全球针对行动通讯业者的10大非语音服务

Abstract

With intense pressure on voice revenues, mobile operators urgently need to find ways of increasing non-voice ARPU. However, despite an abundance of non-voice service initiatives since the introduction of GPRS and, more recently, 3G, many operators in developed markets have failed to bring about a significant increase in non-voice ARPU. Faced with an increasingly diverse range of non-voice service choices, mobile operators need to identify and implement those that add most value to their businesses in their respective markets.

The World' s Top Ten Non-voice Services for Mobile Operators identifies the top ten services from a large number of non-voice services worldwide, and provides detailed case studies and analysis of these leading services to help others replicate their success.

This report answers your key questions:

• Which non-voice services will have the greatest benefits for mobile operators' businesses, for example in terms of ARPU, customer acquisition and retention, and profitability? What concrete evidence is there of their potential?
• What are the leading examples of different types of service, for example community portals, fixed and mobile broadband Internet access, mobile email and instant messaging, mobile payment, mobile TV streaming and broadcasting, music and SMS?
• How have these services been implemented successfully, for example in terms of handsets, marketing and pricing?
• How can these services be implemented most effectively by other operators? What barriers and risks must mobile operators overcome to successfully implement these services?

Who should read this report

• Mobile network operators: senior executives and product managers, in order to identify the best opportunities to increase non-voice ARPU and to learn from leading case studies.
• Network equipment and handset vendors: senior executives and product managers, in order to identify future trends in mobile operator non-voice services and to consider the implications for network equipment and handsets.
• Regulators: senior executives, in order to identify potential future trends in non-voice services from mobile operators and to understand possible implications within the telecoms industry and also for other sectors including broadcasting, digital content and financial services.
• Financial analysts and investors: in order to identify the best opportunities for mobile operators in non-voice services and to understand the activities, financial investment and risk involved.

Table of Contents

• Executive summary
  • 1. Introduction
  • 2. Service evaluation process
  • 3. The top ten services
  • 4. Lessons from the top ten services
• Actions