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SUMMARY
“A detailed analysis of the key factors underpinning the upturn in
non-SMS data revenues globally. ”
Key issues addressed:
- How much money are operators making from data services?
- What are the specific services driving an uptake in non-SMS revenues?
- What is the significance of the explosion of mobile broadband?
- How is the iPhone changing the way customers use their mobiles?
Key Coverage
- For some time in the mobile industry, messaging has been the major
non-voice service. But in 2007 the picture began to change significantly. In
the US, non-SMS data reached and exceeded 50% of all data revenue at the
largest mobile operators.
- The surge in the number of HSPA subscriptions has been driven by the
popularity of datacards, USB modem sticks and dongles for laptop Internet
access which many users are buying in addition to their mobile handset
subscriptions.
- Charging for data services is following a similar trend almost everywhere.
The move towards flat-rate charging - providing data at a fixed rate per
month, with some limits depending on the level of service - is now ubiquitous.
- The introduction of the iPhone has bumped up mobile Internet browsing
significantly for those users. T-Mobile Germany, the first operator to sell
the iPhone in that market, announced in 1Q08 that average mobile data
consumption, mostly for mobile Internet browsing, was up to 30 times more than
for users of other handsets.
- According to AT&T Mobility in the US, an increase in its data revenues
reflects the growing adoption of smartphones and 3G wireless devices. It said
that in 4Q07 subscribers with 3G devices yielded 20% higher ARPU than 2G
users, with owners of integrated devices (defined by the operator as devices
that feature a QWERTY or touch-screen keyboard) generating ARPU that is 120%
higher.
Who should read this report:
- Operators
- Vendors
- Financial Institutions
- Government
- Regulators
Countries covered:
- China, Germany, Italy, USA
- Asia Pacific
- North America
- Western Europe
TABLE OF CONTENTS
CHAPTER - 1
- INTRODUCTION
- NON-SMS DATA SET FOR TAKE-OFF IN2008
- Figure 1.1: Western Europe selected operators, non-SMS data as % of data
revenue, 2Q06-4Q07
- Figure 1.2: US, selected operators, non-SMS data as % of data revenues,
2Q06-4Q07
- Multiple delivery models
- 2008 - the mobile broadband effect
- Flat-rate data charges and ARPU
CHAPTER - 2
- NON-SMS DATA IN CHINA
- Mobile market summary, China
- Figure 2.1: China mobile market summary, 4Q07
- Non-SMS data services and strategies in China
- China Mobile - frontrunner in mobile VAS
- Figure 2.2: China Mobile data services & subs, 4Q07
- Figure 2.3: China Mobile VAS revenues, 2005-07
- China Unicom - running to catch up
- Handsets - China Mobile to customise higher-end phones
- Outlook - the impact of 3G is some way off
CHAPTER - 3
- NON-SMS DATA MARKET IN GERMANY
- Mobile market summary, Germany
- Figure 3.1: Germany mobile market summary, 4Q07
- Non-SMS data services and strategies in Germany
- Non-SMS data revenues in Germany
- Figure 3.2: Germany non-SMS data revenue as percentage of total data
revenue, 3Q06-4Q07
- Operators aim to improve understanding of mobile broadband
- Operators focus on flat-rate tariffs for data in 2008
- WCDMA handsets - market prices fall
- Figure 3.3: Germany WCDMA-enabled handsets & penetration, 4Q07
- Figure 3.4: Germany HSDPA-enabled handsets & penetration, 2008
- iPhone boosts browsing
- HSDPA network development needed to meet expectations
CHAPTER - 4
- NON-SMS DATA MARKET IN ITALY
- Mobile market summary, Italy
- Figure 4.1: Italy mobile market summary, 4Q07
- Non-SMS data services and strategies in Italy
- Figure 4.2: Telecom Italia data revenues, 1Q05-4Q07
- Figure 4.3: Telecom Italia mobile Internet revenues (EUR million),
2005-07
- Non-browsing data services face uncertain future
- Operators use Internet browsing to make up for fall in prices
CHAPTER - 5
- NON-SMS DATA MARKET REPORT - US
- Mobile market summary, US
- Figure 5.1: US mobile market summary, 4Q07
- Non-SMS data services and strategies in the US
- Figure 5.2 : US Verizon & T-Mobile quarterly data revenues, 2007
- Easier browsing offered
- All data services see growth
- Flat-rate pricing plans encourage data use
- Figure. 5.3: US headline download and upload speeds of HSDPA and EV-DO
Revision A, 2008
- Figure 5.4: US handset technology shares, 4Q06-4Q07
- Outlook - Verizon commits to an 'Open' network
APPENDICES
- Regional trends in data as a % of total revenues, 2007
- Regional trends in data revenues, 2007
- Regional share of total data revenues in 2007
- Regional trends in monthly data ARPU, 2007
- Global data revenue trends by operator
- Top 20 Mobile operators by non-SMS revenues as % of total data revenues
4Q07
- HSDPA deployment status by operator, Mar 2008
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