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Philippines Mobile Services Market in 2011 - Opportunities and Outlook of the Mobile Content, Application and 3G Services Market

  • ID: 1496193
  • Report
  • January 2011
  • Region: Philippines
  • 56 Pages
  • Asia Pacific Research Group Ltd.
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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.
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CHAPTER 1. INTRODUCTION Mobile Data Growth Continues Demographics and Key Assumptions


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

ARPU Achievements

Prepaid Usage and Importance in Philippines


Smart Communications - Strengths and Key Initiatives

Globe Telecom - Strengths and Key Initiatives

Sun Cellular - Strengths and Key Initiatives


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



Survey Demographics

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
Note: Product cover images may vary from those shown
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Note: Product cover images may vary from those shown