Home > Market Research > Mobile Strategies > Strategies for Driving Data ARPU
Key features of this essential new market study
> Read 20 exciting new case studies from MNOs around the world
> Understand the go-to-market strategies for leading mobile data services
> Learn from best-in-class non-voice mobile services
> Examine how some MNOs are achieving world-leading high data ARPU
> Case studies from Orange France, Etisalat (UAE), China Mobile, KDDI (Japan), 3 Italia and more
> Includes a second bonus report FREE!
> Analyze how operators are driving non-voice service adoption
Following on from our extremely popular December 2006 report Strategies for 'Creating End User Demand for Mobile Data Services', this all-new study looks again at how class-leading non-voice mobile services are being delivered to consumers around the world. We show you the strategies network operators have used to create best-of-breed services in messaging, entertainment and mobile commerce.
Mobile data services have become an important tool for generating revenue now that mobile handsets are used not only for voice calls but also for non-voice services such as messaging, music, video, etc. The shift in focus from voice to data services has largely been due to the decreasing growth of voice revenue and the increasing pressure on voice margins. As voice becomes commoditised, mobile operators need to look at other sources to generate income and this has provided the impetus to formulate and implement strategies to create successful data services that help increase overall data average revenue per user (ARPU).
This exciting new report identifies the successful strategies adopted by mobile network operators in advanced countries to drive data ARPU from the following data services:
Messaging services
- SMS
- Mobile e-mail
- Mobile IM
Non-messaging mobile services
- Mobile music
- Mobile games
- Mobile TV and video
- Mobile user generated content
- Mobile commerce
- Mobile portals
This report analyses the strategies that have been adopted by operators in both advanced and developing countries to make their data services successful and, thereby, drive up data ARPU. We have also covered the strategies adopted by a mobile handset vendor to push its mobile handsets, as they ultimately led to increased data ARPU for operators. For each case study, we have identified success indicators that explain why each of these cases has been profiled. We have also provided a brief introduction about the service around which the case has been developed. By analysing the strategies that have been adopted by operators and other players, we have highlighted the essential success factors for each of the data services.
The report also covers mobile data service trends in developing countries and the successful strategies adopted by mobile network operators in these countries to drive growth in mobile data ARPU.
This new report is the third instalment in our ‘Growing Data Services Series’ and follows on very specifically from our previous report titled ‘Strategies for Creating End-User Demand for Mobile Data Services’, which analysed the strategies adopted by the most successful operators worldwide for various mobile data services. That previous report also provided certain best practice recommendations for making a data service successful. This new report highlights recommendations made in the earlier study and compares them with examples of actual strategies adopted by mobile operators to make a data service successful. If you purchase this new study, we will include a copy of the previous study as a free bonus.
Case Studies in this all-new report include:
> O2, UK: SMS
> US market: SMS
> Japan: Consumer mobile email
> AT&T, US: Enterprise mobile email
> SK Telecom, South Korea: Mobile IM
> 3, UK: Mobile IM
> Orange, UK: Mobile music downloads
> Verizon Wireless, US: Mobile music downloads
> Verizon Wireless, US: Mobile games
> NTT DoCoMo, Japan: Mobile credit card service
> KDDI, Japan: Mobile web portal
> SK Telecom, South Korea: Mobile Social Networking
> 3, UK: Mobile Video Sharing
> O2, UK: Mobile Video Sharing
> 3, Italy: Broadcast mobile TV
> Orange, France: Streaming mobile TV
> Etisalat, UAE: Streaming mobile TV
> Handset case study - iPhone from Apple: Effects on data ARPU
> Bharti Airtel, India: Caller ringback tones
> Vodafone, Egypt: Voice SMS
> Vodacom, South Africa: Ad-funded Missed Call alerts
> Vodafone, Egypt: Missed Call alerts
> Vodafone and Safaricom, Kenya: Mobile banking
> China Mobile, China: Mobile IM
Looking at the growth of non-voice mobile services from 2006 to 2013, we see how mobile data revenues, expressed as a percentage of total mobile services revenues, are growing form just 16 percent in 2006 to reach over 25 percent in 2012. As data service become increasingly important, operators and other players in the value chain must learn best practice operating procedures from class-leading services, and this report delivers those best practice procedures to you in a concise, easy-to-use format. Building on our previous report, this new report refers back repeatedly to the findings from 'Strategies for Creating End-User Demand for Mobile Data Services', re-confirming our earlier conclusions and building and refining new best practice recommendations based on the new case studies we have conducted for this study. This builds into an excellent catalogue of best practice recommendations drawn from our analysis and also from real-world market experience.
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Table of Contents
Contents
Introduction 7
Strategies for Creating End-User Demand for Mobile Data Services (SCEUD): A Brief Synopsis 8
The Worldwide Mobile Market 11
Mobile Data Services—A Worldwide Overview 16
Mobile Data Services—A Worldwide Overview 17
Mobile Messaging Services 17
Mobile Entertainment Services 18
Other Data Services 20
Evolving Trends in the Worldwide Mobile Data Services Market 21
The Success of Mobile Data Services – Lessons from the Past 22
Short Messaging Service 24
Short Messaging Service 25
Case Study 1: SMS, O2 UK 26
Case Study 2: The Growth of SMS in the US 31
Mobile E-mail 37
Case Study 1: The Success of Consumer Mobile E-mail in Japan 37
Case Study 2: The Success of Enterprise Mobile E-mail in the US – AT&T Mobility 40
Mobile Instant Messaging 44
Case Study 1: NateOn (Mobile Instant Messaging)—SK Telecom 44
Case Study 2: Windows Live Messenger & Yahoo Messenger—3 UK 46
Mobile Music—Full-track Downloads 50
Case Study 1: Orange Player—Orange UK 51
Case Study 2: V-CAST Music—Verizon Wireless 56
Mobile Gaming 63
Case Study: Mobile Gaming—Verizon Wireless 64
Mobile Payments 71
Case Study 1: DCMX (Mobile Credit Card Service)—NTT DoCoMo 72
Mobile Internet 80
Case Study 1: EZWeb—KDDI 81
Mobile User-Generated Content 89
Case Study 1: Mobile CyWorld (Mobile Social Networking—SK Telecom) 90
Case Study 2: EyeVibe (Mobile Video Sharing) — 3 UK and O2 UK 96
Mobile TV 99
Case Study 1: Broadcast (DVB-H) Mobile TV—3 Italia 99
Case Study 2: Streaming Mobile TV— Orange France 107
Case Study 3: Streaming Mobile TV Service—Etisalat, UAE 114
Role of Handsets in Driving Data ARPU 121
Case Study 1: Apple iPhone and Data ARPU 122
Mobile Data Services in Emerging Markets 131
Case Study 1: Caller Ringback Tone (Hello Tunes) — Bharti Airtel (India) 133
Case Study 2: Voice SMS (Minicall)—Vodafone Egypt 137
Case Study 3: Ad-funded Missed Call Alert (Please Call Me) — Vodacom (South Africa) and
Vodafone (Egypt) 140
Case Study 4: Mobile Banking (M-PESA) — Vodafone and Safaricom (Kenya) 144
Case Study 5: Mobile Instant Messaging (Fetion)—China Mobile 149
The Future of Mobile Data Services in Emerging Markets 154
Conclusion 157
Appendices 162
Glossary 163
Portio Research Classifications 173
Companies Mentioned in this Report 174
About the Authors 176
For full details, please email keithw@cmsinfo.com
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