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Mobile Data Best Practices: Positioning and Revenue Opportunities in Emerging and Developed Markets
Pyramid Research, Inc., April 2008, Pages: 85
Table of contents
Table of exhibits
Acronyms and abbreviations
Companies mentioned in this report
Executive summary
Section 1: Mobile data adoption trends and outlook in emerging and developed markets
1.1 Mobile data access presents a larger opportunity than fixed Internet access
1.2 Mobile data revenue trends in emerging and developed markets
1.3 Largest developed and emerging mobile data markets
1.4 Fastest growing opportunities are in emerging markets
The US leads the developed markets in mobile data revenue growth
1.5 Data users in developed markets spend five times more than those in emerging ones
Data’s share of ARPS is lower in emerging markets, but growth in emerging markets is still consistent with that in developed markets
1.6 Data ARPS doubles with 3G
MNOs with the highest data ARPS
The impact of 3G on ARPS in emerging markets
1.7 SMS to continue to drive data ARPS in emerging markets, less in developed ones
The impact of SMS bundles
The cannibalization effect of SMS
CASE STUDY: In Uruguay, operators promote 3G services in response to cannibalization effect of SMS on MOU
1.8 Uptake of non-messaging data services widens the gap between developed and emerging markets
Internet browsing — the killer app?
Non-messaging data service revenue to reach $170bn
Section 2: Building successful mobile data business models worldwide
2.1 What works: positioning strategies for mobile data
Technology leadership
Market segmentation for mobile data services
Finding content that sells
Mobile data as extension of fixed broadband
CASE STUDY: Orange innovates with mobile TV
Mobile-enabling business processes
The iPhone shows the way forward for devices
Do emerging markets need mobile data?
Seizing opportunities where fixed networks can’t
Marketing push, higher acquisition costs and the impact on revenue
2.2 Mobile data pricing schemes at a make-or-break point
Bundles and social networking stimulate revenue growth
CASE STUDY: iPhone-like discounted bundles increase adoption
Flat-rate pricing — the upside to mobile data adoption?
CASE STUDY: 3 UK’s flat rates and all-3G strategy produce highest data ARPS
Section 3: Mobile data operator best practices
3.1 US CASE STUDY: An aggressive 3G strategy has helped Verizon Wireless beat its competitors in data
Positioning strategies: Aggressive rollouts, popular content and strong branding
Pricing: more plans and bundles
Outcome: Data revenue is driving growth and strong performance
3.2 AUSTRALIA CASE STUDY: Telstra sees success with strategy for migrating customers to 3G and selling non-SMS data
services
Positioning strategies: Going the extra mile to raise 3G adoption
Pricing: More plans and options for households and mobile subscribers
Outcome: Data revenue growth from promoting 3G is not free, but it will pay off
3.3 PHILIPPINES CASE STUDY: Smart Communications uses low-end strategy to promote SMS and sell more data than
voice
Positioning strategies: messaging, messaging and more messaging
Pricing: buckets of low-cost messages with short durations
Outcome: Low-cost messaging bundles boost revenue and sustain higher margin
3.4 MALAYSIA CASE STUDY: An aggressive data strategy differentiates Celcom from market share leader
Positioning strategies: First-to-market and innovative, differentiated data services
Pricing: Differentiating with convergent service, better values and options based on usage
Outcome: Rising earnings despite aggressive marketing tactics
Appendix
Types of messaging
Non-messaging data services
Related resources
Table of exhibits
Exhibit 1: Declining voice revenue per minute in emerging and developed markets
Exhibit 2: Global fixed Internet access revenue vs. mobile data revenue
Exhibit 3: Mobile data revenue outlook in developed and emerging markets, 2007-2012
Exhibit 4: Mobile data revenue outlook by region, 2007-2012
Exhibit 5: Largest 10 developed countries for mobile data revenue
Exhibit 6: Largest 10 emerging countries for mobile data revenue
Exhibit 7: Top 10 fastest growing emerging markets 2007-2012
Exhibit 8: Top 10 fastest growing developed markets from 2007 to 2012
Exhibit 9: Data ARPS in developed and emerging markets
Exhibit 10: Positive correlation between data ARPS and GDP per capita
Exhibit 11: Data as a percentage of overall ARPS in developed and emerging markets
Exhibit 12: Mobile data revenue as a percentage of total mobile service revenue
Exhibit 13: Correlation of data ARPS with the number of 3G terminals in 50 markets globally
Exhibit 14: Top MNOs for data ARPS, 2007 and 2012
Exhibit 15: Top five emerging-market operators for mobile data ARPS in 2007
Exhibit 16: SMS as a percentage of data ARPS in developed and emerging markets
Exhibit 17: SMS revenue in emerging and developed markets
Exhibit 18: Average SMS usage per subscriber per month: Emerging vs. developed markets
Exhibit 19: SMS revenue as a percentage of data revenue by region
Exhibit 20: SMS usage per subscriber per month by region in 2007
Exhibit 21: Minutes of use per subscriber per month in emerging and developed markets
Exhibit 22: SMS and voice usage per month: Uruguay vs. average in Latin America
Exhibit 23: 3G alternatives offered by mobile operators in Uruguay
Exhibit 24: ARPS breakdown into voice and data in emerging and developed markets, 2012
Exhibit 25: Non-messaging revenue breakdown in 2012: Emerging vs. developed markets
Exhibit 26: Number of 3G subscribers and 3G subscriber penetration in emerging and developed markets
Exhibit 27: Verizon Wireless’ and AT&T Mobility’s 3G and non-3G subscribers
Exhibit 28: Data ARPS at Mobily and STC in Saudi Arabia
Exhibit 29: Customer segments for mobile data services
Exhibit 30: Data ARPS at Orange France
Exhibit 31: Mobile TV usage among subscribers of Orange France
Exhibit 32: Impact of mobile business processes on investment returns at Vodafone UK
Exhibit 33: Breakdown of net mobile business customer additions in the UK, 2007
Exhibit 34: Sprint Nextel’s mobile data applications for businesses
Exhibit 35: Net subscriber additions at AT&T Mobility and Verizon Wireless
Exhibit 36: Selling, general and administrative expenses as a percentage of revenue at AT&T Wireless and SK Telecom
Exhibit 37: SMS pricing schemes
Exhibit 38: SMS bundle pricing in select markets, 1Q2008
Exhibit 39: SMS revenue and usage trends at Verizon Wireless
Exhibit 40: Number of text votes for American Idol on AT&T’s network
Exhibit 41: iPhone-related voice and data bundles compared with stand-alone voice plans
Exhibit 42: Correlation of voice and Internet bundle adoption with premium for mobile Internet connectivity
Exhibit 43: Mobile data ARPS and fixed broadband average revenue per household
Exhibit 44: Prices of mobile broadband via laptops and handsets, AT&T Mobility and T-Mobile UK
Exhibit 45: US and UK average fixed-broadband tariff and restricted mobile broadband plans
Exhibit 46: 3 UK’s mobile data packages, plans and prices
Exhibit 47: US mobile data ARPS and revenue trends, 2003-2007
Exhibit 48: 3G market shares in the US, 2007
Exhibit 49: Verizon Wireless’ data services
Exhibit 50: Verizon Wireless data bundle pricing
Exhibit 51: Voice, unlimited Internet and messaging prices for mass-market and business customers
Exhibit 52: Verizon Wireless data revenue and EBITDA margins, 2003-2007
Exhibit 53: Percentage of subscribers using 3G at Telstra and select operators in developed markets
Exhibit 54: Number of base stations in next-generation networks of Australian operators
Exhibit 55: Telstra’s mobile and portable wireless broadband plans for PCs and laptops
Exhibit 56: Mobile broadband pricing by Telstra and Optus
Exhibit 57: Data revenue breakdown for H2 2007 at Telstra and Optus
Exhibit 58: Data ARPS as percentage of total ARPS for Filipino operators and global averages
Exhibit 59: Total subscribers at Smart Communications and Sun Cellular
Exhibit 60: Smart’s Talk ‘N Text promotional texting plans
Exhibit 61: Smart’s prepaid net additions
Exhibit 62: Text messages on Smart’s network and revenue per text message
Exhibit 63: Mobile data ARPS, Malaysia, 2003-2007
Exhibit 64: Celcom’s promotions and select data services
Exhibit 65: Celcom’s mobile Internet plans
Exhibit 66: Unlimited-usage mobile broadband plans at Celcom and Maxis
Exhibit 67: Celcom EBITDA margins, Q3 2006 to Q4 2007
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