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The Public Wi-Fi in Asia–Pacific: usage trends, business models and monetisation strategies

The Public Wi-Fi in Asia–Pacific: usage trends, business models and monetisation strategies

Public Wi-Fi services are popular with consumers and necessary for mobile operators in Asia–Pacific. However, LTE may change consumers' attitudes to Wi-Fi services. This report discusses how operators can ensure that their public Wi-Fi investment remains relevant and valuable.


About this report
Executive summary
Recommendations: How to ensure that Wi-Fi deployments remain relevant and valuable
The volume of private Wi-Fi and mobile data dwarfs that of public Wi-Fi data, but public Wi-Fi can act as a companion to mobile networks
Few countries have high levels of public Wi-Fi offloading – the reasons are different for each country
MNOs can exert control over public Wi-Fi use with pricing and data quota strategies, but depend on good Wi-Fi availability as well
China is exceptional in terms of Wi-Fi usage – public Wi-Fi data traffic far exceeds that of mobile data, but LTE is reversing this trend
Government initiatives, such as Wireless@SG in Singapore, and incumbent operators, such as in Hong Kong, can drive public Wi-Fi usage
The volume of traffic offloaded onto public Wi-Fi is low even in developed markets with high volumes of mobile traffic and strong Wi-Fi coverage
Consumer behaviour in relation to Wi-Fi may change as LTE becomes more pervasive, but Wi-Fi remains a popular service
Deploying Wi-Fi can address several challenges that MNOs face on their cellular networks
Pervasive LTE affects only one of the four main types of Wi-Fi business model: proactive public Wi-Fi deployment
Operators in Asia–Pacific use multiple methods to generate Wi-Fi revenue – there is no single opportunity
Operators in developed markets mostly use bundling to monetise Wi-Fi, but other opportunities are available
Proactive Wi-Fi operators should explore new revenue streams to combat the risk of declining public Wi-Fi traffic and revenue
About the authors and Analysys Mason
List of figures
Figure 1: Telecoms operators covered in this report [Source: Analysys Mason, 2015]
Figure 2: Recommended strategies for operators to monetise public Wi-Fi deployments [Source: Analysys Mason, 2015]
Figure 3: Wireless network data traffic by type, developed Asia–Pacific, 2012–2019 [Source: Analysys Mason, 2015]
Figure 4: Wireless network data traffic by type, emerging Asia–Pacific, 2012–2019 [Source: Analysys Mason, 2015]
Figure 5: Public Wi-Fi as a percentage of wireless data traffic compared with mobile data traffic per connection, by country, Asia–Pacific, 2013
Figure 6: Combinations of mobile and Wi-Fi usage [Source: Analysys Mason, 2015]
Figure 7: Wireless data traffic by type and public Wi-Fi’s share of that traffic, China, 2012–2019 [Source: Analysys Mason, 2015]
Figure 8: Wi-Fi hotspots by operator, China, 2013 [Source: Analysys Mason, 2015]
Figure 9: Wireless@SG’s registered subscribers and usage, Singapore, December 2006–June 2013 [Source: Info-communications Development Authority of Singapore, 2013]
Figure 10: Wi-Fi hotspots by operator, Hong Kong, 2014 [Source: Analysys Mason, 2015]
Figure 11: Public Wi-Fi hotspots by operator, Jap
Figure 12: Wireless data traffic and public Wi-Fi’s share of that traffic, South Korea, January 2012–September 2014 [Source: Korea Communications Commission, 2015]
Figure 13: Wireless data traffic and public Wi-Fi’s share of that traffic, Japan, 2012–2019 [Source: Analysys Mason, 2015]
Figure 14: Consumer usage of Wi-Fi on mobile phones to connect to the Internet, selected countries, Asia–Pacific [Source: Analysys Mason, 2015]
Figure 15: Consumers’ main reasons for using Wi-Fi, selected countries, Asia–Pacific [Source: Analysys Mason, 2015]
Figure 16: Four main types of Wi-Fi business model and strategy [Source: Analysys Mason, 2015]
Figure 17: Wi-Fi monetisation revenue streams, traditional retail services, Asia–Pacific [Source: Analysys Mason, 2015]
Figure 18: Operators’ adoption of traditional retail Wi-Fi services, by country, Asia–Pacific [Source: Analysys Mason, 2015]
Figure 19: Wi-Fi monetisation revenue streams, innovative services, Asia–Pacific [Source: Analysys Mason, 2015]

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