目次
価格・ご注文について この調査レポートは、プリペイドモバイルサービス市場の市場動向やビジネスモデルなどを調査・分析しています。またプリペイドサービスを提供する下記の4企業について、詳細な情報を掲載しています。
- MTS (ロシア)
- Safaricom (ケニア)
- Turkcell (トルコ)
- Grameenphone (バングラデッシュ)
Description
Prepaid Mobile Services examines the success of prepaid operators in developing markets. The prepaid platform has encountered resounding success around the world and is the preferred billing plan in most developing markets. Its success, however, goes beyond the mere adoption of a popular billing plan — it is the outcome of a comprehensive rethinking of the mobile business model.
This report identifies the characteristics of successful prepaid players and suggests a number of core drivers for their profitability. It makes a number of observations on the impact of ARPS on profitability in a competitive prepaid market context as well as on the core strategies successful prepaid operators rely on to boost revenue. The report also looks at the dynamics of the cost base and trends emerging in the management of network opex. In terms of the next phase, selling mobile broadband, the report details trends in pricing schemes and discusses the challenges operators will face with subsidies. Finally, it examines in-depth the operator models of four prepaid players: MTS Russia, Safaricom Kenya, Turkcell Turkey and Grameenphone Bangladesh.
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Prepaid platforms are not an obstacle to profitability. Nearly all operators in emerging markets are predominantly prepaid operations; many are profitable, and some boast some of the highest operating margins in the world.
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There is more to the success of prepaid operators in developing markets than merely the popular adoption of a billing plan. It is the outcome of something larger — a comprehensive rethinking of what the mobile business model has historically been and how it has historically worked.
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Successful prepaid operators have scale. Because of the fluidity of the prepaid segment and the high churn inherent to prepaid, the ability to build scale quickly has become a critical part of profitability. The most profitable players generally have the largest networks and boast the widest distribution systems. They use their size to offer more flexible on-net pricing, using club strategies to attract and retain customers.
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As for churn, they have above-average performance, using a variety of retention tools, from continuous demand stimulation to club-building through unique applications. In a context in which many customers move across networks or carry multiple subscriptions, the most profitable players manage to keep customers active on their networks for as long as possible.
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They control the bulk of their traffic flows. The most profitable prepaid players generally control the entirety of the infrastructure on which their traffic is running.
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They have superb data performance, with a focus on content and connectivity. With voice revenue already slowing, a strong performance on the data front can cushion the decline on the voice side and, optimally, keep revenue growth stable.
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They are competitive without being the cheapest. They use their size and scale to stay competitive on pricing and complement aggressive pricing with attractive brands, extensive distribution networks and other assets to drive up subscriber acquisition.
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What are the key drivers of profitability in a prepaid-heavy context? What characteristics do successful prepaid players have in common?
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How does ARPS affect profitability in a competitive prepaid market context? What new revenue pathways are mobile operators looking to as competition drives down ARPS?
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What are the core strategies successful prepaid operators rely on to boost revenue?
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What dynamics are at play in the cost base of a prepaid mobile operator? What trends do we see emerging in the management of these costs and in network opex?
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What effect does churn have on mobile operator performance in a prepaid context? How do successful prepaid mobile players combat churn?
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What sort of pricing schemes are operators relying on to sell mobile broadband? What challenges will they face in the evolution of mobile services?
Mobile Operators:
This report will help you optimally position your prepaid model and choose the strategies that have proven successful with the most profitable prepaid players. Understand why shifting your focus to data performance, particularly content and connectivity, can cushion decline on the voice side and keep revenue growth stable. Learn how to stay competitive on pricing without being the cheapest, and discover the importance of using promotions to aggressively encourage usage and of adding subscribers by offering an attractive brand and an extensive distribution network. The report also analyzes services and promotions that make a subscriber less likely to leave your network and helps you evaluate whether various price-cut tactics will stimulate usage without damaging your bottom line. Evaluate your future with 3G broadband solutions, which are less cumbersome and more flexible than wireline alternatives.
Equipment Vendors:
Learn to recognize the signs, particularly among newer entrants, of network expansion and infrastructure buildout. Understand the dynamics of the prepaid operator cost base to help develop partnerships, potentially on handset or device subsidies.
Investors:
Assess whether equipment and software vendors are addressing the actual needs of particular markets, including whether they are creating market-specific products and services that will boost usage and keep subscribers active on a network. Discover how successful mobile operators take advantage of their economies of scale. This report also analyzes the strategies newer entrants employ to gain the requisite scale as well as the strategies of operators that target the youth market and emphasize mobile data services. It will also show you the importance of considering the overall weight the regulatory bill has on the cost of sales.
Companies mentioned in this report:
| Asustek Taiwan
Atlantique Telecom
Bharti
Cell C
djuice
Essar
Etisalat Nigeria
ForgetMeNot Africa
Google
Grameenphone
Maroc Telecom
Meep
MegaFon
Microsoft
MTN | MTN Uganda
MTS Russia
MXit
noknok
Orange
Safaricom
Synchronica
Telenor
Telsim
Turkcell
VimpelCom
Vodacom
Vodafone Germany
Warid
Zain |
Prepaid Mobile Services: Using New Business Models to Boost Profits is part of Pyramid’s research report series. A blend of primary research and qualitative analysis, Pyramid’s research reports offer comprehensive coverage of the fixed and mobile communications space and enable those in the communications industry to stay ahead of changing market dynamics.
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Table of contents
Table of exhibits
Companies mentioned
Acronyms and abbreviations
Executive summary
Section 1: Of prepaid and profitability
1.1 The success of prepaid
1.2 Prepaid as a driver of operator profitability
1.3 Breaking down key drivers of prepaid profitability . Does ARPS matter in prepaid markets?
1.4 Prepaid and the market share factor
Section 2: The revenue side . Rethinking subscriber acquisition, retention and ARPS
2.1 Maximizing subscriber acquisition
2.2 Minimizing churn
2.3 Monetizing the user base
Section 3: Breaking down prepaid operator cost efficiencies
Section 4: Selling prepaid mobile broadband . The next phase
Section 5: Summary profiles of prepaid operator models
5.1 MTS Russia
5.1.1 MTS acquisition and retention strategy
5.1.2 MTS driver of revenue: Voice
5.1.3 MTS drivers of revenue: Data
5.1.4 MTS Russia . Breaking down costs
5.2 Safaricom Kenya
5.2.1 Safaricom acquisition and retention strategy
5.2.2 Safaricom drivers of revenue: Voice
5.2.3 Safaricom drivers of revenue: Data
5.2.4 Safaricom Kenya . Breaking down costs
5.3 Turkcell Turkey
5.3.1 Turkcell acquisition and retention strategy
5.3.1 Turkcell drivers of revenue: Voice
5.3.2 Turkcell drivers of revenue: Data
5.3.3 Turkcell . Breaking down costs
5.4 Grameenphone Bangladesh
5.4.1 Grameenphone acquisition and retention strategy
5.4.2 Grameenphone drivers of revenue: Voice
5.4.3 Grameenphone drivers of revenue: Data
5.4.4 Grameenphone . Breaking down costs
Related resources
プリペイドモバイルブロードバンドの価格にみられる2つの原則
マサチューセッツ州ケンブリッジ、2010年5月24日
当初は低所得層の顧客向けのソリューションとされていたプリペイドであるが、先進国と途上国の両市場で成功している。プリペイド携帯電話会社のターゲットがインターネットサービスであるのはもちろんであるが、プリペイド携帯電話会社の価格設定は限定的で一様であると、米国調査会社ピラミッドリサーチ社の調査レポート「プリペイドモバイルサービス市場調査:収益につながる新しいビジネスモデル ー Prepaid Mobile Services: Using New Business Models to Boost Profits」は報告している。
「携帯電話会社は、プリペイドバンドルから深夜の閲覧パッケージまで、よりどりみどりのサービス提供を行っている。しかし、利用量に応ずる様々なパッケージという柔軟性と、価格競争力という2つの基本的な原則がある」とアナリストは語る。
この調査レポートは、発展途上国市場のプリペイド携帯電話会社の成功を分析している。成功しているプリペイド携帯電話会社と、成功の主要な要因を査定し、競争的なプリペイド市場で収益性のあるARPSの影響に注目し、プリペイド携帯電話会社が収益を増加させることに成功した主要な戦略と価格の動向、ネットワーク管理のOPEX、モバイルブロードバンドの販売などを記載している。MTS Russia、Safaricom Kenya、Turkcell Turkey、Grameenphone Bangladeshの4社のプリペイド携帯電話会社のビジネスモデルを分析している。
(原文)
Two Common Principles Emerge in Prepaid Mobile Broadband Pricing, Pyramid Finds
Cambridge, Massachusetts - May 24, 2010 - Initially characterized as a solution for low-income customers, prepaid has enjoyed resounding success in both developed and developing economies. Internet services are an obvious target for prepaid mobile operators, but there is limited uniformity in prepaid operator mobile broadband pricing, as explained in Pyramid Research's report, Prepaid Mobile Services: Using New Business Models to Boost Profits.
Analyst-at-Large Guy Zibi’s recent analysis on the prepaid mobile services market is featured in this new report and is continued in his most recent Pyramid Point blog, “Selling Prepaid Mobile Broadband: The Next Phase". “Operators use a smorgasbord of approaches, from prepaid bundles to late-night browsing packages,” says Zibi, “However, there are two common principles: flexibility (with various packages based on usage volumes) and price competitiveness.”
Prepaid Mobile Services: Using New Business Models to Boost Profits examines the success of prepaid operators in developing markets. This 57-page report identifies the characteristics of successful prepaid players and suggests several core drivers for their profitability. It makes several observations on the impact of ARPS on profitability in a competitive prepaid market context, as well as on the core strategies successful prepaid operators rely on to boost revenue. The report also looks at the dynamics of the cost base and trends emerging in the management of network opex. In terms of the next phase, selling mobile broadband, the report details trends in pricing schemes and discusses the challenges operators will face with subsidies. It also examines in-depth the operator models of four prepaid players: MTS Russia, Safaricom Kenya, Turkcell Turkey, and Grameenphone Bangladesh.
