Value-added services for big-screen mobile broadband: Industry Report

Value-added services for big-screen mobile broadband

Product Type: Market Research Report
Published by: Ovum Plc
Published: August 2009
Product Code: R464-1488

Description

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

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

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