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モバイルコンテンツサービスの料金戦略

2014 Pricing Strategies for Mobile Content Services

発行 Tariff Consultancy Ltd. 商品コード 298895
出版日 ページ情報 英文 108 Pages; Over 100 Tables/Charts
納期: 即日から翌営業日
価格
本日の銀行送金レート: 1USD=101.39円で換算しております。
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モバイルコンテンツサービスの料金戦略 2014 Pricing Strategies for Mobile Content Services
出版日: 2014年04月07日 ページ情報: 英文 108 Pages; Over 100 Tables/Charts
概要

モバイルコンテンツは世界のモバイルオペレーターにとって重要な武器になりつつあります。モバイルコンテンツサービスは、主要な音声、メッセージングおよびモバイルデータサービスから生成される従来の収益以外に、追加の収益ストリームを提供します。

当レポートでは、世界52カ国におけるMNO90社のモバイルコンテンツ料金の実例を提供しており、世界のMNOが提供するモバイルミュージック、モバイルソーシャルメディア、モバイルゲーム、モバイルTVおよびモバイルシネマの調査、および独自のTCL世界料金データベースを用いて主要地域で導入された主な動向と新しいコンテンツサービスの調査をまとめ、概略以下の構成でお届けいたします。

利用可能な主要モバイルコンテンツサービス

  • ミュージック
  • ソーシャルメディア
  • ゲーム
  • シネマ
  • エグゼクティブサマリー
  • 調査手法

第1章 主なモバイルミュージック戦略

  • 契約型ミュージック
  • プロモーションとして提供されるモバイルミュージック
  • ポストペイド料金の付加価値サービスとしてのモバイルミュージックバンドル
  • 無料で提供されるモバイルミュージック
  • 自社ブランドのミュージックサービスとして提供されるモバイルミュージック

第2章 主なモバイルソーシャルメディア戦略

  • バンドルとして提供されるソーシャルメディア
  • 料金にバンドルされたソーシャルメディア
  • 無料で提供されるソーシャルメディア

第3章 主なモバイルゲーム戦略

  • ゲームパッケージ
  • 有料ゲームパッケージ
  • プロモーションとして提供されるゲームパッケージ
  • ウェブポータル経由で提供されるゲーム
  • 主要ゲームプラットフォームと連動して提供されるゲーム

第4章 主なモバイルTV戦略

  • モバイルTVバンドル
  • プロモーションとして提供されるモバイルTV
  • 有料モバイルTV
  • アプリケーションとして提供されるモバイルTV

第5章 主なモバイルシネマ/映画戦略

  • プロモーション経由で提供されるシネマ
  • 有料バンドルで提供されるシネマ/映画

図表リスト

目次

The use of mobile content is becoming an important addition to the arsenal of mobile operators worldwide. Mobile content services provide the prospect of additional revenue streams beyond the traditional revenues derived from core voice, messaging and mobile data services.

At the same time the introduction of Over The Top (OTT) services - which are substituting SMS services in particular - coupled with the rise of the Google Play and Apple App Store - allied with the adoption of Smartphones has loosened the hold of the MNO in offering its own content services directly to their end users.

And MNOs are under increasing pressure to find new sources of revenue to compensate for the pressure on blended ARPU levels and are looking to bundle additional services into their core package in order to add user 'stickiness' in terms of loyalty to the operator and so reduce customer churn.

With the rise of the Smartphone device worldwide, mobile devices are used for traditional MNO services including voice, messaging & mobile data, but they can also act as music players, provide social media access, act as TV or video players and provide overall entertainment. With the presence of services provided by non-MNOs - such as Apple iTunes - as well as other OTT companies including Line and WhatsApp, mobile operators have adopted OTT services as a means of providing additional user loyalty over time.

The driving force for the introduction of content services is primarily the pressure on MNO ARPU. The table below illustrates the reduction in blended ARPU over the last 12 months for a selective number of operators:

In some markets, there is supporting data suggesting an increase in mobile entertainment usage which has attracted the interest of a range of mobile operators.

For example, according to figures from ARIA (the Australian Music Charts) in February 2014, music streaming revenues nearly doubled in 2013, making up 5.9 per cent of the total music market in value terms. However, digital download revenue growth slowed and total sales, including CDs, reduced by 11.6 per cent.

In China, the relatively slow penetration of gaming machines, users have been using their mobile phone for Java-based games and increasingly, Smartphones for high resolution games - with as many as two-thirds of 3G Smartphone users playing mobile games.

But in many cases, MNOs are adopting similar generic services - and are in effect partnering with the OTT provider. In mobile music, for example, MNOs are introducing streaming services largely based on Spotify or Deezer 3rd party music services.

In some markets, there is supporting data suggesting an increase in mobile entertainment usage which has attracted the interest of a range of mobile operators.

For example, according to figures from ARIA (the Australian Music Charts) in February 2014, music streaming revenues nearly doubled in 2013, making up 5.9 per cent of the total music market in value terms. However, digital download revenue growth slowed and total sales, including CDs, reduced by 11.6 per cent.

In China, the relatively slow penetration of gaming machines, users have been using their mobile phone for Java-based games and increasingly, Smartphones for high resolution games - with as many as two-thirds of 3G Smartphone users playing mobile games.

But in many cases, MNOs are adopting similar generic services - and are in effect partnering with the OTT provider. In mobile music, for example, MNOs are introducing streaming services largely based on Spotify or Deezer 3rd party music services.

And in mobile social networking, MNOs are bundling the recognised brands including Facebook and in particular WhatsApp - even though arguably the messaging functions of WhatsApp contributes to the cannibalisation of an operator's SMS revenues

About the Report

This new report includes examples of mobile content pricing from 90 MNOs in 52 countries around the world. It includes a survey of pricing for mobile music, mobile social media, mobile gaming, mobile TV & mobile cinema offered by MNOs worldwide. The report examines the main trends and new content services introduced in the main geographical regions using the unique TCL global pricing database.

Table of Contents

The main mobile content services available

  • Music
  • Social Media
  • Gaming
  • Cinema
  • Executive Summary
  • Methodology

Section 1: Key mobile music strategies

  • Subscription based music
  • Mobile Music offered as a promotion
  • Mobile Music bundles as a VAS with postpaid tariffs
  • Mobile Music offered for free
  • Mobile Music offered as an own branded music service

Section 2: Key mobile Social media strategies

  • Social Media offered as a bundle
  • Social Media bundled in tariffs
  • Social Media offered for free

Section 3: Key mobile gaming strategies

  • Gaming packages
  • Gaming packages offered with tariffs
  • Gaming packages offered as a promotion
  • Games offered via a web Portal
  • Games offered in conjunction with major Game platforms

Section 4: Key mobile TV strategies

  • Mobile TV bundles
  • Mobile TV offered as a promotion
  • Mobile TV offered with tariffs
  • Mobile TV offers as an App.

Section 5: Key mobile cinema/movie strategies

  • Cinema offered via promotions
  • Cinema/movies offered bundled with tariffs

A list of Figures and Tables in the TCL 2014 Pricing Strategies for Mobile Content Services Report

  • Figure 1 - A table showing the MNOs in the EU region in the TCL report (33 MNOs)
  • Figure 2 - A table showing the MNOs in countries in the Rest of Europe region in the TCL report (7MNOs)
  • Figure 3 - A table showing the MNOs in the Americas region in the TCL report (11MNOs)
  • Figure 4 - A table showing the MNOs in the Asia Pacific region in the TCL report (19MNOs)
  • Figure 5 - A table showing the MNOs in the Middle East & Africa region in the TCL report - including India & Pakistan (19 MNOs)
  • Figure 6 - A pie chart showing the regional split of MNOs in the TCL survey (in per cent by region)
  • Figure 7 - A table showing theMNOs included in the TCL Content Service Pricing report
  • Figure 8 - A table showing ARPU levels for selectedMNOs worldwide
  • Figure 9 - A table showing the key Napster deals with mobile operators worldwide
  • Figure 10 - A list of MNOs that offer a mobile music subscription service in the TCL report
  • Figure 11 - A table showing the Movistar Argentina SmartPhone plans
  • Figure 12 - A table showing the pricing for Wind Greece's Akazoo service
  • Figure 13 - A table showing pricing for Tata DoCoMo's 'Endless Music' service
  • Figure 14 - A table showing pricing for the Alfa Anghamimusic bundle
  • Figure 15 - A table showing theMovistar Mexico GigaMove Plans (in USD)
  • Figure 16 - A table showing the 'Hi' tariffs that include 'Spotify Premium'
  • Figure 17 - A table showing the pricing for the Etisalat Sri Lanka pre paid data plans
  • Figure 18 - A table showing the pricing for the Etisalat Sri Lanka post paid data plans
  • Figure 19 - A summary table ofMNO promotions offered including music services in this report
  • Figure 20 - A table showing pricing for Telekom's SmartPhone plans with music promotion
  • Figure 21 - A table showingWind Greece 'W' plan with 'Akazoo' music streaming service
  • Figure 22 - A Graphic showing the StarHub Deezer service
  • Figure 23 - A table showing pricing for Vodafone UK's 4G plans with Music
  • Figure 24 - A table summary showing mobile promotions that include mobile music services mentioned in the TCL report
  • Figure 25 - A table showing plans with 'Spotify Music' from Base Belgium
  • Figure 26 - A table showing the DiGi (SmartPlan) plans bundled with the Deezer Premium music service
  • Figure 27 - A table showing the UniversalMusic bundled plan fromMaroc Telecom
  • Figure 28 - An Image for the Slovak Telecom Deezer Music service
  • Figure 29 - A table showing the T-Mobile Slovakia SmartPhone bundled plans, including Deezer Premium +
  • Figure 30 - A table showing theMNO branded mobile music services in the report
  • Figure 31 - A graphic of the 'MuveMusic' logo
  • Figure 32 - A table showing the CricketWireless bundled plans with Muve Music
  • Figure 33 - A graphic of the one2freeMusicholic music on the go service offered by CSL
  • Figure 34 - A chart showing the monthly price points for premium music streaming services for selectedMNOs in USD
  • Figure 35 - A table showing pricing for selected music streaming services in USD per month
  • Figure 36 - A chart showing selected examples of bundled music services as part of a premiumMNO package
  • Figure 37 - A graphic showing an image of theWhatsApp logo
  • Figure 38 - A table showing social media bundled with a mobile service included in the TCL report
  • Figure 39 - A table showing the Reliance IndiaWhatsApp bundle
  • Figure 40 - A table showing the Reliance India Facebook Messaging Pack pricing
  • Figure 41 - A chart showing the Uninor IndiaWhatsApp packages
  • Figure 42 - A table showing the Airtel Nigeria data plan tariffs
  • Figure 43 - An image from the Smart Philippines Post Pay plan
  • Figure 44 - A table showing the SingTel Singapore Facebook price plans
  • Figure 45 - A table showing the SingTel Singapore WhatsApp price plans
  • Figure 46 - A table showing the SingTel Singapore Pre Pay price plans using OperaMini
  • Figure 47 - A table showing the Pre Pay StarHub Singapore Line bundles
  • Figure 48 - A table showing the Etisalat UAE social package pricing
  • Figure 49 - A table showing social media services bundled in with an MNO tariff in the report
  • Figure 50 - A table showingMobistar Belgium social media bundling with tariff plans
  • Figure 51 - A table showing theMovistar Peru bundled Facebook plans
  • Figure 52 - A table showing theMovistar Mexico GigaMove Plans
  • Figure 53 - A table showing the CHT mPro mobile plans with bundled Line access
  • Figure 54 - A table showing free social media services provided by theMNOs in the report
  • Figure 55 - A table showing a selection of MNO bundles with social media content in USD per month
  • Figure 56 - A table showing selectedMNO &WhatsApp costs per month in USD
  • Figure 57 - A table showing the gaming packs provided by selectedMNOs in this report
  • Figure 58 - A graphic of the stand alone Mahjong game - available fromMM ChinaMobile portal
  • Figure 59 - A table showing the gaming packs offered by 3 Austria
  • Figure 60 - A table showing the SingTel Cloud Gaming Pack pricing
  • Figure 61 - A table showing Du UAE's Gaming Pack pricing
  • Figure 62 - A summary of mobile Gaming Packs bundled with tariff plans in the TCL report
  • Figure 63 - A table showing the SFR mobile plan pricing with gaming bundle
  • Figure 64 - A table showing gaming packs provided as a promotion by the MNO in the TCL report
  • Figure 65 - A table showing O2 UK's 4G LTE Simplicity tariff plans
  • Figure 66 - A table showing a summary of selectedMNO mobile game portals
  • Figure 67 - A table showing Batelco's gaming pricing from its portal
  • Figure 68 - A table showing the selected Games console packages provided by theMNOs in the TCL report
  • Figure 69 - An image of the PS Vita console
  • Figure 70 - A table showing the Proximus gaming console bundled tariff plan
  • Figure 71 - A table showing the Vodafone Italy gaming price plan
  • Figure 72 - A table showing Vodafone Italy Tablet PC pricing plans
  • Figure 73 - A table showing the Vodafone Malta PS Vita gaming plans
  • Figure 74 - A table showing Vodafone UK's PS Vita Gaming price plans
  • Figure 75 - A table showing Du UAE PS Vita pricing at launch
  • Figure 76 - A table showing Du UAE roaming costs & coverage - perMB in USD
  • Figure 77 - A table showing mobile gaming packs with pricing offered by selected MNOs in the TCL report
  • Figure 78 - A table showing NetCom Norway's Smart plans - including Mobile TV streaming
  • Figure 79 - A graphic showing the Sky Go TV services
  • Figure 80 - A table summary of theMNO TV bundles offered in the TCL report
  • Figure 81 - An image showing Bell Canada's Mobile TV proposition
  • Figure 82 - A table showing VirginMobile Canada's Mobile TV package pricing
  • Figure 83 - An image showing Virgin Mobile Canada'sMobile TV service
  • Figure 84 - A table showing the Etisalat Sri Lanka Mobile TV package tariffs
  • Figure 85 - A table showing Etisalat UAE's Mobile TV tariffs
  • Figure 86 - An image showing T-Mobile USAMobile TV's service
  • Figure 87 - A table showing the T-Mobile USA TV pack pricing
  • Figure 88 - A table showingMobile TV bundled as a promotional package
  • Figure 89 - A table showing Vodafone UK's promotional 4G plans with Spotify music
  • Figure 90 - A table showing theMobile TV services bundled with a mobile tariff plan
  • Figure 91 - A table showing the price plans for 3 Austria
  • Figure 92 - A table showing theMobile TV rates from 3 Austria
  • Figure 93 - An image showing the Orange Switzerland Mobile TV service
  • Figure 94 - A table showingMNO mobile TV services included in the TCL report
  • Figure 95 - A table showing a summary of cinema promotions made by the MNOs in the TCL survey
  • Figure 96 - An image for Vodafone India's cinema promotion
  • Figure 97 - A table showing pricing for Vodafone UK's Freedom Freebee (30 days validity)
  • Figure 98 - A table showing pricing for Vodafone UK's FreebieMinutes (30 days validity)
  • Figure 99 - A table showing pricing for Vodafone UK's Freebie Texts (30 days validity)
  • Figure 100 - A table showing pricing for Vodafone UK's Freebie Data
  • Figure 101 - A table showing pricing for Vodafone UK's Freebie InternationalMinutes (30 days validity)
  • Figure 102 - A table showing a summary of selected cinema & movie offer bundled with a mobile tariff in the TCL report
  • Figure 103 - An image for EE Film
  • Figure 104 - A table summarizing the mobile cinema & movie pricing in the TCL report
  • Figure 105 - A table showing the exchange rate conversion (to 1 USD) used in this report
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