サマリー
この調査レポートは、急成長する新興市場のモバイル付加価値サービスを調査し、メッセージング、モバイル音楽、モバイルゲーム、モバイルテレビ、モバイル動画、モバイルインターネット、モバイルソーシャルネットワーク、モバイルバンキング、モバイル決済などのデータサービスを分析し、予測している。
Mobile operators in emerging markets have been, in many respects, more innovative and proactive in deploying new mobile VAS than their counterparts in the developed world.
The report focuses on mobile VAS in the high-growth emerging markets and offers analysis and forecasts on data services including Messaging, Mobile Music, Games, TV & Video, Mobile Internet, Social Networking, and Mobile Banking & Payments.
New for 2010 , Mobile Value Added Services in Growth Markets strategic report from Informa Telecoms and Media addresses and analyses the high growth emerging mobile markets and the opportunities to drive data ARPU through innovative and attractive mobile value added services in these markets.
This report will also provide you with detailed information and analysis on mobile VAS (Value Added Services) currently being offered in growth markets; the number of users, amount of usage, and the revenues these services are generating; and what challenges and opportunities mobile industry players have in these markets.
Key coverage in this report includes
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Drivers and Barriers for Mobile VAS in Growth Markets
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Key Mobile VAS driving data ARPU in Growth Markets
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Opportunities to deploy new Mobile VAS in Growth Markets
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Pricing strategies adopted by operators and service providers for their mobile VAS in Growth Markets.
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Growth of mobile Internet usage and its impact on mobile VAS revenues.
Key services covered
Mobile Messaging (SMS, MMS, Email, IM) - Mobile Music (Ringtones, Ringback tones, Full-track Downloads, Music Streaming) - Mobile Games (Downloads and Real time games play) - Images, Mobile TV - Mobile Video (Streaming and Downloads) - Mobile Internet - Mobile Social Networking - Mobile Payments & Banking
Forecasts to 2014 in this report include
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Mobile Subscriptions and Subscribers, by country and world regions
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Mobile Service Revenues, by country and world regions
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Mobile Voice and Data Share of Total Mobile Services Revenue
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Total ARPU, Voice ARPU and Data ARPU, by country and world regions
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Mobile VAS Users, by country and world regions
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Mobile VAS Users, by service type
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Mobile VAS Traffic, by country and world regions
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Mobile VAS Traffic, by service type
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Mobile VAS Revenues, by country and world regions
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Mobile VAS Revenues, by service type
Region & Countries covered
(Asia Pacific) China - India - Indonesia - (Africa) South Africa - Nigeria - Egypt - (Middle East) Turkey - Saudi Arabia - Israel - (Latin America) Brazil - Mexico - Argentina - (Eastern Europe) Russia - Poland - Ukraine
Key questions answered by this report
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What are the key requirements to enable mass market adoption of mobile VAS in Growth Markets?
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What network technologies and platforms are essential to deploy mobile VAS in Growth Markets?
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What key regulatory issues remain to be resolved and what further standardisation is required?
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What are the trends in Mobile VAS tariff pricing in Growth Markets?
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What is the revenue potential from different mobile VAS in Growth Markets?
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What are the existing business models and what new models will emerge?
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What role will direct-to-consumer/off-portal initiatives play in mobile VAS in Growth Markets?
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How will mobile advertising, social networking and user-generated content influence the growth of mobile VAS in Growth Markets?
Regional and Country Level Forecasts for
Asia-Pacific
- China
- India
- Indonesia
Africa
- South Africa
- Nigeria
- Egypt
Middle East
- Turkey
- Saudi Arabia
- Israel
Eastern Europe
- Russia
- Poland
- Ukraine
Latin America
- Brazil
- Mexico
- Argentina
Detailed Users, Traffic and Revenue Forecasts for following mobile VAS
Mobile Messaging
Mobile Music
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Ringtones
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Ringback tones
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Music Full-track Downloads
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Music Streaming
Mobile Games
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Games Downloads
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Real time Games
Images
Mobile TV
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Broadcast TV
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Multicast TV
Mobile Video
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Video Streaming
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Video Downloads
Mobile Internet
Social Networking
Mobile Payments & Banking
Who should read this report
Mobile Operators
Assess the opportunities for deploying new mobile VAS
evaluate the size of future markets for business plans for investment
identify new ways to differentiate and compete
Understand the key issues and challenges facing mobile operators
Assess the market opportunity for investing in new business plans and services
Formulate new product development strategy
Identify new sales area for existing products
The report is particularly useful to
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Mobile Operators
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Assess the opportunities for deploying new mobile VAS
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evaluate the size of future markets for business plans for investment
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identify new ways to differentiate and compete
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Understand the key issues and challenges facing mobile operators
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Assess the market opportunity for investing in new business plans and services
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Formulate new product development strategy
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Identify new sales area for existing products
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(日本語訳)
世界のモバイルデータ市場は2014年に3400億ドルに
新興市場が成長を促進する世界のモバイル付加価値サービス市場
2010年7月20日
英国調査会社インフォーマT&M社の調査レポート「新興成長市場のモバイル付加価値サービス ー Mobile Value Added Services in Growth Markets」は、世界のモバイル付加価値サービス市場(インフォーマT&M社は、モバイルVASサービスを音声通信以外のすべてのモバイルサービスと定義している)の成長を促進するのは新興市場であり、収益は2009-2014年に2000億ドルから3400億ドルに増加するだろうと報告している。中国、インド、インドネシア、南アフリカ共和国、ナイジェリア、エジプト、トルコ、イスラエル、サウジアラビア、ブラジル、メキシコ、アルゼンチン、ロシア、ポーランド、ウクライナは、2014年の世界のモバイルデータ収益の36％を占めるだろう。
「新興国は先進国と比較して、経済、社会、地勢、文化などの課題が大きく異なる。多くの国々では、まだ3Gサービスは利用できないか、大都市のモバイル加入者に限定されている。オペレータは、モバイル付加価値サービスによってマス市場を獲得するためや、あるいは小都市や地方都市で加入者にサービスを提供するためには、SMS、USSD (Unstructured Supplementary Service Data)、IVR (Interactive Voice Response)システムなどの2Gサービスに依存せざるを得ない」とインフォーマT&M社のシニアアナリストShailendra Pandey氏は語る。
新興国のモバイルオペレータやサービスプロバイダは、多くの点で先進国よりも、新しいモバイル付加価値サービスの開発や推進に対して革新的で先進的である。特に、オペレータは、モバイル決済やP2P(個人間)の送金、農業情報サービスなどの公共的なサービスに重点を置いている。これらのサービスは、それぞれの地域の人々の日々の生活に大きな影響を与え、その市場の人々の社会的、経済的発展に貢献するからである。ケニヤのサファリコムのM-PESA、チャイナモバイルのRural Information Service、南アフリカ共和国のMTNの"Please Call Me"サービス、バングラディシュのGrameenPhoneの"CellBazaar"サービスなどがその好例である。
(後略)
(原文)
Global mobile data market to be worth US$340 billion by 2014
Emerging markets drive growth in global mobile VAS market
20 July 2010
Emerging markets will be the key driver in the growth of global mobile value-added-service (VAS)* revenues from $200 billion in 2009 to $340 billion in 2014, according to new research from Informa Telecoms & Media. China, India, Indonesia, South Africa, Nigeria, Egypt, Turkey, Israel, Saudi Arabia, Brazil, Mexico, Argentina, Russia, Poland and the Ukraine are expected to account for 36 per cent of the global mobile data revenues in 2014.
"Compared to the developed world, there are very different economic, social, demographic and cultural challenges in the emerging markets. In many countries, 3G services are still not available, or are limited to mobile subscribers in larger cities. Therefore operators have to depend on 2G services such as SMS, USSD (Unstructured Supplementary Service Data) and IVR (Interactive Voice Response) systems, to be able to drive mass market adoption of their mobile value-added-services, and to successfully reach subscribers in smaller towns and rural areas," according to Shailendra Pandey, senior analyst at Informa Telecoms & Media.
Mobile operators and service providers in emerging markets have, in many respects, been more innovative and proactive in developing and deploying new mobile VAS than their counterparts in the developed world. In particular, operators are seeing strong uptake of utility type services including mobile payments, P2P funds transfer and agricultural information services. The reason being that these services are having a big impact on the day-to-day lives of the local population and are contributing to the social and economic development of the population in these markets. Services such as M-PESA from Safaricom in Kenya, the Rural Information Service from China Mobile, the "Please Call Me" service from MTN in South Africa, and the "CellBazaar" service from GrameenPhone in Bangladesh are some good examples.
Mobile social networking is beginning to see strong growth in emerging markets but most of the services are instant messaging chat applications. One of the most successful service examples is China Mobile's IM service called Fetion, which has over 100 million registered users. The addressable market for the Fetion service is large as it can work using IVR, GPRS and SMS access modes.
Mobile app stores have so far not received the same attention from the operators in emerging markets as they have in the US and Western Europe but some large operators like China Mobile have already launched - or are considering launching - their own app stores. Earlier this year, China Mobile has collaborated with Nokia to launch a joint mobile app store "MM-Ovi" and it has been reported that over 4 million mobile apps had been downloaded from this app store by March 2010.
With high market saturation and limited growth prospects in developed countries, the emerging markets with a high growth potential are becoming a key focus for mobile industry players including operators, handset manufacturers and infrastructure vendors, as well as the VAS platform and technology vendors.
