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Extensive 179 page market report.

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Published July 2008

Key features of this essential new market study: 

• Read 20 exciting new case studies from MNOs around the world
• Understand the go-to-market strategies for leading mobile data services
• Learn from best-in-class non-voice mobile services
• Examine how some MNOs are achieving world-leading high data ARPU
• Case studies from Orange France, Etisalat (UAE), China Mobile, KDDI (Japan), 3 Italia and more
• Includes a second bonus report FREE!
• Analyze how operators are driving non-voice service adoption

About this report

Following on from our extremely popular Strategies for Creating End User Demand for Mobile Data Services report, this all-new study looks again at how class-leading non-voice mobile services are being delivered to consumers around the world. We show you the strategies network operators have used to create best-of-breed services in messaging, entertainment and mobile commerce.

Mobile data services have become an important tool for generating revenue now that mobile handsets are used not only for voice calls but also for non-voice services such as messaging, music, video, etc. The shift in focus from voice to data services has largely been due to the decreasing growth of voice revenue and the increasing pressure on voice margins. As voice becomes commoditised, mobile operators need to look at other sources to generate income and this has provided the impetus to formulate and implement strategies to create successful data services that help increase overall data average revenue per user (ARPU).

This exciting new report identifies the successful strategies adopted by mobile network operators in advanced countries to drive data ARPU from the following data services:

Messaging services

- SMS

- Mobile e-mail

- Mobile IM

Non-messaging mobile services

- Mobile music

- Mobile games

- Mobile TV and video

- Mobile user generated content

- Mobile commerce

- Mobile portals

This report analyses the strategies that have been adopted by operators in both advanced and developing countries to make their data services successful and, thereby, drive up data ARPU. We have also covered the strategies adopted by a mobile handset vendor to push its mobile handsets, as they ultimately led to increased data ARPU for operators. For each case study, we have identified success indicators that explain why each of these cases has been profiled. We have also provided a brief introduction about the service around which the case has been developed. By analysing the strategies that have been adopted by operators and other players, we have highlighted the essential success factors for each of the data services.

The report also covers mobile data service trends in developing countries and the successful strategies adopted by mobile network operators in these countries to drive growth in mobile data ARPU.

This new report is the third instalment in our ‘Growing Data Services Series’ and follows on very specifically from our previous report titled ‘Strategies for Creating End-User Demand for Mobile Data Services’, which analysed the strategies adopted by the most successful operators worldwide for various mobile data services. That previous report also provided certain best practice recommendations for making a data service successful. This new report highlights recommendations made in the earlier study and compares them with examples of actual strategies adopted by mobile operators to make a data service successful. If you purchase this new study, we will include a copy of the previous study as a free bonus.

Case Studies in this all-new report include: 

• O2, UK: SMS
• US market: SMS
• Japan: Consumer mobile email
• AT&T, US: Enterprise mobile email
• SK Telecom, South Korea: Mobile IM
• 3, UK: Mobile IM
• Orange, UK: Mobile music downloads
• Verizon Wireless, US: Mobile music downloads
• Verizon Wireless, US: Mobile games
• NTT DoCoMo, Japan: Mobile credit card service
• KDDI, Japan: Mobile web portal
• SK Telecom, South Korea: Mobile Social Networking
• 3, UK: Mobile Video Sharing
• O2, UK: Mobile Video Sharing
• 3, Italy: Broadcast mobile TV
• Orange, France: Streaming mobile TV
• Etisalat, UAE: Streaming mobile TV
• Handset case study - iPhone from Apple: Effects on data ARPU
• Bharti Airtel, India: Caller ringback tones
• Vodafone, Egypt: Voice SMS
• Vodacom, South Africa: Ad-funded Missed Call alerts
• Vodafone, Egypt: Missed Call alerts
• Vodafone and Safaricom, Kenya: Mobile banking
• China Mobile, China: Mobile IM  

Looking at the growth of non-voice mobile services from 2006 to 2013, we see how mobile data revenues, expressed as a percentage of total mobile services revenues, are growing form just 16 percent in 2006 to reach over 25 percent in 2012.

As data service become increasingly important, operators and other players in the value chain must learn best practice operating procedures from class-leading services, and this report delivers those best practice procedures to you in a concise, easy-to-use format. Building on our previous report, this new report refers back repeatedly to the findings from 'Strategies for Creating End-User Demand for Mobile Data Services', re-confirming our earlier conclusions and building and refining new best practice recommendations based on the new case studies we have conducted for this study.

This builds into an excellent catalogue of best practice recommendations drawn from our analysis and also from real-world market experience.

Table of Contents

For a full, detailed Table Of Contents including List of Figures and List of Tables, please click here. 

Introduction

Strategies for Creating End-User Demand (SCEUD)—A Brief Synopsis

The Worldwide Mobile Market

Mobile Data Services—A Worldwide Overview

Mobile Messaging Services

Mobile Entertainment Services

Other Data Services

Evolving Trends in the Worldwide Mobile Data Services Market

The Success of Mobile Data Services – Lessons from the Past

Short Messaging Service

Case Study 1: SMS, O2 UK

Case Study 2: The Growth of SMS in the US

Mobile E-mail

Case Study 1: The Success of Consumer Mobile E-mail in Japan

Case Study 2: The Success of Enterprise Mobile E-mail in the US – AT&T Mobility

Mobile Instant Messaging

Case Study 1: NateOn (Mobile Instant Messaging)—SK Telecom

Case Study 2: Windows Live Messenger & Yahoo Messenger—3 UK

Mobile Music—Full-track Downloads

Case Study 1: Orange Player—Orange UK

Case Study 2: V-CAST Music—Verizon Wireless

Mobile Gaming

Case Study: Mobile Gaming—Verizon Wireless

Mobile Payments

Case Study 1: DCMX (Mobile Credit Card Service)—NTT DoCoMo

Mobile Internet

Case Study 1: EZWeb—KDDI

Mobile User-Generated Content

Case Study 1: Mobile CyWorld (Mobile Social Networking—SK Telecom)

Case Study 2: EyeVibe (Mobile Video Sharing) — 3 UK and O2 UK

Mobile TV

Case Study 1: Broadcast (DVB-H) Mobile TV—3 Italia

Case Study 2: Streaming Mobile TV— Orange France

Case Study 3: Streaming Mobile TV Service—Etisalat, UAE

Role of Handsets in Driving Data ARPU

Case Study 1: Apple iPhone and Data ARPU

Mobile Data Services in Emerging Markets

Case Study 1: Caller Ringback Tone (Hello Tunes) — Bharti Airtel (India)

Case Study 2: Voice SMS (Minicall)—Vodafone Egypt

Case Study 3: Ad-funded Missed Call Alert (Please Call Me) — Vodacom (South Africa) and Vodafone (Egypt)

Case Study 4: Mobile Banking (M-PESA) — Vodafone and Safaricom (Kenya)

Case Study 5: Mobile Instant Messaging (Fetion)—China Mobile

The Future of Mobile Data Services in Emerging Markets

Conclusion

Appendices

Glossary

Portio Research Classifications

Companies Mentioned in this Report

About the Authors

Also available from Portio Research Limited