Table of Contents
EXECUTIVE SUMMARY
CHAPTER 1: INTRODUCTION
- Defining the Issue
- The "Killer Application" – A Delusion of Success
- Average Margin per User (AMPU)
- Objectives of the Study
- Organization of the Study
- The Strategic Value of the Study
CHAPTER 2: REVENUE AND COST FACTORS AFFECTING AMPU
- Introduction
- An Overview of Revenue Factors
- An Overview of Cost Factors
- Handset Subsidies
- Infrastructure Costs
- Network Operating Costs
- Marketing and Advertising Costs
- Summary and Conclusion
CHAPTER 3: THE ROLE OF END-USER GROUPS IN AMPU ANALYSIS
- Introduction
- The Impact of End-User Groups
- Applying End-User Groups to the Analysis
- The Effect of Declining Operating Costs
- Summary and Conclusions
CHAPTER 4: DETAILING THE MODEL
- Introduction
- Describing the Cost Factors
- Descriptive
- Subscribers
- Revenues
- Handset Subsidies
- Infrastructure Cost
- Network Operating Costs
- Marketing and Advertising Costs
- Deriving AMPU for the New Offering
- Summarizing the Variables
CHAPTER 5: APPLYING THE MODEL TO UMTS SERVICES
- Introduction
- Subscriber Expectations
- Revenue Expectations
- Handset Subsidies
- Infrastructure Costs
- Marketing and Advertising Costs
- The Output Values and Their Implications
APPENDIX A: SUMMARIZING IMPLEMENTATION OF THE MODEL FOR UMTS-BASED
SERVICES
FORMATS OF THE MODEL
- Version 1 – Input Values Entered for All Months or Selected Months
- Version 2 – Input Values Entered for Months One and 60 Only
EXCEL FILE OF THE AMPU MODEL (Attachment)
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