサービスのビジネスモデルについて分析し、LTEの技術開発・サービス展開状況や、サービス内容・料金設定のあり方とベストプラクティス、市場促進・阻害要因、主要5ヶ国のケーススタディ−−LTE導入状況、各社の市場でのポジショニング/ランキング、価格設定・収益率など−−といった調査内容をお届けします。

イントロダクション

分析範囲・概要

分析アプローチ・手法

第1章 LTEの背景事情と現状

  • 4G/LTE技術の概要
  • LTEの展開状況
  • LTE市場の導入傾向と将来予測
  • Voice over LTE(VoLTE):技術的な対応状況とオペレーター各社のアプローチ

第2章 分析

  • LTE周波数帯域の傾向と、帯域利用可能性の改善に向けた戦略
  • ネットワーク導入戦略とベストプラクティス
  • LTE導入・成長の促進要因
  • LTEデバイスと、サービスプロバイダー各社にとっての主な考慮事項
  • LTE活用型サービスと、デジタルコンテンツの役割
  • LTE回線上のデータトラフィックの傾向
  • 固定回線ブロードバンドの代替的存在としてのLTEの位置づけ
  • VoLTEのタイムラインと、サービスプロバイダー各社にとっての市場機会
  • LTEの料金設定のアプローチとベストプラクティス
  • LTEのARPSの傾向と成長戦略
  • 市場リーダー:市場参入戦略とベストプラクティス
  • ライバル企業:市場参入戦略とベストプラクティス

第3章 代表的・新規LTE市場の分析

  • 分析対象国の相互比較
  • ケーススタディの主な結論
  • 国別のケーススタディ
    • 日本:NTTは「市場までの時間」での優位性を発揮できず
    • 南アフリカ:固定回線ブロードバンドの代替策および動画コンテンツ販路としてのLTE
    • 韓国:世界初のLTE-AdvancedおよびVoLTEの導入
    • 英国:ライバルMNO(移動体通信事業者)が、市場リーダーの価格面での優位性を撹乱する
    • 米国:世界最大のLTE市場、シェアードデータ・プランが成功を収める

付録

  • 本文中で言及した企業
  • 情報源および関連調査
  • Pyramid Researchについて

図表一覧

目次
Product Code: TC0249MR

Summary

Built around five detailed country case studies of markets where LTE networks have been launched, LTE Business Models: Best Practices in Network Deployment, Positioning and Service Pricing to Maximize Market Opportunity, a new Report by Pyramid Research, examines LTE spectrum allocation and availability, network deployment considerations, product and pricing strategies and LTE adoption trends as well as drivers for market growth. Highlighting what works and what doesn't - based on the experience of commercial operators - this report uncovers the pain points and the keys to success for LTE service providers worldwide.

Key Findings

The availability of spectrum underpins the timing and scale of LTE deployments and operators' competitive positioning long-term. The importance of access to appropriate LTE spectrum has resulted in high bids for auctioned spectrum, acquisitions of companies with relevant spectrum and loss of 2G market share for the sake of spectrum reframing.

Adoption of LTE differs depending on the market. As competitive operators reach nationwide coverage, adoption accelerates. To retain their high-value customer bases and keep a network edge, market leaders have to launch LTE first; challengers must minimize this edge and consider disruptive pricing strategies.

Device strategies are important in order to drive upgrades: Ensuring the availability of a range of devices including popular, exclusive as well as low-cost devices that meet operator configuration requirements such as frequencies and backward compatibility with 2G and 3G networks is fundamental.

LTE device adoption can be maximized by offering low-cost devices, providing financing and annual handset upgrade options, limiting the availability of non-LTE devices if appropriate (particularly among tablets) and offering smartphones that target less technology-savvy customers. Shared-data plans also help drive adoption, and more operators are targeting LTE car connectivity.

Pricing LTE at a premium has clearly been the right strategy in markets where demand has been strong, thus boosting margins. However, premium pricing comes with downsides and risks, which have been exposed in different markets.

Driving wide adoption of data-intensive services is crucial to a successful LTE strategy. Relevant services must not only take advantage of LTE's better speeds and performance but also encourage greater data usage to boost ARPS.

LTE drives data usage, typically increasing consumption by 80-120% compared with 3G.

LTE can provide an attractive alternative to fixed broadband; just how attractive depends on the market.

VoLTE will reinvigorate voice services and counter OTT providers, and operator approaches and plans to providing high-quality VoLTE services vary.

Synopsis

This report examines LTE spectrum allocation and availability, network deployment considerations, product and pricing strategies and LTE adoption trends as well as drivers for market growth. Highlighting what works and what doesn't - based on the experience of commercial operators - it uncovers the pain points and the keys to success for LTE service providers worldwide.

The report is structured as follows:

Section 1: LTE technology roadmap, network deployment update and market opportunity. This introductory section outlines why LTE has been successful against alternatives, provides details about the standards and evolutionary roadmap as well as VoLTE readiness, and gives the current global deployment status by frequency band. Also included is Pyramid Research's assessment of the global market opportunity for LTE adoption through 2018.

Section 2: LTE business models and impact on operator KPIs. This core section of the report is a comparative analysis of lessons learned from commercial LTE networks worldwide, looking at network deployments, adoption, devices, pricing, data usage, ARPS (including an in-depth study of South Korea), services, VoLTE and LTE positioning against fixed broadband. The case studies are supplemented by further examples from around the world. The relative performance of market leaders and challengers as well as their respective strategies are examined.

Section 3: Analysis of leading and emerging LTE markets. Five in-depth country case studies analyze the impact of LTE on operators' performance and compare how operators have competed in terms of network deployments, pricing and positioning. The countries covered are Japan, South Africa, South Korea, the UK and the US.

Reasons To Buy

The "LTE Business Models" report provides a comprehensive examination of lessons learned and best practices from commercial LTE networks in different market environments to help executives develop business plans and product development plans effectively as well as optimize resource allocation and return on investment.

This report provides a five-year forecast of LTE subscriptions, developed using Pyramid Research's rigorous bottom-up modeling methodologies, to enable executives to effectively position their companies for emerging trends in demand for their products and growth opportunities.

The report incorporates an easily digestible, executive-level assessment of LTE business models worldwide built around insights directly from the market players, which enables decision makers to quickly get up to speed with the current and emerging trends and make informed investment decisions.

Table of Contents

Introduction

Report scope and outline

Approach and methodology

Section 1: LTE background and status

  • 4G/LTE technology primer
  • LTE deployment status
  • LTE market adoption trends and forecast
  • Voice over LTE: Technology readiness and operator approaches

Section 2: Analysis

  • LTE spectrum trends and strategies to improve spectrum availability
  • Network deployment strategies and best practices
  • Drivers for LTE adoption and growth
  • LTE devices and key considerations for service providers
  • LTE-based services and the role of digital content
  • Trends in data traffic over LTE
  • Positioning LTE as a fixed broadband alternative
  • VoLTE timelines and opportunities for service providers
  • LTE pricing approaches and best practices
  • LTE ARPS trends and growth strategies
  • Market leaders: Go-to-market strategies and best practices
  • Market challengers: Go-to-market strategies and best practices

Section 3: Analysis of leading and emerging LTE markets

  • Comparative review of the case study countries
  • Key takeaways from country case studies
  • Country case studies
    • Japan: NTT fails to capitalize on its time-to-market advantage
    • South Africa: LTE as a fixed-broadband replacement and channel for video content
    • South Korea: First to market with LTE-Advanced and VoLTE deployments
    • UK: Challenger MNOs disrupt the market leader's pricing premium
    • USA: Largest LTE market in the world, where shared data plans have found success

Appendixes

  • Companies mentioned
  • Sources and related research
  • About Pyramid Research

List of Exhibit

  • Report overview
  • HSPA, LTE and WiMAX comparison
  • Wireless standards evolution
  • LTE technology evolution
  • Number of commercial LTE networks, 2009-2014
  • LTE commercial networks by frequency band, May 2014
  • LTE percentage of mobile subscriptions globally
  • LTE penetration by region, year-end 2013
  • Examples of spectrum-driven acquisitions
  • LTE deployment strategies by country, operator position
  • Quarterly LTE adoption since launch in four markets
  • Low-cost operator-branded LTE devices
  • Comparison of service strategies by country
  • Additional data usage on 4G networks vs 3G networks at five operators
  • Android smartphone 3G and 4G data consumption globally, Jan 2013 and Dec 2013
  • LTE impact on fixed broadband
  • LTE pricing comparison and highlights by country
  • 4G ARPS compared with 3G ARPS at six operators
  • Blended ARPS in Japan and South Korea, Q2 2012 to Q1 2014
  • SK Telecom quarterly LTE vs WCDMA data usage, 2011-2013
  • SK Telecom's 3G and LTE price plans compared
  • Market share and ARPS performance of five market leaders
  • Market share and ARPS performance of eight challengers
  • Overview of mobile markets in five countries
  • Key country indicators in Japan, 2013 (year end)
  • Japan market highlights
  • Key LTE spectrum in Japan by operator
  • Population coverage of LTE FDD by operator in Japan, Q1 2011 to Q1 2014
  • NTT network evolution
  • Service subscriptions of KDDI and NTT, Q4 2013 and Q1 2014
  • Net FTTH additions of NTT, 2011-2013
  • Smartphone sales as percentage of handset sales in Japan, 2012 and 2013
  • KDDI smartphone plans
  • LTE and smartphone penetration in four countries, Q1 2014
  • Mobile, smartphone and LTE subscriptions in Japan, Q1 2011 to Q1 2014
  • 3G and 4G data consumption in Japan, Jan 2013 and Dec 2013
  • Blended ARPS by operator in Japan, Q1 2011 to Q1 2014
  • Change in subscription market shares in Japan, Q1 2011 to Q1 2014
  • Key country indicators in South Africa, 2013 (year end)
  • South Africa market highlights
  • Number of Vodacom base stations in Gauteng by technology, 2014 and 2015
  • MTN South Africa coverage by network generation, year-end 2012 and 2013
  • MTN coverage by network generation in select African countries, year-end 2013
  • Telkom South Africa fixed broadband packages
  • Prices of 5Mbps broadband at Neotel and Telkom in South Africa
  • Mobile, smartphone and LTE subscriptions in South Africa, Q1 2013 to Q1 2014
  • Mobile subscription breakdown by network generation and use, Q1 2014
  • Data devices on Vodacom network, Q1 2012 to Q1 2014
  • Change in market shares in South Africa, Q1 2013 to Q1 2014
  • Key country indicators in South Korea, 2013 (year end)
  • South Korea market highlights
  • KT Telecom LTE lag behind SK Telecom and LGU+
  • LTE spectrum by operator in South Korea
  • LTE operator services in South Korea
  • Fixed broadband net additions in South Korea, 2010-2013
  • LGU+ fixed broadband subscriptions: 100Mbps vs total, 2011-2013
  • LTE subscriptions using VoLTE in South Korea, Q2 2012 to Q4 2013
  • Evolution of LTE plans in South Korea
  • Comparison of operator data plans in South Korea
  • Mobile, smartphone and LTE subscriptions in South Korea, 2010-2014
  • SK Telecom subscription breakdown by technology, Q1 2014
  • SK Telecom data usage on LTE and WCDMA, Q4 2011 to Q4 2013
  • Blended vs LTE ARPS in South Korea, Q2 2013 and Q1 2014
  • Blended ARPS by operator in South Korea, Q4 2011 to Q4 2013
  • Changes in subscription market shares, South Korea, 2010 to 2013
  • Key country indicators in the UK, 2013 (year end)
  • UK market highlights
  • LTE coverage by operator in the UK, 2012-2015
  • Key LTE spectrum holdings of UK operators
  • LTE content and service details by operator in the UK
  • Data usage on 4G plans in excess of average 3G usage, Vodafone, Q1 2014
  • Evolution of LTE plans in the UK
  • Mobile, smartphone and LTE subscriptions in the UK, 2010-2014
  • Additional LTE ARPS over 3G ARPS at three operators in the UK, Q1 2014
  • LTE subscriptions by operator in the UK
  • Change in retail postpaid ARPS of UK operators, Q1 2013 to Q1 2014
  • Key country indicators in the United States, 2013 (year end)
  • US market highlights
  • LTE coverage by operator in the US, Q1 2012 to Q1 2014
  • Free personal cloud storage bundles of ATandT and Verizon
  • Verizon broadband prices compared
  • US HD voice and VoLTE timeline
  • Portion of postpaid subscriptions on shared-data plans, Verizon and ATandT, Q1 2012 to Q1 2014
  • Verizon retail postpaid subscription breakdown by device, Q1 2014
  • Mobile, smartphone and LTE subscriptions in the US, 2010-2014
  • Postpaid ARPS by operator in the US, Q1 2011 to Q1 2014
  • Verizon average revenue per account, Q1 2012 to Q1 2014
  • Change in retail postpaid subscription market shares among top four US operators, Q1 2012 to Q1 2014
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