Home > Market Research > Mobile Content & Apps > The World’s Top Ten Non-voice Services for Mobile Operators.

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Market Study
Published: April 2007
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Research from: Analysys Mason
Sector: Mobile Content & Apps

With mobile operators desperate to increase non-voice ARPU, we pick the top ten non-voice services from a multitude of services worldwide. Detailed case studies of the winning services show the way to major revenue opportunities and quick wins.

With intense pressure on voice revenues, mobile operators urgently need to find ways of increasing non-voice ARPU. However, despite an abundance of non-voice service initiatives since the introduction of GPRS and, more recently, 3G, many operators in developed markets have failed to bring about a significant increase in non-voice ARPU. Faced with an increasingly diverse range of non-voice service choices, mobile operators need to identify and implement those that add most value to their businesses in their respective markets.

The World’s Top Ten Non-voice Services for Mobile Operators identifies the top ten services from a large number of non-voice services worldwide, and provides detailed case studies and analysis of these leading services to help others replicate their success. The top ten non-voice services are:

1. Vodafone Casa FASTWEB (Vodafone Italy)
2. SMS (02 UK)
3. Mobile TV and Video Streaming (3 UK)
4. BlackBerry Email and IM (T-Mobile USA)
5. Mobile Broadband (Sprint Nextel, USA)
6. Mobile TV Broadcasting (3 Italy)
7. EZ Chaku-uta Full (KDDI, Japan)
8. Cyworld Mobile (SK Telecom, South Korea)
9. DCMX mobile payment (NTT DoCoMo, Japan)
10. MiniCall BubbleTALK 'voice SMS' (Vodafone Egypt)

This report answers your key questions:

- Which non-voice services will have the greatest benefits for mobile operators’ businesses, for example in terms of ARPU, customer acquisition and retention, and profitability? What concrete evidence is there of their potential?
- What are the leading examples of different types of service, for example community portals, fixed and mobile broadband Internet access, mobile email and instant messaging, mobile payment, mobile TV streaming and broadcasting, music and SMS?
- How have these services been implemented successfully, for example in terms of handsets, marketing and pricing?
- How can these services be implemented most effectively by other operators? What barriers and risks must mobile operators overcome to successfully implement these services?

Who should read this report

- Mobile network operators: senior executives and product managers, in order to identify the best opportunities to increase non-voice ARPU and to learn from leading case studies.

- Network equipment and handset vendors: senior executives and product managers, in order to identify future trends in mobile operator non-voice services and to consider the implications for network equipment and handsets.

- Regulators: senior executives, in order to identify potential future trends in non-voice services from mobile operators and to understand possible implications within the telecoms industry and also for other sectors including broadcasting, digital content and financial services.

- Financial analysts and investors: in order to identify the best opportunities for mobile operators in non-voice services and to understand the activities, financial investment and risk involved.

About the authors

Dr Alastair Brydon and Dr Mark Heath are founders of Sound Partners Ltd and authors of over 30 reports from Analysys Research, including Picocells and Femtocells: will indoor base stations transform the telecoms industry?, Mobile Operator Strategies for Fixed Broadband, Fixed–Mobile Substitution in Western Europe: causes and effects, Mobile Number Portability: strategies for operators and regulators, The Business Case for WiMAX, Forecasting the Commercial Impact of Wireless VoIP in the USA and Western Europe, Pricing Mobile Services for Success: towards a bundled future, Evaluating the Options for Mobile TV and Radio Broadcasting in Western Europe, Lessons from the Japanese and South Korean Mobile Markets: handsets, services, content and pricing, Prospects for the Evolution of 3G and 4G and Scenarios for the Evolution of the Wireless Industry in Europe to 2010.

Alastair is CEO of Sound Partners Ltd. Prior to joining Sound Partners, Alastair reported to Nokia’s European management team and worked with many of Nokia’s customers to implement market firsts ranging from the introduction of prepaid mobile tariffs to new mass-market content services. Previously, Alastair worked in a number of roles for the BT Group, focusing on the evolution of wireless services, networks and technologies. He also contributed to international research and standardisation of GSM, DECT and 3G. Alastair holds BSc and PhD degrees from UMIST, where he was awarded the IEE Prize for top student.

Mark is Director of Research at Sound Partners Ltd. He previously held a number of marketing and business development roles in Nokia, ultimately becoming responsible for strategy and business development across Europe. Before that, Mark was responsible for business planning at BT Cellnet in the UK, after spending six years at BT in wireless systems research and development. Mark holds BSc and PhD degrees from the University of Leeds, winning the University prize for his research in telecommunications. Mark also holds an MBA, graduating as top student from Henley Management College.

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Table of Contents

Executive summary
1 Introduction
2 Service evaluation process
3 The top ten services
4 Lessons from the top ten services
Actions.

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