Mobile Data and WiFi Monetization: Convergent and user-centric offers take center stage
Summary Mobile data and WiFi continue to evolve and gain significance as catalysts of growth for the mobile services business. Network operators are employing a wide range of approaches and strategies to monetize the remarkable opportunity. Some operators focus on technological leadership, performance and service convergence to build volume and grow mobile data revenue.
BT is planning a 5G pilot to move toward full convergence of its mobile, fixed and IP platforms and create synergies across its product lines. In the US, AT&T acquired DirectTV in their quest to achieving true service convergence across mobile, video and data solutions. Many operators employ user-centric approaches to drive mobile data adoption and consumption through compelling offers built on differentiated bundling, pricing, device and content strategies.
Mobile data represents both a formidable opportunity and a challenge for network operators around the world. In 2015, mobile data revenue exceeded US$423 billion, accounting for almost half of the total mobile revenue globally (49%). It is estimated that mobile broadband revenue will exceed US$621 billion by the end of 2020. Insatiable demand for continuous broadband connectivity has turned mobile data into a revenue growth engine for mobile network operators (MNO). Last year, operators such as China Telecom, Telefónica and América Móvil reported double-digit growth in mobile data revenue. Leading players like AT&T, British Telecom (BT) and Vodafone are leveraging mobile data to grow market share. Many carriers are now exploiting synergies stemming from mobile data analytics and WiFi connectivity.
The importance of WiFi both as a customer retention tool and a service for MNOs continues to rise. Operators such as China Telecom, BT Mobile and Telefónica promote their large WiFi hotspots networks as a value-added benefit for subscribers. Operators are also recognizing the potential of WiFi as a paid services platform and deploying ‘carrier-grade’ technology to boost the reliability and performance of their WiFi networks.
Emerging WiFi monetization models strive to attract customers by promising seamless broadband data connectivity. Among the emerging WiFi-driven service models, the most potentially disruptive uses WiFi and mobile interchangeably to keep users connected. Backed by the marketing prowess of Google, this new service has the potential to change the mobile services configuration we know of today.
The report “Mobile Data and WiFi Monetization: Convergent and user-centric offers take center stage” provides a comprehensive analysis of key monetization models and market strategies for mobile data that are being employed across the world, helping executives at MNOs, fixed telcos and pay-TV providers make informed strategic decisions. By understanding the approaches and successful strategies of leading market players, telecom executives can formulate strategies to retain customers, generate revenue growth and navigate safely in the face of disruptive competition. Moreover, it provides analysis of key business drivers and monetization models for mobile data helps providers assess the potential impact of mobile data on their business and identify related opportunities.
Companies mentioned in this report: China Telecom, Telefónica, AT&T, British Telecom, América Móvil, Google, Boingo.
Key Findings - Mobile broadband has become a primary revenue growth engine for MNOs around the world. Operators are responding to the mobile data opportunity with converged services portfolios and multi-play offers. Big data analytics are increasingly being leveraged to come up with accurate data pricing, bundling and marketing strategies for mobile data. - Mobile operators take multiple approaches to mobile data monetization. Some strategies emphasize network performance, some focus on user drivers, and some position WiFi as a core service. Network-centric monetization strategies leverage technological leadership while user-centric models focus on the needs and preferences of customers. WiFi-centric models position WiFi as a key element of the overall broadband value proposition. - WiFi is gaining importance among operators both as a tool to provide seamless broadband connectivity and as a services platform. Mobile network operators are leveraging WiFi to retain customers, increase their spend share and reduce network costs. While MNOs and WiFi infrastructure providers expand their WiFi hotspot footprint, emerging models such as WiFi First are changing the rules of the game.
Synopsis Mobile Data and WiFi Monetization: Convergent and user-centric offers take center stage' offers a thorough examination of the main approaches and strategies being adopted by MNOs around the world to monetize mobile data. The report starts with an analysis of the business drivers of mobile data services from the provider's point of view. It continues with an overview of three different types of strategic approaches to mobile data monetization being followed by service providers, including WiFI-centric models. It then provides an in-depth study of the specific mobile data strategies of specific operators in the US, the UK, Asia and Latin America, with a focus on the particular drivers and outcomes for each operator, as well as look at two WiFi models. We finish with key findings and recommendations for mobile data service providers.
The Report is structured as follows: - Introduction: Mobile data opportunities and challenges. This section provides an overview of the growth opportunities in mobile data and the challenges faced by the operators in a changing competitive and regulatory landscape. - Section 1: Mobile broadband as a catalyst of growth. Here we explore four key business drivers that are generating increased focus and investments in mobile data globally. - Section 2: Key approaches to mobile data monetization. This section examines three different approaches to monetizing mobile data, their key elements, impact and evolution. - Section 3: Case studies - Mobile data strategies. Each case study offers a detailed analysis of the business drivers, approach and strategies taken by the provider to monetize mobile data, as well as the business impact and outlook in mobile data. Operators featured are America Móvil, ATandT, British Telecom (EE), China Telecom, Telefónica. - Section 4: WiFi monetization approaches. Here we examine the evolution of commercial models for WiFi and provide case studies of two WiFi providers disrupting the space with unique models, Boingo and Google. - Section 5: Key findings and recommendations. We conclude with a summary of our findings on the key mobile data and WiFI monetization strategies around the world, as well as specific recommendations for network operators looking to increase their mobile data revenue.
Reasons To Buy - 'Mobile Data and WiFi Monetization: Convergent and user-centric offers take center stage' provides a comprehensive analysis of key monetization models and market strategies for mobile data that are being employed across the world, helping executives at MNOs, fixed telcos and pay-TV providers make informed strategic decisions. By understanding the approaches and successful strategies of leading market players, telecom executives can formulate strategies to retain customers, generate revenue growth and navigate safely in the face of disruptive competition. - The report's forward-looking analysis of key business drivers and monetization models for mobile data helps providers assess the potential impact of mobile data on their business and identify related opportunities. The case studies focus on how mobile operators and WiFi providers in 5 developed and emerging markets are tapping the mobile broadband opportunity, allowing executives to refine their strategies. - The report's recommendations are based on real strategies employed by network operators to position themselves to take advantage of the mobile data revenue opportunity and increase their participation in the mobile broadband services space. Network operators can benefit from strategies such as leveraging big data to design user-centric offers and positioning WiFi as a key tool for sustainable customer satisfaction and revenue growth.
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