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Non-traditional Competitors in the Consumer Telecoms Market: Microsoft
Ovum, Dec 2008, Pages: 14
Increasingly seamless communication mobility, achieved through improved interoperability, partnerships and aggregation, is creating network effects that make communications more valuable to consumers.
Scope:
Ovums research has, for over 20 years been focused at the junction of the technical and commercial domains. Ovums market reports provide strategic analysis of evolving trends in wholesale, enterprise, consumer, networking, devices, and components markets. Our analysis drills down into market ecosystems and segments, inflection points, competitive landscapes and trends, vendor leadership and best practice.
Highlights:
One common theme among telcos is clear - they are all looking to provide an efficient next-generation network on which they can offer high-quality value-added services (VASs) to their customers. Telecoms operators are faced with a string of challenges from defending their core fixed revenues to generating growth from new wave services and international operations.
Reasons to Purchase:
Ovums research helps vendors and service providers accelerate delivery of profitable new revenue streams. Our findings help businesses make more effective strategic and business decisions faster. For more information about how this specific research report can help your business please contact us.
Key themes:
Seamless mobility will expand network effects, potentially excluding telco systems. Increasingly seamless communication mobility, achieved through improved interoperability, partnerships and aggregation, is creating network effects that make communications more valuable to consumers. This will lead to increased use of rich instant messaging, file sharing and social networking applications. Communication systems that don’t offer the right rich communication experience or connect themselves to massive networks will be used less and lose customers.
Growth in video calling would drive users from fixed line towards VoIP platforms. Because video and imaging require Internet protocol technology, this means that fixed line providers will lose traffic to Internet services and mobile networks through PCs, televisions, games consoles and mobile phones.
MSN Mobile to grab bigger advertising share. Microsoft has acquired a range of companies, leaping towards its goal of building a world-class Internet-wide advertising platform. In the mobile sector, these acquisitions are geared towards significant improvements in device penetration, choice of applications and consumer experience. In the near term, Ovum expects to see MSN Mobile gain a greater share of mobile advertising revenues at the expense of operator portal advertising revenues.
Category search is an opportunity for telcos. Microsoft is segmenting Search into key verticals (e.g. shopping, travel, locational services) to offer both advertisers and consumers more relevant and better-targeted results than Google. Ovum believes that targeted and localised search facilities offer opportunities for telcos to customise Search in their portals, thereby attracting specialised, regional or local advertisers.
Microsoft is to target APAC in the downturn. Heavy reliance on the US region (60% of revenues) exposes Microsoft to risks associated with adverse socio-political and economic changes. If the downturn becomes more severe, Ovum expects the company to target APAC countries more aggressively.
Net neutrality is not a done deal. Ovum expects to see the debate on bandwidth metering and throttling to return to centre stage, as networks continue to lose out to webcos and software companies in the battle to monetise added-value services.
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