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Market Research Report

WCIS Insight: The value of the non-voice market: helping to diversify revenue streams and deliver customer retention

Published by Informa Telecoms & Media
Published July, 2009 Product code 94991
Content info  
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US $ 1315 Online license single user


WCIS Insight: The value of the non-voice market: helping to diversify revenue streams and deliver customer retention published by Informa Telecoms & Media in July, 2009. This report price starts from US $ 1315.

Introduction

Abstract

Through a series of regional chapters, this Insight provides a commentary on the status, growth and importance of the non-voice market. Each chapter analyses the size of the mobile market for data services highlighting key trends in the spread of data usage and the importance of the mobile broadband market as a key driver for growth. Each regional overview details data revenues splits (SMS revenues as opposed to non SMS revenues), the proportion of data revenues over service revenues and data ARPU.

Through primary contact with 250 operators around the world, the report highlights operator strategies around non voice service development as a means of differentiation in an increasingly competitive marketplace. Not only are revenues from data services helping to offset falling voice revenues, but are increasingly seen as a strategic tool to reduce churn and improve consumer retention.

Each chapter of the report also provides a case study outlining specific operator strategies around VAS and how network upgrades are helping to meet customer demands for higher download speeds.

Key issues addressed:

  • How much have non-voice revenues grown in the last year?
  • What are the main drivers of data revenue growth in different regions?
  • Who are the leading operators in terms of data revenues, region by region?
  • How are 3G network launches in emerging markets shaping operator strategies and impacting non-voice revenues?
  • Are voice revenues being displaced by data revenues in developed markets?
  • Is SMS/MMS driving data revenue growth?
  • Which non-voice services have proven successful to operators worldwide?
  • How is the growth in mobile broadband shaping the wireless data market?
  • How is the use of smart phones contributing to growing non-voice revenues?

Key Highlights:

  • Informa estimates the value of the mobile data services market was US$181.8 billion in 2008, representing y-o-y growth of approximately 23%. Between them, Asia Pacific (37%), Western Europe (26%) and North America (21%) contribute 84% of the global market. Growth, however, has been most noteworthy in the Americas and Africa where operators have been busy investing in network upgrades and new content offerings.
  • Accounting for 54% of the world' s mobile non-voice market, the non-SMS market was worth US$97.5 billion with Asia Pacific (43%) again the main contributor. Japan alone makes up 57% of the Asia Pacific region' s non-SMS market. The number of MMS sent during 4Q08 increased by 50% y-o-y to over 43 billion.
  • The commercial launches of 3G, 3.5G and high speed broadband networks has resulted in a boost in mobile broadband usage and subscription numbers with Informa estimating the total number of users to be in excess of 225 million at the end of 2008. Growth has been particularly rapid in the Americas and Central & Eastern Europe with subscription numbers rising in these regions by 380% and 230% respectively.
  • As a result of the unusually high SMS usage level in the Philippines, Smart Communications (56%) is the operator with the highest proportion of data revenues to service revenues across all regions. The operator reported that in 4Q08 SMS usage on its network equated to users sending over 600 SMS per month.
  • Illustrating the growth of the non-voice market, TIM Brazil has made a reputation for the success of its VAS with non-SMS revenues accounting for 76% of its data revenues at the end of 2008. This growth has been driven by its successful USB mobile broadband offer and enhanced content for its subscribers.
  • The device market is playing a significant role in the development of the non-voice market. Those operators that have started to distribute the iPhone 3G and other non-traditional devices have seen a rapid increase in mobile data usage. O2 topped the non-voice revenue market (approximately US$3.3 billion) in Europe for 2008 and pointed to its exclusive distribution of the iPhone 3G as a key factor.

Who should read this report:

  • Operators
  • Vendors
  • Telecoms strategists
  • Content Providers
  • Financial Institutions
  • Consultancies
  • Government
  • Regulators
  • Retailers
  • Entertainment companies

Markets Covered:

  • North America
  • Western Europe
  • Eastern Europe
  • Asia Pacific
  • Latin America and the Caribbean
  • Middle East
  • Africa

Table of Contents

CHAPTER - 1

  • INTRODUCTION
  • Scope and structure
  • Sizing the market
    • Figure 1.1: Global total data revenues, 4Q07-4Q08
    • Figure 1.2: Global total data revenues, 2008
    • Non-SMS market drives growth of mobile content
    • Figure 1.3: Global total non-SMS data revenues, 4Q07-4Q08
    • Mobile broadband reaches out beyond US and Japan
    • Figure 1.4: Global mobile broadband subscribers, 4Q07-1Q09

CHAPTER - 2

  • NORTH AMERICA
  • Highlights
  • Sizing the market
    • Figure 2.1: North America, total data revenues, 4Q07-4Q08
    • Figure 2.2: North America, data revenues by leading operators, 4Q07-4Q08
  • Verizon Wireless leads SMS/MMS traffic in North America
    • Figure 2.3: North America, SMS traffic by leading operators, 4Q07-4Q08
    • Figure 2.4: North America, MMS traffic by leading operators, 4Q07-4Q08
  • North America mobile broadband subscribers up 76% year-on-year
    • Figure 2.5: Global mobile broadband subscribers, by region, 3Q07-4Q08
  • Case study: Sprint Nextel strategy geared to data
    • Figure 2.6: Sprint Nextel data revenues, 3Q07-4Q08
    • Figure 2.7: Sprint postpaid data ARPU by technology, 4Q07-4Q08
  • In conclusion

CHAPTER - 3

  • WESTERN EUROPE
  • Highlights
    • Figure 3.1: Western Europe, total data revenues, 4Q07-4Q08
    • Figure 3.2: Western Europe, proportion of data revenues to total service revenues, 4Q07-4Q08
    • Figure 3.3: Western Europe, data revenues by leading operators, 4Q07-4Q08
    • Figure 3.4: Western Europe, proportion of data revenues to total service revenues, by leading operators, 4Q07-4Q08
  • The rise of mobile broadband
    • Figure 3.5: Western Europe, mobile broadband subscriptions, 4Q07-4Q08
  • Case study: Mobistar Belgium deploys dual strategy
    • Figure 3.6: Mobistar Belgium key data metrics, 4Q07-4Q08
  • In conclusion

CHAPTER - 4

  • CENTRAL AND EASTERN EUROPE
  • Highlights
  • Sizing the market
    • Figure 4.1: CEE, total data revenues, 3Q07-4Q08
    • Figure 4.2: CEE, top 10 operators by actual data revenues, 4Q07-4Q08
  • Non-SMS revenues rising steadily
    • Figure 4.3: CEE, non-SMS data revenues, 3Q07-4Q08
  • Continued WCDMA/HSPA network rollouts driving up non-voice revenues
    • Figure 4.4: CEE, WCDMA networks deployed in 2008
  • MTS counts on strong growth in non-voice business
    • Figure 4.5: MTS, breakdown of non-voice revenues, 4Q07-4Q08
    • Figure 4.6: MTS market value forecasts, 2007-2012
  • In conclusion

CHAPTER - 5

  • ASIA PACIFIC
  • Highlights
  • Sizing the market
    • Figure 5.1: Asia Pacific, total data revenues, 4Q07-4Q08
    • Figure 5.2: Asia Pacific, data revenues by leading operators, 4Q07-4Q08
  • The effect of foreign exchange rate movements
    • Figure 5.3: Asia Pacific, data revenues (local currency) by leading operators, 4Q07-4Q08
  • Philippine operators have highest proportion of data revenues to total revenues in Asia Pacific
    • Figure 5.4: Asia Pacific, proportion of data revenues to total service revenues by leading operators, 4Q07-4Q08
  • Low SMS usage in Thailand and India pushes up non-SMS data revenue as a percentage of total data revenue for operators
    • Figure 5.5: Asia Pacific, proportion of non-SMS data revenues to total data revenues by leading operators, 4Q07-4Q08
    • Figure 5.6: Asia Pacific, average SMS traffic per subscription, 4Q07-4Q08
  • Optus sees good results with mobile broadband
    • Figure 5.7: Optus wireless broadband subscriptions, 4Q07-4Q08
    • Figure 5.8: Optus non-SMS revenue versus 3G penetration, 4Q07-4Q08
  • The future of non-voice service

CHAPTER - 6

  • LATIN AMERICA
  • Highlights
    • Figure 6.1: Latin America, selected operators' ARPU, 1Q08-4Q08
  • Sizing the market
    • Figure 6.2: Latin America, total data revenues, 4Q07-4Q08
    • Figure 6.3: Comcel Colombia, data revenues US$ vs COP, 1Q08-4Q08
  • Top performers in terms of data revenues
    • Figure 6.4: Latin America, top 10 operators' data revenues, 2007-2008
    • Figure 6.5: Latin America, data revenues as a percentage of total service revenues by operator, 4Q08
  • SMS, still the main data service
    • Figure 6.6: Latin America, SMS traffic by operator, 4Q07-4Q08
  • Case Study: TIM Brasil uses mobile broadband as platform for growth in data business
    • Figure 6.7: TIM Brasil data revenues vs VAS as percentage of service revenues, 1Q08-4Q08
  • Latin America mobile broadband subscribers up 130% year-on-year

CHAPTER - 7

  • MIDDLE EAST
    • Figure 7.1: Middle East, fixed-broadband population penetration, 4Q07-4Q08
  • Sizing the market
    • Figure 7.2: Middle East, total data revenues, 4Q07-4Q08
    • Figure 7.3: Middle East, leading operators by data revenue, 2007-2008
  • The role of devices in increasing data usage
    • Figure 7.4: UAE HSPA subscriptions, 1Q08-1Q09
    • Figure 7.5: Middle East, proportion of data revenues to total service revenues, 4Q07-4Q08
  • GCC operators compete over VAS
  • Mobily claims to be the busiest mobile data network in the region
    • Figure 7.6: Mobily data revenues, 4Q07-4Q08

CHAPTER - 8

  • AFRICA
  • Highlights
  • Sizing the market
    • Figure 8.1: Africa, total data revenues, 4Q07-1Q09
    • Figure 8.2: Africa, data revenues by 4Q08 leading operators, 1Q08-4Q08
  • MTN Nigeria has seen the strongest increase in the level of SMS traffic
    • Figure 8.3: Africa, number of outgoing SMS/MMS per subscriber per month, 4Q07-4Q08
    • Figure 8.4: Africa, SMS traffic by leading operators, 1Q08-4Q08
  • Mobile broadband dominated by South African operators
    • Figure 8.5: Africa, mobile broadband subscriptions, 4Q07-4Q08
  • Case study: Kenya' s Safaricom uses non-voice service as subscription growth/retention tool
    • Figure 8.6: Africa, Safaricom Kenya data subscriptions, 4Q07-4Q08
    • Figure 8.7: Africa, Safaricom Kenya registered M-PESA users, 4Q07-4Q08
  • The future of data services in Africa
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