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

フィジタル(フィジカル+デジタル)におけるビジネスモデル:ますますOTTに席巻されるなかで通信会社は如何に適応していくか

Business Models in the Phygital World

How the telcos are adapting in an increasingly OTT-dominant world

 

出版社 出版年月電子版価格 ページ数
IDATE
イダテ社
2019年1月Eur1,500
1-5ユーザライセンス(PDF)
23

サマリー

特にインターネットジャイアントによる個人情報の利活用などによってもたらされる、フィジカルとデジタルの融合によって、今日の世界はますますフィジタルな段階に入りつつある。米国のGAFAM(グーグル、アップル、フェイスブック、アマゾン、マイクロソフト)や中国のBAT(百度、アリババ、テンセント)などの巨大企業の与える影響は非常に大きく、あらゆる市場に存在し、各社で競い合っている。このような中で通信会社は、収益が縮小しつつも、投資し続けなければならないという厳しい局面にある。OTTのようなサービスの収益はあまり大きいとはいえないが、それでも質の良い独自の個人データといった有効なワイルドカードとなる可能性を秘めている。

通信会社はそもそもがフィジカルであり、OTTはデジタルのものであって、その背景はまったく異なる。この両者からなるフィジタルな世界は、そのようなビジネスモデルを作り上げるのだろうか? 彼らはフィジタルな市場にどのように適応していくのだろうか? フランスの調査会社イダテ社(IDATE)の調査レポート「フィジタル(フィジカル+デジタル)におけるビジネスモデル:ますますOTTに席巻されるなかで通信会社は如何に適応していくか」は、このような質問に回答している。

The world is today entering into an increasingly « phygital » era; a world where both the physical and digital sides are merging, especially through the use of personal data with Internet giants at the forefront of this trend.

So big is the influence of these giants, or simply the US GAFAM (Google, Apple, Facebook, Amazon, Microsoft) and the Chinese BAT (Baidu, Alibaba, Tencent), that they are present in virtually every market and fighting amongst themselves.

In such times, the telcos are going through a rough period, with revenues being squeezed on the one hand while continuous investment is required on the other. While their track record of OTT-like services are umipressive, they do still have a powerful wildcard; personal data of quality and granuality unique only to them.

The telcos and OTTs come from an entirely different background, the former largely physical by origin while the latter digital by default. As these two merge towards a phygital world, what are the business models shaping the market? How are they adapting to the phygital market? This presentation looks into such questions.

 

Geographic area

  • World

 

Players

  • Alibaba
  • Amazon
  • Apple
  • AT&T
  • Baidu
  • Facebook
  • Free
  • Google
  • Microsoft
  • Tencent

 

Other details

  • Reference: M18140MRA
  • Delivery: on the DigiWorld Interactive platform
  • Languages available: English
  • Tags: contents, Internet giants, media, OTT, phygital world, Telcos, telecom market

 



目次

1. Introduction: The phygital world and OTT dominance

1.1. Now the leading technology players are joining the phygital era
1.2. GAFAM and BAT: the Internet giants driving the phygital world
1.3. Internet giants are complementing their massive service portfolios with devices too
1.4. OTTs are stepping deeper into the media/contents market
1.5. Growing OTT presence in the telecom (connectivity) market too

2. The dilemma for telcos

2.1. What options do telcos have, as the phygital world takes over?
2.2. The telecom market is today going through a bad patch
2.3. Telcos’ track record in OTT-like services is unimpressive
2.4. The potentially good news: telcos do have data. lots of it, and it’s all personal. And OTTs just crave for it.
2.5. The challenge will be to dislodge the established order in the advertising market

3. Today’s four business models in the phygital world

Four business models shape today’s phygital world
3.1. Google: all roads, including phygital, lead to advertising
3.2. AT&T: phygital is part of their overall convergence roadmap
3.3. Free: protecting connectivity through its ‘phygitalisation’ of the ‘box’
3.4. Amazon: entering the phygital market to augment their physical sales

 

List of tables and figures

• The leading technology players over the years; from physical to digital, and now to phygital
• Market capitalisation of Apple, Amazon and Google in evolution
• Market capitalisation of leading Internet players, August 2018
• Major OTTs are diversifying into various service domains
• OTTs stepping deeper into the media/contents market (Apple, Google and Amazon
• Growing OTT presence in the telecom connectivity market (Google and Facebook)
• The telcos’ dilemma: what options in the phygital world?
• Summary of telco KPI evolution and findings
• Mapping of telcos, GAFAM and BAT, by income, EBITDA, capex and FCF as % of revenue
• The timeline of RCS: the failure of Joyn and the rise of Android Messages (Google-Jibe)
• The differences in regulation, between telcos and OTTs, and between the USA and the EU
• Drivers and barriers for telcos’ data use as a service
• Player shares of online advertising revenue, 2017
• Four business models shape today’s phygital world
• The Phygital matrix 1: Google (Digital advertising-centric business model)
• The Phygital matrix 2: AT&T (Content-access convergence business model)
• The Phygital matrix 3: Free (Connectivity business model)
• The Phygital matrix 4: Amazon (Physical sales-centric business model)

 

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