市場調査レポート

世界のモバイルデータ収益化戦略

Global Mobile Data Monetization Strategies 2013

発行 WiseStrokes - Wireless Industry Research Consulting 商品コード 299367
出版日 ページ情報 英文 105 Pages
納期: 即日から翌営業日
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世界のモバイルデータ収益化戦略 Global Mobile Data Monetization Strategies 2013
出版日: 2013年09月30日 ページ情報: 英文 105 Pages
概要

世界の通信事業者は従来型の音声・SMSサービスの成長が飽和状態であるなか、モバイルインターネット/ブロードバンドサービスの提供へと徐々に焦点を移していますが、各社は現在、特に自社のネットワークと保有リソースの管理・最適化・収益化の方法といった3つの大きな課題に直面しています。拡大するデータ利用の収益化は、事業者に既存の顧客との関係を強化する機会を提供しており、また、新規顧客を獲得し、サービスエクスペリエンスや顧客満足度を向上させることで、価値を創出する構想も示しています。

当レポートでは、世界の通信事業者によるモバイルデータ事業の収益化戦略について調査分析し、現在提供されているモバイルデータサービス、事業収益化の手段と状況、収益化の推進因子と課題、データ収益化のための各社のプライシングアプローチ、ビックデータとアナリティクスの重要性、主要地域市場の予測などをまとめ、概略以下の構成でお届けいたします。

第1章 エグゼクティブサマリー

第2章 固定・モバイルブロードバンド市場の概要

  • 固定ブロードバンドサービス
  • モバイルブロードバンドサービス
  • アジア太平洋地域:モバイルブロードバンド加入者の増加を推進する地域であるか?

第3章 モバイルデータサービス

  • 通信事業者の主要な提供サービス
  • 通信事業者の付加価値サービス(VAS)
    • mHealth
    • モバイルマネー
  • 通信事業者が提供するネットワークAPIによるサービス

第4章 データサービスの収益化

  • モバイルアプリの収益化
    • モバイルアプリを利用したモバイルデータ収益拡大の手法
    • モバイルアプリの成功を判断する方法
    • 主要市場におけるシナリオ
  • モバイルビデオの収益化
    • 課金モデルの創出に関わる各段階
  • モバイルバンキングの収益化
  • ネットワークAPIの収益化
    • APIのデリバリーと収益化における課題
    • ビジネスモデルの選択肢
    • APIの収益化の手段
  • モバイルゲームの収益化
  • コンテンツパブリッシャーによる事業収益化
  • モバイル広告の収益化
    • モバイル広告の展望
  • ソーシャルネットワーキングプラットフォームの収益化
    • 通信事業者にとってのソーシャルネットワーキングのメリット
    • モバイルソーシャルネットワーキングの導入強化のためのステップ

第5章 モバイルネットワークとその収益化

  • サービス品質管理
    • 品質監視センターを提供するサービス
    • ネットワークトラフィックの管理
    • デバイス管理によるサービス品質管理
    • リアルタイムネットワークモニタリングと問題解決
  • LTEネットワークにおける収益化
  • LTEネットワークからの収益拡大に向けたアプローチ

第6章 データの収益化における課題

  • モバイルデータサービスの持続的成長を促す主要因子
  • データサービスの成長における主な課題
  • データ収益拡大を阻む課題への対処法
  • 通信事業者による収益化の手段
  • ユーザーの個人情報:次世代ビジネスモデルの根源となるか?

第7章 データの収益化に向けた通信事業者によるプライシングアプローチ

  • 無制限モバイルデータプラン
  • 段階的データプラン
  • ダイナミックプライシングアプローチ
  • 通信事業者による防衛的プライシング戦略

第8章 ビッグデータと通信事業者

  • アナリティクスの役割
    • オペレーション
    • マーケティング
    • エコシステム

第9章 主要地域の予測

  • 平均データ利用量の増加に貢献する各種要因

図表リスト

目次

The telecom operators globally are now gradually shifting their focus on delivering mobile internet/broadband services, to balance the saturated growth there are witnessing in their traditional voice and SMS services offerings. The operators are today facing three major challenges namely how to manage, optimize and monetize their network and available resources. Monetization of increased data usage has offered the opportunity to the telcos to strengthen their association with the existing customers and has provided them with a view plan to acquire new customers, and create value from these customers through enriched services experience and improved customer satisfaction levels.

The emerging regions like Asia-Pacific and African regions are the main driving factors for the increase in the mobile broadband subscribers. The growth in data services in these regions is fuelled by new subscriber acquisition whereas in the developed countries like North America and European region, the growth is owing to the delivery of high-speed internet services based on LTE, HSPA/HSDPA networks etc. The telecom operators globally are investing in deploying networks to expand their geographic reach to cover a large customer base, upgrading their existing network to provided high speed data services to their customers & optimize the data traffic loads on the required, offering aggressive data plans to acquire and retain the customers. The increase popularity of the mobile data plans is mainly owing to availability of affordable and feature rich smartphones, availability of rich content and formats by the contents providers,increased usage of applications like Mobile Apps and OTT services (like WhatsApp, Nimbuzz etc), which has resulted in the exponential increase in mobile data traffic. The telcos owing to such a spurt in the demand have increased Capex and Opex requirements, and hence have to increase the monetization of their services offerings to increase the realization rate of the investments being made in infrastructure improvement and availability of better services.

Key Findings

  • The global mobile cellular subscription count is expected to equal the global population count by the end of 2013.
  • The worldwide web traffic has increased by 162.7% over the period 2010-12.
  • It is estimated that around 309 billion apps would be downloaded annually by 2016, of which around 93% would be the free downloads.
  • The global mobile advertising is expected to reach $20 billion by 2016.
  • Commercial LTE deployments have increased from 50 across 27 countries in December 2011, to reach 206 across 79 countries in August 2013.
  • The global mobile data traffic is expected to reach 11.2Exabytes (EB) per month by 2017 from 0.9 Exabytes (EB) per month in 2012.
  • Asia-Pacific region is expected to contribute maximum to the global mobile data traffic (around 47% of the total traffic in 2017)
  • Smartphones would continue to be the most popular device to access mobile internet services
  • Operators are adopting various pricing options like Unlimited, tiered and dynamic pricing approaches to increase their data revenues

Target Audience

  • Mobile Network Operators
  • Mobile Software Developers
  • Handset and Tablet Manufacturers
  • Content and Applications Aggregators
  • Wireless Privacy and Security Specialists
  • Mobile Marketing and Advertising Providers

Table of Contents

1. Executive Summary

2. Overview of Fixed and Mobile Broadband Market

  • 2.1 Fixed Broadband services
  • 2.2 Mobile Broadband Services
  • 2.3 Is Asia-Pacific a Driving factor in the increasing Mobile Broadband subscriber growth

3. Mobile Data Services Offerings

  • 3.1 Prime Services offerings of Telcos
  • 3.2 Value Added Services offerings by Telcos
    • 3.2.1. mHealth
    • 3.2.2. Mobile Money
  • 3.3 Network API facilitated services offered by tel cos

4. Monetization of Data Services Offerings

  • 4.1.Monetizing the mobile apps
    • 4.1.1. Methods to increase mobile data revenues using mobile applications:
    • 4.1.2. Ways to measure the success of mobile Applications
    • 4.1.3. Mobile Application Scenario in Select Markets
      • 4.1.3.1. Mobile Application in South Africa
      • 4.1.3.2. Mobile application In China
  • 4.2.Monetizing Mobile Videos
    • 4.2.1. Steps involved in creation of charging model by telcos
  • 4.3.Monetizing Mobile Banking
  • 4.4.Monetization of Network APIs
    • 4.4.1. Challenges in API delivery and monetization
    • 4.4.2. Business Model options with an API
    • 4.4.3. Ways to monetize API
  • 4.5.Monetizing Mobile Games
  • 4.6.Monetization by content publishers
  • 4.7.Monetizing mobile advertising
    • 4.7.1. Outlook of mobile advertising
  • 4.8.Monetizing Social Network Platform
    • 4.8.1. Benefits of Social Networking to the Telcos
      • 4.8.1.1. Access Charges
      • 4.8.1.2. Increased Mobile Internet Adoption
      • 4.8.1.3. Increased Retention
      • 4.8.1.4. Differentiation
      • 4.8.1.5. Advertising Revenues
    • 4.8.2. Steps carriers can take to enhance mobile social networking adoption
      • 4.8.2.1. Introduce Flat Rate
      • 4.8.2.2. Easy Access
      • 4.8.2.3. Share location with location based applications and networking sites
      • 4.8.2.4. Flexibility in Revenue Share
      • 4.8.2.5. Directory Integration
      • 4.8.2.6. Open to provide access to any site

5. Mobile Network and Its Monetization

  • 5.1. Services Quality management components
    • 5.1.1. Service offering Quality monitoring Center
    • 5.1.2. Management of Network Traffic
    • 5.1.3. Service quality management through device management
    • 5.1.4. Real time network monitoring and problem resolution
  • 5.2.Monetization in the LTE networks
  • 5.3. Approaches for increased monetization from LTE networks

6. Challenges of data monetization

  • 6.1.Major driving factors for Continuous growth in mobile data services
    • 6.1.1. Increased penetration of data-enabled devices like smartphones, tablets, etc
    • 6.1.2. Competitive and aggressive data offerings from the telcos
    • 6.1.3. Increased penetration and adoption of new applications for various services
    • 6.1.4. Support from the telcos through continuous investment in network capacity
  • 6.2.Major challenges in the data services growth
    • 6.2.1. Saturation in the traditional services
    • 6.2.2. Threat from the substitutes
    • 6.2.3. Specializing into other services from the core services
  • 6.3. How to deal with the challenges to drive data revenues
    • 6.3.1. Product attributes management
    • 6.3.2. Differentiation of the products
    • 6.3.3. Proactive cost management
  • 6.4. How telcos can monetize
  • 6.5. Is Users Personal data is the root of the next-gen business model

7. Pricing Approaches by telcos to monetize the data

  • 7.1.Unlimited Mobile Data Plans
    • 7.1.1. Unlimited Data plans- Some Inferences
    • 7.1.2. Unlimited Data Plans- Does it really benefit the operators
      • 7.1.2.1. Change in the game to acquire more customers initially
      • 7.1.2.2. Ease of selling a customer like value proposition
  • 7.2. Tiered data pricing
  • 7.3. Dynamic Pricing approach
    • 7.3.1. Will Dynamic Pricing reduce telcos woes?
      • 7.3.1.1. Dynamic Pricing may not be suited for all emerging markets
      • 7.3.1.2. Dynamic Planning strategy needs a pre-planning phase as well
      • 7.3.1.3. Dynamic pricing may not always results in monetary gain
      • 7.3.1.4. Dynamic Pricing needs to marketed and handled strategically
    • 7.3.2. Customer's viewpoint regarding the Dynamic Pricing
    • 7.3.3. Critical factors for the benefits of the dynamic pricing
  • 7.4. Defensive pricing strategies by telcos

8. Big Data and Telcos

  • 8.1. The Role of Analytics
    • 8.1.1. Operational Analytics
    • 8.1.2. Marketing Analytics
    • 8.1.3. Ecosystem Analytics

9. Forecasts across select key regions

  • 9.1. Factors contributing to the increase in average data usage growth:
    • 9.2.Mobile data Revenues in Asia-Pacific Region, 2008-2016

List of Figures

  • Fig 1: Worldwide Population and Mobile cellular subscription growth, 2005-2013*
  • Fig 2: Worldwide Mobile penetration in 2013* and subscription growth rates, 2005-2013*
  • Fig 3: Internet users by development level, 2003-2013*, and by region, 2013*
  • Fig 4: Worldwide Fixed broadband penetration levels, 2008-2012/13*
  • Fig 5: Worldwide Mobile Broadband Subscribers and Penetration, 2013
  • Fig 6: Growth Rate of mobile Broadband subscribers
  • Fig 7: Price of mobile-broadband services, early 2013†
  • Fig 8: Frequency of General Mobile Internet Usage
  • Fig 9: Frequency General Mobile Internet Usage across various age-groups in Brazil
  • Fig 10: Frequency General Mobile Internet Usage across various age-groups in Indonesia
  • Fig 11: Frequency General Mobile Internet Usage across various age-groups in Malaysia
  • Fig 12: Frequency General Mobile Internet Usage across various age-groups in South Africa
  • Fig 13: Frequency General Mobile Internet Usage across various age-groups in UAE
  • Fig 14: Mobile browsing-Percentage of web Traffic
  • Fig 15: Worldwide Mobile Apps Stores Download Forecast, 2010-2016
  • Fig 16: Top 5 Revenue Generating Apps globally aggregated over August 2013 in the Apple App Store
  • Fig 17: Top 5 Revenue Generating Apps globally aggregated over August 2013 in the Google Play Store
  • Fig 18: Time spend on iOS and Android connected devices
  • Fig 19: Global Traffic growth for voice and data, 2007-2013
  • Fig 20: Mobile Apps Revenue and Mobile Data Revenues, 2010-2015
  • Fig 21: Mobile Internet usage via Apps on Smartphones
  • Fig 22: Time Watched by Video Length and Device
  • Fig 23: Frequency of watching Videos on Computer/PC
  • Fig 24: Frequency of Video Watching on Smartphone
  • Fig 25: Mobile Payment Value Chain
  • Fig 26: Operator and its Network Centric Ecosystem
  • Fig 27: Competitive moves of the players in the mobile advertising chain
  • Fig 28: % of Time Spent in Media vs. % of Advertising Spending, USA 2011
  • Fig 29: Commercial LTE deployments globally till December-2011
  • Fig 30: Commercial LTE deployments globally till August-2013
  • Fig 31: Popularity and Accessibility of Smartphones as compared to other devices
  • Fig 32: Smartphone usage for Social Networking (1/2)
  • Fig 33: Smartphone usage for Social Networking (2/2)
  • Fig 34: Popularity of Smartphone Price Plans
  • Fig 35: Popularity of Smartphone Price Plans-Brazil
  • Fig 36: Popularity of Smartphone Price Plans-Indonesia
  • Fig 37: Popularity of Smartphone Price Plans-Malaysia
  • Fig 38: Popularity of Smartphone Price Plans-South Africa
  • Fig 39: Popularity of Smartphone Price Plans-UAE
  • Fig 40: Mobile Internet/Data plans popularity
  • Fig 41: Mobile Internet/Data plans popularity across various age groups- Brazil
  • Fig 42: Mobile Internet/Data plans popularity across various age groups- Indonesia
  • Fig 43: Mobile Internet/Data plans popularity across various age groups- Malaysia
  • Fig 44: Mobile Internet/Data plans popularity across various age groups- South Africa
  • Fig 45: Mobile Internet/Data plans popularity across various age groups- UAE
  • Fig 46: Global Mobile Broadband Connection Forecast 2009-2015
  • Fig 47: Global Mobile Applications User Base Forecast 2009-2015
  • Fig 48: Global Smartphone Sales Forecast 2009-2016
  • Fig 49: Global Mobile Data Traffic, 2012-2017
  • Fig 50: Global Mobile Data Traffic Share by Region, 2012-2017
  • Fig 51: Global Mobile Data Traffic Share by Device Type, 2012-2017
  • Fig 52: Global Mobile Data traffic share by service type, 2012-2017
  • Fig 53: Mobile data Revenues in Asia-Pacific Region, 2008-2016

List of Tables

  • Table 1: Broadband Connections in Emerging Regions, 2011-2016
  • Table 2: Region wise growth in web-traffic, 2010-2012
  • Table 3: Mobile Apps downloads from all stores worldwide, 2010-2016
  • Table 4: Worldwide Mobile Advertising Revenue (in $ million) by region, 2010-2015
  • Table 5: LTE connections penetration across major geographies, Dec-2012-to-Aug-2013
  • Table 6: Summary of Per Device Usage Growth, MB per Month

List of Insights

  • Insight 1: Mobile data usage in the Middle East region
  • Insight 2: Major activities done by users on their mobile phones
  • Insight 3: India's first mobile application store - Airtel App Central - clocks over 2.5 million downloads in just 30 days
  • Insight 4: Blyk and Mobile Advertising
  • Insight 5: Airtel Kenya v/s Safaricom
  • Insight 6: Mobile Broadband Growth in Latin America and Smartphone subsidies
  • Insight 7: The 4 Gaps- The Telecom Operators Need to Address
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