国外运营商十大非语音业务案例分析

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1、The Worlds Top Ten Non-voice Services for Mobile OperatorsAlastairBrydonandMarkHeathwithWindsorHoldenandTonyLavender2DocumentmapTheWorldsTopTenNon-voiceServicesforMobileOperatorsDocumentmap:ExecutivesummaryThetoptenservicesExecutive summaryServiceevaluationprocessAboutAnalysysreportsandservicesIntro

2、ductionActionsAuthors,copyrightandglossaryListoffiguresandtablesLessonsfromthetoptenservicesAnalysysResearchLimited20073ExecutivesummarylThetoptencomprisesservicesthatleadtheworldinmarketpotential,implementationandsuitabilityforreproduction.Theywillhaveenduringappealtocustomersandrevenuepotentialfor

3、operators.lThetoptencontainsamixofexistingservices,suchasSMSandBlackBerryemail,andnewservices,suchasmobilepaymentandmobileTV,showingtheimportanceofexploitingexistingopportunitiesaswellasdevelopingnewrevenuestreamsforthefuture.lTheNumber1serviceisdeliveredusingDSL,notcellulartechnology.lMobilemessagi

4、ngiscurrentlythemajornonvoicerevenuegenerator,anditscontinuedimportanceisreflectedinthefactthatthreeofthetoptenservicesaremessagingrelated.l3GtechnologyisfundamentaltomobileTVstreaming,mobilebroadband,musicdownloadsandmultimediacommunities,whicharemajoropportunitiesindevelopedmarkets.TheWorldsTopTen

5、Non-voiceServicesforMobileOperatorsExecutivesummaryThe worlds top ten non-voice services1.Vodafone Casa FASTWEB,Vodafone (Italy)2.SMS,O2 (UK)6.Mobile TV Broadcasting,3 (Italy)3.Mobile TV and Video Streaming,3 (UK)4.BlackBerry Email and IM,T-Mobile (USA)5.Mobile Broadband,Sprint Nextel (USA)7.EZ Chak

6、u-uta Full,KDDI au (Japan)8.Cyworld Mobile,SK Telecom (South Korea)9.DCMX Mobile Payment,NTT DoCoMo (Japan)10.MiniCallVoice SMS,Vodafone (Egypt)The top ten non-voice services provide unique insight into the growth opportunities for mobile operatorsAnalysysResearchLimited20074DocumentmapTheWorldsTopT

7、enNon-voiceServicesforMobileOperatorsDocumentmap:IntroductionThetoptenservicesExecutivesummaryServiceevaluationprocessAboutAnalysysreportsandservicesIntroductionActionsAuthors,copyrightandglossaryListoffiguresandtablesLessonsfromthetoptenservicesAnalysysResearchLimited20075IntroductionlWithdownwardp

8、ressureonvoiceARPUs,mobileoperatorsneedtofindwaysofincreasingthereturnfromnonvoiceservices.However,despiteanabundanceofnonvoiceserviceinitiativessincetheintroductionofGPRSand,morerecently3G,manyoperatorshavefailedtobringaboutasignificantincreaseinnonvoiceARPU.1lFacedwithanincreasinglydiverserangeofn

9、onvoicechoices,mobileoperatorsneedtoidentifyandimplementthoseservicesthataddthemostvaluetotheirbusinesses.lInparticular,mobileoperatorsneedtoanswerthefollowingquestions:wWhichwellestablishedandnewnonvoiceservicesarelikelytohavethegreatestbenefitsfortheirbusinesses,forexampleintermsofARPU,profitabili

10、ty,andtheacquisitionandretentionofcustomers?wWhataretheleadingexamplesofdifferenttypesofservice,suchasmobileTV,musicandbroadbandInternetaccess?wHowcantheseservicesbeimplementedmosteffectively?wWhatchallengesmustoperatorsovercomeiftheyaretoimplementtheseservicessuccessfully?wAretheservicessuitablefor

11、reproductionandimprovementinothermarkets?1Forfurtherdetailsofvoiceandnon-voiceARPUtrends,seeHeath,M.andBrydon,A.withHolden,W.,Mobile Operator Performance Benchmarks,AnalysysResearch(Cambridge,2006).TheWorldsTopTenNon-voiceServicesforMobileOperatorsIntroductionAnalysysResearchLimited20076DocumentmapT

12、heWorldsTopTenNon-voiceServicesforMobileOperatorsDocumentmap:ServiceevaluationprocessThetoptenservicesExecutivesummaryService evaluation processAboutAnalysysreportsandservicesIntroductionActionsAuthors,copyrightandglossaryListoffiguresandtablesLessonsfromthetoptenservicesAnalysysResearchLimited20077

13、LeadingnonvoiceservicesfromaroundtheworldhavebeenevaluatedbyanexpertpanelinordertoderivethetoptenDiverseserviceswereconsidered,forexample:Shortlistedserviceswerereviewedonthegroundsof:lpreviousresearchlglobalcontactslcompanyreportslindependentreviewslconferenceslquantitativeandqualitativeassessmentl

14、servicesscoredagainstthreecriteria:marketpotential,implementationandsuitabilityforreproductionlbest-in-classservicesselected(toavoidrepetitionofsimilarservicesinthetopten)Leadingserviceswereidentifiedusingvarioussources,forexample:lnetworkoperatorserviceslthird-partyserviceslwellestablishedservicesl

15、newservicesServiceevaluationServicenominationGlobalservicesShortlistToptenTheWorldsTopTenNon-voiceServicesforMobileOperatorsServiceevaluationprocessAnalysysResearchLimited20078Shortlistedserviceswereevaluatedonthebasisofmarketpotential,effectivenessofimplementationandsuitabilityforreproductionEnd-us

16、erdemandTake-upUsageARPURevenueRevenuepermegabyteProfitabilityforoperatorsversusaffordabilityforusersChurnreductionServiceavailability/coveragePerformance/qualityofserviceQuality/valueofcontentTerminal/handsetcharacteristics/capabilitiesPricingPromotion/brandingEaseofuseCustomerserviceDifferencesinm

17、arketdemand,revenuepotential,etc.CompetitiveenvironmentTechnologyRegulationInvestmentrequiredSize/globalpresencerequiredPotentialfordifferentiationIntellectualpropertybarriersMarket potentialImplementationSuitability for reproductionMeasurements of the potential (or actual) size of the opportunity,

18、such as:Assessment of end-to-end service implementation, including:Factors affecting reproduction by other operators or markets, for example:TheWorldsTopTenNon-voiceServicesforMobileOperatorsServiceevaluationprocessAnalysysResearchLimited20079DocumentmapTheWorldsTopTenNon-voiceServicesforMobileOpera

19、torsDocumentmap:ThetoptenservicesThe top ten servicesExecutivesummaryServiceevaluationprocessAboutAnalysysreportsandservicesIntroductionActionsAuthors,copyrightandglossaryListoffiguresandtablesLessonsfromthetoptenservicesAnalysysResearchLimited200710ThetoptenlistencompassesdiversenonvoiceservicesSui

20、tability for reproductionMarket potentialImplementation1. Vodafone Casa FASTWEB Vodafone (Italy)2. SMS O2 (UK)7. EZ Chaku-uta Full KDDI au (Japan)9. DCMX Mobile Payment NTT DoCoMo (Japan)10. MiniCall BubbleTALK Voice SMS Vodafone (Egypt)6. Mobile TV Broadcasting 3 (Italy)3. Mobile TV and Video Strea

21、ming 3 (UK)8. Cyworld Mobile SK Telecom (South Korea)4. BlackBerry Email and IM T-Mobile (USA)5. Mobile Broadband Sprint Nextel (USA)82%85%87%85%76%89%85%83%74%59%76%70%74%82%84%80%60%64%73%66%78%77%82%79%53%85%81%73%62%60%81%68%59%60%77%65%52%61%73%62%RatingTheWorldsTopTenNon-voiceServicesforMobile

22、OperatorsThetoptenservicesAnalysysResearchLimited200711Number 1:VodafoneCasaFASTWEB(VodafoneItaly)TheWorldsTopTenNon-voiceServicesforMobileOperatorsNumber1:VodafoneCasaFASTWEB(VodafoneItaly)Fixedbroadbandservicesoffermobileoperatorsanewrevenuestream,potentialchurnreduction,protectionfromconvergedser

23、vicecompetitionandsupportforFMSstrategiesVodafoneslargecustomerbaseandstrongbrandputitinagoodpositiontoacquirebroadbandcustomersinItalywherebroadbandpenetrationislowFASTWEBhasachievedhighlevelsofbroadbandARPUinItalyPartnershipwithFASTWEBisaquick,cost-effectiverouteintofixedbroadbandLLUBimplementatio

24、nofADLS2+andfibreenablesstrongservicedifferentiationwithfastdataratesCombiningthestrongbrandsofVodafoneandFASTWEBhelpstoattractcustomersIntegrationwithVodafoneCasaFMStariffsstrengthensthemotivationforcustomerstorelinquishfixedvoiceservicesOthermobileoperatorsshouldconsiderameansofdeliveringfixedbroa

25、dbandservicesOperatorsarealreadyadoptingavarietyofsolutions,includingresaleof(andbitstreamaccessto)incumbentoperatorservices,LLUBandpartnershipOperatorsneedtochooseanappropriatebroadbandsolutionaccordingtotheirsizeandlocalmarketcharacteristics.LLUBhascostandcapabilitybenefits,buttheupfrontinvestment

26、maydetersmalleroperatorsMarket potential82%Implementation87%Suitability for reproduction85%Serviceevaluation85%FixedbroadbandservicesoffermajoropportunitiesformobileoperatorsTheVodafone/FASTWEBpartnershipcombinesthetechnicalbenefitsofunbundledADSL2+andfibrewithwellknownbrandsandexistingcustomerstoat

27、tractbroadbandcustomersin ItalyAnalysysResearchLimited200712VodafoneCasaFASTWEBcombineshomezonevoicetariffswithfixedbroadbandlInSeptember2006,VodafoneandFASTWEB(Italyslargestalternativebroadbandprovider)launchedajointventuretodeliverfixedbroadbandservicestoVodafonescustomers.ServicesaresoldthroughVo

28、dafonesownretailchannelswithtechnicalsupportfromFASTWEB.lVodafoneCasaFASTWEBcustomerscombineoneofthevoicetariffsshowninTable1withoneofthebroadbandtariffsshowninTable2.TheWorldsTopTenNon-voiceServicesforMobileOperatorsADSLFlatADSL RicaricabileActivationprice(includingmodem)Standardservice(6Mbit/sdown

29、link)freeADSL2+service(20Mbit/sdownlink)EUR80(USD102)Standardservice(6Mbit/sdownlink)EUR45(USD57)ADSL2+service(20Mbit/sdownlink)EUR125(USD159)UsagepriceUnlimitedEUR10(USD25.43)permonth100hoursfreethenEUR1.50(USD1.91)perhourTable 2: Vodafone Casa FASTWEB ADSL tariffs, March 2007 Source: Analysys Rese

30、arch, 2007VodafoneCasa ZeroVodafoneCasa PiMonthlypriceEUR9.99(USD12.71)EUR19.99(USD25.43)Callsincluded1500minutesofmobilecallsfromthehometofixednumbers1500minutesofmobilecallsfromthehometofixednumbersandVodafonemobilesAdditionalconnectionchargespercallEUR0.15(USD0.19)EUR0.15(USD0.19)Table 1: Vodafon

31、e Casa voice tariffs, March 2007Source: Analysys Research, 2007ServicedescriptionNumber1:VodafoneCasaFASTWEB(VodafoneItaly)AnalysysResearchLimited200713MobileoperatorscanbenefitsubstantiallyfromofferingfixedbroadbandservicesTheWorldsTopTenNon-voiceServicesforMobileOperators2Fordetailedanalysisoftheo

32、pportunitiesformobileoperatorsinfixedbroadbandservices,seeBrydon,A.andHeath,M.withWood,R.,Mobile Operator Strategies for Fixed Broadband,AnalysysResearch(Cambridge,2007).Figure 1: Pro-rata annual spend on fixed broadband services, per broadband household, 1Q 2006 Source: Analysys Research, 2007lOffe

33、ringfixedbroadbandserviceswillallowmobileoperators2to:wincreaseARPUbytakingadvantageofhouseholdspendonfixedbroadbandservices,asshowninFigure1wbundlefixedbroadbandwithmobileservices,whichcanhelptoreducemobilechurnwcompeteagainstfixedoperatorsandotherorganisations,suchasbroadcastersandretailers,whicho

34、fferbundlesoffixedandmobileserviceswestablishakeypartoftheirFMSstrategy,bybreakingtheretaillinkwithincumbentfixedoperatorswachievegreatercontrolofthecostandqualityofbroadbandconnectionstofemtocells,iftheychoosetoadoptthisarchitecture.MarketpotentialNumber1:VodafoneCasaFASTWEB(VodafoneItaly)AnalysysR

35、esearchLimited200714VodafoneCasaFASTWEBiswellplacedtocaptureasignificantshareofthefixedbroadbandmarketinItalyTheWorldsTopTenNon-voiceServicesforMobileOperatorsFigure 2: Household penetration of fixed broadband services in selected countries, September 2001 to September 2006 Source: Analysys Research

36、, 2007lAtthelaunchofVodafoneCasaFASTWEB,theItalianbroadbandmarketwaslaggingbehindsomeotherdevelopedmarkets,asshowninFigure2,leavinggreaterscopeforVodafonetoseizeasubstantialshareofthegrowingmarket.lWith26.2millionmobilecustomersinItalyattheendof2006,VodafoneiswellplacedtoattractthesecustomerstoitsDS

37、Lservice.Furthermore,FASTWEBwasalreadyItalysleadingindependentbroadbandsupplier,with1millioncustomersattheendof2006.lTheaveragebroadbandrevenueperhouseholdinItalywasEUR17.7(USD22.5)permonthin2006,whileFASTWEBmanagedtoachieveresidentialARPUofEUR66.4(USD84)inDecember2006.In2006,VodafoneItalysmobilevoi

38、ceARPUwasEUR21.0(USD26.7)andUSitsmobilenonvoicewasARPUEUR4.80(USD6.1).MarketpotentialNumber1:VodafoneCasaFASTWEB(VodafoneItaly)AnalysysResearchLimited200715lFASTWEBhasabroadbandnetworkthatcoversawidearea.Itsservicesareavailableto80%oftheItalianpopulation.lWirelesstechnologies,suchasCDMA2000EVDO,WCDM

39、AHSDPAandWiMAX,canprovideadequatebroadbandaccesswherethereisnofixedalternative(forexampleinruralareasordevelopingmarkets).However,thesewirelesstechnologiescannotmatchtheperformanceorcostpermegabyteofDSLforalargenumberofcustomers.Therefore,itwouldnotberealisticforamobileoperatortocompetedirectlywithf

40、ixedbroadbandservicespurelyonthebasisofthesetechnologies.lFASTWEBhasimplementedanLLUBnetworkusingfibreandADSL2+,enablingittodeliverdownstreamdataratesofupto20Mbit/stocustomers.Someoperators(includingVodafoneUK)haveoptedforresaleof,orbitstreamaccessto,incumbentnetworkoperatorDSLservices,whichlimitsth

41、escopefordifferentiation.3lLLUBcanbemuchcheaperthanbitstreamaccessorresaleforthedeliveryofbroadbandservicestoalargecustomerbase.VodafoneItalycanbenefitfromLLUBwithFASTWEB,withoutmakingitsownupfrontinvestmentinLLUBequipment.InpartnershipwithFASTWEB,Vodafonehasquicklyandcosteffectivelydevelopedahighsp

42、eedbroadbandserviceusingLLUBADSL2+andfibreTheWorldsTopTenNon-voiceServicesforMobileOperators3Fordetailsofthecharacteristicsandcostsofdifferentimplementationoptionsforfixedbroadbandservices,see Brydon,A.andHeath,M.withWood,R.,Mobile Operator Strategies for Fixed Broadband,AnalysysResearch(Cambridge,2

43、007).ImplementationNumber1:VodafoneCasaFASTWEB(VodafoneItaly)AnalysysResearchLimited200716ThebundlingandpricingofVodafoneCasaFASTWEBencouragesFMSlVodafoneCasaFASTWEBbuildsontheexistingVodafoneCasaFMStariffs,whichencouragecustomerstousetheirmobilesforvoicecallsinthehomewithbundlesofcheapcalls.lVodafo

44、neoffersprepaidandpostpaidversionsofVodafoneCasaFASTWEB,recognisingthatprepaidservicesareverypopularinItaly.lVodafonehasavoidedpricecompetitionwithotherfixedbroadbandservices.Itoffersbundlesofservicesthatarepricedatanattractivelevelforconsumers.However,thebundlesarenotsocheapastocompromisetheprofita

45、bilityofthefixedandmobileelements.Vodafoneaimstoattractcustomerswithitsuniquecombinationoffixedandmobileservicesratherthanitscheapservices.Incontrast,OrangeUKoffersfreebroadbandservicesformobilecustomerswhospendmorethanGBP30(USD38)permonth.ThesebroadbandservicesareinevitablyacosttotheOrangebusiness.

46、lSomefixedbroadbandservicesofferedbymobileoperators,suchasVodafoneAtHomeintheUK,offerfixedvoicecallsaspartofthepackage.Whilethishelpstostrengthenthemarketpropositionforthecustomer,itmayweakentheroleofmobileservices.Instead,VodafoneCasaFASTWEBreliesontheexistingVodafoneCasavoicetariffs,whichofferfixe

47、dratecallsfrommobilephoneswhileinthehome.TheWorldsTopTenNon-voiceServicesforMobileOperatorsImplementationNumber1:VodafoneCasaFASTWEB(VodafoneItaly)AnalysysResearchLimited200717MobileoperatorsinothermarketsmayneedtoadapttheapproachadoptedbyVodafoneItalyTheWorldsTopTenNon-voiceServicesforMobileOperato

48、rslMobileoperatorsinallmarketscanbenefitfromfixedbroadbandservices.However,differentsolutionsmaybeneededindifferentsituations.OperatorscanlearnfromVodafoneCasaFASTWEBandexamplesinothermarkets,asshowninTable3.SuitabilityforreproductionDescriptionStrengthsWeaknessesVodafone Casa FASTWEBVodafone(Italy)

49、lPartnershipwithFASTWEBofferingdifferentiatedservicesbasedonLLUBADSL2+andfibrelEUR10(USD12.72)permonthforunlimitedusagelUpto20Mbit/sdownlinkdataratelCombinationofVodafoneandFASTWEBbrandslIntegrationwithVodafoneCasavoicetariffsl20Mbit/soptionexpensiveforcustomerslSinglebillcouldappearexpensivelOperat

50、orsinothercountriesmaynotbeabletofindapartnerlikeFASTWEBVodafone at HomeVodafone(UK)lDSLbitstreamaccesstoBTsnetworklGBP25(USD47)permonthforunlimitedbroadbandusageandfixedvoicecallstoUKlandlineslPriceincludeslinerental,tobreakthecustomersrelationshipwithBTlSeparatebillsformobileandbroadbandtoavoidbil

51、lshocklCheapfixed-networkcallscouldweakenFMSstrategylBitstreamaccesslimitsprofitabilityanddifferentiationfromBTservicesOrange BroadbandOrange(UK)lUndertakingitsownLLUBandofferingfreebroadbandaccessandvoicecallsfromthefixedlineformobilecustomerspayingGBP30(USD56)ormorepermonthlLLUBenablesservicediffe

52、rentiationandlowcostiftake-upisgoodlSmalloperatorsmaynotbeabletojustify(orrisk)up-frontinvestmentinLLUBlFreebroadbandmaybeunnecessaryandisasignificantcostTable 3: Strengths and weaknesses of Vodafone Casa FASTWEB and fixed broadband services from other mobile operators Source: Analysys Research, 200

53、7Number1:VodafoneCasaFASTWEB(VodafoneItaly)AnalysysResearchLimited200718Number 2:SMS(O2UK)TheWorldsTopTenNon-voiceServicesforMobileOperatorsNumber2:SMS(O2UK)Messagingisthelargestcontributortonon-voiceARPUinEuropeandtheUSAInWesternEurope,SMSgeneratedEUR14.4billion(USD18.3billion)inrevenuein2006O2UKle

54、adstheworldinmessagingARPU;averageSMSARPUwasGBP6.30(USD11.82)permonthinthelastthreemonthsof2006ClearfocusonSMSmarketleadershipEarlyavailabilityofSMSbundlesforprepaidandpostpaidcustomersStrongmarketingandpromotion,particularlytargetingyoungcustomersonprepaidtariffsSignificantvolumeincreasesachievedwi

55、thoutsubstantialpricecutsEasytoreplicateindevelopedanddevelopingcountries,duetothealmostuniversalavailabilityofSMSNotdependenton3GnetworksorsophisticatedhandsetsIncreasingthevolumeofSMSmessageswithoutmakingsubstantialpricecutsisthekeytosuccessMarket potential76%Implementation85%Suitability for repro

56、duction89%Messagingcontinuestoproducethemajorityofnon-voiceARPUformostmobileoperatorsO2UKgeneratesthehighestmessagingARPUintheworldandhasincreasedthevolumeofSMSmessageswithoutsignificantlyreducingpricesServiceevaluation83%AnalysysResearchLimited200719O2UKoffersSMSbundlesforprepaidandcontracttariffsl

57、AstandardO2UKSMSispricedatGBP0.10(USD0.19)permessage.IfprepaidmobilecustomersbuySMSbundles,knownasBoltOns,theeffectivepricepertextmessagecanbesignificantlylowerthanthis,asshowninTable4.However,thepricepertextmessageisstillmaintainedattherelativelyhighlevelofGBP0.07 (USD0.13)permessageorabovefortheMe

58、ssaging50andMessaging100options.lContractcustomersarealsoofferedSMSbundles,whichareslightlycheaperthanthoseofferedonprepaidtariffs.Forexample,aBoltOnincluding50messagesispricedatGBP3.0(USD5.6)permonth,whichisequivalenttoGBP0.06(USD0.11)pertextmessageiftheallocationisfullyused.TheWorldsTopTenNon-voic

59、eServicesforMobileOperatorsBolt OnPriceEffective price per text message (if allocation is fully used)Messaging 50GBP3.99(USD7.49)GBP0.08(USD0.15)Messaging 100GBP6.99(USD13.11)GBP0.07(USD0.13)Messaging 200GBP9.99(USD18.74)GBP0.05(USD0.09)Messaging 400GBP11.99(USD22.49)GBP0.03(USD0.06)Table 4: Bolt On

60、 tariffs for O2s prepaid tariffs in the UK, March 2007 Source: Analysys Research, 2007Number2:SMS(O2UK)ServicedescriptionAnalysysResearchLimited200720O2UKleadstheworldinmessagingARPUTheWorldsTopTenNon-voiceServicesforMobileOperatorslMessagingcurrentlyrepresentsthedominantsourceofmobilenonvoicerevenu

61、einmostcountries.InWesternEurope,SMSgeneratedUSD18.3billioninrevenuein2006.lO2UKleadstheworldinmessagingARPU.lInthelastthreemonthsof2006:wO2UKsaveragemonthlySMSARPUwasGBP6.30 (USD11.82),asshowninFigure3wthevolumeofmessagessentbyO2UKcustomersincreasedby30%comparedwiththelastthreemonthsof2005wO2UKscus

62、tomerseachsentanaverageof97textmessagespermonth(an18%increasesincethelastthreemonthsof2005)wrevenueperSMSwasGBP0.06(USD0.12).Figure 3: Messaging monthly ARPU for selected operators, 4Q 2006 Source: Analysys Research, 2007Number2:SMS(O2UK)MarketpotentialAnalysysResearchLimited200721ComparedtootherUKo

63、perators,O2hasachievedasubstantialincreaseinSMSvolumeswithoutasignificantdropinpricinglO2hassignificantlyoutperformedotherUKoperatorsinthelevelof(andrateofgrowthin)messagingvolumes(whicharedominatedbySMS),asshowninFigure4.Theaveragenumberofmessagespercustomerpermonthinthesecondquarterof2006wasnearly

64、doublethatofVodafoneandOrange,andoverthreetimesthatofTMobile.lWithsimilarnumbersofcustomers,O2managedtoachievetwicethemessagingrevenueofOrangeandabout2.5timesmorethanTMobile,asshowninFigure5.lDespiteachievingthehighestincreaseinthenumberofmessagespercustomerpermonthofalloperators(24%fortheperiod1Q20

65、05to2Q2006),O2sufferedonlyamodest7%declineinrevenuepermessage.Figure 5: Quarterly revenue from SMS and MMS messages for UK operators, 1Q 2005 to 2Q 2006 Source: Ofcom and Analysys Research, 2007Figure 4: Quarterly volume of SMS and MMS messages for UK operators, 1Q 2005 to 2Q 2006 Source: Ofcom and

66、Analysys Research, 2007MarketpotentialTheWorldsTopTenNon-voiceServicesforMobileOperatorsNumber2:SMS(O2UK)AnalysysResearchLimited200722O2UKhasovertakenO2IrelandastheleadingSMSARPUgeneratorTheWorldsTopTenNon-voiceServicesforMobileOperatorslO2GrouphasactivelypromotedSMSservicesintheCzechRepublic,German

67、y,IrelandandtheUK.lIn2005,O2IrelandgeneratedthehighestSMSARPUintheworld,withanaverageofUSD12.4permonth,comparedwithUSD10.7forO2UK.lO2UKhasnowsurpassedO2IrelandintermsofbothSMSARPUandSMSvolume.WhiletheaveragenumberofSMSmessagessentbyeachO2mobileuserinIrelandincreasedby9%inthethreemonthstoDecember2006

68、,to87permonth,intheUKtheaveragenumberincreasedby18%inthesameperiod,to97permonth.InDecember2006,revenueperSMSwasUSD0.12inboththeUKandIreland.lAccordingtoMikeShort,VPofResearchandDevelopmentatO2,partofthereasonforthepopularityofSMSinIrelandwasthepricepremiumofvoicecalls,whichhasnowbeenreduced.Thestron

69、gUKresultshavearisenfromtargetedmarketingefforts.Figure 6: SMS ARPU for O2 operators, 4Q 2005 to 4Q 2006 Source: Analysys Research, 2007Number2:SMS(O2UK)MarketpotentialAnalysysResearchLimited200723O2UKtargetedtheyouthsegmentearlierthanotherUKoperatorsandoffersanumberoffeaturestoencourageSMSusagelMik

70、eShort,VPofResearchandDevelopmentatO2,saysthatoneofthemajorreasonsforO2ssuccesswithSMSwasitsearlytargetingofyouthcustomers,whotypicallyuseprepaidtariffs.O2wasthefirstoperatortoofferSMSBoltOns,makingitveryeasyforyoungpeopleonprepaidtariffstobuyabundleofmessagesforasmalladditionalcost.Itconfigureditst

71、ariffstoappealtoteenagers,studentsandpeopleintheirearly20s,andundertookextensivemarketingfocusedonthesecostconsciousgroups,forexamplepromotingthefactthattextmessagesarecheaperthanvoicecalls.O2UKundertookWebbasedcustomertargetingandsentoutawidevarietyofpromotionalmaterialwithmonthlybills,targetedatpa

72、rentsandchildren,highlightingthecosteffectivenessofSMSandBoltOns.lO2offersavarietyofSMSbasedservicestoindividualsandcompanies,tostimulateSMSusage.Forexample:wtext alerts, news and information(suchassportsresults,horoscopes,jokesandgossip,breakingandnationalnewsupdatesandmoviereviews)sentdirectlytomo

73、bilephoneswiththeO2InfoTxtservicewfixed-to-mobile text messaging,allowingcompaniestosendtextmessagestolargenumbersofpeople(forexampletocustomers,suppliersorworkforce)atreducedrateswstatus messaging,lettingworkersreporttheircurrentstatustoanofficebasedcontrollerbydiallingashortcodeontheirmobilehandse

74、t.TheWorldsTopTenNon-voiceServicesforMobileOperatorsNumber2:SMS(O2UK)ImplementationAnalysysResearchLimited200724O2UKshowsthatoperatorscanstilldobetterwithSMSlSMSisattractiveformobileoperatorsbecause:witdoesnotrelyon3Gnetworksordedicated(orexpensive)terminals.Itcanbeusedonallmobilehandsetsandisavaila

75、bletoallusersonboth2Gand3Gnetworkswitcangeneratemuchhigherrevenuepermegabyte(andhenceprofit)thanvoicetelephonyandmostemergingdataservices.O2sSMSmessagesgeneraterevenueofUSD786permegabyte,whileaoneminutevoicecallpricedatGBP0.20(USD0.38)generatesonlyUSD2.7.lIntheshortterm,therearesignificantopportunit

76、iesinmanydevelopedmarketstoemulatethesuccessofO2andincreasethevolumeofmessageswithoutsignificantlyreducingprices.InWesternEurope,servicerevenuefromSMSwillincreasefromUSD23.3billionin2006toUSD24.57billionin2008.5lTheopportunitiesforSMS(orothertextmessagingservices)arediminishedinmarketswhereoperators

77、havehistoricallychargedlowpricesformessaging,forexampleinJapan,wheremessagesarechargedaccordingtotheirdataconsumptionratherthanpermessage.lTherearesubstantialrevenueopportunitiesforSMSindevelopingmarkets,inlinewithmobilepenetrationgrowth.Operatorsindevelopingmarketsmustlearnfromthesuccessoftheleadin

78、gWesternEuropeanoperatorsandavoidunderpricingmessaging.TheWorldsTopTenNon-voiceServicesforMobileOperatorsSuitabilityforreproduction5Holden,W.,Person-to-Person Mobile Messaging in Western Europe: forecasts and analysis 200611,AnalysysResearch(Cambridge,2006).Number2:SMS(O2UK)Suitabilityforreproductio

79、nAnalysysResearchLimited200725OperatorsmusttrytodriveSMSvolumewithoutsubstantialpricecutsTheWorldsTopTenNon-voiceServicesforMobileOperatorslMobileoperatorsmustgivesufficientattentiontoSMSservicedevelopmentandmarketing.Bundledpricingcanbehighlyeffectiveatincreasingvolumes,whilestandardpricingofindivi

80、dualmessagesshouldbekepthigh.lSMSARPUgrowthiscriticallydependentonmobileoperatorsdrivingvolumegrowthwithoutasubstantialdropinrevenueperSMS,whichO2hasachievedsuccessfully,asshowninTable5.lThereareopportunitiestodevelopaportfolioofmessagingservices,includingmobileemail,mobileinstantmessagingandbubblem

81、essaging,allofwhichfeatureinthetoptenservices.lMobileoperatorsshouldavoidundueemphasisonmultimediamessaging.InWesternEurope,servicerevenuefromSMSwillstillbeoversixtimesthatofMMSby2011.6OperatorSMS price declineSMS volume increaseO27%24%Orange36%17%T-Mobile18%18%Vodafone15%17%Table 5: SMS price decli

82、nes and volume increases for UK mobile operators, 1Q 2005 to 2Q 2006 Source: Analysys Research, 20076Holden,W.,Person-to-Person Mobile Messaging in Western Europe: forecasts and analysis 200611,AnalysysResearch(Cambridge,2006).Number2:SMS(O2UK)SuitabilityforreproductionAnalysysResearchLimited200726N

83、umber 3:MobileTVandVideoStreaming(3UK)TheWorldsTopTenNon-voiceServicesforMobileOperatorsMarketresearchindicatesdemandandawillingnesstopayformobileTVandvideoEarlyintroductionofmobileTVandvideoservicesenabled3todifferentiateclearlyfromitscompetitorsanddevelopthelargest3GcustomerbaseintheUKMobileTVandv

84、ideoservicesareakeyelementoftheservicemixthathasenabled3UKtoachievethehighestmobilenon-voiceARPUintheworldatGBP13.44(USD25.21)permonthin2006Popularcontentfromleadingproviders3hasthewidestW-CDMAcoverageintheUKat90%ofthepopulationVideoclipsachieveabalancebetweendemand,usageandrevenuepermegabyte,butstr

85、eamedchannelswillrunoutofcapacityifusagegrowsstrongly3islookingintobroadcasttechnologyoptionstocomplementW-CDMAstreaminginthefutureMobileTVandvideowillbepopularworldwideifoperatorscansecurepopular,brandedcontent.ThiswillbemostdifficultforsmalloperatorsOtheroperatorsalsooffermobileTVandvideousingstre

86、aming,althoughmanyaretoofocusedonbroadcastchannelsonlyMobilenetworksmusthavegoodcoverage,andlargeoperatorsmayquicklyneedtomovetobroadcastingtechnologiesinordertoaccommodatethemostpopularcontentMarket potential74%Implementation84%Suitability for reproduction82%80%Aline-upofpopularcontent,includingbro

87、adcastchannelsandvideoclipsondemand,withavarietyofwaystoselectandpayforcontent,appealingtodifferenttypesofcustomerW-CDMAisacost-effectivesolutionformobileTVandvideowhilepenetrationandusagearelowNumber3:MobileTVandVideoStreaming(3UK)ServiceevaluationAnalysysResearchLimited2007273UKoffersawidevarietyo

88、fbroadcastTVandvideoclipsusingWCDMAstreaminglSince2003,3UKhasusedthestreamingcapabilityofitsWCDMAnetworktodelivervideoclipsofpopularcontentand,morerecently,broadcastTVchannels.lCurrentcontentincludesmainstreamTV(forexample,ITV),sport(forexample,BarclaysPremiershipfootball),music(forexample,MTV),adul

89、tcontent(forexample,Playboy),childrenscontent(forexample,Nickelodeon)andusergeneratedcontent(SeeMeTV,whichallowsuserstosubmittheirownvideoclipsforotherstowatch).lCustomerscanaccessandpayfor3sTVandvideocontentinanumberofways:wad-hoc video clips and music videos.Typicalexamplesincludefreenewsandweathe

90、r,BarclaysPremiershiphighlightsforGBP0.49(USD0.92),musicvideosforGBP0.99(USD1.86),videoclipsfromZoomagazineatGBP1.49(USD2.80)andusergeneratedvideocontentforGBP0.10(USD0.19)wpay-per-view mobile TV channels.Forexample,standardchannelssuchasITV1,FHMandNationalGeographiccanbeviewedfor24hoursforGBP0.49(U

91、SD0.92)each.Premiumchannels,suchasadultcontent,areavailableforhigherprices,forexampleGBP5.99(USD11.24)for12hourswmobile TV channel subscriptions.Forexample,asubscriptionto15standardTVchannelsispricedatGBP5(USD9.38)permonthwthemed service bundles.Userscanaddthemedbundlesofcontenttotheirmobileservices

92、ubscriptions,whichincludeTVandvideoaspartofawidercollectionofcontent,asshownonthenextslideinTable6.TheWorldsTopTenNon-voiceServicesforMobileOperatorsNumber3:MobileTVandVideoStreaming(3UK)ServicedescriptionAnalysysResearchLimited200728CustomerscanbuythemedbundlesofcontentcontainingTVandvideoTheWorlds

93、TopTenNon-voiceServicesforMobileOperatorsPrice per monthTV and video contentOther content included in the priceTV ChannelsGBP5 (USD9)l15standardTVchannels:6degrees,AardmanTV,Bravo,FHMTV,ITN,ITV1,ITVPlay,Kerrang!,KissTV,MTVSnax,MTVTrax,Nickelodeon,ParamountComedy,VidZoneandZoneRealitylNoneNew Music C

94、lubGBP5 (USD9)lUptothreemusicvideo(ormusictrack)downloadspermonthlUnlimitedmusicTVfromKiss,MTVandVidZonelUptothreemusictrack(ormusicvideo)downloadspermonthlUnlimitedaccessto100000non-DRMmusictrackslWeeklynewmusictextalertVideo PackGBP5 (USD9)lSkySportsvideoslVideoclipsofallBarclaysPremiershipgoalslV

95、ideohighlightsofeveryUEFAChampionsLeaguematchlSelectedcontentfromSoccerAMandFootball365TVl20minutesofvideocallstoother3UKcustomersl20videomessagestoother3UKcustomersSportGBP5 (USD9)lVideoclipsofallBarclaysPremiershipgoalslLivesoccercommentarybytextlGoalalertsforeveryPremiershipclublSportnewsalertslC

96、ricketwicketandscorealertsTable 6: Mobile TV and video content available from 3 UK Source: Analysys Research, 2007Number3:MobileTVandVideoStreaming(3UK)ServicedescriptionAnalysysResearchLimited2007293UKisexploitingthedemandformobileTVandvideoserviceslTraditionalTVisapowerfulforceintheconsumermarket.

97、AcrossWesternEurope,householdpenetrationofTVisover97%,andpayTVhasgrownstronglyinrecentyears.lEarlymobileTVandvideoserviceshaveprovedpopular.ThefirstmobileTVandvideoondemandserviceswerelaunchedinSouthKoreain2002,tocoincidewiththelaunchofCDMA20001EVDO3Gtechnology.MobileTVandvideoserviceshelpedSouthKor

98、eatoachievethefastesttakeupof3GservicesintheworldandveryhighlevelsofdataARPU.Forexample,bymid2004,SKTelecomhadover5million3Gsubscribers,ofwhomnearly3millionsubscribedtoitsmultimediaJuneservice(includingmobileTVandvideo),andannualdataARPUofalmostUSD200.lMobileTVhasahigherprobabilityofearlytakeupandre

99、venuegenerationthanothermobileservices,because:wmobileTVappealstothemassmarket,whereasotherservices,suchasgames,mayonlyappealtoaminorityofuserswTVisalreadywellunderstoodbyusers,whereasothermobileservices,suchasMMSandmobileInternet,arenewconceptsthatwilltaketimetocultivate.ReplicatingthetraditionalTV

100、experienceonamobilephonewillcreateapopularservicewcontentproviderscanpromotemobileTVservicesthroughtheirexistingTVchannels,forexampleadvertisinghighlightshowsoradditionalmaterialavailablethroughmobileTV.TheWorldsTopTenNon-voiceServicesforMobileOperatorsNumber3:MobileTVandVideoStreaming(3UK)Marketpot

101、entialAnalysysResearchLimited200730MobileTVandvideohavehelped3UKtoachievethehighest3GmarketshareintheUKandthehighestnonvoiceARPUintheworldTheWorldsTopTenNon-voiceServicesforMobileOperatorsl3UKhasbenefitedfromtheearlylaunchofmobileTVandvideoservices:wbydifferentiatingits3Gservices,mobileTVandvideohel

102、peditscustomerbasetogrow,asshowninFigure7wasacorenonvoiceservice,mobileTVandvideohavehelped3UKtoachievetheworldshighestnonvoiceARPU,asshowninFigure8.lParticulareventshavecreateddemandfor3UKsmobileTVandvideoservices:wcoverageofthe2006FIFAWorldCupstimulated3.6millionmobileTVandvideoviewingsoveritsfour

103、weekdurationwtherewere3.5millionstreamsofBigBrothervideofootageduringthe2006series,withanaverageviewingtimeof9.3minuteswtherewere10millionmusicvideodownloadsinthefirstsixmonthsoftheservice.Figure 7: Growth in 3G customers for 3 UK and Vodafone UK, March 2004 to March 2007 Source: Analysys Research,

104、2007Figure 8: Monthly non-voice ARPU of selected operators around the world, 2006 Source: Analysys Research, 2007Number3:MobileTVandVideoStreaming(3UK)051015202530VodafoneGermanyCingularWirelessUSAOrangeFranceVodafoneUKNTTDoCoMoJapan3UKNon-voiceARPU(USD)01234Mar-04Mar-05Mar-06Mar-073Gcustomers(milli

105、on)3VodafoneMarketpotentialAnalysysResearchLimited2007313UKhasatrackrecordofofferingpopularmobileTVandvideocontentinordertoattractcustomersDateContentSep 2003SecuredtherightstoshowUEFAChampionsLeaguesoccerhighlightsto2007Oct 20033andVodafonesecuredtherightstoshowFAPremierLeaguesoccerhighlightsto2007

106、Jun 2004LaunchedSkySportsserviceJul 2004OfferedmobilevideohighlightsoftheWimbledontennistournamentandOpenGolftournamentNov 2004LaunchedmobilevideoclipsfromTheXFactortalentshowJan 2005LaunchedmobilevideoclipsfromCelebrityBigBrotherSep 2005SignedthefirstmobileTVdealinEuropewithWaltDisney,tooffermobile

107、highlightsofLostOct 2005LaunchedSeeMeTVNov 2005SignedadealwithITVtoshowmainstreamcontent,includingCoronationStreet,EmmerdaleandImACelebrityGetMeOutofHere!Jun 2006OfferedfreeaccesstothreemobileTVchannelscoveringFIFAWorldCuphighlightsanddiscussionAug 2006SignedanexclusivedealtostreamITV1(theUKsmostpop

108、ularcommercialTVchannel)on3UKmobilesNov 2006LaunchedSkyMobileTV,offeringupto27channelsfromBSkyBNov 2006CollaborationwithSlingMediatoenablecustomerstoviewtheirhomeTVchannelsontheir3GhandsetsMar 2007Extendedrangeoffree(advertising-funded)video,includingnews,comedy,gossip,animationsandfilmTable 7: Sele

109、cted highlights from 3 UK mobile TV and content evolution Source: Analysys Research, 2007TheWorldsTopTenNon-voiceServicesforMobileOperatorsNumber3:MobileTVandVideoStreaming(3UK)ImplementationAnalysysResearchLimited2007323UKusesWCDMAstreamingtodeliveracombinationofbroadcastandunicastTVserviceslInthes

110、hortterm,streamingdataprovidesacosteffectivemeansofdeliveringamixofbroadcastandondemandmobileTVandvideoservicestoasmallnumberofusers,particularlyasusageislikelytoberelativelylow.lCoverageiscriticaltothesuccessofmobileTVandvideo,and3hasthewidest3GcoverageintheUK,announcing90%populationcoveragefrom725

111、0radiositesinFebruary2007.3beganimplementingHSDPAacrossitscoveragefootprintinthesecondhalfof2006andwillcompletethisinthefirsthalfof2007.lBroadcastingTVchannelscanconsumesubstantialnetworkcapacityinaWCDMAnetworkifmultiplecustomersinthesamecellwanttoreceivethesamechannel.Theremaybeparticularproblemsde

112、liveringhighprofileliveevents,suchasbreakingnewsstoriesormajorsportingevents.Aspenetrationandusageoftheserviceincrease,itwillbecomeessentialfor3tohaveabroadcastingtechnologysolutiontocopewithdemand.In2006,3UKjoinedwithVodafone,TelefnicaandOrangetotrialtdTVtechnologyfromIPwireless,whichenablesWCDMAop

113、eratorstomodifytheirWCDMAnetworksinordertobroadcastTV(andradio)content.TheWorldsTopTenNon-voiceServicesforMobileOperatorsNumber3:MobileTVandVideoStreaming(3UK)ImplementationAnalysysResearchLimited200733MobileTVandvideoserviceshavestrongpotentialinotherdevelopedmarketslTVhasuniversalappeal,andmobileT

114、Vandvideoservicescouldbesuccessfulanywhereintheworld.lManymobileoperatorshavenowlaunchedmobileTVandvideoservicesbasedon3Gtechnology.Forexample,Vodafonelaunched3Gvideoservicesacross13marketsinNovember2004andinthesamemonthannouncedthatTVandvideoserviceswouldbeanimportantelementofits3Gservicepropositio

115、n.Ithasnowextendeditsservicesto17markets.lImplementationrequiresamixofglobalandlocalcontent,supportedbyhighqualityservicedelivery:wsuccessfulservicesneedbreadthanddepthofcontent,includingmaterialderivedfromleadingTVprogrammesorchannelsineachcountrywglobalbrandsandcontent,forexampleinternationalfilms

116、,music,personalitiesandsportwlocalbrandsandcontent,forexamplenationalnews,personalities,sportandweatherwpopularTVcontent,forexamplecomedy,realityTVandsoapoperas.l3GnetworkcoverageandqualitywillbekeytodeliveringahighqualitymobileTVandvideostreamingservice.Basic3Gwillhavelimitedcapacitytocarryvideocon

117、tentandHSDPAmayberequiredastakeupandusagegrow.Ultimately,broadcastingtechnologiesmayalsoberequired,toachievesimultaneoustransmissionofmobileTVtoamassmarketaudience.TheWorldsTopTenNon-voiceServicesforMobileOperatorsNumber3:MobileTVandVideoStreaming(3UK)SuitabilityforreproductionAnalysysResearchLimite

118、d200734Number 4:BlackBerryEmailandIM(TMobileUSA)TheWorldsTopTenNon-voiceServicesforMobileOperatorsEmailandIMarewidelyusedonfixednetworks,bybothenterprisesandconsumers,andthereismassivepotentialinbringingtheseservicestomobileTherewereover5millionBlackBerrysubscriberaccountsintheUSAattheendof2006Colle

119、ctively,mobileemailandIMwillgenerateservicerevenueofUSD6.57billionin2011inWesternEuropeUsabilityiscriticaltomobileemailandIMservices.TheBlackBerryispopularintheenterprisemarketwithitsergonomicdesignandefficientdatacompressionT-MobilehasdesignedandpricedBlackBerryservicesforconsumersaswellasbusinesse

120、sThereisscopeforimprovedterminalsfortheconsumermarket,andadditionalrevenueopportunitiesfromemailandIMTherearemajoropportunitiesindevelopedmarkets,althoughSMSwillbeacompetitorinthemassmarketEmailandIMdonotrequire3GnetworksOpportunitiesindevelopingmarketsmaybelimitedbythecostofdevicesOperatorsneedtofo

121、cusonprovidingbetter(andcheaper)terminalsforconsumersanddeliveringend-to-endemailandIMsolutionsMarket potential78%Implementation82%Suitability for reproduction77%79%EmailandIMarehighlypopularservicesthatconsumerelativelylittlenetworkresourceandhavenocontentcosts,sotheycanbeextremelyprofitablecompare

122、dtoothermobileservicesT-Mobileistargetingconsumers,aswellasenterprises,withitsBlackBerryservicesNumber4:BlackBerryEmailandIM(T-MobileUSA)ServiceevaluationAnalysysResearchLimited200735TMobileoffersarangeofBlackBerrytariffs,includingbundleswithlargeallocationsofvoiceminuteslTMobileUSAoffersaffordablet

123、ariffs(showninTable9)forbothenterpriseusers(USD39.98permonth)andconsumers(USD29.99),eachprovidingunlimitedemailanddataaccess(forexample,smallscreenWebbrowsing).lTheoperatoralsooffersbundlesofvoiceanddata,withagenerousallocationofanynetwork,anytimevoiceminutes.Forexample,foranextrachargeofaboutUSD30p

124、ermonth,mobileusersreceiveanallocationof1000minutesaneffectivepriceofUSD0.03perminute(ifthefullallocationisused).AveragevoiceusagepercustomerforTMobileUSAduring2006was1031minutespermonth.TheWorldsTopTenNon-voiceServicesforMobileOperatorsMonthly priceData and email allowance per monthInclusive voice

125、minutesPrice of additional voice minutesBlackBerry Unlimited with Enterprise EmailUSD39.98UnlimitedNoneUSD0.20/minuteBlackBerry Minutes & Mail EnterpriseUSD69.99Unlimited1000USD0.35/minuteBlackBerry Minutes & Mail Enterprise UltraUSD89.99Unlimited1500USD0.35/minuteBlackBerry UnlimitedUSD29.99Unlimit

126、edNoneUSD0.20/minuteBlackBerry Minutes & MailUSD59.99Unlimited1000USD0.35/minuteBlackBerry Minutes & Mail UltraUSD79.99Unlimited1500USD0.35/minuteTable 9: T-Mobile USA BlackBerry tariffs, March 2007 Source: Analysys Research, 2007Number4:BlackBerryEmailandIM(T-MobileUSA)ServicedescriptionAnalysysRes

127、earchLimited200736TherearesignificantopportunitiesforemailandIMinbothenterpriseandconsumermarketsTheWorldsTopTenNon-voiceServicesforMobileOperatorslEmailisacriticalserviceformanyenterprises,oftenrepresentingtheprimemeansforemployeestocommunicatewitheachotherandwithcustomers.Thereisincreasingdemandfr

128、omenterprisestomobileenabletheiremployeeswhenawayfromtheirdesks.lThereisalsostronggrowthintheadoptionanduseofemailandIMintheconsumermarket,anddemandfromconsumerswishingtoaccesstheiremailandIMwherever,andwhenever,theywant.lGlobally,theBlackBerrysubscriberbaseincreasedby95%duringtheyearendedMarch2006,

129、to4.9millionusers,andover4millionBlackBerrydeviceswereshippedintheyear.lInthequarterendedDecember2006,1.8millionBlackBerrydevicesweresolda60.7%increaseonthesamequarterinthepreviousyear.lBlackBerryhadabout7millionsubscriberaccountsinDecember2006,approximately73%ofwhichwereinNorthAmerica.lAswithSMS,mo

130、bileemailandIMarepotentiallyhighlyattractiveservicesformobileoperators.Therearenocontentcosts(ascontentisusergenerated),andemailandIMconsumerelativelylittlenetworkresource,potentiallygeneratingsignificantlyhigherrevenuepermegabytethanmanyothernonvoiceservices.Number4:BlackBerryEmailandIM(T-MobileUSA

131、)MarketpotentialAnalysysResearchLimited200737MobileemailandIMrevenueswillincreasesignificantlylServicerevenueformobileemailandIMaresettoincreasesubstantially,asshowninFigure9,andcollectivelytogreatlyexceedtherevenuefrommultimediamessaging(forecasttobeUSD3.68billionin2011).lInWesternEurope,servicerev

132、enuefrommobileemailwillincreasethreefold,fromUSD1.06billionin2005toUSD4.60billionin2011.lServicerevenuefrommobileIMwillincreasebyafactorof32,fromUSD0.06billionin2005toUSD1.97billionin2011,inWesternEurope.lCollectively,mobileemailandIMwillgenerateservicerevenueofUSD6.57billionin2011inWesternEurope.Th

133、iswillrepresentabout29%oftherevenuegeneratedbySMS.Figure 9: Service revenue for mobile email and IM in Western Europe, 200511 Source: Analysys Research, 2007 7TheWorldsTopTenNon-voiceServicesforMobileOperators7Holden,W.,Person-to-Person Mobile Messaging in Western Europe: forecasts and analysis 2006

134、11,AnalysysResearch(Cambridge,2006).Number4:BlackBerryEmailandIM(T-MobileUSA)Marketpotential012345672005200620072008200920102011Servicerevenue(USDbillion)EmailIMAnalysysResearchLimited200738TMobileoffersBlackBerryterminalsthatarestylishandeasytouseTheWorldsTopTenNon-voiceServicesforMobileOperatorslC

135、urrently,thevastmajorityofemailsandIMsaresentfromPCs,withlargescreens,fullsizekeyboardsandeasytouseprogrammes(suchasMicrosoftOutlookandWindowsMessenger).WhiletherehavebeenmanypreviousattemptsbymobileoperatorstooffermobileemailandIMservices,mosthavefounderedduetotheconstraintsofmobiledevices(e.g.thel

136、imitedkeyboard,displayandinadequateuserinterface).EasytousemobiledevicesarecriticalforasuccessfulmobileemailorIMservice.lTMobilehasestablishedacloserelationshipwithRIM(whichmanufacturesBlackBerryterminals).RIMhasbeenhighlysuccessfulinmanufacturingdevicesspecificallydesigned(andoptimised)formobileema

137、il(andIM),byincorporatingaQWERTYkeyboard,highqualitydisplayandauserinterfacedesignedspecificallytomakeiteasytosendandreceivetext.Tomanyenterpriseusersneedingaccesstotheiremailsonthemove,BlackBerryterminalshavebecomemusthaves.BlackBerryterminalshavebecomestatussymbols,withastrongbrandidentity.lTMobil

138、eoffersarangeofBlackBerrydevices,includingthe7290,7105t,Pearl8100and8700g.TMobileUSAisexploitingthestrongbrandofBlackBerrybyofferingthelatestBlackBerryterminalsonanexclusivebasisforalimitedperiodaftertheirlaunch.lInSeptember2006,TMobilelaunched(exclusivelytotheUSA)theBlackBerryPearlterminal,claiming

139、thistobe“theidealphonefortheburgeoningconsumermobileemailmarket,providingthesleeknessandmultimediacapabilitiesthatconsumersseek”.Number4:BlackBerryEmailandIM(T-MobileUSA)ImplementationAnalysysResearchLimited200739TMobilehasdevelopedBlackBerryservices,whichareunderpinnedbyhighqualityserviceandaimedat

140、enterprisesandconsumersTheWorldsTopTenNon-voiceServicesforMobileOperatorslAswellasofferingarangeoftariffssuitedtobothenterprisesandconsumers,TMobilehasdevelopedservicestosuitbothmarkets:wEnterprise Server plansenableenterpriseuserstoaccesscorporatenetworks,wirelesslysynchroniseemail,calendarandconta

141、ctswiththeirdesktopemailapplications,andhaveaccesstoInternet/intranetandIM.ConnectiontoenterprisenetworksrequiresaBlackBerryEnterpriseServer.BlackBerryEnterpriseServersoftwaremustbepaidforinadditiontotheBlackBerryServerplantariffswBlackBerry Internet Service plans forconsumers,allowuserstointegrateu

142、ptotenoftheirexistingemailaccounts.lTMobilehasalsofocusedonimprovingnetworkquality,withsignificantinvestmentinEDGEtechnologyandnewbasestations.TMobileadded3200basestationstoitsnetworkin2006,bringingthetotalnumberintheUSAto36100.lTMobilehasalsoconcentratedonprovidinggoodcustomercare.InJanuary2007,TMo

143、bileannouncedthatithadachievedthehighestrankingfromtheJ.D.PowerandAssociates2007WirelessCustomerCarePerformanceStudymarkingthefifthconsecutiveperiodinwhichTMobilehadreceivedthehighestrankinginthecustomercarestudy.Number4:BlackBerryEmailandIM(T-MobileUSA)ImplementationAnalysysResearchLimited200740Dev

144、elopedcountriesofferthegreatestopportunitiesformobileemailandIMservicesTheWorldsTopTenNon-voiceServicesforMobileOperatorslWithincreasingpenetrationofInternetaccessandfixedbroadbandindevelopedcountries,andrapidgrowthintheusageofemailandIMonfixednetworks,therearesubstantialopportunitiesinbothenterpris

145、eandconsumermarkets(althoughcompetitionwithSMSwillbeachallengeinthemassmarket).ThelowerpenetrationofPCs(andhenceemail)indevelopingcountries,coupledwiththehighcostofBlackBerrysandsimilardeviceswillsuppressthegrowthofmobileemailandIM,withvoiceandSMSmorelikelytobesuccessfulintheshortterm.lBlackBerryter

146、minalsareavailableformanycellulartechnologies,includingCDMA2000andEVDO,EDGE,GPRS,iDENandWCDMA.RIMenvisagessignificantfurtheropportunitiestosellBlackBerrystoenterprisesandhasmanufacturedBlackBerrysfortheconsumermarket,expectingterminalpricestofallasthetechnologycontinuestomature.Avarietyofotherdevice

147、s,suchasPDAs,havealsonowemergedasviablealternativesforemailandIM.MobileoperatorsneedtobuildrelationshipswithRIM(iftheywishtoofferBlackBerrys) and/ormanufacturers ofalternativeterminals.Inparticular,operatorsshouldlookforopportunitiestodevelopnew(cheaper)devicesforconsumers.lThereareopportunitiesform

148、obileoperatorstoofferendtoendemailandIMsolutions.AnumberofthirdpartieshavealreadydevelopedIMsoftware,whichenduserspaytouse;forexample,MobileInstantMessengerforBlackBerry,availableforUSD5.95permonth,allowsuserstochatonallpublicIMnetworks,includingAOL,GoogleTalk,ICQ,Jabber,MSNandYahoo!.Ratherthanactin

149、gsolelyasabitpipe,operators(particularlyglobalones)havetheopportunitytodevelopandoffertheirownIMsolutions,andgenerateadditionalmonthlyincome(oratleastdifferentiatethemselvesfromcompetitors).Number4:BlackBerryEmailandIM(T-MobileUSA)SuitabilityforreproductionAnalysysResearchLimited200741Number 5:Mobil

150、eBroadband(SprintNextelUSA)TheWorldsTopTenNon-voiceServicesforMobileOperatorsEnterprisesindevelopedmarketsareincreasinglydependentonfixedbroadbandservices.Thiscreatesdemand(andawillingnesstopay)forsuchserviceswhencustomersareonthemoveIndevelopingmarkets,theabsenceofDSLnetworksprovidesmobileoperators

151、withtheadditionalopportunitytoofferbroadbandservicestofixedlocationsaswellasmobilecustomersSprintNextelisinvestingheavilytoprovideEV-DORevisionAcapabilityacrossitsentirecoverageareabytheendof2007WithitsEV-DORevisionAnetwork, SprintNexteloffersfastdownloadanduploadspeeds,withaveragedownloadspeedsof60

152、0kbit/s1.4Mbit/sSprintNextelstariffsareaffordable(forenterpriseusers),butnotsolowthattheymakeitimpossiblefortheservicetobeprofitableMobileoperatorswillneedtoinvestinCDMA2000EV-DORevisionAorHSDPAHigh-qualitycoveragemayrequiresubstantialinvestmentinnewbasestationsMarket potential53%Implementation81%Su

153、itability for reproduction85%3Gcoverageunderpinsmobilebroadband,withenterpriseusersdemandingubiquitous,high-qualitycoverage.SprintNextelisundertakingmassiveinvestmenttomeetthisneed73%Number5:MobileBroadband(SprintNextelUSA)ServiceevaluationAnalysysResearchLimited200742lNexteldevelopedareputationforp

154、rovidinghighqualityservicesforenterpriseusers,andfollowingitsmergerwithSprintPCSthecombinedgroupiscontinuingtofocusontheneedsofenterpriseusers.lTheSprintNextelMobileBroadbandserviceprovideshighspeedbroadbandaccessforenterpriseuserswithlaptopPCsandPDAs.lForcustomerssigningatwoyearcontract,theMobileBr

155、oadbandserviceispricedatUSD59.99permonthforunlimitedaccess,andcustomersreceiveafreePCMCIAcard.CustomerssigningaoneyearcontractpayUSD79.99permonth.lSprintNextelofferstheserviceonitsnewCDMA2000EVDORevisionAnetwork,wherethisisavailable,andEVDORevision0elsewhere.ItsfirstEVDORevisionAPCMCIAcardwaslaunche

156、dinAugust2006,andtheRevisionAservicewaslaunchedinSeptember2006,withrolloutcontinuingduring2007.AsofApril2007,EVDORevisionAwasavailableto109millionpeople.lWithitsRevisionAnetwork,SprintNextelclaimstoofferaveragedownlinkspeedsof600kbit/s1.4Mbit/s,andaverageuplinkspeedsof350500kbit/s.Revision0providesa

157、veragedownlinkspeedsof400700kbit/s,andaverageuploadspeedsof4070kbit/s.lSprintNextelcurrentlyoffersthePX500PCMCIAmobilebroadbandcard,developedbyPantechWireless,whichsupportsCDMA2000EVDORevision0andRevisionA.SprintNexteloffersmobilebroadbandaccessusingCDMA2000EVDORevisionATheWorldsTopTenNon-voiceServi

158、cesforMobileOperatorsNumber5:MobileBroadband(SprintNextelUSA)ServicedescriptionAnalysysResearchLimited200743MobilebroadbandhassignificantpotentialindevelopedanddevelopingmarketsTheWorldsTopTenNon-voiceServicesforMobileOperatorslWiththerapidlygrowingpenetrationoffixedbroadband,peoplearebecomingincrea

159、singlyaccustomedto(anddependenton)highspeedInternetaccess.BroadbandpenetrationinmostWesternEuropeancountrieswasbetween30%and50%ofhouseholdsbytheendof2006.lLaptopcomputersarebecomingincreasinglyprevalent,with78.8millionsalesglobally(onethirdofallcomputersales)in2006,accordingtoDisplaySearch.Thisgives

160、computerusersmuchgreatermobilitythantheyhaveeverhadbefore.lEnterpriseusers,inparticular,valuetheproductivitygainsthatcanbemadefromhavingmobileInternetaccess,andarepreparedtopayapremiumfortheservice.lProrataannualdataARPUforSprintNextelreachedUSD105forthequarterendedDecember2006,representinganincreas

161、eof66%overthesameperiodin2005.InitsInvestorQuarterlyUpdateinFebruary2007,SprintNextelattributedthisgrowthpartlytotheincreasinguseoflaptopdatacards.lIndevelopingcountries,thelackoffixedinfrastructureoffersfurtheropportunitiesformobileoperatorstodeliverfixedbroadbandservicesusingcellulartechnology.Num

162、ber5:MobileBroadband(SprintNextelUSA)MarketpotentialAnalysysResearchLimited200744SprintNextelsfocusonachievinghighthroughputsandwideavailabilityisunusualandcommendableTheWorldsTopTenNon-voiceServicesforMobileOperatorslSprintNextelsearlydeploymentofCDMA2000EVDORevisionAenablesittoofferconsiderablyhig

163、herthroughputsthanalternativeservices(forexample,basedonCDMA2000EVDORevision0orEDGE).Furthermore,unlikeothertechnologies,EVDORevisionAincorporatesanumberofcapabilitiesthatenhancethequalityoftheservice,forexampletoimprovesupportforVoIP.lSprintNextelisinvestingheavilyinnetworkcoverage.In2006,itaddedmo

164、rethan3400basestationsites,andplanstoaddanother4000in2007.ItplanstoupgradeitsentirenetworktoEVDORevisionAbythethirdquarterof2007.lInWesternEurope,operatorshavebeguntoofferHSDPAservices,which(inasimilarwaytoEVDORevisionA)canprovideaveragedownlinkdataratesof1Mbit/soraboveonawideareabasis.However,theyg

165、enerallysufferfromlimitedcoverage.Forexample,intheUK,Vodafone,TMobileandOrangelaunchedtheirHSDPAservicesinJune2006,August2006andFebruary2007,respectively.Vodafoneplanstoreach75%populationcoveragebythemiddleof2007.OrangewillhaverolledoutHSDPAtothetopfiveUKcitiesbytheendof2007.TMobileclaimstocoverallk

166、eyurbanareas,aswellasmajorroads,transporthubs(suchasairportsandferryterminals),andvenuesformajorpublicevents.Number5:MobileBroadband(SprintNextelUSA)ImplementationAnalysysResearchLimited200745SprintNextelhasaclearstrategyandeffectivemarketingtotargetenterprisecustomers,althoughitsWiMAXplanscreateunc

167、ertaintyTheWorldsTopTenNon-voiceServicesforMobileOperatorslSprintNextelbuildsonNextelssuccessintheenterprisemarketandpromotesitsMobileBroadbandservicebyoffering“BlazingFastSpeedsontheNationsLargestMobileBroadbandNetwork”.Itaggressivelypromotesitscompetitiveadvantage,forexamplewiththeclaimthat“Sprint

168、MobileBroadbandis5fasterthanCingularsEDGE”.lHowever,thereisariskthatthecurrentfocusonimprovingtheEVDORevisionAservicewillbecomedilutedbySprintNextelsplanstorolloutanationwideWiMAXnetwork.InAugust2006,SprintNextelannouncedplanstoinvestUSD2.53billion(in2007and2008)inanationwidemobileWiMAXnetwork.Sprin

169、tNextelmustnotmakethesamemistakeasSouthKoreanoperators;inspiteofspendingtimeandmoneyonWiBro,takeuphasbeenpoor.InFebruary2007,SKTelecomannouncedthatitsWiBroservicehadattractedjust151subscribersinitsfirsteightmonthsofoperation.KThadattracted906customers.Number5:MobileBroadband(SprintNextelUSA)Implemen

170、tationAnalysysResearchLimited200746SuccesswithmobilebroadbandmayrequiresubstantialinvestmentTheWorldsTopTenNon-voiceServicesforMobileOperatorslToimplementasuccessfulmobilebroadbandservice,mobileoperatorswillneedtoinvestinanadvancedcellulartechnology,suchasCDMA2000EVDORevisionAorHSDPA.While147operato

171、rshavecommittedtodeployHSDPAtechnologyand100ofthesehavealreadylaunchedcommercialservices,thevastmajorityoftheseservicesareataveryearlystageofdevelopment.Furthermore,manyoperatorshavenotyetdeployed3Gnetworksand/ordonotevenhave3Glicences.lWideserviceavailabilitywillbeessential,whichmayalsorequiresubst

172、antialinvestment.Attheveryminimum,mobileoperatorsmustquicklyrolloutHSDPAorEVDORevisionAtoalloftheirexistingbasestations.Furthermore,forHSDPAandEVDORevisionAtodelivertheirhighestdatarates(inexcessof1Mbit/s),signallevelsmustbehigh.Mobileoperatorsmayneedtobolstercoveragebysignificantlyincreasingthenumb

173、erofbasestations.Inthetwoyearstotheendof2007,SprintNextelwillhavedeployedanadditional7400basestations.Number5:MobileBroadband(SprintNextelUSA)SuitabilityforreproductionAnalysysResearchLimited200747MobileoperatorsmustconsiderthethreatofmobilebroadbandtorevenuesfromexistingvoiceandmessagingservicesThe

174、WorldsTopTenNon-voiceServicesforMobileOperatorslMobileoperatorsmustcarefullybalancetheaffordabilityofmobilebroadbandforcustomerswiththeirownserviceprofitability.ThecostspermegabyteofHSDPAandEVDORevisionAnetworksaresignificantlyhigherthanfixednetworks,suchasDSL.Dependingontheapplicationsusedbyenterpr

175、isecustomers,suchservicescanbeextremelyusageintensive,whichcanreducerevenuepermegabytetoverylowlevels.Forexample,a10GBmonthlyusageofSprintNextelsservice(pricedatUSD59.99permonth)wouldgeneraterevenuepermegabyteofjustUSD0.006.Mobileoperatorsmustavoidreducingpricestounacceptablylowlevelssimplytoencoura

176、getakeupbyconsumers.Operatorsmustfocusonservingenterpriseuserswell,wherecoverageandspeedsmaybemoreimportantthanprice.Theyshouldconsiderimplementingmonthlytrafficlimits,toconstrainaverageusageto1GBorless.lMobileoperatorsmustcarefullyconsidertheservicesthatwillbeallowed,toavoidcannibalisationoftheirex

177、istingvoicetelephonyandmessagingrevenues.Provisionofunlimitedmobilebroadbandservicesatrelativelyaffordablepricing,wherethirdpartyVoIPandIMservicesareallowed,couldencourageuserstousethesefreeservices,ratherthanthevoicetelephonyandmessagingservicesofferedbytheoperators.lToavoidcannibalisationofvoicete

178、lephonyrevenue,operatorscanreplicateSprintNextelsapproachofprovidingasignificantmonthlydiscount(USD20)forsubscriberstotheirbundledvoicetariffs.Theycouldalsoconsiderotherapproaches,suchasdifferentialpricingaccordingtotheservicesallowed.Forexample,intheUK,TMobileoffersitsHSDPAbasedmobilebroadbandservi

179、cewithtwotariffsitswebnwalkPlusserviceforGBP29(USD54),offering3GBpermonthbutnoVoIP,anditswebnwalkMaxserviceforGBP44(USD83),offering10GBpermonthandpermittingVoIPservices.Number5:MobileBroadband(SprintNextelUSA)SuitabilityforreproductionAnalysysResearchLimited200748Number 6:MobileTVBroadcasting(3Italy

180、)TheWorldsTopTenNon-voiceServicesforMobileOperatorsGlobalmarketresearchindicatesstrongdemandandawillingnesstopayformobileTVInItaly,98%offamilieshaveaTVandpeoplewatchforanaverageoffourhoursperday3Italyachievedrapidgrowthto100000customersinitsfirstmonthofoperation,andachieved400000customersbyMarch2007

181、3ItalysDVB-HcustomerARPUis60%higherthanforothercustomers3ItalyobtainedaDVB-HlicenceandbroadcastinginfrastructurerelativelycheaplybyacquiringanexistingbroadcastcompanylicenceholderLaunchedwith75%populationcoverageHigh-profilelaunch,timedtocoincidewiththe2006FIFAWorldCupContentincludesmainstreamItalia

182、nTVandpremiumchannels3Italyisproducingitsownlow-costmade-for-mobilecontentSuccessfulmobilebroadcastTVserviceswilldependonstrongcontentandtherighttechnologyOperatorsinothermarketswillfinditdifficulttoacquireaDVB-Hlicenceandinfrastructureaseasilyandcost-effectivelyas3ItalyhasdoneOperatorswillneedtocho

183、oseasuitabletechnologyfromDAB-IP,DMB,DVB-H,MediaFLOandtdTV.Thebestsolutionwilldependonspectrumavailability,sizeofoperatorandmarketsituationMarket potential74%Implementation76%Suitability for reproduction59%70%EarlyacquisitionofaDVB-Hlicence(atarelativelycheapprice)anddeploymentofwidecoveragehasenabl

184、ed3Italytoestablishmobilebroadcastservicesthathavealong-termevolutionpathAmixofmainstreamItalianTV,premiumandlow-costmade-for-mobilecontentattractscustomersNumber6:MobileTVBroadcasting(3Italy)ServiceevaluationAnalysysResearchLimited2007493ItalywasthefirstoperatorinEuropetolaunchcommercialmobileTVbro

185、adcastinglInDecember2005,3acquiredaDVBHlicencebyacquiringaregionalTVbroadcasterinItaly.lInJune2006,3launchedmobileTVserviceswithDVBHcoverageto75%oftheItalianpopulation.lInitially,3offerednineTVchannelsandprovidedexclusivemobileTVcoverageofall64matchesofthe2006FIFAWorldCup.lByMarch2007,3offered12mobi

186、leTVchannels.TheseincludeamixtureofmainstreamTV(suchasRAI1and2),madeformobileTV(producedinhouseby3)andpremiumcontent(suchasBigBrotherandadultcontent),withextensivecoverageofmajorsportinItaly(forexample,SerieAfootballandMotoGPmotorcycleracing).lPrepaid(payperview)tariffsenableuserstowatchindividualTV

187、channelsforapredefinedlengthoftime,rangingfromonedaytothreemonths.lPostpaid(payTV)tariffsallowuserstosubscribetoagroupofchannelsonanongoingbasis.l3supplementsitsmobileTVrevenuewithselectedadvertising.TheWorldsTopTenNon-voiceServicesforMobileOperatorsNumber6:MobileTVBroadcasting(3Italy)Servicedescrip

188、tionAnalysysResearchLimited2007503ItalyoffersavarietyofprepaidandpostpaidmobileTVtariffs,alongwithfreehandsetpromotionslUserscanbuyprepaidaccesstovariouschanneloptionsforaday,aweek,amonthorthreemonths,asshowninTable10,inasimilarwaytopayperviewTV.lPostpaidtariffs,similartopayTVsubscriptions,allowuser

189、stobundleTVserviceswith3Gvoiceanddataservices,asshowninTable11.l3encouragesmobileTVservicetakeupwithpromotionaloffers.Forexample,totheendofMarch2007itofferedafreemobileTVhandsettoanycustomertakingpostpaidservicesforatleasttwoyearsandtoanyprepaidcustomercommittingtospendatleastEUR10(USD13)permonthfor

190、30months.TheWorldsTopTenNon-voiceServicesforMobileOperatorsAll basicchannelsBig BrotherchannelPlayboychannelPenthousechannel1 dayEUR3(USD4)EUR3(USD4)EUR3(USD4)EUR3(USD4)1 weekEUR9(USD11)EUR9(USD11)EUR9(USD11)EUR9(USD11)1 monthEUR19(USD24)EUR19(USD24)EUR19(USD24)EUR19(USD24)3 monthsEUR29(USD37)n/aEUR

191、29(USD37)EUR29(USD37)Table 10: Prepaid tariffs for 3 Italys DVB-H broadcast mobile TV service Source: Analysys Research, 2007Price per monthServicesZero 5EUR29(USD37)AccesstoallbasicTVchannels,plus60minutesperdayof:lvoicecallstoanynationalnetworklvideocallstoany3Italymobilelvoicecallstointernational

192、zone1Zero 7EUR49(USD62)Asabove,plus:10GBInternetaccess10SMS/MMS/videomessagesperdayTable 11: Postpaid tariffs for 3 Italys DVB-H broadcast mobile TV service Source: Analysys Research, 2007Number6:MobileTVBroadcasting(3Italy)ServicedescriptionAnalysysResearchLimited200751Thereiscompellingevidenceofco

193、nsumerdemandformobileTVbroadcastinglConsumertrialshaverevealedstronginterestinmobileTVbroadcasting,alongwithawillingnesstopayfortheseservices.Forexample:wInatrialofDVBHservicesbyAbertisTelecom,NokiaandTelefnicainSpain,userswatchedanaverageof140minutesperweekofmobileTV.Ofthosetakingpartinthetrial,55%

194、indicatedthattheywouldcontinuetousetheserviceiftheyhadtopayuptoaboutEUR5(USD6)permonth8wInatrialofDABIPservicesbyBTMoviointheUK,userswatchedanaverageof66minutesperweekofmobileTV(andlistenedto95minutesperweekofmobileradio).AroundtwothirdsoftriallistsindicatedthattheywerewillingtopayuptoGBP8(USD15)per

195、monthfortheservice.9lAswithstreamedmobileTVandvideoservices(suchasourNumber3service),mobileTVhasahigherprobabilityofearlytakeupandrevenuegenerationthanotherservices,because:wmobileTVappealstothemassmarket,whereasotherservices,suchasgames,mayonlyappealtoaminorityofuserswTVisalreadywellunderstoodbyuse

196、rs,whereasothermobileservices,suchasMMSandmobileInternetaccess,arenewconceptsthatwilltaketimetocultivate.ReplicatingthetraditionalTVexperienceonamobilephonewillcreateapopularservicewcontentproviderscanpromotemobileTVservicesthroughtheirexistingTVchannels,forexampleadvertisinghighlightshowsoraddition

197、almaterialavailablethroughmobileTV.TheWorldsTopTenNon-voiceServicesforMobileOperators8AbertisTelecom,NokiaandTelefnicaMvilesunveilresultsoffirstdigitalmobileTVpilotinSpain,Nokiapressrelease(Barcelona/Espoo,15February2006).9Lloyd,E.,Maclean,R.andStirling,A.,MobileTVresultsfromtheBTMovioDAB-IPpilotinL

198、ondon,EBUTechnicalReview,No.306(April2006).Number6:MobileTVBroadcasting(3Italy)MarketpotentialAnalysysResearchLimited2007523ItalysDVBHservicehasgrownsteadilyandgeneratessignificantARPUTheWorldsTopTenNon-voiceServicesforMobileOperatorslInItaly,98%offamilieshaveaTVandpeoplewatchforanaverageoffourhours

199、perday.3exploitedthiswiththefirstcommercialmobileTVbroadcastserviceinEurope.lAsshowninFigure10,3gained100000DVBHcustomersinthefirstmonthofoperation.lBy23March2007,3had400000customers(5.5%ofitsmobilecustomerbase).lARPUfrommobileTVusersis60%higherthanfromothermobilecustomers,andchurnisnegligible.lMobi

200、leTVcustomersspendanaverageofEUR6permonthontheservice.l3reportsthatusersviewaround62minutesofmobileTVperday.l3isforecasting10millionmobileTVcustomersinItaly(foralloperators)by2010.Figure 10: Number of users of 3 Italys DVB-H service, June 2006 to March 2007 Source: Analysys Research, 2007Number6:Mob

201、ileTVBroadcasting(3Italy)MarketpotentialAnalysysResearchLimited2007533ItalyhasdevelopedanendtoendmobileTVplatformofferinggoodqualityserviceto75%oftheItalianpopulationlStreamingbroadcastTVovera3Gnetworkinvolveshighdataratepointtopointdataconnectionsthatconsumesubstantialnetworkcapacityiftherearealarg

202、enumberofusers.Iftheseservicesprovepopular,thenetworkscouldquicklybecomecongested(particularlyduringpopularTVtransmissions),andtherevenuepermegabyteachievedby3Gnetworkscouldcollapse.3(Italy)hasdecidedtoavoidthisproblemfromtheoutset,bymovingstraighttoamobilebroadcasttechnology,withDVBH.lInDecember200

203、5,3acquiredTVbroadcasterCanale7forareportedfeeofEUR3035million(USD3845million).Canale7alreadyownedanationalDVBHlicenceaswellasextensivebroadcastinginfrastructure.Bysecuringtheseassetsrelativelycheaply,3minimisedtheinvestmentrequiredforanationalDVBHnetwork.l3launcheditsservicewithover1000DVBHtransmit

204、ters,providingcoverageto75%oftheItalianpopulation(over40millionpeople)in2000townsandcities.SatellitesareusedtodistributebroadcastchannelstotheDVBHbasestations,inordertominimisetransmissioncosts.lTheserviceusesH.264videocoding(upto512kbit/s)andAAC+audiocoding(upto64kbit/s)toachievegoodqualityvideo(32

205、0240pixelsat25framespersecond)andaudio.l3hasincorporatedinteractiveservices,usingitsWCDMAuplink,forexampletosupporttelevoting.lInMarch2007,3announcedthatitwasthefirstoperatorintheworldtotesthierarchicalmodulationofDVBHtechnology,whichwillallowittobroadcastfourterrestrialchannelsalongsideitsexistingm

206、obilechannelsinordertoincreaseitsrevenuepotential.TheWorldsTopTenNon-voiceServicesforMobileOperatorsNumber6:MobileTVBroadcasting(3Italy)ImplementationAnalysysResearchLimited2007543ItalyoffersonlyasmallnumberofmobileTVhandsets,butwillavoidtheneedtochangetheseinthefuturelDVBHrequiresdedicatedhandsets,

207、whicharestillexpensiveandinrelativelyshortsupply.However,byadoptingDVBHfromtheoutset,3avoidstheneedforlargenumbersofcustomerstochangetheirhandsetsinthefuture,whichtheywillneedtodoiftheiroperatorscurrentlydeliverbroadcastTVusing3Gstreaming(asisthecaseformostmobileoperators).lTwoDVBH/3Ghandsetshavebee

208、navailablefrom3ItalysincethelaunchofmobileTV:theLGU900andSamsungP910.Bothhandsetsoffera2.2(5.6cm)screen(240320pixels,256000colours)thatcanberotatedtolandscapeorientationforTVviewing.TheyeachhaveDVBHreceiversandtheirkeyboardsincludefeaturesnormallyassociatedwithTVremotecontrols,suchaskeysforinteracti

209、veservices.Thehandsetsincludepolyphonicringtones,photo/videocameras,Java,MP3andsupportallstandardcellularservicesonWCDMAandGSM900/1800/1900.lInFebruary2007,3announcedtheforthcominglaunchofadedicatedmobileTV,thePocketTV,inthesecondquarterof2007.ThiswouldbetheworldsfirstDVBHmobileTVwitha4.3screen(4802

210、72pixels,16millioncolours).ThePocketTValsoplaysMP3musicfiles,H.264videos,andJPEG,GIFandPNGimages.ItincludesanelectronicprogrammeguideandaPVRfunction,whichcanbeusedtopauseandtimeshiftTVprogrammes.TheWorldsTopTenNon-voiceServicesforMobileOperatorsNumber6:MobileTVBroadcasting(3Italy)ImplementationAnaly

211、sysResearchLimited2007553ItalycombinesmainstreamTVwithpremiumchannelsandmadeformobilecontentl3ItalylauncheditsmobileTVservicewith9TVchannels,andhadextendedthisto12channelsbyMarch2007.Popularelementsofthecontentinclude:wmainstream TV channels from RAI and Mediaset,whichappealtothemassmarketaudiencean

212、dtakea29%shareof3sweeklyaudience,withthemedchannelsaccountingfortheother71%wLa3 Liveoperatesfrom07.0023.00eachdayandispresentedbytrainedvolunteersfrom3sowncustomerservicesteams.Contentincludesinformation,previewsanddiscussionofcontenton3sdigitalmobileTV.Thechannelischeaptoproduceandiscustommadeformo

213、bileTVusers.La3LiveandLa3Sporttogethertakea22%shareoftheweeklyaudiencewsports coverage,watchedby28%oftheweeklyaudience.3launcheditsserviceatthebeginningofthe2006FIFAWorldCup,havingacquiredtheexclusiverightstoofferlivecoverageofall64matchesofthetournament.Thishelpedtoachieverapidearlytakeup.Otherfoot

214、ballcontentincludesSerieAandUEFAChampionsLeaguematches.Afterfootball,motorcycleracingisthemostwatchedsportonItalianTV.3hasanexclusiveagreementformobilebroadcastofallMotoGP,250and125races,aswellasworldchampionshiptestingandqualifying.3isalsosponsoringtheHondaGresiniracingteamwnewsachievesapeakaudienc

215、eshareof30%eachmorningwpremium channels, including Big Brother and two adult content channelsattractcustomerswhoarepreparedtopayextrafortheircontent.TheWorldsTopTenNon-voiceServicesforMobileOperatorsNumber6:MobileTVBroadcasting(3Italy)ImplementationAnalysysResearchLimited2007563Italyhasalsogenerated

216、usefulrevenuefromadvertisinglAccordingtoMassimoCavazzini(MediaandExternalRelations,3Italy),10%of3ItalysmobileTVrevenueisgeneratedfromadvertising.l3hasattractedmajorcompaniestoadvertiseonitsinhouseLa3SportandLa3Sportchannels,includingLOreal,MasterCard,Mercedes,Nike,PumaandRenault.lDuringthe2006FIFAWo

217、rldCup,3soldpackagesof100advertisements,butsomeadvertisersdecidedtobuymore.lAdvertisingconsumesjust4%ofbroadcastingtime(comparedto14%inItaliancommercialTV).Therearenoadvertisingbreaksduringfootballmatchesandotherpopularprogrammes.l3hasanaudiencemeasurementtoolthatenablesittomeasureinrealtimethesizeo

218、ftheaudience,theaudienceshareofeachchannel,minutesperviewingsessionofeachuserandtotalminutesofusageofeveryuserinitsnetwork.ThisismuchmoreprecisethantraditionalTVaudiencemeasurements(whicharebasedonaudiencesamples)andenablesmoreaccuratetargetingbyadvertisers.lMobileTVhasdifferentpeaktimesfromtraditio

219、nalTV,astheyoccurduringlunchbreaksandcommutingtimes.3hasfoundthat62%ofuserswatchmobileTVoutdoors,25%bothoutdoorsandindoors,and13%indoorsonly.TheWorldsTopTenNon-voiceServicesforMobileOperatorsNumber6:MobileTVBroadcasting(3Italy)ImplementationAnalysysResearchLimited200757Mostoperatorswillbeunabletoemu

220、late3ItalyinacquiringacheapDVBHlicenceandinfrastructurelFewoperatorswillhavetheopportunitytoacquirealicenceandinfrastructureinthesamewayas3.Thereareseveraloptions,andthebestsolutionwilldependonspectrumavailability,sizeofoperatorandmarketsituation.10wDAB-IPmaybeappropriateonlyinthefewmarketswhereDABh

221、asbeendeployedextensively.Also,channelcapacitymaybelimitedandarestrictedrangeofDABhandsetsmaybeavailablewDMBmayhavelimitedsuccessinEurope,whereDVBHismorelikelytobepopularwDVB-HisattractingthemostinterestfrommobileoperatorsinWesternEuropeandiswellplacedtoachieveeconomiesofscaleininfrastructureandhand

222、sets.However,itrequiresmajorinvestmentandoperatorsneedtoacquireDVBHspectrumatlowcostandlowfrequencytominimiseimplementationcostswDVB-SHisasatellitemobileTVbroadcastingsolutionbeingpromotedbyAlcatel,butdoesnotcurrentlyhavethesameprofileasitsterrestrialcounterpart,DVBHwMediaFLOissimilartoDVBH,butmaybe

223、lesspopularinEurope,whereQualcommdoesnothavealargecustomerbase.MediaFLOmaybemoresuccessfulintheUSAandintheAsiaPacificregion,whereCDMA2000isdeployedwtdTVcouldbeaverycosteffectiveupgradeof3Gnetworks,whichavoidstheneedtoinvestinacompletelynewbroadcastingtechnology.3UK,Vodafone,OrangeandTelefnicahavetri

224、alledtdTV.TheWorldsTopTenNon-voiceServicesforMobileOperators10Formoredetailsontheopportunitiesforandcharacteristicsofmobilebroadcasttechnologies,seeHeath,M.and Brydon,A.withZadvorny,A.,Evaluating the Options for Mobile TV and Radio Broadcasting in Western Europe ,AnalysysResearch(Cambridge,2006).Num

225、ber6:MobileTVBroadcasting(3Italy)SuitabilityforreproductionAnalysysResearchLimited200758Number 7:EZChakuutaFull(KDDI,Japan)TheWorldsTopTenNon-voiceServicesforMobileOperatorsMobilemusicdownloadinghasdonewellinJapanInJapan,mobilephonesaremuchmorepopularthanMP3players(includingiPods)asportablemusicplay

226、ersIn2006,therewere344.1millionmobilemusicdownloadsinJapanMobilephonesgeneratedover90%oftheJPY53.4billion(USD457million)revenuefromdigitalmusicdownloadsinJapanin2006FirsttomarketwithEZChaku-uta(partialmusictracks)andEZChaku-utaFull(fullmusictracks)CDMA2000EV-DOenablesrapiddownloadsand48%ofallKDDIsmo

227、bilecustomershaveEV-DOhandsetswithEZChaku-utaFullcapability100+Websiteswith400000+songsAdditionalservicesareusedtodrivedownloadsFlat-ratedatatariffsavoidsuppressingusage,butcanencouragepricecompetition3UKdemonstratesbigopportunitiesformusicdownloadsinothermarketswithover1millionmusicdownloadspermont

228、h(secondonlytoiTunesintheUKdigitaldownloadmarket)ThereisstrongercompetitionfromMP3players(e.g.iPods)outsideJapanBigmultinationaloperatorscanspreadthecostofsystemsandcontentovermanycustomersinmultiplemarkets.SmalloperatorsneedtoworktogetherMarket potential62%Implementation81%Suitability for reproduct

229、ion60%Asuccessfulmusicdownloadservice,withexcellentimplementationbyKDDIauPotentialelsewheremaybelimitedbyportablemusicplayers,suchastheiPod,whichalreadyhavealargecustomerbase68%Number7:EZChaku-utaFull(KDDI,Japan)ServiceevaluationAnalysysResearchLimited200759EZChakuutaFullwasthefirstfulltrackdownload

230、serviceinJapan,wheremobilephonesdominatethemusicdownloadmarketTheWorldsTopTenNon-voiceServicesforMobileOperatorslKDDIauhasledmobilemusicdownloadservicesinJapan:wEZChakuuta(theforerunnerofEZChakuutaFull)waslaunchedon5December2002,asthefirstserviceintheworldenablingcustomerstodownloadpartofahighqualit

231、ymusictrackasaringtonewEZChakuutaFullwaslaunchedon19November2004,asthefirstserviceintheworldtoallowcustomerstodownloadacompletehighqualitymusictrack,exploitingthehighdownloadspeedofKDDIsCDMA2000EVDOnetworkwNTTDoCoMoandVodafoneJapan(nowSoftbank)subsequentlylaunchedtheirownmusicservices,basedonWCDMA.l

232、EZChakuutaFullallowsuserstodownloadfulllengthsongsfromawiderangeofmusicsitestocompatiblehandsetsforatypicalpriceofJPY300(USD2.57)pertrackplusachargeforthedataconsumedasthetrackisdownloadedtothehandset(attheprevailingdatatariff).lInJapan,mobilephoneshavebecomethedominantdevicesforpersonalmusicdownloa

233、dandplayback.PortableMP3players,suchastheiPod,haveonlyaminorrole.AccordingtotheRIAJ:wtherewere344.1millionmobilemusicdownloadsinJapanin2006(up33%from2005),comparedwithjust23millionPCdownloadswthetotalvalueofelectronicmusicdownloadsinJapanin2006totalledJPY53.4billion(USD457million),andover90%ofthiswa

234、sgeneratedbymobilephonedownloads.Number7:EZChaku-utaFull(KDDI,Japan)ServicedescriptionAnalysysResearchLimited200760EZChakuutaFullbenefitsfrom(andhashelpedtodrive)takeupofKDDIshighperformanceCDMA2000EVDOnetworkTheWorldsTopTenNon-voiceServicesforMobileOperatorslAkeyelementofasuccessfulmusicserviceisth

235、eabilityforcustomerstodownloadmusictracksquicklyandeasily.lInNovember2003,KDDIwasoneofthefirstmobileoperatorstolaunchCDMA2000EVDOandtoachievedownlinkdataratesofupto2.4Mbit/s.lAt2.4Mbit/s,userscandownloadatypicalthreeminuteAACmusictrackinfiveseconds.lBytheendof2006,12.72millioncustomerssubscribedtoth

236、eKDDIauCDMA2000EVDOservice,asshowninFigure13,correspondingto48.5%ofallitsmobilecustomers.lAttheendof2006,KDDIlaunchedCDMA2000EVDORevisionAtechnology,increasingitsmaximumdownloadspeedto3.1Mbit/sandreducingtheminimumtrackdownloadtimetolessthanfourseconds.Figure 13: Growth in KDDI au CDMA2000 EV-DO sub

237、scribers, September 2003 to December 2006 Source: Analysys Research, 2007Number7:EZChaku-utaFull(KDDI,Japan)LaunchofEZChaku-utaFull02468101214Sep-03Jan-04May-04Sep-04Jan-05May-05Sep-05Jan-06May-06Sep-06Subscribers(million)ImplementationAnalysysResearchLimited200761AllnewCDMA2000EVDOhandsetssupportEZ

238、ChakuutaFullandoffersophisticatedcapabilitiesTheWorldsTopTenNon-voiceServicesforMobileOperatorslAllCDMA2000EVDOhandsetsaredesignedspecificallytosupportmusicbrowsingandtoenablehighqualitymusicplayback.AsshowninTable12,typicalfeaturesinclude:wstereospeakerswlargeinternalmemoryformusicstoragewexternalm

239、emoryoptionsforbackuppurposeswlargescreensforbrowsingmusicWebsites.lConsumersfindmobilephoneseasierandbetterdevicesthanstandaloneportablemusicplayersformobilemusic,and,dependingonthehandset,canbenefitfrommanyotherfeatures,suchasPDA,camera,videocamera,Webbrowser,mediaplayer,radio,TVandGPS.lThelackofh

240、andsetsubsidiesmakesadvancedmobilephonesexpensiveitems(comparabletoleadingMP3players),whichencouragesuserstoextractasmuchvaluefromthemaspossible.HandsetSelected capabilitiesSanyo W51SAl1GBmemorystoresupto650musictracks(orfivehoursofvideo)lExternalmemoryforback-upofmusic(andother)fileslStereoearphone

241、sWalkman W42Sl1GBmusicstorage(inadditionto38MBforotherstorage)l30hourscontinuousmusicplaybacklDisplaysvisualimagesandinformationrelatedtosongsbeingplayedlRemotecontrolsimplifiesmusicplaybackl3Dsurround-soundspeakersandhigh-qualitystereoheadphoneslGraphicequaliserfunctionsTable 12: Selected music cap

242、abilities of typical CDMA2000 EV-DO handsets Source: Analysys Research, 2007Number7:EZChaku-utaFull(KDDI,Japan)ImplementationAnalysysResearchLimited200762EZChakuutabenefitsfromawiderangeofcontentandavarietyofservicesthatstimulatedownloadsandencouragemobilephonesasmusicplayersTheWorldsTopTenNon-voice

243、ServicesforMobileOperatorslThenumberofWebsitesandmusictracksavailabletoEZChakuutausershasgrownstronglysinceitsinception,asshowninFigure14.lTheListenMobile(LISMO)servicewasintroducedinJanuary2006asameansofachievinggreatermusicintegrationandinteractionbetweenmobilephonesandPCs:wLISMOphonesenableuserst

244、oexchangeplaylistsandlistentomusictogetherwLISMOenablesphonesandPCstoexchangemusicfiles,forexamplefromCDtophoneorphonetoPC(asabackup)lNowonairInformationallowsuserstofindanddownloadmusicthatisbeingplayedonFMradiostationsreceivedontheirmobilephonesviatheEZFMapplication.lTheKDDIaumusicportal,EZMusic!,

245、supportssearchfunctionsdesignedtoworkinconjunctionwithEZChakuutaFull.Figure 14: Number of EZ Chaku-uta Full Web sites and music tracks Source: Analysys Research, 2007Number7:EZChaku-utaFull(KDDI,Japan)0100200300400Nov-04May-05Nov-05May-06Nov-06SitesMusictracksImplementationAnalysysResearchLimited200

246、763TherearegoodopportunitiestoreproducethesuccessofEZChakuutainothermarkets,buttherewillbecompetitionTheWorldsTopTenNon-voiceServicesforMobileOperatorsl3UKprovesthatmobilemusicdownloadscanalsobesuccessfulinEurope,usingWCDMA.ByMarch2007,ithadachieved:w500000customersregularlydownloadingmusic(13%ofthe

247、customerbase)wover1millionmusictrackdownloadspermonth(1.5millioninDecember2006)wsecondplace(toiTunes)intheUKdigitaldownloadmarketw75%shareofthemobilemusicdownloadmarket(withjustan8%shareofmobilecustomersintheUK)w10.5%shareoftheentireUKsinglesmarket(includingbothdownloadsandCDs).lSKTelecomsMelOnisSou

248、thKoreasbiggestpaidmusicsite,intermsofsubscribernumbersandrevenue,withaservicebasedonCDMA2000EVDO.Theservice:wattracted7.3millionsubscribersbetweenitslaunchinNovember2004andDecember2006wachievedrevenueofKRW70billion(USD72.7million)in2006.lOperatorsinothermarketswillfacestiffercompetitionfromfixednet

249、workmusicdownloadservices.MP3players,suchastheiPod,arealreadypopularinmanydevelopedmarketsoutsideJapan.lTheremaybeanopportunitytoclaimashareofthemusicdownloadmarketindevelopingcountries,whereiPodsandotherMP3playersarenotwidelyavailableandcomputersarelessaffordableformostpeople.However,thehighcostofh

250、andsetsmaylimittheopportunitytoasmallnumberofusers.Number7:EZChaku-utaFull(KDDI,Japan)SuitabilityforreproductionAnalysysResearchLimited200764Number 8:CyworldMobile(SKTelecom,SouthKorea)TheWorldsTopTenNon-voiceServicesforMobileOperatorsTheCyworldservicehas20millionfixednetworksubscribersinSouthKorea,

251、representingabout40%ofthepopulation.96%ofpeopleaged2029usetheserviceregularlyCyworldMobileisamobileextensionoftheCyworldservice.Ithadover1.5millionregisteredusersbyJune2006andover700000activeuserspermonthinFebruary2007CyworldMobilegeneratedUSD56millioninrevenueforSKTelecomin2006CyworldMobileisanexce

252、llentexampleoffixedmobileconvergence,withSKTelecombuildingontheexistingsuccessofCyworldTheservicehasalowcostofentryforcustomers,withadditionalrevenueopportunitiesforSKTelecomfromvalue-addedelementsanddatachargesHigh3GpenetrationhasenabledSKTelecomtoofferanappealingmultimediauserexperienceGlobalpartn

253、ershipopportunitiesforoperatorswithsocial-networkingsites,includingCyworldandMySpaceMySpacewasthemostpopularWebsiteintheUSAinFebruary2007,accountingfor5.9%ofallWeb-sitevisitsMobileoperatorsneedtoconsiderthemostappropriaterevenuemodels,andtheroleofadvertisingMobileoperatorsshouldadapttheirsitestosuit

254、thenationalcharacteristicsofusersMarket potential60%Implementation73%Suitability for reproduction64%Successfulmobileservice,buildingontheveryhighadoptionofthefixedCyworldcommunityportalinSouthKorea66%Number8:CyworldMobile(SKTelecom,SouthKorea)ServiceevaluationAnalysysResearchLimited200765lCyworld,ow

255、nedbySKCommunications,isasophisticatedandpopularWebbasedcommunityportal,whichwaslaunchedinSouthKoreain1999.lCyworldofferspersonalspacesforitsusersandtheabilitytoconnecttootherusers.FreereadymadehomepagesareavailabletoCyworldusers,whichcombinethefeaturesofapersonalblogandaninteractivemultimediaWebsit

256、e.Usershaveavirtualcounterpartacharacterrepresentingtheusertohis/herfriendsandcanuploadpicturesandvideostotheirpersonalspaces.lThereislittleadvertising.SKCommunicationsgeneratesthevastmajorityofitsrevenuefromthecustomisationendusersmaketotheirCyworldenvironments,suchasthecreationofvirtualcounterpart

257、s,graphicstodecorateorfurnishtheenvironments,andbackgroundmusic.Enduserspayforthesefeatureswithvirtualcurrency,knownasacorns,whichcanbepurchasedwithrealmoneybyindividualsforthemselvesorasgiftsforothers.TypicalgoodsinCyworldcostlessthanUSD1each.lSKTelecom,thelargestmobileoperatorinSouthKorea(witha50.

258、4%marketshareinFebruary2007),isaffiliatedtoSKCommunications.SKTelecomlauncheditsMobileCyworldserviceinSouthKoreainMarch2004,providingCyworlduserswithaccesstotheservicefrommobilephones.lWhileCyworldgeneratesrevenueforSKCommunicationsfromthepurchaseofacorns,themobileservicegeneratesrevenueforSKTelecom

259、fromthedatachargesthatusersincur.CyworldMobilebuildsonahighlysuccessfulfixedInternetportalTheWorldsTopTenNon-voiceServicesforMobileOperatorsNumber8:CyworldMobile(SKTelecom,SouthKorea)ServicedescriptionAnalysysResearchLimited200766Cyworlddemonstratesthemassivepotentialoffixedandmobileonlinecommunityp

260、ortalsTheWorldsTopTenNon-voiceServicesforMobileOperatorsNumber8:CyworldMobile(SKTelecom,SouthKorea)lTheCyworldservicehasover20millionfixednetworksubscribers,representingabout40%oftheSouthKoreanpopulation.Ithasseenwidespreadadoptionamongyoungpeople,with96%ofpeopleaged2029usingtheserviceregularly.Cywo

261、rldhassoldover160millionmusictracks,whichissecondonlytoiTunes.Usersuploadover100000newvideosperday.lTotalrevenueforCyworld(takingintoaccountrevenuesforbothSKCommunicationsandSKTelecom)wasestimatedataboutUSD120millionfor2006.lWithamobilemarketshareofaround50%inSouthKorea,SKTelecomisinastrongpositiont

262、ocapturecustomersforamobileextensiontoCyworld.InJune2006,after26monthsofoperation,thenumberofMobileCyworldusershadgrownto1.5million.InFebruary2007,SKTelecomclaimedthat700000peopleusedtheserviceduringthemonth.lCyworldMobileisrecognisedbySKTelecomasoneofitsmostimportantdatarevenuegenerators,helpingtoi

263、ncreasetheproportionofrevenuefromwirelessdataservicesto29.1%inthequarterendedDecember2006.RevenueforCyworldMobilein2006wasKRW54billion(USD56million).ThiswasofthesameorderofmagnitudeastherevenuefromitsMelOnservice,whichistheleadingmusicdownloadsiteinSouthKoreaintermsofbothrevenueandsubscriberbase.Rev

264、enuein2006forMelOnwasKRW70billion(USD73million).MarketpotentialAnalysysResearchLimited200767CyworldisanexcellentexampleoffixedmobileconvergenceTheWorldsTopTenNon-voiceServicesforMobileOperatorslRatherthanattemptingtocreateamobilespecificservice,SKTelecomissuccessfullybuildinguponthesuccessandappealo

265、ftheexistingCyworldservice.Thisisanexcellentexampleoffixedmobileconvergence,allowinguserstochoosethemostappropriateformofaccess,dependingupontheirlocationandwhattheywanttodo.Forexample,traditionalPCaccesswillbettersuitthosewishingtowriteanextensiveblogentry,whilemobileuserscantakephotosanduploadthem

266、usingamobilecameraphone.lCyworldhasaverylowcostofentry,withnomonthlysubscriptionfees.However,ascustomersgetmoreinvolvedwiththeservice,theyarelikelytopayforcustomisations.Furthermore,uploadingusergeneratedcontentusingamobilephonegeneratessignificantdatatraffic(andhencerevenueforthemobileoperator).lTh

267、eearlyavailabilityofSKTelecomsCDMA2000EVDOnetwork(oneoftheveryfirst3Gnetworksintheworld,launchedinJanuary2002),togetherwithwidespreadavailabilityofadvancedhandsets,hasenabledSKTelecomtoprovideuserswithanappealingmultimediaexperienceforCyworldMobile.ByDecember2006,SKTelecomhad10.04millionEVDOcustomer

268、s,representinga3Gpenetrationof49%.Number8:CyworldMobile(SKTelecom,SouthKorea)ImplementationAnalysysResearchLimited200768ThegrowingsuccessofMySpaceandothersocialnetworkingsiteshighlightstheglobalopportunitiesTheWorldsTopTenNon-voiceServicesforMobileOperatorslMySpaceisaWebbasedsocialnetworkingcommunit

269、ythatwasformedin2004andhasseendramaticgrowthinusers.MySpacehasexpandedgloballyandiscurrentlyavailableinAustralia,Canada,France,Germany,Ireland,Italy,Japan,Mexico,NewZealand,Spain,theUKandtheUSA.ItwasacquiredbyNewsCorporationaspartofanacquisitionofIntermixMediaforUSD580million.lByMarch2007,MySpacecla

270、imedtohave136millionusersglobally,with11.5millionusersinEurope.Withanestimated100millionaccountsintheUSAasofMarch2007,servicepenetrationisasubstantial33%ofthepopulation,althoughthisfallsshortofthepenetrationofCyworldinSouthKorea.lAccordingtoonlineintelligenceservice,hitwise,socialnetworkingsitesacco

271、untedfor6.5%ofallInternetvisitsintheUSAinFebruary2007.MySwasthemostpopularWebsiteintheUSA,accountingfor5.9%ofallWebsitevisits,andaheadofG(witha4.5%share).TraffictoMySpacewasupby107%yearonyear.lAccordingtoonlinemarketresearchcompany,eMarketer,USonlinesocialnetworkadvertisingspendingwillreachUSD865mil

272、lionin2007,withUSD525millionforMySpacealone.Number8:CyworldMobile(SKTelecom,SouthKorea)SuitabilityforreproductionAnalysysResearchLimited200769ThereareopportunitiesforjointventureswithCyworld,MySpaceandotheremergingcommunityportalsTheWorldsTopTenNon-voiceServicesforMobileOperatorslWiththeglobalexpans

273、ionofCyworld,asshowninTable13,andMySpace,thereareopportunitiesformobileoperatorstopartnerwiththeseleadingsocialnetworksites,particularlyiftheyareintegrated(fixedandmobile)operators.DeutscheTelekomhaspartneredwithCyworldinGermany,anditislikelythatTMobilewillbeabletobuildonthisrelationship.lMobileoper

274、atorsalsoneedtoconsiderthealternativeapproachofpartneringwithsmall,emergingsocialnetworksites,ordevelopingtheirown.lSuccessfulsocialnetworksitesshouldreflectnationalcharacteristics.Forexample,CyworldmayneedtobealteredsignificantlytoappealtoUSandEuropeanconsumers.lMobileoperatorsneedtoconsiderthemost

275、appropriaterevenuemodelsfortheirrespectivemarkets.Forexample,advertisingrevenuescouldbelucrativeinsomecases.OperationAnnouncementLaunchCyworld JapanMar2005Nov2005Cyworld ChinaApr2005Jun2005Cyworld TaiwanSep2005Aug2006Cyworld USAOct2005Aug2006Cyworld GermanyJun2006Cyworld VietnamAug2006Table 13: Glob

276、al expansion of Cyworld Source: Analysys Research, 2007Number8:CyworldMobile(SKTelecom,SouthKorea)SuitabilityforreproductionAnalysysResearchLimited200770Number 9:DCMXmobilepayment(NTTDoCoMo,Japan)TheWorldsTopTenNon-voiceServicesforMobileOperatorsWorldwidecredit-cardspendingisveryhighandaccelerating.

277、TotalglobalpurchaseswithVisa-brandcreditcardsalonewereUSD4.3trillionin2006LaunchedinApril2006,DCMXhadattracted1.4millionsubscribersbyDecember2006InJapan,thepotentialforthisserviceisveryhigh.ByMarch2007,therewerealmost20millionmobilehandsetsincirculationwiththenecessaryFeliCanear-fieldwirelesstechnol

278、ogy(similartoNFC)NTTDoCoMoinvestedinacredit-cardcompanytosupportitsservicesNTTDoCoMohasensuredthatalargenumberofmobilehandsetsandpaymentterminalsareequippedwithFeliCaDCMXsecurityisbetterthanwithcreditcards.DCMXincorporatesfingerprintauthenticationandfacereadersMobileuserscanmakemicro-paymentswithout

279、aPINorsignatureRequiressubstantialinvestment(retailterminals,credit-cardcompany,etc.)andrevenuewillbeslowtogrow,somaybebestsuitedtolargeoperatorsStrongcompetitionfromcreditcardsinmostdevelopedmarketsRegulationoffinancialservicesmaybeabarrierDiverseapproachesworldwideincreasetheriskTheremaybesomeresi

280、stancetobiometricauthenticationMarket potential59%Implementation77%Suitability for reproduction60%LaunchedinApril2006,DCMXdisplacestheneedforaconventionalcreditcard,andofferssuperiorconvenienceformicro-payments,withahighlevelofsecurity65%Number9:DCMXmobilepayment(NTTDoCoMo,Japan)ServiceevaluationAna

281、lysysResearchLimited200771lNTTDoCoMolauncheditsmobilepaymentservice,DCMX,inApril2006.ThisenablesepaymentwithmobilephonesusingashortrangewirelesstechnologycalledFeliCa(similartoNFC).lCustomershaveachoiceoftwoserviceoptions:DCMXminiisaimedatlowcostpurchases,whileDCMXofferssignificantlyhighercreditlimi

282、tsandtakestheplaceofacreditcard.lMobileuserscanmakepaymentsusingtheirmobilephonesatretailoutlets,includingfastfoodandconveniencestores,vendingmachines,supermarkets,largeconsumerelectronicsstores,departmentstores,restaurantsandhotels.lTopurchasegoodsandservices,mobileuserssimplyscantheirphonesatadedi

283、catedpaymentterminal.NosignatureorPINisrequiredforsmallpurchases.Forlargerpurchases,apasswordisrequiredtocompletethetransaction.lWithDCMXmini,mobileuserscansignupfortheserviceusingtheirownmobilephone.TheythenhaveinstantaccesstomonthlycreditofJPY10000(USD86).Thereisnomonthlyfeefortheservice.Chargesfo

284、rpurchasesappearontheusersmonthlyNTTDoCoMophonebill.lDCMXoffersmonthlycreditlimitsfromJPY200000(USD1711).UsersareissuedwithaconventionalVisaorMasterCardplasticcardforpurchaseswhentravellingabroad.UnlikeDCMXmini,purchasesmadewithDCMXearnDoCoMopoints,whichcanberedeemedfordiscountsonnewDoCoMomobilephon

285、esorotherproductsandservices.NTTDoCoMooffersavarietyofmobilepaymentoptionsTheWorldsTopTenNon-voiceServicesforMobileOperatorsNumber9:DCMXmobilepayment(NTTDoCoMo,Japan)ServicedescriptionAnalysysResearchLimited200772Mobilepaymentshavepotential,giventhemagnitudeofcreditcardpurchasesandtherapidadoptionof

286、theDCMXserviceTheWorldsTopTenNon-voiceServicesforMobileOperatorslWorldwidecreditcardspendingisveryhighandaccelerating.TotalglobalpurchaseswithVisabrandcreditcardsalonewereUSD4.3trillionin2006.lGiventhesizeofthecreditcardmarket,thereissubstantiallongtermrevenuepotentialfrommobilepaymentservices.lCred

287、itcardpurchasesinJapantotalledJPY32trillion(USD274billion)in2006,andthisrepresentsjust9%ofconsumerspendingaccordingtoNTTDoCoMo.lAtthelaunchofDCMX,NTTDoCoMostatedthatitwastargeting10millionDCMXsubscribers.TheDCMXservicegrewstronglyafteritslaunchinApril2006,asshowninFigure16.Therewerealmost1.4millionu

288、sersbyDecember2006.Figure 16: Subscriber take-up of NTT DoCoMos DCMX service, April 2006 to December 2006 Source: Analysys Research, 2007Number9:DCMXmobilepayment(NTTDoCoMo,Japan)MarketpotentialAnalysysResearchLimited200773NTTDoCoMohasinvestedinacreditcardcompanyandseededalargenumberofFeliCaequipped

289、handsetsandpaymentterminalsintothemarketTheWorldsTopTenNon-voiceServicesforMobileOperatorslInApril2005,NTTDoCoMoacquired33%ofSumitomoMitsuiCards,forJPY98billion(USD838million),tosupportitscreditservices.MitsuiCardswasthesecondlargestcreditcardcompanyinJapan,with13millioncustomers.lWidespreadavailabi

290、lityofsuitablyequippedmobilephonesandpaymentterminalsisessentialforasuccessfulmobilepaymentservice.NTTDoCoMohasseededitscustomerbasewithcompatibleFeliCaenabledhandsets.AsshowninFigure17,therehasbeensubstantialgrowthinthenumberofmobilesubscriberswhocouldeasilysubscribetotheDCMXservice(withouthavingto

291、changetheirmobilehandset).lNTTDoCoMohasworkedwithSumitomoMitsuiCardstoensurethatahighproportionofretaillocationshaveappropriatepaymentterminals.Itaimedtohave150000paymentterminalsinplacebyMarch2007,withplanstoincreasethisnumberto350000.Figure 17: NTT DoCoMos user base with FeliCa-enabled mobile hand

292、sets, September 2004 to March 2007 Source: Analysys Research, 2007Number9:DCMXmobilepayment(NTTDoCoMo,Japan)ImplementationAnalysysResearchLimited200774Sophisticatedsecuritymeasures,suchasfingerprintauthentication,makeDCMXmoresecurethanconventionalcreditcardslSecurity(andperceptionofsecurity)isfundam

293、entaltothesuccessofamobilepaymentsolution.NTTDoCoMoclaimsthatthelevelofsecurityofferedbyitsDCMXserviceismuchhigherthanconventionalcreditcards.Securitymeasuresinclude:wIC card lock:apasswordlocksaccesstotheDCMXfeature,toavoidmisuseofstolenormisplacedmobilephoneswiD appli password:apasswordisrequirede

294、achtimetheiD(mobilepayment)applicationisusedwbiometric (fingerprint) authentication:mobileusersslidetheirfingertipsoverscannersontheirphonestounlockthem.SeveralmobilephonesavailablefromNTTDoCoMo(forexample,theF902i,F901iS,F901iCandF702iD)supportthis.NTTDoCoMoplanstoincreasethenumberofmobilehandsetst

295、hatincorporatebiometricauthenticationwface reader:themobilephonescameraverifiestheusersfaceandeyeblinkpattern.Severalmobilephones(forexample,theSH901i,P902iandP901iS)supportthisfunctionalitywtheft insurance: incasethemobilephoneisstolenwOmakase Lock:forstolenormisplacedphones.MobileuserscancallNTTDo

296、CoMotogetthemobilephonelockedtopreventitbeingusedbyathirdpartywRemote Lock:mobileuserscancalltheirownmobilephonestolockthem.TheWorldsTopTenNon-voiceServicesforMobileOperatorsNumber9:DCMXmobilepayment(NTTDoCoMo,Japan)ImplementationAnalysysResearchLimited200775DCMXcanbeusedtomakeeithersmallorlargepaym

297、entsandoffersotherbenefitslDCMXallowsuserstomakesmallpaymentswithoutneedingtoprovideaPINorasignature,andyethasallthebenefitsofaconventionalcreditcardwithaddedsecurity.lDCMXprovidesmobileuserswithameansofcontrollingtheirexpenditure,sincetheycanusetheirmobilehandsetatanytimetocheckhowmuchtheyhavespent

298、.lDCMXhasaninnovativerewardscheme,allowingcustomerstocollectpointsthatcanbeexchangedfordiscountsonnewmobilephones.ForNTTDoCoMo,thepointsschememaybeapowerfulwaytoreducechurn,aswellastomaximiserevenuebyencouragingmobileuserstotakeupthelatestservicesontheirupgradedhandsets.TheWorldsTopTenNon-voiceServi

299、cesforMobileOperatorsNumber9:DCMXmobilepayment(NTTDoCoMo,Japan)ImplementationAnalysysResearchLimited200776MobilepaymentserviceswillrequiresubstantialinvestmentandarefarfromquickwinslFormobilepaymentservicestosucceed,mobileoperatorsneedtoensurethatalargeproportionofmobileusershaveNFCenabledmobilehand

300、sets.Furthermore,appropriateterminalsneedtobeimplementedinalargenumberofretaillocations,sothatideallyterminalsareprovidedinallretaillocationswhereconventionalcreditcardsareaccepted,plusmanylocationswheretheyarenot(e.g.vendingmachines),formicropayment.lMobileoperatorsmustrecognisethatmanymobileusersa

301、reperfectlyhappywiththeirexistingcreditcardsandthattherewillbeintensecompetitionfromcreditcardcompaniesinmanymarkets.Hence,mobileoperatorsneedtodifferentiatemobilepaymentservicesfromexistingcreditcards,forexamplebydevelopingstrongerbrands,superiorconvenience,improvedsecurity,agreaternumberofretaillo

302、cations,orcompellingloyaltyorpointsschemes.lGiventhelargepotentialinvestmentrequired,largeoperators(withlargefinancialresourcesandhighmarketshare)mayfinditeasierthansmalleroperatorstooffertheseservices.Smalloperatorswillneedtoworkwithotheroperatorsand/orfinancialinstitutionstodevelopmobilepaymentser

303、vices.lTherearecurrentlymultipleapproachestomobilepaymentaroundtheworld,whichincreasestherisksformobileoperators.Forexample,inFebruary2007,theGSMAssociationannounceditsPayBuyMobileinitiative,whichseekstodefineacommonglobalexperienceformobilephonepayments.Ideally,mobileoperatorsneedtoadoptasolutionth

304、atislikelytoachievewidespreadacceptancebyconsumers,forexampleifitisbackedbyagloballyrecognisedbrandsuchasVisaorMasterCard.lMobileoperatorsmustensurethatcustomersareconfidentinthesecurityofmobilepaymentsolutionsandarepreparedtoacceptthenecessarysecuritymeasures,suchasbiometricauthentication.TheWorlds

305、TopTenNon-voiceServicesforMobileOperatorsNumber9:DCMXmobilepayment(NTTDoCoMo,Japan)SuitabilityforreproductionAnalysysResearchLimited200777Number 10:MiniCallBubbleTALKvoiceSMS(VodafoneEgypt)TheWorldsTopTenNon-voiceServicesforMobileOperatorsMobiletextmessaginghasprovedtobethemostsuccessfulnon-voicemob

306、ileservice,andvoiceSMSprovidesausefuladditiontoamessagingportfolioMorethan15%ofVodafoneEgyptcustomerstriedtheMiniCallserviceduringthetwomonthsafterlaunchMiniCallhasbeenstronglymarketedanditspricingisattractivetousers(cheaperthanconventionalvoicecalls,andthesameasSMS)Theserviceiseasytouse(similartoSM

307、S)ItisanattractivealternativetoSMS,whichmayappealtothesignificantproportionofmobileuserswhodonotcurrentlyuseSMSCanbeofferedonanynetworkorhandset.Sophisticatedhandsetsand/or3GnetworksarenotrequiredParticularlysuitedtodevelopingcountriesMobileusersdonotneedtohaveaspecialhandsetthatsupportstheirnativel

308、anguageSuitableformobileuserswhocannotreadorwrite,orarevisuallyimpairedMarket potential52%Implementation73%Suitability for reproduction61%62%ProvidesacomplementarymessagingservicetoSMS,allowingmobileuserstosendvoicemessagessimply,ratherthantextmessagesWellsuitedtodevelopingmarkets;notdependentonsoph

309、isticatedmobilehandsetsor3GnetworksNumber10:MiniCallBubbleTALKvoiceSMS(VodafoneEgypt)ServiceevaluationAnalysysResearchLimited200778lVodafoneEgyptlauncheditsMiniCallserviceinDecember2006.TheserviceisprovidedbytechnologycompanyBubbleMotion,whichwasfoundedintheUSAin2003.BubbleMotionreferstothevoiceSMSs

310、erviceasBubbleTALK.lMobileuserscanrecordandsendshortvoicemessagestotheirfriends,familiesorenterprisecontacts,inaverysimilarmannertosendingtextmessages.lVodafoneEgyptchargesEGP0.30(USD0.05)tosendaMiniCallmessage,thesameasforastandardSMSmessage.UsersarealsochargedGBP0.30(USD0.05)foreachmessagetheyrepl

311、ytoorforward,andforeacholdmessagetheylistento.lTosendaMiniCallmessage,amobileuserpressesthe*key,dialsthemobilenumbertheywishtosendthevoicemessageto,recordsthemessageandhangsup.Messagesarelimitedto30secondsinduration.lApersonwhoreceivesaMiniCallmessagewillgetanSMSmessagefromthesenderindicatingthetime

312、themessagewassentandhowtoretrieveit.TheSMSmessagestates,“TohearyournewMiniCallmessage,dial0forFREEwithinEgypt.”Thereceivingusercanreplyto,orforward,theMiniCallmessageafterhearingitbypressing1toreplyor2toforward.VodafonesMiniCallserviceallowsvoicemessagestobesentlikeSMSmessagesTheWorldsTopTenNon-voic

313、eServicesforMobileOperatorsNumber10:MiniCallBubbleTALKvoiceSMS(VodafoneEgypt)ServicedescriptionAnalysysResearchLimited200779WhileitisearlydaysforvoiceSMSservices,theinitialsignsareencouraginglItisstillearlydaysforvoiceSMSservices,withdeploymentinrelativelyfewcountries.Nonetheless,BubbleMotionclaimst

314、hatBubbleTALKisalreadyavailabletomorethan100millionmobileusers,throughsixoperatorsintheAsiaPacificregion.Theseinclude:Airtel(India),CSL(HongKong),DiGi(Malaysia),Indosat(Indonesia),M1(Singapore)andNewWorldMobility(HongKong).lBubbleMotionstatesthatover1.5millionBubbleTALKmessageshavebeenexchangedacros

315、sthemobileoperatorsthathaveimplementedtheservice.Thenumberofmessagessentgrewby66%betweenthethirdquarterof2006andthefourthquarterof2006.lDiGihasgainedastrongreputationforserviceinnovationinAsia,gaininganawardfromtheWallStreetJournalforbeing“theMalaysiancompanymostadmiredforinnovation”. DiGihasreporte

316、dthat36%ofits3.7millioncustomershaveusedBubbleTALKsincetheservicewaslaunchedinJanuary2005.lVodafoneEgypthasseenrapidtakeupofitsMiniCallservice.AccordingtoAmiraAlKoshairy(VoiceandMessagingProductsManager,VodafoneEgypt),“Thankstothestrongcommunicationplanusedtolaunchtheservice,morethan15%ofourcustomer

317、basehastriedtheserviceduringthetwomonthsafterlaunch.Ahealthypercentageofthesecustomerscontinuedusingtheserviceafterthelaunchcampaign.ThegoodnewsisthatwehaventseenanynegativeimpactonSMSrevenues.Roughlyspeaking,ARPUofthoseusingtheservicehasincreasedbyabout1.5%.”VodafoneEgypthasintensivelypromoteditsMi

318、niCallservice,claimingtheserviceispractical,fast,easyandallowsmobileuserstoexpressthemselves.TheWorldsTopTenNon-voiceServicesforMobileOperatorsNumber10:MiniCallBubbleTALKvoiceSMS(VodafoneEgypt)MarketpotentialAnalysysResearchLimited200780MiniCalliseasytouse,affordableandcomplementarytoothermessagings

319、erviceslTheserviceiseasytouse,requiringonlyafewkeystrokestosendamessage.lThepricingisaffordable,beingpricedatthesamelevelasSMSmessages(USD0.05permessage).AswithSMS,pricingisperceivedtobemoreaffordablethanmakingvoicecalls.lVoicemessagesmayberegardedasmorevaluabletosenderandrecipientthantraditionaltex

320、tmessages.ComparedtoSMSmessaging,MiniCallvoicemessagescanbemorepersonalandimpartmoreemotion.lMiniCallprovidesmobileuserswithanattractivealternativetovoicetelephonyandSMS.AccordingtoSunilCoushik(CofounderandVPofBusinessDevelopment,BubbleMotion),“ThereisstillasignificantpercentageofpeoplewhodontuseSMS

321、,andwithMiniCalltheyhaveanewmeanstocommunicate.Also,traditionalvoicemessagingisreallyaccidentalmessaging,asyoudontknowwhetheryouaregoingtospeaktothepersonyouhavecalled.”lAswithSMS,theMiniCallservicecanbeusedwithallexistingmobilehandsets.lMiniCallhasbeenimplementedatrelativelylowcostbyVodafone.Byusin

322、gtheInternettotransportcontentbetweennetworksandoperators,itisabletoavoidinterconnectcharges.TheWorldsTopTenNon-voiceServicesforMobileOperatorsNumber10:MiniCallBubbleTALKvoiceSMS(VodafoneEgypt)ImplementationAnalysysResearchLimited200781TherearesignificantopportunitiesforvoiceSMSservices,particularly

323、indevelopingmarketslManyofthetoptenservicesrequiresophisticated(andexpensive)mobilehandsetsandterminals,advancednetworks,suchasHSDPA,andlargeupfrontinvestment.Thismakesmanyofthemmoresuitedtolargeoperatorswithsubstantialfinancialresources,andlimitstheirpotentialinlessdevelopedmarkets.lVoiceSMSservice

324、sarenottiedtoparticularmobiledevicesandnetworks,andthereforecanbesupportedwith2Gnetworksandmainstreammobilehandsets,aswithSMSservices.lComparedwithSMStypeandreadservices,talkandlistenvoiceSMSservicesaremoresuitableforthosewhocannotreadorwrite,andthosewhoarevisuallyimpaired.lLanguagesthatdonotusetheL

325、atinalphabetdonotneedtohavespecialhandsetsinordertosupportalternativecharacters.lMobileoperators(particularlyglobaloperatorswithstronginfluenceovertheirsuppliers)shouldencouragehandsetvendorstoadapttheirmobilehandsetsinordertofurtherimprovetheuserexperienceofvoiceSMSservices,forexamplebyprovidingsho

326、rtcutkeysanddedicatedmenus.TheWorldsTopTenNon-voiceServicesforMobileOperatorsNumber10:MiniCallBubbleTALKvoiceSMS(VodafoneEgypt)SuitabilityforreproductionAnalysysResearchLimited200782DocumentmapTheWorldsTopTenNon-voiceServicesforMobileOperatorsDocumentmap:LessonsfromthetoptenservicesThetoptenservices

327、ExecutivesummaryServiceevaluationprocessAboutAnalysysreportsandservicesIntroductionActionsAuthors,copyrightandglossaryListoffiguresandtablesLessons from the top ten servicesAnalysysResearchLimited200783Severalservicesinthetopten,includingtheNumber1,demonstratetheimportanceofmobileoperatorslookingbey

328、ondtheircorebusinesslWhilethetoptenservicespointtoavarietyofgrowthopportunities,mobileoperatorshavetoberealisticabouttheARPUpotentialofmanynonvoicemobileservicesdeliveredusingcellulartechnology.lMobileoperatorswillneedtodevelopalternativeplatformsandinvestinnewareastosecurestrongARPUgrowthfromnonvoi

329、ceservices.Thismayrequiresubstantialinvestmentandappropriatepartnerships.lVodafoneCasaFASTWEBinItalyisanexampleofaDSLservicethatallowsanoperatortogeneratesignificantlyhigherARPUthananyoftodaysmobilenonvoiceservices.However,itrequiresaboldstrategicmoveintofixedservices.l3inItalyshowsthatmobileTVcanbe

330、popularamongmobileusers,buthasrequiredinvestmentinastandaloneDVBHbroadcastingnetworkandcontent.3isalsoproducingitsownmadeformobileTVcontent,albeitinalowcostway.lThereisstrongrevenuepotentialfromNTTDoCoMosbravemoveintofinancialservices,todiversifybeyonditscorebusinessofradioaccessservices.Thishasrequ

331、iredsubstantialinvestmentandplanning,includingtakingashareholdinginacreditcardcompany,deploymentofcompatiblehandsetsandimplementationofterminalsatalargenumberofretaillocations.TheWorldsTopTenNon-voiceServicesforMobileOperatorsLessonsfromthetoptenservicesAnalysysResearchLimited200784Nearubiquitous3Gc

332、overageisanimportantenablerofrevenuegrowthfromnonvoicecellularservicesindevelopedmarketslWhileitisrelativelyearlydaysfor3Ginmostmarkets,3Gisafundamentalenablerforfourofthetoptenservices:3smobileTVstreaming(intheUK),SprintNextelsmobilebroadband(intheUSA),KDDIsChakuutaFullmusicdownloading(inJapan)andS

333、KTelecomsCyworldMobile(inSouthKorea).lIndevelopedmarkets,mobileusersincreasinglyexpectsimilarperformancetothatachievedbytheirfixedandbroadcastingservices.Indeed,forsomeservices,suchasmobileInternetaccess,basicWCDMAorCDMA2000EVDORevision0areincreasinglyseenasinadequatebymobileusers.Apartfromattractiv

334、eserviceattributes,SprintNextelsinclusioninthetoptenis,toalargeextent,duetoitsearlydeploymentofCDMA2000EVDORevisionA.Thisprovideshighdatathroughputs,sothatbusinesscustomersaccustomedtofixedbroadbandservicesnolongerexperienceasubstantialdeteriorationinperformancewhengoingmobile.lWhileitiseasytobecome

335、focusedonthedetailedattributesofservices,theimportanceofbasiccoverageshouldnotbeoverlooked.Many3Gserviceshavebeenruledoutofthetoptenbecausetheoperatorsnetworksareatanearlystageofdevelopment,withpoorgeographicalandinbuildingcoverage.SprintNextelsEVDORevisionAwillbeavailableacrossitsentirenetworkcover

336、ageareabythethirdquarterof2007.Similarly,3sstreamingvideoserviceintheUKisunderpinnedbythebest3GcoverageofallUKoperators.Furthermore,KDDIsChakuutaFullserviceandSKTelecomsMobileCyworldservicesbenefitfromtheextensiveCDMA2000coverageavailableinJapanandSouthKorea.TheWorldsTopTenNon-voiceServicesforMobile

337、OperatorsLessonsfromthetoptenservicesAnalysysResearchLimited200785HandsetsplayacriticalroleinthedeliveryofmobileserviceslHandsetsarecriticallyimportanttothedeliveryofallmobileservices.Theymustattractcustomerstotheservice,forexamplebybeingvisuallyappealing,andtheymustbeeasytouse.lSomeofthetoptenservi

338、cescanbedeliveredusingbasicmobiledevices,whichareuniversallyavailableandrelativelycheap.Theseservicesmayappealtodevelopingmarketsandparticularsegmentsofdevelopedmarketsthatcannotaffordmoreexpensivedevices.Forexample,SMSisastandardfeatureof2Gand3Ghandsetsandiseasytouse,whileBubbleTALKvoiceSMScanbesup

339、portedonanymobileterminal.lSeveralofthetoptenservicesrequirehandsetswithspecialcapabilities. Thesemaybeexpensiveandthereforemayrestricttheservicestoparticularmarketsandmarketsegments.Forexample:wmobile TV services require 3G and/or mobile TV broadcasting technologyintheirhandsetsalongwithalarge,high

340、qualitycolourscreen.Ideally,theuserinterfaceshouldbeaseasytouseasaTVsetwmusic services require 3G technologyforfastdownloads,highqualityplayback,largestoragecapacityfordownloadedmusictracks,andameansofexternalbackupofdownloadedsongs,incasethehandsetislostorstolenwa mobile payment service requires ha

341、ndsets with a secure short-range wireless technologylikeNFC,andpossiblysecurityfeatures,suchasfingerprintorfacerecognitionwemail (or IM) services require special handsets toalertuserstothearrivalofmessages,displaymessagesclearlyandenableuserstowritetextquicklyandeasily.TheWorldsTopTenNon-voiceServic

342、esforMobileOperatorsLessonsfromthetoptenservicesAnalysysResearchLimited200786Mobilemessagingcontinuestobeimportant,butoperatorsmustnotbecomedistractedbypictureandvideomessaginglThreeofthetoptenservicesaremessagingrelated.Withgrowinginterestinmoreexcitingservices,suchasmobileTVandmusicdownloads,mobil

343、eoperatorsmustnotforgetthatmessagingstillcontributesthelargestcomponentofnonvoiceARPUforthemajorityofoperatorsworldwide.lWhileSMShasbeeninexistenceformanyyears,O2sSMSserviceintheUKdemonstratesthatitstilloffersgrowthopportunities,evenindevelopedcountries.Whilemobileoperatorsmaybekeentointroducemoreso

344、phisticatedmessagingservices,suchaspictureandvideomessages,mobileuserspredominantlyprefertosendbasictextmessages.lFurthergrowthinmessagingrevenuewillcomefrommobileenablingthefixedmessagingservicesofemailandIM.TMobileintheUSAdemonstratesthatsuchserviceshavegreatpotential,nowthatattractiveterminals,eq

345、uippedwithQWERTYkeyboards,areavailableforbothconsumerandenterprisemarkets.lDespitetheworldwidesuccessofSMS,therearestillmobileuserswhodonotusetheservice,andyetcouldbenefitfrommessaging.VodafonesMiniCallserviceinEgyptisanexcellentattemptatprovidinganewformofmessaging;itisaseasytouseasSMS,butalsohasit

346、sownbenefits.TheWorldsTopTenNon-voiceServicesforMobileOperatorsLessonsfromthetoptenservicesAnalysysResearchLimited200787ManyofthetoptenserviceshaverequiredsubstantialinvestmentlManyservicesinthetoptenhaverequiredsignificantinvestment,including:wnewcellularnetworkcapabilities(forexample,CDMA2000EVDOR

347、evisionAforSprintNextelsmobilebroadbandservice)wexpansionofcellularnetworkcoverage(forexample,3s3Gcoverageofover90%oftheUKpopulation,tosupportitsmobileTVstreamingservice)wnewbroadcastingnetworks(forexample,DVBHfor3smobileTVbroadcastserviceinItaly)wfixednetworks(forexample,tosupportVodafonesDSLservic

348、einItaly)wnewmobilepaymentinfrastructure(forexample,tosupportNTTDoCoMosmobilepaymentserviceinJapan)wnewmobilehandsetsandterminals(forexample,tosupportTMobilesBlackBerryemailserviceintheUSA)wcompellingcontent(forexample,tosupport3smobileTVandvideostreamingserviceintheUK)wdevelopmentoffixedportals(for

349、example,tosupportSKTelecomsMobileCyworldserviceinSouthKorea).TheWorldsTopTenNon-voiceServicesforMobileOperatorsLessonsfromthetoptenservicesAnalysysResearchLimited200788UsergeneratedcontentandconvergencebetweenfixedandmobileservicesarebecomingincreasinglyimportantlFormobileoperators,oneofthemostattra

350、ctiveattributesofpersontopersonSMSisthatitisdrivenbyusergeneratedcontent,sotherearenocontentchargestopay.Anumberofotherservicesinthetoptenalsorelyonthediversity,appealandhugevolumesofcontentthatcanonlybeproducedbyusersthemselves.Forexample:wTMobilesBlackBerryemailandIMserviceintheUSAwSKTelecomsMobil

351、eCyworldserviceinSouthKoreawVodafonesMiniCallvoiceSMSserviceinEgypt.lMobileoperatorsmustcontinuetoseekwaysinwhichindividualuserscaneasilycreateanduploadcontent,suchastext,pictures,videosandmusic,whileallowingotheruserstoaccessthiscontentconveniently.lConvergencebetweenfixedandmobileservicesisahighly

352、effectivewayofincreasingtheuserbaseandutilityofservices,tofueltheirtakeup.TMobilesBlackBerryserviceprovidesmobileaccesstoemailandIM,whicharealmostubiquitousonfixednetworks.SKTelecomhassuccessfullyexploitedthepopularityofthefixedCyworldportalinSouthKorea,byofferingamobileextensionoftheservice.TheWorl

353、dsTopTenNon-voiceServicesforMobileOperatorsLessonsfromthetoptenservicesAnalysysResearchLimited200789Indevelopedmarkets,significantinvestmentmayberequiredasmobileoperatorspushbeyondtheirtraditionalbusinessesTheWorldsTopTenNon-voiceServicesforMobileOperatorsLessonsfromthetoptenserviceslRevenuegrowthwi

354、lldependontherolloutof3Gnetworks(andbeyond)andthetakeupofadvancedservicesusingsophisticated,relativelyexpensivehandsetsandterminals.lMobileoperatorswillneedtoexpandbeyondtheircurrentcorebusinessestoachievesatisfactorygrowthinnonvoiceARPU.lServiceconvergenceacrossfixedandmobiledeviceswillhelptoincrea

355、sethevalueofmanymobileservices,includingmessaging,TV,musicandonlinecommunities.lWhenchoosingandimplementingnewnonvoiceservices,mobileoperatorsindevelopedmarketswillneedtofocuson:waimingfortopqualityserviceandcoveragewrealisticinvestmentrequirementswSMS/messaging,whichstillhasgrowthpotentialwprovidin

356、ghandsetsthatappealtothemassmarketwpromotingexcitingservices,suchasmobileTV,inordertostimulatethetakeupof3Gwprovidingplatformsforusergeneratedcontent.AnalysysResearchLimited200790Indevelopingmarkets,thereisstronggrowthpotentialinprovenservices,usingstandardmobileterminalsTheWorldsTopTenNon-voiceServ

357、icesforMobileOperatorsLessonsfromthetoptenserviceslInordertomaximiseARPUfromnonvoiceservices,mobileoperatorsindevelopingcountriesneedtolearnfromthesuccessesandfailuresofoperatorsindevelopedmarkets;forexample,messagingmustnotbeunderpricedinanattempttodriverapidadoption.lMobileoperatorsneedtoseekoppor

358、tunitiesthatarenotdependentonadvanced3Gnetworksand/orexpensivehandsetsandterminals.ServicessuchasSMSandvoiceSMShavesignificantpotential,becausetheyareavailabletotheentirecustomerbaseofmostmobileoperators.lInlocationswherethereisalackoffixedinfrastructure,thereisscopeforoperatorstoprovidewirelessInte

359、rnetaccess.lWhenchoosingandimplementingnewnonvoiceservices,mobileoperatorsindevelopingmarketswillneedtofocuson:wInternetaccesswwirelesssolutionswherefixedisnotfeasiblewtheopportunitytodominateDSLwherethishasnotyettakenoffwprovidingbasic,cheapterminalsratherthannewoneswSMSandothermessagingformats(suc

360、hasvoiceSMS).AnalysysResearchLimited200791DocumentmapTheWorldsTopTenNon-voiceServicesforMobileOperatorsDocumentmap:ActionsThetoptenservicesExecutivesummaryServiceevaluationprocessAboutAnalysysreportsandservicesIntroductionActionsAuthors,copyrightandglossaryListoffiguresandtablesLessonsfromthetoptens

361、ervicesAnalysysResearchLimited200792Actions1lReview service portfolios against the top ten.Mobileoperatorsshouldreviewtheirserviceportfoliosagainstthetoptennonvoiceservicestoidentifygrowthopportunitiesinnewandwellestablishedservices.lFocus on excellent end-to-end implementation of services.Thetopten

362、servicesarecharacterisedbythequalityoftheirendtoendimplementation.Mobileoperatorsmustensurethateveryaspectoftheirchosenservicesisimplementedwell.Forexample,theyneedtoconsiderservicecoverageandquality,handsetappearanceandusability,pricing,marketing,billing,customersupportandcontent.lDeploy advanced 3

363、G technologies quickly, to support key services.Certainservices,includingmobilebroadband,demandadvanced3GtechnologiessuchasHSDPAorCDMA2000EVDORevisionA,toenhancetheuserexperience.lEnhance the coverage of 3G networks.Highquality3Gcoverageunderpinsseveralofthetoptenservices.Thereislittlepointofferinga

364、compelling3Gserviceif3Gisnotwidelyavailable,orifthequalityofserviceispoorbecauseofweak3Gcoverageinbuildings,forexample.Mobileoperatorsmustensurethat3Gnetworksoffercoveragethatisatleastequivalenttothatofferedby2Gnetworks.Someservices,suchasmobileTV,maybeusedmoreathomeandworkthanoutdoors,andmaydemande

365、venbettercoveragethan2G.TheWorldsTopTenNon-voiceServicesforMobileOperatorsActionsformobileoperatorsAnalysysResearchLimited200793Actions2lContinue to drive SMS take-up and revenue.Mobileoperatorsmustnotoverlookthecontinuedimportanceandvalueoftextmessaging.Theymustdrivefurthergrowthinmessagevolumeswit

366、houtsignificantpricedeclines.lDevelop mobile email and IM services for the mass market.MobileoperatorsshoulddevelopmobileemailandIMservicesthatappealtoconsumersaswellasbusinessusers,byencouragingandmakinguseofthegrowingavailabilityofattractiveconsumerhandsetswithfullQWERTYkeyboards.lDevelop compleme

367、ntary messaging services to SMS.AlthoughSMSisahighlysuccessfulservice,asignificantproportionofmobileusersdonotuseit.WhileoperatorsshouldcontinuetowidentheappealofSMS,theyshouldalsodevelopeasytousecomplementarymessagingservices,suchasvoiceSMS.lEnsure that attractive mobile TV and video services are o

368、ffered.MobileoperatorsmustofferattractiveTVandvideoservices,includingbothbroadcastandpersonalisedondemandcontent.lDecide their strategy on mobile payments.Developmentofasuccessfulmobilepaymentserviceislikelytorequiresubstantialinvestment,forexampletoensureahighproportionofcompatiblehandsetsandretail

369、terminals.lDevelop user-generated content services.Usergeneratedcontentserviceswillbecomeincreasinglyimportant,andmobileoperatorsshouldgrasptheopportunities,forexamplethroughpartnershipwithemergingfixedcommunityportalssuchasCyworldandMySpace.TheWorldsTopTenNon-voiceServicesforMobileOperatorsActionsf

370、ormobileoperatorsAnalysysResearchLimited200794DocumentmapTheWorldsTopTenNon-voiceServicesforMobileOperatorsDocumentMap:Authors,copyrightandglossaryThetoptenservicesExecutivesummaryServiceevaluationprocessAboutAnalysysreportsandservicesIntroductionActionsAuthors, copyright and glossaryListoffiguresan

371、dtablesLessonsfromthetoptenservicesAnalysysResearchLimited200795AuthorsDr Alastair BrydonandDr Mark HeatharefoundersofSoundPartnersLtdandauthorsofmorethan30reportsfromAnalysysResearch,includingPicocells and Femtocells: will indoor base stations transform the telecoms industry?,Mobile Operator Strate

372、gies for Fixed Broadband,FixedMobile Substitution in Western Europe: causes and effects,Mobile Number Portability (MNP): strategies for operators and regulators,The Business Case for WiMAX,Forecasting the Commercial Impact of Wireless VoIP in the USA and Western Europe,Evaluating the Options for Mob

373、ile TV and Radio Broadcasting in Western Europe,Prospects for the Evolution of 3G and 4GandScenarios for the Evolution of the Wireless Industry in Europe to 2010 and Beyond.AlastairisCEOofSoundPartnersLtd.PriortojoiningSoundPartners,hereportedtoNokiasEuropeanmanagementteamandworkedwithmanyofNokiascu

374、stomerstoimplementmarketfirstsrangingfromtheintroductionofprepaidmobiletariffstonewmassmarketcontentservices.Previously,AlastairworkedinanumberofrolesfortheBTGroup,focusingontheevolutionofwirelessservices,networksandtechnologies.HealsocontributedtointernationalresearchandstandardisationofGSM,DECTand

375、3G.AlastairholdsBScandPhDdegreesfromUMIST,wherehewasawardedtheIEEPrizefortopstudent.MarkisDirectorofResearchatSoundPartnersLtd.Inthepast,heheldanumberofmarketingandbusinessdevelopmentrolesinNokia,ultimatelybecomingresponsibleforstrategyandbusinessdevelopmentacrossEurope.Previously,Markwasresponsible

376、forbusinessplanningatBTCellnetintheUK,afterspendingsixyearsatBTinwirelesssystemsresearchanddevelopment.HeholdsBScandPhDdegreesfromtheUniversityofLeeds,winningtheUniversityprizeforhisresearchintelecommunications.MarkalsoholdsanMBA,graduatingastopstudentfromHenleyManagementCollege.TheWorldsTopTenNon-v

377、oiceServicesforMobileOperatorsAuthors,copyrightandglossaryAnalysysResearchLimited200796Authors (continued)Dr Windsor Holden(SeniorAnalyst)specialisesinissuesrelatingtomobileentertainmentcontent,digitalTVandemergingtelecomsmarkets.HeiscoauthorofStrategies for MVNOsandauthorofPerson-to-Person Mobile M

378、essaging in Western Europe: forecasts and analysis 200611,Mobile Entertainment in Western Europe: value chain and forecasts 200611,The Western European Mobile Market: trends and forecasts 200611andTelco TV: European market opportunities and operator strategies.WindsorleftAnalysysResearchinApril2007.

379、Tony Lavender(ManagingDirector)joinedAnalysysResearchin2007fromOvum,wherehehadworkedsince1999.AtOvum,Tonyledalargeresearchprogrammecoveringthetelecoms,softwareandITservicessectors,whilehisownparticularfocuswasontelecomsindustryandregulationissues.Tonysextensivemanagementexperienceincludesleadingaglo

380、balteamof90peopleandresponsibilityforresearchrevenuesofGBP12million.BeforeOvum,TonyspenttwoyearsatOftelandworkedatBTfor18years.HehasadegreeinElectronicandElectricalEngineering.TheWorldsTopTenNon-voiceServicesforMobileOperatorsAuthors,copyrightandglossaryAnalysysResearchLimited200797AcknowledgementsT

381、heauthorswouldliketothankallthosewhoassistedinthepreparationofthisreport,especiallySarahPeakeandAndreaSmithforeditorialsupport.Theauthorsarealsogratefultoallthosepeoplewhoprovidedinterviewsandsupportinginformationduringtheproductionofthereport,includingMikeShort(O2UK),MassimoCavazziniandGianMarcoLit

382、rico(3Italia),SunilCoushik(BubbleMotion)andAmiraKoshairy(VodafoneEgypt).CopyrightPublishedbyAnalysysResearchLimited,StGilesCourt,24CastleStreet,Cambridge,CB30AJ,UKRegisteredinEnglandNo.3977996Tel:+44(0)1223460600;Fax:+44(0)1223452800;Email:;Web:http:/AnalysysResearchLimited2007Allrightsreserved.Nopa

383、rtofthispublicationmaybereproduced,storedinaretrievalsystemortransmittedinanyformorbyanymeanselectronic,mechanical,photocopying,recordingorotherwisewithoutthepriorwrittenpermissionofthepublisher.ISBN1905495374TheWorldsTopTenNon-voiceServicesforMobileOperatorsAuthors,copyrightandglossaryAnalysysResea

384、rchLimited200798DisclaimerAnalysysResearchLimitedmaintainsthatallreasonablecareandskillhavebeenusedinthecompilationofthispublication.However,AnalysysResearchLimitedshallnotbeunderanyliabilityforlossordamage(includingconsequentialloss)whatsoeverorhowsoeverarisingasaresultoftheuseofthispublicationbyth

385、ecustomer,hisservants,agentsoranythirdparty.AnalysysResearchLimitedrecognisesthatmanytermsappearinginthisreportareproprietary;allsuchtrademarksareacknowledgedandeveryefforthasbeenmadetoindicatethembythenormalUKpublishingpracticeofcapitalisation.However,thepresenceofaterm,inwhateverform,doesnotaffect

386、itslegalstatusasatrademark.Theopinionsexpressedarethoseofthestatedauthorsonly.TheWorldsTopTenNon-voiceServicesforMobileOperatorsAuthors,copyrightandglossaryAnalysysResearchLimited2007992GSecondgeneration3DThreedimensional3GThirdgenerationAACAdvancedAudioCodingADSLAsynchronousDigitalSubscriberLineADS

387、L2+AsynchronousDigitalSubscriberLine2+ARPUAverageRevenuePerUserCDMA20003GvariantofCodeDivisionMultipleAccessDABIPDigitalAudioBroadcastingInternetProtocolDMBDigitalMultimediaBroadcastingGlossaryofterms1TheWorldsTopTenNon-voiceServicesforMobileOperatorsAuthors,copyrightandglossaryDRMDigitalRightsManag

388、ementDSLDigitalSubscriberLineDVBHDigitalVideoBroadcastingHandheldEDGEEnhancedDataRatesforGSMEvolutionEVDOCDMA20001 EvolutionDataOnlyFAFootballAssociationFIFAFdrationInternationaledeFootballAssociationFMSFixedmobilesubstitutionGBgigabyteGIFGraphicsInterchangeFormatAnalysysResearchLimited2007100GPRSGe

389、neralPacketRadioServiceGPSGlobalPositioningSystemGSMGlobalSystemforMobilecommunicationsH.264ITUstandardforadvancedvideocodingHSDPAHighSpeedDownlinkPacketAccessiDENIntegratedDigitalEnhancedNetworkIMInstantMessagingJPEGJointPhotographicExpertsGroupkbit/skilobitspersecondGlossaryofterms2TheWorldsTopTen

390、Non-voiceServicesforMobileOperatorsAuthors,copyrightandglossaryLANLocalAreaNetworkLLUBLocalLoopUnbundlingMbit/smegabitspersecondMBmegabyteMMSMultimediaMessagingServiceMP3MovingPictureExpertsGroup1AudioLayer3MPEGMovingPictureExpertsGroupNFCNearFieldCommunicationPCPersonalComputerPCMCIAPersonalCompute

391、rMemoryCardInternationalAssociationAnalysysResearchLimited2007101PDAPersonalDigitalAssistantPINPersonalIdentificationNumberPNGPortableNetworkGraphicsPVRPersonalVideoRecorderRIAJRecordingIndustryAssociationofJapanRIMResearchInMotionSMSShortMessageServiceTVTelevisionGlossaryofterms3TheWorldsTopTenNon-

392、voiceServicesforMobileOperatorsAuthors,copyrightandglossaryUEFAUnionofEuropeanFootballAssociationsVoIPVoiceoverInternetProtocolVPVicePresidentWCDMAWidebandCodeDivisionMultipleAccessWiBroWirelessBroadbandWiMAXWorldwideInteroperabilityforMicrowaveAccessAnalysysResearchLimited2007102DocumentmapTheWorld

393、sTopTenNon-voiceServicesforMobileOperatorsDocumentmap:ListsoffiguresandtablesThetoptenservicesExecutivesummaryServiceevaluationprocessAboutAnalysysreportsandservicesIntroductionActionsAuthors,copyrightandglossaryLists of figures and tablesLessonsfromthetoptenservicesAnalysysResearchLimited2007103Lis

394、t of figuresFigure1:Prorataannualspendonfixedbroadbandservices,perbroadbandhousehold,1Q2006Figure2:Householdpenetrationoffixedbroadbandservicesinselectedcountries,September2001toSeptember2006Figure3:MonthlymessagingARPUforselectedoperators,4Q2006Figure4:QuarterlyvolumeofSMSandMMSmessagesforUKoperato

395、rs,1Q2005to2Q2006Figure5:QuarterlyrevenuefromSMSandMMSmessagesforUKoperators,1Q2005to2Q2006Figure6:SMSARPUforO2operators,4Q2005to4Q2006Figure7:Growthin3Gcustomersfor3UKandVodafoneUK,March2004toMarch2007Figure8:MonthlynonvoiceARPUofselectedoperatorsaroundtheworld,2006Figure9:Servicerevenueformobileem

396、ailandIMinWesternEurope,200511Figure10: Numberofusersof3ItalysDVBHservice,June2006toMarch2007Figure11: GrowthinthenumberofEZChakuutadownloads,February2003toFebruary2007Figure12: GrowthinthenumberofEZChakuutaFulldownloads,February2005toFebruary2007Figure13: GrowthinKDDIauCDMA2000EVDOsubscribers,Septe

397、mber2003toDecember2006Figure14: NumberofEZChakuutaFullWebsitesandmusictracksFigure15: PricingofKDDIauDoubleTeigakuflatratedatatariffs,February2006Figure16: SubscribertakeupofNTTDoCoMosDCMXservice,April2006toDecember2006Figure17: NTTDoCoMosuserbasewithFeliCaenabledmobilehandsets,September2004toMarch2

398、007ListsoffiguresandtablesTheWorldsTopTenNon-voiceServicesforMobileOperatorsAnalysysResearchLimited2007104List of tablesTable1:VodafoneCasavoicetariffs,March2007Table2:VodafoneCasaFASTWEBADSLtariffs,March2007Table3:StrengthsandweaknessesofVodafoneCasaFASTWEBandfixedbroadbandservicesfromothermobileop

399、eratorsTable4:BoltOntariffsforO2sprepaidtariffsintheUK,March2007Table5:SMSpricedeclinesandvolumeincreasesforUKmobileoperators,1Q2005to2Q2006Table6:MobileTVandvideocontentavailablefrom3UKTable7:Selectedhighlightsfrom3UKmobileTVandcontentevolutionTable8:Typicaldataconsumptionandrevenuepermegabytefor3U

400、KmobileTVandvideoservicesTable9:TMobileUSABlackBerrytariffs,March2007Table10:Prepaidtariffsfor3(Italy)DVBHbroadcastmobileTVserviceTable11:Postpaidtariffsfor3(Italy)DVBHbroadcastmobileTVserviceTable12:SelectedmusiccapabilitiesoftypicalCDMA2000EVDOhandsetsTable13:GlobalexpansionofCyworldListsoffigures

401、andtablesTheWorldsTopTenNon-voiceServicesforMobileOperatorsAnalysysResearchLimited2007105DocumentmapTheWorldsTopTenNon-voiceServicesforMobileOperatorsDocumentmap:AboutAnalysysreportsandservicesThetoptenservicesExecutivesummaryServiceevaluationprocessAbout Analysys reports and servicesIntroductionAct

402、ionsAuthors,copyrightandglossaryListoffiguresandtablesLessonsfromthetoptenservicesAnalysysResearchLimited2007106Reports from Analysys ResearchAboutAnalysysreportsandservicesAnalysysResearchsreportsaredesignedtokeepyouuptodatewithindustrydevelopmentsandhowtheyaffectplayersinthetelecomsvaluechainfromf

403、ixedandmobilenetworkoperators,tosoftwareandequipmentvendors,andcontentprovidersanddistributors.Ourreportswillhelpyou:Ourpublicationprogrammeoffersover25reportsayear,coveringallthekeyissuesaffectingthetelecomsindustryandthelatesthottopics.Recentreportshaveprovidedexpertanalysisofsuchtopicsasmobileent

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