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Value-added services for big-screen mobile broadband

Published by: Ovum Plc

Published: Aug. 10, 2009 - 19 Pages


Table of Contents


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

Abstract

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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