This Q1 2011 market research report details APRG’s latest analysis and projections for the Philippines mobile applications market and incorporates key learnings from our focus group's opinions on compelling 3G applications.The objective of this report is to portray the opportunities and risks of the mobile telecommunications sector in the Philippines, with a particular focus on mobile applications and mobile entertainment content. Our goal is to help foreign investors, vendors and analysts to understand the opportunities and risks, and to forecast the direction of the Philippines market for consumer purchases of mobile applications and content.
In this report, APRG analysts provides an indepth assessment of the market developments that are driving the growth of wireless data services market in the Philippines. Key metrics such as operator market share, mobile data revenues, ARPU, subscriber attainments, mobile broadband revenues, WiMax subscriber forecast, and mobile penetration are provided; forecasts and projections to 2015 are outlined.
In tracking the Philippines mobile market for the last seven years, APRG sees significant shift in consumer preferences in 2010 towards more data-centric devices –especially those cloud based applications such as Facebook and e-mail. We believe the Philippines is on the cusp of a technology shift to a more IP based data centric experience (total data traffic volume in mobile networks has multiplied over the last 2 years). What’s behind this shift is that existing mobile users have upgraded to more capable handsets combined with the aggressive marketing of affordable Unli (unlimited use with a time period) data packages to prepaid customers.
CHAPTER 1. INTRODUCTION Mobile Data Growth Continues Demographics and Key Assumptions
CHAPTER 2. KEY MOBILE METRICS AND FORECAST TO 2015
Subscriber Growth Mobile Penetration
3G Mobile Subscriber Forecast to 2015
The Smartphone Market in Philippines
Smartphone Shipments in 2010 and Forecast to 2015
Market Share of Mobile Operators
Prepaid Usage and Importance in Philippines
CHAPTER 3. THE MOBILE NETWORK OPERATORS AND THEIR KEY INITIATIVES
Smart Communications - Strengths and Key Initiatives
Globe Telecom - Strengths and Key Initiatives
Sun Cellular - Strengths and Key Initiatives
CHAPTER 4. 3G, MOBILE VAS, AND MOBILE CONTENT MARKET
Philippines Revenue Growth for Mobile Apps and Data
Philippines Revenue Growth for Wireless Broadband
The Content and Mobile App Environment in Philippines
Where Filipino Mobile Users Get Their Mobile Content
Purchase Sources of Mobile Applications, VAS + Content
Frequency of Purchase of Mobile VAS and Mobile Applications
Most Popular Ringtone Genres
Ringtone Usage Demographics
Appeal of Mobile Game Genres
Appeal of Mobile Wallpaper Genres
Frequency of Sending Picture Messages
Importance of Viral Marketing for New Mobile Content
The 3G Environment in the Philippines
Expected Trajectory of 3G Applications in Philippines – Results of APRG’s
Consumer Survey 3G Applications
Summary – “Most Likely to Succeed” 3G Mobile Applications
WiMax Subscriber Outlook
Table of Figures
Figure 1. Philippines Population Demographics, 2010
Figure 2. Philippines Mobile Subscribers and Penetration: 2006 – 2015F
Figure 3. Smartphone Shipments in 2010 and Forecast to 2015
Figure 4. Philippines Mobile Subscriber Market Share at year end 2010
Figure 5. Mobile Operator’s Blended ARPU Trends in Philippines, 2007 – 2015F
Figure 6. Percentage of Prepaid vs Postpaid Mobile Subscribers, 2010
Figure 7. Timeline of Milestones at Sun Cellular
Figure 8. Philippines Mobile Data Revenue 2006 to 2015
Figure 9. Contribution breakdown of mobile non-voice revenue, Philippines
Figure 10. Revenue Growth for Wireless Broadband 2009 – 2015F
Figure 11. Consumer Survey: How did you purchase your last mobile VAS service?
Figure 12. Consumer Survey: How frequently do you purchase ringtones, graphics or other content or applications for your mobile phone?
Figure 13. Consumer Survey: Which of the following music genres do you find most appealing and typically purchase for ringtones?
Figure 14. Ringtone Purchase Demographics in Philippines
Figure 15. Consumer Survey: Which mobile game genres have you purchased in the last 30 days?
Figure 16. Consumer Survey: Which type of mobile wallpaper have you purchased in the last 30 days?
Figure 17. Frequency of Sending Picture Messages from One’s Camera Phone
Figure 18. Consumer Survey: How Consumers in Philippines Learn of New Mobile Applications and Content
Figure 19. Consumer Survey: When and where are you using your mobile app?
Figure 20. Consumer Survey: Expected Usage of 3G Video Conferencing
Figure 21. Consumer Survey: Desire for 3G Navigation Aids for Public Transportation
Figure 22. Consumer Survey: Expected Usage of 3G Navigation Aids for Driving Assistance
Figure 23. Consumer Survey: Expected Usage of 3G Instant Messaging
Figure 24. Consumer Survey: Expected Usage of 3G Video
Figure 25. Consumer Survey: Expected Usage of 3G Internet Connectivity
Figure 26. Consumer Survey: Expected Usage of 3G Broadcast TV
Figure 27. Summary of Most Likely to Succeed 3G Applications
Figure 28. Projected WiMax Subscriber Growth in Philippines 2010 – 2015