Developing Own-Branded MNO OTT Apps

  • ID: 3676321
  • Report
  • Region: Global
  • 38 Pages
  • Mobile Market Development Ltd (Wireless Profit)
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FEATURED COMPANIES

  • Airtel
  • Facebook
  • Kakao
  • NTT DoCoMo
  • Telefonica
  • Viber
  • MORE
Most mobile operators are seeking ways to generate useful revenues from the widespread use of services based on OTT apps. Their ambition is to earn more than that generated by transport of the data usage of the apps, in order to compensate for their falling income from voice and SMS messaging.

Approaches taken by MNOs have included the creation of their own-branded VoIP and IM services, charging customers for access to OTT communication and social media providers, such as WhatsApp and Facebook, establishing partnerships with those same players, and introducing new, innovative OTT services under their own brands.

To succeed, MNOs need to change their traditional business model to one that is based on digital services underpinned by their data networks; a Telco 2.0 model.

This report looks at the options faced by operators and the approaches some have taken, with a view to both identifying those that will best enable MNOs to transform their businesses, and proposing ways to achieve those ends. The focus is on OTT app based services, and an assessment of the merits of own-brand solutions compared to partnerships with leading brands for different types of application.
Note: Product cover images may vary from those shown
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FEATURED COMPANIES

  • Airtel
  • Facebook
  • Kakao
  • NTT DoCoMo
  • Telefonica
  • Viber
  • MORE
1. Overview

2. Introduction
2.1 Background to the Report
2.2 Report Content
2.3 Currency and Conversions
2.4 Further Questions and Feedback

3. Competing with Third Party OTT Apps
3.1 Introduction
3.2 Blocking Third Party OTT Apps
3.3 MNO Own-brand OTT Voice & Messaging Apps
3.3.1 AT&T - Call International Application
3.3.2 Bobsled from T-Mobile
3.3.3 TU Me from Telefónica
3.3.4 Wi-Fi & Other Current Apps and O2 World Chat
3.3.5 GSMA RCS joyn

4. Revenue from Third Party OTT Apps
4.1 Introduction
4.2 Charging for Access to OTT Services
4.3 Collaboration with OTT Providers
4.3.1 Interest in Partnering
4.3.2 Globe Telecom - Philippines
4.3.3 Mobilink Pakistan
4.3.4 Turkcell
4.3.5 Airtel
4.3.6 Ooredoo Kuwait
4.3.7 Etisalat

5. OTT Apps for Innovative Services
5.1 Selecting New Service Types
5.2 Payment Services
5.2.1 Vodafone Wallet/SmartPass
5.2.2 Orange Cash
5.2.3 O2 Wallet
5.2.4 Isis (Google) Mobile Wallet
5.2.5 Pakistan - Financial Services
5.2.6 Turkey - Financial Services
5.3 Tracking and Monitoring
5.3.1 Vehicle Tracking: Verizon Delphi
5.3.2 Child Tracking: AT&T FiLIP
5.3.3 Health & Care Monitoring & Tracking: AT&T Digital Life Care
5.3.4 Pet Tracking: NTT DoCoMo Pet Fit & SK Telecom T Pet
5.4 mHealth
5.4.1 AT&T - ForHealth
5.4.2 Orange
5.4.3 Telefónica
5.5 Monitoring and Control
5.6 Video

6. Key Findings
6.1 Summary of Situation
6.2 Effecting Change
6.3 Dos and Don’ts

7. Recommendations

Appendix - Feedback Questions
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- Airtel
- American Express
- Apple
- AT&T
- Avea
- Etisalat
- Facebook
- FiLIP
- Globe Telecom
- Google
- ISIS/Softcard
- Inwi
- Kakao
- LINE
- Maroc Telecom
- Meditel
- Mobilink
- Movistar
- NTT DoCoMo
- O2
- Ooredoo
- Orange
- SK Telecom
- Skype
- T-Mobile
- Telefonica
- Telenor
- Turkcell
- Twitter
- Verizon
- Viber
- Vodafone
- Warid Telecom
- WeChat
- WhatsApp
- Yoigo
- ZTE
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Note: Product cover images may vary from those shown
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