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Published by: Frost & Sullivan
Published: Aug. 1, 2000
Table of Contents
1. Market Engineering Research for the U.S. Prepaid Wireless Services Market 1996 - 2006
A. Executive Summary
1. Introduction to the U.S. Prepaid Wireless Services Market
a. Product Overview
2. Summary of Major Findings
3. Market Growth, Opportunities, and Total Forecast
4. Competitive Analysis
5. Conclusions
B. Research Scope and Methodology
1. Objectives and Purpose
2. Frost & Sullivan's 12 Step Research Methodology
C. Market Engineering Research Measurement System
1. Identification of Challenges Facing the U.S. Prepaid Wireless Services Industry
2. Market Engineering Measurements
3. Market Engineering Unit and Revenue Forecasts (1996 - 2006)
a. Market Drivers
b. Market Restraints
c. Market Forecasts
d. Demand Analysis
e. Other Market and Technology Trends
i. Trends by End User
ii. Trends by Distribution Channel
iii. Technology Trends
4. Pricing Strategy and Trend Analysis
5. Competitive Structure
a. Market Share Trends
b. Product Analysis
i. Prepaid Offerings Parallel Postpaid
D. Market Engineering Strategy
1. Measurement-Driven Strategy Generation
a. Market Engineering Challenges Versus Departmental Responsibility
b. Market Drivers Versus Departmental Responsibility
b. Market Restraints Versus Departmental Responsibility
d. Market Engineering Measurement Trends Versus Departmental Responsibility
2. Market Engineering Strategic Recommendations
a. Corporate Management
i. Develop Distribution Channels That Cater to Subscribers' Changing Needs
ii. Direct Versus Indirect Channels
iii. Internet As New Distribution Channel
iv. Prepaid Presents New Opportunities
v. Examine Bundling Strategies to Address Customer Expectations
vi. Consider Outsourcing Key Functions
b. Marketing Department
i. Marketing Prepaid Plans That Attract Consumer Segments Other Than the Credit Challenged
ii. Migrating Subscribers From New Users into Long-Term Customers
iii. Strategies Focused by Geographic Market in Addition to Target Market
E. Market Engineering Planning
1. Current Company Status Location
2. Desired Status
3. Developing the Strategy
4. Implementing the Strategy
5. Implementation of Market Engineering
F. Market Engineering Monitoring of the U.S. Prepaid Wireless Services Market
G. Market Engineering Awards for the U.S. Prepaid Wireless Services Market
1. Frost & Sullivan's 2000 Market Engineering Awards
H. Market Engineering Awards
1. Award Category: Market Engineering Leadership
a. Award Description
b. Research Methodology
c. Measurement Criteria
d. Award Recipient
2. Award Category: Merger & Acquisition Strategy
a. Award Description
b. Research Methodology
c. Measurement Criteria
d. Award Recipient
3. Award Category: Product Differentiation Innovation
a. Award Description
b. Research Methodology
c. Measurement Criteria
d. Award Recipient
2. Database of Key Industry Participants
This chapter presents a comprehensive database of
the key industry participants with names, web
addresses, and phone numbers. It is provided as a
support tool to aid clients in acquisition searches,
continuing research, strategic alliances, and market
monitoring.
List of Figures
Chapter 1
-Prepaid Wireless Services Market: Impact of Top Eight Industry Challenges (U.S.), 2000 - 2006
-Prepaid Wireless Telephony Services: Market Drivers Ranked in Order of Impact (U.S.), 2000 - 2006
-Prepaid Wireless Telephony Services Market: Market Restraints Ranked in Order of Impact (U.S.), 2000 - 2006
-Prepaid Wireless Services Market: Revenue Forecasts (U.S.), 1996 - 2006
-Prepaid Wireless Services Market: Subscriber Forecasts (U.S.), 1996 - 2006
-Prepaid Wireless Services Market: Competitive Structure (U.S.), 1999
-Prepaid Wireless Service Market: Market Share Trends of Major Market Participants (U.S.), 1998 - 1999
-Prepaid Wireless Services Market: Impact of Top Eight Industry Challenges on Business Functions (U.S.), 2000 - 2006
-Prepaid Wireless Services Market: Impact of Top Ten Industry Drivers on Business Functions (U.S.), 2000 - 2006
-Prepaid Wireless Services Market: Impact of Top Eight Industry Restraints on Business Functions (U.S.), 2000 - 2006
-Prepaid Wireless Services Market: Impact of Top Ten Market Measurements on Business Functions (U.S.), 2000 - 2006
-Prepaid Wireless Services Market: Ten Most Important Market Elements to Integrate into Business Planning (U.S.), 2000
-Prepaid Wireless Services Market: Ten Point Checklist of Market Engineering Implementation (U.S.), 2000
-Prepaid Wireless Services Market: Ten Elements of a Successful Monitoring Program (U.S.), 2000
AbstractGrowing Prepaid Without Cannibalizing Postpaid
Prepaid wireless service providers must offer flexible plans to differentiate from post-paid services, as providers find new opportunities in under-served
end-user segments, it will alleviate concerns of eroding the post-paid customer base. These new end-user markets will increase both pre- and post-paid profits, and can ultimately lead prepaid customers to post-paid services as wireless becomes part of their everyday life.
Prepaid service, which was generally marketed to credit-challenged customers, needs to target the low-use, sporadic-use, and contract-aversion market segments.
This Frost & Sullivan report analyzes the growing prepaid wireless service markets in the U.S. It offers market revenue forecasts, drivers, restraints, challenges, and strategies. It is the perfect resource for companies that want to take advantage of key market opportunities.
Identification of End User Key to Market Success
Carriers need to identify the potential for new users and market their services to them. As more customers are becoming more familiar with the prepaid format, they recognize that prepaid plans are an attractive alternative to post-paid options. These plans need to be flexible enough to accommodate use patterns that are not currently served by post-paid plans.
"U.S. wireless carriers have been slow in recognizing the full market potential of prepaid," states the author of this report. "Their perception is that prepaid
is only for credit-challenged consumers, which has led carrier's to punitive pricing strategies with service plans that have little use pattern flexibility."
Market Consolidation Stiffening Competition
A drastically changing wireless industry is the result of consumer desire for national flat-rate plans. Consolidation of the industry through partnering, mergers, and acquisitions is widespread and increases competition. "Companies without a national footprint will find it difficult to compete with the carriers who offer nationwide coverage," states the author.
Users of this report benefit from the most up-to-date market intelligence available in the U.S. prepaid wireless service markets. This can put you on the
inside track and help you pull ahead of the competition.
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