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アジア太平洋地域のOTT通信:オペレータとOTT事業者のための戦略と機会

OTT communications in Asia-Pacific: strategies and opportunities for operators and OTT players

 

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7月US$2,499
ベーシックライセンス
30

PPT and PDF

サマリー

Over-the-top (OTT) communication apps are changing the way we communicate on mobile devices and challenging traditional operator voice and messaging services. This report looks at OTT communication services in Asia-Pacific, and provides recommendations for OTT players and operators.



目次

Table of contents

About this report

Executive summary: APAC is leading the OTT communication market in terms of evolving business models, strategies and operator involvement

Recommendations for OTT communication players

Recommendations for operators

Forecasts

OTT players have changed the communication landscape in APAC and operators should carefully consider their short- and long-term strategies

OTT messaging services are transforming the user experience and are expected to dominate the messaging market

OTT voice services are expected to gain traction in the next few years, but will pose a threat only in developed markets in APAC 

Smartphone penetration across the region will increase during the next 5 years, which will further drive the threat from OTT communication

Introduction to the OTT landscape and players

More than four major players are competing for significant market share in APAC

India, Indonesia and Malaysia are focus countries for social messaging apps given their large populations and increasing smartphone penetration

Support from large organisations is helping these communication apps to grow, both commercially and innovatively

OTT communication players from APAC are leading the way in service innovation, rapidly expanding their apps to offer a wide suite of features

Competitive strategies

After dominating their home markets, APAC-originated apps are spreading to other countries in the region via a number of strategies

Intensive marketing has proven to be extremely helpful for OTT apps to gain market share in various countries, as shown by Line and WeChat

A local focus has proven to be important in appealing to the sentiments and demands of people in different countries

Innovative features are an added attraction ? voice calling, gaming and micro blogging are becoming quite popular in many countries

Partnerships with operators can be formed to penetrate a market ? options include co-marketing, special data plans and managed services

Partnerships with local retailers to offer consumers special discounts and exclusive flash sales are excellent for driving take-up and usage

Case Study: WeChat in Malaysia

Operators in APAC have partnered with multiple OTT communication players to offer attractive prepaid options and drive prepaid data take-up

About the authors and Analysys Mason

 

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