Value-added services for big-screen mobile broadband
Ovum Plc
August 10, 2009 19 Pages - SKU: OV2428262
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| Mobile operators have spoken of the potential to boost revenues and margins by selling a range of value-added services. However, the potential options are unlikely to have a dramatic impact. Therefore, operators must focus on stringent network efficiency
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- Executive summary
- In a nutshell
- Ovum view
- Network optimisation should be the main priority
- Value-added service positioning: players must be highly selective
- Key messages
- Big-screen mobile broadband: a definition
- Mobile broadband profitability under pressure
- Traffic growth per user outstrips revenues
- Cost and churn reduction must be the primary focus
- Network optimisation is the most critical operator task
- Keeping customers costs less than acquiring them
- Value-added services are not a panacea
- Internet access is the primary mobile broadband revenue driver
- LTE changes little
- Each value-added service only brings incremental revenue
- A vicious cycle continually seeking new revenues ‘in the longer term’
- Value-added services bring new issues
- Operational challenges await
- Content optimisation involves many parties outside the operators’ sphere of influence
- Operators must consider the platforms used to deliver services
- Operator portals and app stores
- Connectivity management dashboards
- Operator-branded browser
- Customer segmentation and targeting key to success
- Players with the greatest value-added service potential
- SMART and integrated players
- Potential big-screen value-added services
- Software
- Network storage and backup
- Business solutions
- Consumer technical support
- Content
- TV and Video
- Music
- Games
- Advertising
- Location-based services
- List of Figures
- Figure 1: Shrinking fixed broadband access margins due to increasing bandwidth costs
- Figure 2: The incremental revenue shortfall
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