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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
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