2008-04-17 16:00:30 -
www.researchandmarkets.com - Research and Markets (www.researchandmarkets.com/reports/c89160) has announced the addition of Mobile Data Best Practices: Positioning and Revenue Opportunities in Emerging and Developed Markets to their offering.
Pyramid Research expects that revenue from global mobile data services, despite lower revenue per user, will surpass that of fixed Internet access services in 2008, primarily
due to its larger user base. In some parts of the world, mobile phones provide the only medium for Internet access; in others, demand for accessing any content on any device at any time is growing.
In its newest report, Mobile Data Best Practices: Positioning and Revenue Opportunities in Emerging and Developed Markets, Pyramid Research examines mobile data services, revenue trends and drivers for adoption, and compares the market dynamics and opportunities in emerging and developed countries.
This report will allow you to assess:
-The size of the mobile data opportunity.
-Markets and regions that will have the largest and fastest growing mobile data revenue.
-The impact of 3G on mobile data uptake.
-The key differences in the mobile data business models of developed and emerging markets.
-Services that will drive data revenue in developed and emerging markets over the next five years.
-Keys to position mobile data services optimally.
-How operators should price mobile data.
Key questions answered
-How big is the mobile data opportunity?
-Which markets and regions will have the largest and fastest growing mobile data revenue?
-What is the impact of 3G on mobile data uptake?
-What are the key differences in the mobile data business models of developed and emerging markets?
-Which services will drive data revenue in developed and emerging markets over the next five years?
-What are the keys to positioning mobile data services optimally?
-How should operators price mobile data?
-Target audience
Operators
This report allows you to identify successful strategies for positioning, pricing and promoting your mobile data offerings, to quantify market demand for mobile data over the next five years and to benchmark performance against regional averages and other key players.
Equipment and application providers
This report helps you evaluate business opportunities in the mobile data space across the world. Use operator best practices and benchmarks to successfully position your equipment and services as well as to enhance your value proposition.
Financial services, investment firms
This report provides a thorough grounding in the salient issues facing mobile data today and charts a means of generating sizeable revenue. Financial institutions need to understand the dynamics of mobile data consumption in different market environments to assess upcoming opportunities in the sector.
The penetration rates of mobile services continue to grow worldwide. By our estimates, the number of mobile subscriptions will increase from 3.3bn in 2007 to 4.7bn in 2012, representing more than two-thirds of the world's population. As the global subscriber base has expanded, so have the capabilities of mobile networks and devices. In all the developed markets and an increasing number of emerging markets, mobile operators have deployed next-generation wireless technologies to enable mobile broadband services. Voice continues to account for more than 80% of global mobile revenue, but the adoption of mobile broadband is on the rise. Indeed, we expect that revenue from global mobile data services, despite lower revenue per user, will surpass that of fixed Internet access services in 2008, primarily due to its larger user base. In some parts of the world, mobile phones provide the only medium for Internet access; in others, demand for accessing any content on any device at any time is growing.
In this report, Pyramid Research examines mobile data services, revenue trends and drivers for adoption, and compares the market dynamics and opportunities in emerging and developed countries. The report ranks current and projected top performers in terms of countries and mobile operators, providing invaluable insight into business opportunities for equipment and application providers as well as benchmarks for operators worldwide. By drawing on numerous operator case studies and industry best practices, Pyramid Research analyzes what works and what doesn't, and identifies market-tested strategies for positioning, pricing and promotion of mobile data offerings in different market environments that promise to encourage end-user adoption and increase data revenue per subscriber no matter which market you are in.
Content Outline:
Table of exhibits
Acronyms and abbreviations
Companies mentioned in this report
Executive summary
Section 1: Mobile data adoption trends and outlook in emerging and developed markets
1.1 Mobile data access presents a larger opportunity than fixed Internet access
1.2 Mobile data revenue trends in emerging and developed markets
1.3 Largest developed and emerging mobile data markets
1.4 Fastest growing opportunities are in emerging markets
The US leads the developed markets in mobile data revenue growth
1.5 Data users in developed markets spend five times more than those in emerging ones
Data's share of ARPS is lower in emerging markets, but growth in emerging markets is still consistent with that in developed markets
1.6 Data ARPS doubles with 3G
MNOs with the highest data ARPS
The impact of 3G on ARPS in emerging markets
1.7 SMS to continue to drive data ARPS in emerging markets, less in developed ones
The impact of SMS bundles
The cannibalization effect of SMS
CASE STUDY: In Uruguay, operators promote 3G services in response to cannibalization effect of SMS on MOU
1.8 Uptake of non-messaging data services widens the gap between developed and emerging markets
Internet browsing -- the killer app?
Non-messaging data service revenue to reach $170bn
Section 2: Building successful mobile data business models worldwide
2.1 What works: positioning strategies for mobile data
Technology leadership
Market segmentation for mobile data services
Finding content that sells
Mobile data as extension of fixed broadband
CASE STUDY: Orange innovates with mobile TV
Mobile-enabling business processes
The iPhone shows the way forward for devices
Do emerging markets need mobile data?
Seizing opportunities where fixed networks can't
Marketing push, higher acquisition costs and the impact on revenue
2.2 Mobile data pricing schemes at a make-or-break point
Bundles and social networking stimulate revenue growth
CASE STUDY: iPhone-like discounted bundles increase adoption
Flat-rate pricing -- the upside to mobile data adoption?
CASE STUDY: 3 UK's flat rates and all-3G strategy produce highest data ARPS
Section 3: Mobile data operator best practices
3.1 US CASE STUDY: An aggressive 3G strategy has helped Verizon Wireless beat its competitors in data
Positioning strategies: Aggressive rollouts, popular content and strong branding
Pricing: more plans and bundles
Outcome: Data revenue is driving growth and strong performance
3.2 AUSTRALIA CASE STUDY: Telstra sees success with strategy for migrating customers to 3G and selling non-SMS data
services
Positioning strategies: Going the extra mile to raise 3G adoption
Pricing: More plans and options for households and mobile subscribers
Outcome: Data revenue growth from promoting 3G is not free, but it will pay off
3.3 PHILIPPINES CASE STUDY: Smart Communications uses low-end strategy to promote SMS and sell more data than
voice
Positioning strategies: messaging, messaging and more messaging
Pricing: buckets of low-cost messages with short durations
Outcome: Low-cost messaging bundles boost revenue and sustain higher margin
3.4 MALAYSIA CASE STUDY: An aggressive data strategy differentiates Celcom from market share leader
Positioning strategies: First-to-market and innovative, differentiated data services
Pricing: Differentiating with convergent service, better values and options based on usage
Outcome: Rising earnings despite aggressive marketing tactics
Appendix
Types of messaging
Non-messaging data services
Related resources
Table of exhibits
Companies Mentioned:
-- 3 Australia
-- 3 Ireland
-- 3 Italia
-- 3 UK
-- Alltel
-- Ancel
-- Apple
-- AT&T
-- AT&T Mobility
-- Celcom (Malaysia)
-- CTI Movil
-- Dailymotion
-- Digi
-- Digitel (Venezuela)
-- eBay
-- ESPN
-- France Telecom
-- Globe Telecom
-- Hutchison 3G
-- Hutchison Whampoa
-- In&Phone
-- KDDI
-- KDDI au
-- KT Freetel
-- KTF (Korea Telecom Freetel)
-- LG Electronics
-- M6
-- Malaysia Telecom
-- Maxis Communications
-- Mobily
-- Movistar
-- Movistar Uruguay
-- MySpace
-- NetCom
-- Nokia
-- NTT DoCoMo
-- O2 Ireland
-- O2 UK
-- Opel
-- Optus
-- Orange France
-- Orb
-- Palm Inc
-- Pelita Nasi Kandar
-- Play (P4 Sp)
-- Samsung
-- Saudi Telecom Co (STC)
-- SFR France
-- SK Telecom
-- Slingbox
-- Smart Communications
-- SoftBank
-- South Korea Telecom (SKT)
-- Sports Illustrated
-- Sprint Nextel
-- Streamyx
-- Sun Cellular
-- Tele 2
-- Telecom Italia Mobi
For more information visit
www.researchandmarkets.com/reports/c89160
Research and Markets
Laura Wood, Senior Manager
Fax: +353 1 4100 980
press@researchandmarkets.com 
