世界各国のリアルタイムなデータ・インテリジェンスで皆様をお手伝い

LTEの収益化:増加するモバイル端末データの活用

Monetising LTE: capitalising on the growth of mobile handset data

 

出版社 出版年月電子版価格 ページ数
アナリシスメイソン─2015年以前出版レポート
2014年8月US$2,499
ベーシックライセンス
30

PPT and PDF

サマリー

As smartphone adoption becomes widespread, customers are increasingly viewing mobile data as a more-important service than voice or SMS. This report addresses the question of how mobile operators can monetise LTE data services, having invested heavily in rolling out these networks, while facing downward pressure on mobile retail revenue.

目次

Table of contents

About this report

Executive summary

Recommendations

Mobile data is expected to be the principal driver of revenue growth for the industry

Operators need to strike a balance between positioning themselves to address growth opportunities and managing the decline of legacy services

Data consumption is increasing but operators still face challenges to ensure that this translates into upsell of higher data allowances

Operators in most markets charge a price premium for 4G services

In challenging market conditions, a few operators in mature mobile markets have been able to increase ARPU with the help of LTE

In the long term, operators’ tier structures for handset data must tackle the ‘running out of runway’ problem

Many of the strategies designed to differentiate 4G tariffs involve bundling with other service elements

Many operators around the world are starting to offer 4G-specific content and services and extending connectivity options [1]

Many operators around the world are starting to offer 4G-specific content and services and extending connectivity options [2]

Content and services: Operators should offer premium content for high-end and popular OTT apps for lower-end customers

Extending connectivity: Operators have an opportunity to increase tablet connectivity, but need to reduce costs to match perceived value

Extending connectivity: Multi-device sharing plans and data-sharing services are becoming more common

Limited SMS messages or voice minutes and sub-500MB allowances on
SIM-only tariffs can bring LTE services to low-end customers

Availability of prepaid LTE services is currently limited, but operators are starting to offer it as LTE handsets become more affordable

Overage charges are another potential source of revenue - particularly among low-end users

Operators that use unit-based pricing for overage employ it for different reasons

Throttling is used as a consumer-friendly alternative to charging for overage, but the lack of upsell opportunities makes it of limited interest

Some operators have restricted MVNO access to LTE networks but the sector is producing some innovative data-centric pricing models

About the authors and Analysys Mason

 

List of figures

Figure 1: Topics and companies covered in this report

Figure 2: Mobile handset connections by network generation, worldwide, 2013-2018

Figure 3: Mobile retail revenue by region, worldwide, 2013-2018

Figure 4: Mobile handset retail revenue by service type, worldwide, 2013-2018

Figure 5: Voice and data allowances on 4G SIM-only tariffs for selected operators, June 2014

Figure 6: Average mobile handset data usage per month by technology generation, developed markets, 2013-2018

Figure 7: Smartphone respondents’ self-reported data usage as a proportion of their data allowance

Figure 8: iPhone 5S 4G smartphone contract monthly fee premium on contract ARPU by operator; June 2014

Figure 9: Mobile ARPU, and LTE launch date for eight MNOs, 1Q 2010-1Q 2014

Figure 10: Approaches to structuring mobile handset data tariffs

Figure 11: Potential operator strategies for differentiating 4G services

Figure 12a: LTE smartphone tariff marketing strategies, by country, June 2014

Figure 12b: LTE smartphone tariff marketing strategies, by country, June 2014

Figure 13: Content and value-added services bundled with 4G postpaid tariffs

Figure 14: Tablet respondents by type of connectivity

Figure 15: Types of multi-device tariff structure

Figure 16: Monthly data allowances and fees for entry-level 4G SIM-only smartphone tariffs, selected operators, June 2014

Figure 17: Availability of LTE on prepaid plans, selected countries, June2014

Figure 18: Operator approaches to overage charges for LTE services

Figure 19: Charges on selected SIM-only LTE packages by data allowance tier, selected operators, June 2014

Figure 20: Selected data plans from LTE MVNOs, USA, June 2014

 

Company coverage

 

The following companies are mentioned in this report.

AT&T

EE

FreedomPop

Free Mobile

Hutchison Whampoa

KDDI

LG Uplus

NTT DOCOMO

Orange

SFR

SK Telecom

Telef-nica

Telekom Deutschland (T-Mobile)

Telenor

TeliaSonera

Telstra

Yuilop

Verizon Wireless

Vodafone

 

ページTOPに戻る

あなたが最近チェックしたレポート一覧

  • 最近チェックしたレポートはありません。

お問合は、お電話またはWEBから承ります。お見積もりの作成もお気軽にご相談ください。

webからのお問合せはこちらのフォームから承ります

このレポートへのお問合せ

03-3582-2531

電話お問合せもお気軽に

<無料>メルマガに登録する

 

 

ページTOPに戻る