Table of Contents
- Table of contents
- 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
- Exhibit 1: Declining voice revenue per minute in emerging and developed
markets
- Exhibit 2: Global fixed Internet access revenue vs. mobile data revenue
- Exhibit 3: Mobile data revenue outlook in developed and emerging markets,
2007-2012
- Exhibit 4: Mobile data revenue outlook by region, 2007-2012
- Exhibit 5: Largest 10 developed countries for mobile data revenue
- Exhibit 6: Largest 10 emerging countries for mobile data revenue
- Exhibit 7: Top 10 fastest growing emerging markets 2007-2012
- Exhibit 8: Top 10 fastest growing developed markets from 2007 to 2012
- Exhibit 9: Data ARPS in developed and emerging markets
- Exhibit 10: Positive correlation between data ARPS and GDP per capita
- Exhibit 11: Data as a percentage of overall ARPS in developed and emerging
markets
- Exhibit 12: Mobile data revenue as a percentage of total mobile service
revenue
- Exhibit 13: Correlation of data ARPS with the number of 3G terminals in 50
markets globally
- Exhibit 14: Top MNOs for data ARPS, 2007 and 2012
- Exhibit 15: Top five emerging-market operators for mobile data ARPS in 2007
- Exhibit 16: SMS as a percentage of data ARPS in developed and emerging
markets
- Exhibit 17: SMS revenue in emerging and developed markets
- Exhibit 18: Average SMS usage per subscriber per month: Emerging vs.
developed markets
- Exhibit 19: SMS revenue as a percentage of data revenue by region
- Exhibit 20: SMS usage per subscriber per month by region in 2007
- Exhibit 21: Minutes of use per subscriber per month in emerging and
developed markets
- Exhibit 22: SMS and voice usage per month: Uruguay vs. average in Latin
America
- Exhibit 23: 3G alternatives offered by mobile operators in Uruguay
- Exhibit 24: ARPS breakdown into voice and data in emerging and developed
markets, 2012
- Exhibit 25: Non-messaging revenue breakdown in 2012: Emerging vs.
developed markets
- Exhibit 26: Number of 3G subscribers and 3G subscriber penetration in
emerging and developed markets
- Exhibit 27: Verizon Wireless' and AT&T Mobility' s 3G and non-3G subscribers
- Exhibit 28: Data ARPS at Mobily and STC in Saudi Arabia
- Exhibit 29: Customer segments for mobile data services
- Exhibit 30: Data ARPS at Orange France
- Exhibit 31: Mobile TV usage among subscribers of Orange France
- Exhibit 32: Impact of mobile business processes on investment returns at
Vodafone UK
- Exhibit 33: Breakdown of net mobile business customer additions in the UK,
2007
- Exhibit 34: Sprint Nextel' s mobile data applications for businesses
- Exhibit 35: Net subscriber additions at AT&T Mobility and Verizon Wireless
- Exhibit 36: Selling, general and administrative expenses as a percentage
of revenue at AT&T Wireless and SK Telecom
- Exhibit 37: SMS pricing schemes
- Exhibit 38: SMS bundle pricing in select markets, 1Q2008
- Exhibit 39: SMS revenue and usage trends at Verizon Wireless
- Exhibit 40: Number of text votes for American Idol on AT&T' s network
- Exhibit 41: iPhone-related voice and data bundles compared with
stand-alone voice plans
- Exhibit 42: Correlation of voice and Internet bundle adoption with premium
for mobile Internet connectivity
- Exhibit 43: Mobile data ARPS and fixed broadband average revenue per
household
- Exhibit 44: Prices of mobile broadband via laptops and handsets, AT&T
Mobility and T-Mobile UK
- Exhibit 45: US and UK average fixed-broadband tariff and restricted mobile
broadband plans
- Exhibit 46: 3 UK' s mobile data packages, plans and prices
- Exhibit 47: US mobile data ARPS and revenue trends, 2003-2007
- Exhibit 48: 3G market shares in the US, 2007
- Exhibit 49: Verizon Wireless' data services
- Exhibit 50: Verizon Wireless data bundle pricing
- Exhibit 51: Voice, unlimited Internet and messaging prices for mass-market
and business customers
- Exhibit 52: Verizon Wireless data revenue and EBITDA margins, 2003-2007
- Exhibit 53: Percentage of subscribers using 3G at Telstra and select
operators in developed markets
- Exhibit 54: Number of base stations in next-generation networks of
Australian operators
- Exhibit 55: Telstra' s mobile and portable wireless broadband plans for PCs
and laptops
- Exhibit 56: Mobile broadband pricing by Telstra and Optus
- Exhibit 57: Data revenue breakdown for H2 2007 at Telstra and Optus
- Exhibit 58: Data ARPS as percentage of total ARPS for Filipino operators
and global averages
- Exhibit 59: Total subscribers at Smart Communications and Sun Cellular
- Exhibit 60: Smart' s Talk ‘N Text promotional texting plans
- Exhibit 61: Smart' s prepaid net additions
- Exhibit 62: Text messages on Smart' s network and revenue per text message
- Exhibit 63: Mobile data ARPS, Malaysia, 2003-2007
- Exhibit 64: Celcom' s promotions and select data services
- Exhibit 65: Celcom' s mobile Internet plans
- Exhibit 66: Unlimited-usage mobile broadband plans at Celcom and Maxis
- Exhibit 67: Celcom EBITDA margins, Q3 2006 to Q4 2007
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