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Mobile Data Best Practices: Positioning and Revenue Opportunities in Emerging and Developed Markets
Pyramid Research, Inc., April 2008, Pages: 85
The penetration rates of mobile services continue to grow worldwide. By our estimates, the number of mobile subscriptions will increase from 3.3bn in 2007 to 4.7bn in 2012, representing more than two-thirds of the world’s population. As the global subscriber base has expanded, so have the capabilities of mobile networks and devices. In all the developed markets and an increasing number of emerging markets, mobile operators have deployed next-generation wireless technologies to enable mobile broadband services. Voice continues to account for more than 80% of global mobile revenue, but the adoption of mobile broadband is on the rise. Indeed, we expect that revenue from global mobile data services, despite lower revenue per user, will surpass that of fixed Internet access services in 2008, primarily due to its larger user base. In some parts of the world, mobile phones provide the only medium for Internet access; in others, demand for accessing any content on any device at any time is growing.
In this report, Pyramid Research examines mobile data services, revenue trends and drivers for adoption, and compares the market dynamics and opportunities in emerging and developed countries. The report ranks current and projected top performers in terms of countries and mobile operators, providing invaluable insight into business opportunities for equipment and application providers as well as benchmarks for operators worldwide. By drawing on numerous operator case studies and industry best practices, Pyramid Research analyzes what works and what doesn’t, and identifies market-tested strategies for positioning, pricing and promotion of mobile data offerings in different market environments that promise to encourage end-user adoption and increase data revenue per subscriber no matter which market you are in.
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