Push-To-Talk Technology - Global Outlook

  • ID: 1089902
  • Report
  • Region: Global
  • 62 Pages
  • Global Industry Analysts, Inc
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The global outlook series on Push-to-Talk Technology provides a collection of market briefs, concise summaries and highlights of research findings. The report offers a rudimentary overview of the industry with an on-the-fly focus on the US market, and details trends, such as, changing customer perceptions, market acceptance, and adoption of PTT services, emerging customer clusters i.e. young mobile subscribers, and use of PTT services by service providers as a tool for differentiation. Factors challenging the market such as interoperability & inter carrier issues are also covered. Regional markets elaborated upon include United States, Europe, Asia-Pacific, and Latin America.

The report also offers a recapitulation of noteworthy strategic corporate developments and service launches, in addition to providing an indexed, easy-to-refer, fact-finder directory listing the addresses, and contact details of major 95 companies worldwide.

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PUSH-TO-TALK TECHNOLOGY

A GLOBAL OUTLOOK, JANUARY 2012

CONTENTS

1. GLOBAL MARKET OVERVIEW 1
A Quick Primer 1
Sanguine Climate in Presence Based Services Market Bodes Well
for PTT 1
The Truth About PTT Technology 1
Is It Just Commoditization of Mobile Voice Service? 1
Is PTT A Disruptive Technology? 2
What Does It Take to Survive in the Marketplace? 2
Closer Focus On the 3 Major Ps of Marketing 2
Ensuring Network Performance 3
Market Trends & Issues 4
Low Cost, Convenience & Ease of Use Drive Market Adoption 4
Changing Customer Perception & Growing Awareness Encourage
Growth 4
Advancements in Standardization Lend Hope 4
PTT Services Help Stem Falling ARPU of Traditional Voice
Services 5
Push to X (PTX) Expands the Functionality of PTT technology 5
Strong Uptake Forecasted Among Commercial/Corporate Subscribers 5
Benefits Accorded to Business Users 6
Mushy Teens Also On the Radar 6
Service Providers Continue to Push the Boundaries of PTT
Services 6
Service Providers Wield PTT Services As a Tool for
Differentiation 7
PTT Helps Lower Churn Rate Among Service Providers 7
Challenges to Reckon With 7
Interoperability & Inter Carrier Issues 7
Poor User Experience Leads to End-User Disillusionment 8
The Need of the Hour 8
OMA: Built to Chase the “Interoperability” Dream 9
OMA - PoC Specifications 9
Table 1: World Recent Past, Current and Future Analysis for
Push-to-Talk Technology by Geographic Region - US, Europe,
Asia-Pacific, and Rest of World Markets Independently
Analyzed with Annual Subscriber Base in Millions for the
Years 2010 through 2015 11

Table 2: World 5-Year Perspective for Push-to-Talk Technology
by Geographic Region - Percentage Breakdown of Subscriber
Base for US, Europe, Asia-Pacific (including Japan), and
Rest of World for Years 2011 & 2015 12

2. TECHNOLOGY OVERVIEW 13
Push-To-Talk (PTT): A Definition 13
Push to Talk (PTT): An Evolution Scan 13
PTT Over Cellular (PoC) 14
Key Features of PTT Service 15
Presence Information 15
Instant Call Set Up 15
Small Call Hold Duration 15
Group Calling Feature 15
Low Cost 15
Technology Bottlenecks 15
PTX: An Extension of PTT 16
Push-to-Video 16
Push-to-Voicemail 17
Push-to-Portal 17
Target Markets 17
Business Users 17
Blue and Grey Collar Workers 17
White Collar Workers 17
Government and Public Safety 17
Personal Users 17
Social Groups 17
Leisure Groups/Communities 17
Youth 17

3. STRATEGIC CORPORATE DEVELOPMENTS 18

4. SERVICE LAUNCHES 23

REGIONAL MARKET OVERVIEW 37

1. THE UNITED STATES 37
Market Overview 37
Table 3: US Recent Past, Current and Future Analysis for
Push-to-Talk Technology Market - Annual Subscriber Base in
Millions for the Years 2010 through 2015 38
Customer Preferences: Key Statistical Findings 39
Table 4: Subscriber Preferences in the United States for
Next Generation Mobile Communication Services/Applications
As of the Year 2010 (In %) 39

Table 5: Latent Demand for PTT Among Non-Subscribers in the
United States: Percentage Breakdown of Subscriber
Preference by End-Use Sector 40
PTT Service Overcomes Initial Snub from Leading Network Carriers 41
PTT Services Over CDMA - A Debatable Strategy 41

2. EUROPE 42
Market Overview 42
Italy 42
Hungary 42
Table 6: European Recent Past, Current and Future Analysis
for Push-to-Talk Technology by Geographic Region - France,
Germany, Italy, UK and Rest of Europe Markets Independently
Analyzed with Annual Subscriber Base in Millions for the
Years 2010 through 2015 43

Table 7: European 5-Year Perspective for Push-to-Talk
Technology by Geographic Region - Percentage Breakdown of
Subscriber Base for France, Germany, Italy, UK and Rest of
World for Years 2011 & 2015 44

3. LATIN AMERICA 45
Mexico 45
Peru 45
Chile 46
Brazil 46

4. ASIA PACIFIC 47
India 47
Korea 48
China 48
Table 8: Asia-Pacific Recent Past, Current and Future
Analysis for Push-to-Talk Technology Market - Annual
Subscriber Base in Millions for the Years 2010 through 2015 49

GLOBAL DIRECTORY
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A simple yet potent communication technology, push-to-talk, has over the years earned a reputation of being a truly value added voice-based communication service, largely because of its ability to allow cellular subscribers to communicate without having to dial the destination number. The technology is expected to find huge uptake among the younger mobile subscriber base given their tendency to maintain closer social communication ties. Growth in the global push-to-talk technology market is led predominantly by increased customer demand for customized, and personalized services, a trend that is largely influenced by service provider’s push to popularize IP enabled services, such as, instant messaging, video telephony, file sharing, location based services and PTT.

Key reasons figured for the robust potential exhibited by PTT communications are the hard-to-overlook advantages offered in the form of low cost and convenience. Changing perception of PTT from being just a stay-in-touch communication option for youngsters and teenagers, to an efficient business tool is also positively benefiting the market. Enhanced Push-to-Talk (PTT) services, such as, Push-to-Video, Push-to-Voice Portal, and Push-to-Voicemail (collectively called PTX), among others, promise to increase the service appeal of PTT technology, and thereby expand the total addressable market size. Corporate Small and Medium Enterprises (SME), and industries such as manufacturing, transportation, media, healthcare and public safety, are expected to emerge into major users of the PTT service in future.

However, despite the growing market clamor over the Push-to-Talk (PTT) technology, skepticism prevails over the pragmatic realization of the technology’s real benefits, with some industry observers opining that the technology’s push by mobile carriers is purely a means to differentiate service offerings. Several bottlenecks in the technology’s implementation and deployment have been responsible for feeding the prevailing skepticism, with the two major drawbacks being interoperability, and standardization.

Global Industry Analysts ©
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