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Consumer MVNOs - Current Status, Future Markets & Strategies (2006-2012)

Product Type: Market Research Report Publication Date: Feb 01, 2007
 
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SUMMARY

Report Overview:

The obscurity surrounding what constitutes a consumer MVNO makes it a difficult and subjective market to evaluate, reducing the reliability of any business cases that may be used for investment purposes. This report cuts through the uncertainty, providing unambiguous definitions and clarity while affording valuable insight for current and potential industry players. It combines an exhaustive range of market forecasts for the consumer MVNO voice, data and entertainment sectors with a detailed analysis of future market developments and strategic options available to industry players, as well as a snapshot of current market status in major MVNO markets.

MVNO Market Forecasts

Subscribers; Market share; Voice & data revenues/ARPU; Entertainment revenues; Regions include: North & South America; Western & Eastern Europe; Far East & China; Indian Sub- Continent; Rest of Asia Pacific; Africa & the Middle East

Key Market Developments

Technological factors; End-user demand trends (voice, data, purchase experience); The supply environment (competition, attitudes of MNOs)

Strategic Options

The value proposition; Approaching consumer markets (behaviour and segmentation)

Detailed Market Status

Mobile penetration, network operators & usage trends; Current MVNOs relative positioning for 12 key nations

Case Studies

Background; MVNO/MVNE strategies; Revenue models; Customer segmentation and market share

Authors:

Sue Uglow is a Senior Analyst at Juniper Research and has been researching and analysing telecommunications and IT markets since 1990. She has worked for Apple Computer Europe, Gartner Group, Espicom and, most recently, Ovum Limited. She is the author of several published reports, most of which have focused on the evolution of fixed wholesale broadband networks and markets globally. She also specialises in analysing industry structure and competition in both fixed and mobile markets. In addition to her telecommunications analysis work, Sue is a visiting lecturer in strategic management and marketing at several Universities in the South of England, and works in partnership with her husband for the provision of diversification advice to rural businesses in the South West of England.

Jan Titcombe is a researcher and indexer specialising in ICT and international markets. Her thirty years of information related work has included setting up the information services for Oftel when it was first established and managing a range of products assisting UK exporters.

TABLE OF CONTENTS

Glossary

Executive Summary

  • Introduction and Definitions
  • The Current MVNO Market
  • Key Findings - Market Developments
  • Technology
  • End-User Demand
    • Voice
    • Data
    • Purchasing Experience
  • The Supply Environment
    • Competitive Import
    • Attitudes of MNOs to MVNOs
  • Strategic Options
    • The Value Proposition
    • Segmentation Approaches
  • Forecasts
    • Table ES1: MVNO Subscribers by Region, (m) 2006-2012
    • Table ES2: MVNO Total Revenue, (m) 2006-2012
    • Figure ES1: MVNO Voice vs. Data Revenue, (m) 2006-2012
    • Table ES3: MVNO Revenue Sources, (m) 2006-2012
  • Report Structure

Current Market Overview

  • 1.1 Definitions
    • 1.1.1 MVNO
      • Table 1.1: Comparison of Mobile Providers
      • Figure 1.1: MNO and MVNO Boundaries
    • 1.1.2 MVNE
  • 1.2 Current MVNOs
    • 1.2.1 Backgrounds of MVNO Players
      • Figure 1.2: Current MVNOs' Relative Positioning
    • 1.2.2 Current MVNO Strategies
      • i. Generic Strategies
        • Table 1.2: MVNOs' generic strategies by category
      • ii. Fixed Network Operators
      • iii. Mobile Network Operators
      • iv. Cable TV Operators
      • v. Utility Companies
      • vi. Discounters
      • vii. Supermarkets and Large Retail Chains
      • viii. Loyalty Card Companies
      • ix. Consumer Brands
      • x. Community Services Operators
      • xi. Infotainment Content Owners
      • xii. IT Services Companies
  • 1.3 Current Impact of MVNOs
    • 1.3.1 Impact on End-Users
    • 1.3.2 Impact on MNOs

Key MVNO Market Developments, 2007-1212

  • 2.1 Technological Factors
    • 2.1.1 Mobile Network Standards
      • i. 2G
      • ii. 2.5G
      • iii. 3G
      • iv. 3.5G
      • v. 4G
    • 2.1.2 Mobile IP Standards
      • i. DMB/DVB-H
        • Figure 2.1: DVB-H Architecture
      • ii. IMS
      • iii. VoWiFi/Mobile VoIP
    • 2.1.3 Implications for MVNOs
      • i. Mobile Network Standards Favour MNOs
      • ii. Content Owners will Bring Value to the MNOs
      • iii. Mobile IP Provides Opportunities for MVNOs
  • 2.2 End-User Demand Trends
    • Table 2.1: End-User Demand Trends and Implications for MVNOs
    • 2.2.1 Voice
      • i. Demand in Undeveloped Voice Markets Remains Unfulfilled
        • Implications for MVNOs
      • ii. Demand for No-Frills Voice is Falling in Mature Markets
        • Implications for MVNOs
      • iii. Substitution of Fixed Voice by Mobile will Accelerate
        • Implications for MVNOs
    • 2.2.2 Data
      • i. Poor Uptake of Existing Mobile Data Services is Unsurprising
        • Implications for MVNOs
      • ii. Users' Expectations of Mobile Entertainment are Changing
        • Implications for MVNOs
      • iii. Peer-to-peer Communications will Increase with the Rise of Mobile Data Communities
        • Implications for MVNOs
    • 2.2.3 Purchase Experience
      • i. Pre-paid vs Post-paid
        • Implications for MVNOs
      • ii. Online vs In-Store Purchasing
        • Implications for MVNOs
      • iii. Users Will Pay For 'Pulled' Content
        • Implications for MVNOs
      • iv. Charging Mechanisms
        • Implications for MVNOs
  • 2.3 The Supply Environment
    • Table 2.2: Supply Trends and Implications for MVNOs
    • 2.3.1 Competitive Environment
      • i. Deregulation Will Continue to Expand MVNO Opportunities
        • Implications for MVNOs
      • ii. Consolidation Will Take Place in Mature MVNO Markets
        • Implications for MVNOs
      • iii. Competition Will Shift From Networks to Services
        • Implications for MVNOs
      • iv. New Entrant MVNOs Will Emerge from Other Industries
        • Implications for MVNOs
      • v. Enterprise MVNOs will Increase
    • 2.3.2 Attitudes of MNOs
      • i. The Regulator Says we Must but we Won't
        • Implications for MVNOs
      • ii. The regulator says we must therefore we will - if we feel like it
        • Implications for MVNOs
      • iii. MVNOs can be a real asset to our business
        • Implications for MVNOs

Strategic Options

  • 3.1 The Value Proposition
    • 3.1.1 Defining Value
      • Figure 3.1: The Reduced-Value Chain
    • 3.1.2 MNOs and MVNOs Seek to Control the Mobile Data Value Chain
      • Figure 3.2 - Mobile Data Value Chain
    • 3.1.3 Adopting a User-Centric View of Value Can Increase Revenue for Both MNOs and MVNOs
      • Figure 3.3: 'Push' vs 'Pull' Value Proposition
    • 3.1.4 Strategic Implications for MVNOs
      • i. No-Frills Voice MVNOs
      • ii. Data MVNOs
  • 3.2 Approaching Consumer Markets
    • 3.2.1 Develop an Intimate Knowledge of Customer Behaviour
    • 3.2.2 Identify Profitable Customer Segments
      • Geo-demographic and applications-based segmentation can be expanded
        • Table 3.1 - Summary of Current MVNO Segmentation Techniques by Key Country
      • Micro-segmentation will deliver sustainable lifetime value
        • Table 3.2: Sample Micro-Segmentation Approaches
    • 3.2.3. Implications for MVNOs
    • 3.2.4. Implications for MNOs

Forecasts

  • 4.1Introduction and Methodology
    • 4.1.1 MVNO Subscriber Forecasts
      • Table 4.1: MVNO Subscribers by Region, (m) 2006-2012
    • 4.1.2 MVNO Revenue Forecast
      • Figure 4.2: Worldwide MVNO Revenue Forecasts Voice/Data Split, (m) 2006-2012
      • Table 4.2: Worldwide MVNO Revenue Forecasts, (m) 2006-2012
      • Figure 4.3: MVNO Revenue Forecasts by Region, (m) 2006-2012
      • Table 4.3: MVNO Revenue Forecasts, (m) 2006-2012
      • Figure 4.4: MVNO Revenue Forecasts Voice Services by Region, (m) 2006-2012
      • Table 4.4: MVNO Revenue Forecasts Voice Services by Region, (m) 2006-2012
      • Figure 4.5: MVNO Revenue Forecasts Data Services by Region, (m) 2006-2012
      • Table 4.5: MVNO Data Revenues, (m) 2006-2012
      • Figure 4.6: MVNO Revenue Forecasts Entertainment Services by Region, (m) 2006-2012
      • Table 4.6: MVNO Revenue Forecasts Entertainment Services by Region, (m) 2006-2012
  • 4.2 North America
    • 4.2.1 MVNO Subscribers - Market Share By Volume
      • Table 4.7: North American MVNO Subscribers (m) 2006-2012
      • Figure 4.7: North America: MVNO Subscribers, (m) 2006-2012
      • Figure 4.8: North America: MVNO Market Share by Volume (%) 2006-2012
    • 4.2.2 MVNO Revenue - Market Share by Value
      • Table 4.8: North America MVNO Voice and Data Revenues, (m) 2006-2012
      • Figure 4.9: North America MVNO Voice and Data Revenues, ($m) 2006-2012
      • Table 4.9: North America MVNO Mobile Entertainment Revenues, (m) 2006-2012
      • Table 4.10: North America MVNO Voice and Data ARPU, ($) 2006-2012
      • Figure 4.10: North America MVNO Voice and Data ARPU, ($) 2006-2012
  • 4.3 South America
    • 4.3.1 MVNO Subscribers - Market Share by Volume
      • Table 4.11: South American MVNO Subscribers (m) 2006-2012
      • Figure 4.11: South America: MVNO Subscribers (m) 2006-2012
      • Figure 4.12: South America: Market Share by Volume, (%) 2006-2012
    • 4.3.2 MVNO Revenue - Market Share by Value
      • Table 4.12: South America: MVNO Voice and Data Revenues, (m) 2006-2012
      • Figure 4.13: South America: MVNO Voice and Data Revenues, (m) 2006-2012
      • Table 4.13: South America: MVNO Mobile Entertainment Revenues, (m) 2006-2012
      • Table 4.14: South America: MVNO Voice and Data ARPU, ($) 2006-2012
      • Figure 4.14: South America: MVNO Voice and Data ARPU, ($) 2006-2012
  • 4.4 Western Europe
    • 4.4.1 MVNO Subscribers - Market Share by Volume
      • Table 4.15: Western European MVNO Subscribers (m) 2006-2012
      • Figure 4.15: West Europe: MVNO Subscribers (m) 2006-2012
      • Figure 4.16: West Europe: MVNO Market Share by Volume (%) 2006-2012
    • 4.4.2 MVNO Revenue - Market Share by Value
      • Table 4.16: West Europe: MVNO Voice and Data Revenues, (m) 2006-2012
      • Figure 4.17: West Europe: MVNO Voice and Data Revenues, ($m) 2006-2012
      • Table 4.17: West Europe: MVNO Mobile Entertainment Revenues, (m) 2006-2012
      • Table 4.18: West Europe: MVNO Voice and Data ARPU, ($) 2006-2012
      • Figure 4.18: West Europe: MVNO Voice and Data ARPU, ($) 2006-2012
  • 4.5 Eastern Europe
    • 4.5.1 MVNO Subscribers - Market Share by Volume
      • Table 4.19: Eastern European MVNO Subscribers (m) 2006-2012
      • Figure 4.19: East Europe: MVNO Subscribers, (m) 2006-2012
      • Figure 4.20: East Europe: MVNO Market Share by Volume, (%) 2006-2012
    • 4.5.2 MVNO Revenue - Market Share by Value
      • Table 4.20: East Europe: MVNO Voice and Data Revenues, (m) 2006-2012
      • Figure 4.21: East Europe: MVNO Voice and Data Revenues ($m) 2006-2012
      • Table 4.21: East Europe: MVNO Mobile Entertainment Revenues, (m) 2006-2012
      • Table 4.22: East Europe: MVNO Voice and Data ARPU, ($) 2006-2012
      • Figure 4.22: East Europe: MVNO Voice and Data ARPU, ($) 2006-2012
  • 4.6 Far East and China
    • 4.6.1 MVNO Subscribers - Market Share by Volume
      • Table 4.23: Far East and China MVNO Subscribers (m) 2006-2012
      • Figure 4.23: Far East and China: MVNO Subscribers (m) 2006-2012
      • Figure 4.24: Far East and China: MVNO Market Share by Volume (%) 2006-2012
    • 4.6.2 MVNO Revenue - Market Share by Value
      • Table 4.24: Far East and China: MVNO Voice and Data Revenues, (m) 2006-2012
      • Figure 4.25: Far East and China: MVNO Voice and Data Revenues, ($m) 2006-2012
      • Table 4.25: Far East and China: MVNO Mobile Entertainment Revenues, (m) 2006-2012
      • Table 4.26: Far East and China: MVNO Voice and Data ARPU, ($) 2006-2012
      • Figure 4.26: Far East and China: MVNO Voice and Data ARPU, ($) 2006-2012
  • 4.7 Indian Sub-Continent
    • 4.7.1 MVNO Subscribers - Market Share by Volume
      • Table 4.27: Indian Sub-Continent MVNO Subscribers (m) 2006-2012
      • Figure 4.27: Indian Sub-Continent: MVNO Subscribers, (m) 2006-2012
      • Figure 4.28: Indian Sub-Continent: MVNO Market Share by Volume, (%) 2006-2012
    • 4.7.2 MVNO Revenue - Market Share by Value
      • Table 4.28: Indian Sub-Continent: MVNO Voice and Data Revenues, (m) 2006-2012
      • Figure 4.29: Indian Sub-Continent: MVNO Voice and Data Revenues 2006-2012, $ millions
      • Table 4.29: Indian Sub-Continent: MVNO Mobile Entertainment Revenues, (m) 2006-2012
      • Table 4.30: Indian Sub-Continent: MVNO Voice and Data ARPU, ($) 2006-2012
      • Figure 4.30: Indian Sub-Continent: MVNO Voice and Data ARPU, ($) 2006-2012
  • 4.8 Rest of Asia Pacific
    • 4.8.1 MVNO Subscribers - Market Share by Volume
      • Table 4.31: Rest of Asia Pacific MVNO Subscribers (m) 2006-2012
      • Figure 4.31: Rest of Asia Pacific: MVNO Subscribers, (m) 2006-2012
      • Figure 4.32: Rest of Asia Pacific: MVNO Market Share by Volume (%) 2006-2012
    • 4.8.2 MVNO Revenue - Market Share by Value
      • Table 4.32: Rest of Asia Pacific: MVNO Voice and Data Revenues (m) 2006-2012
      • Figure 4.33: Rest of Asia Pacific: MVNO Voice and Data Revenues, ($m) 2006-2012
      • Table 4.33: Rest of Asia-Pacific: MVNO Mobile Entertainment Revenues, (m) 2006-2012
      • Table 4.34: Rest of Asia-Pacific: MVNO Voice and Data ARPU, ($)2006-2012
      • Figure 4.34: Rest of Asia-Pacific: MVNO Voice and Data ARPU, ($) 2006-2012
  • 4.9 Africa and the Middle East
    • 4.9.1 MVNO Subscribers - Market Share by Volume
      • Table 4.35: Africa and the Middle East MVNO Subscribers (m) 2006-2012
      • Figure 4.35: Africa and the Middle East: MVNO Subscribers, (m) 2006-2012
      • Figure 4.36: Africa and the Middle East: MVNO Market Share by Volume, (%) 2006-2012
    • 4.9.2 MVNO Revenue - Market Share by Value
      • Table 4.36: Africa and the Middle East: MVNO Voice and Data Revenues, (m) 2006-2012
      • Figure 4.37: Africa and the Middle East: MVNO Voice and Data Revenues, ($m) 2006-2012
      • Table 4.37: Africa and the Middle East: MVNO Mobile Entertainment Revenues, (m) 2006-2012
      • Table 4.38: Africa and the Middle East: MVNO Voice and Data ARPU, ($) 2006-2012
      • Figure 4.38: Africa and the Middle East: MVNO Voice and Data ARPU, ($) 2006-2012

Case studies

  • 5.1 Aina Group Finland
    • 5.1.1 Background
    • 5.1.2 MVNO Strategy
    • 5.1.3 Revenue Model
    • 5.1.4 Customer Segmentation
    • 5.1.5 Market Share
  • 5.2 MTV Central
    • 5.2.1 Background
    • 5.2.2 MVNO Strategy
    • 5.2.3 Revenue Models
      • i. Licensing revenues
      • ii. WAP portal revenues
      • iii. Pre-paid mobile revenues
    • 5.2.4 Customer Segmentation
    • 5.2.5 Market Share
  • 5.3 Transatel
    • 5.3.1 Background
    • 5.3.2 MVNO Strategy
    • 5.3.3 Value-added Services
    • 5.3.4 MVNE Strategy
    • 5.3.5 Revenue Models
    • 5.3.6 Customer Segmentation
    • 5.3.7 Market Share
  • 5.4 Mobile ESPN
    • 5.4.1 Background
    • 5.4.2 MVNO Strategy
    • 5.4.3 Partnerships
    • 5.4.4 Revenue Models
    • 5.4.5 Customer Segmentation
    • 5.4.6Market Share
  • 5.5 Orange France
    • 5.5.1 Background
    • 5.5.2 MVNO Strategy
      • i. No-frills MVNOs
      • ii. 'Deep' MVNOs
      • iii. MVNEs
    • 5.5.3 Revenue Models
  • 5.6 E-Plus
    • 5.6.1 Background
    • 5.6.2 MVNO Strategy
    • 5.6.3 MVNE Strategy
    • 5.6.4 Partnerships
    • 5.6.5 Revenue Models
    • 5.6.6 Market Share

Detailed Market Status: Selected Countries

  • 6.1 Australia
    • 6.1.1 Mobile Market Overview
      • i. Mobile Penetration Levels
        • Table 6.1: Australia: Mobile Overview 2003-2006
      • ii. Regulatory Environment
      • iii. Mobile Network Operators
      • iv. Mobile Usage Trends
    • 6.1.2 MVNO Environment
      • i. Current MVNOs
      • ii. MVNO Relative Positioning
        • Table 6.2: Australia: Positioning of 18 MVNOs
        • Figure 6.1: Australia MVNO Map: Mass Market, Niche, Value Added & No Frills
  • 6.2 Belgium
    • 6.2.1 Mobile Market Overview
      • i. Mobile Penetration Levels
        • Table 6.3: Belgium: Mobile Overview 2003-2006
      • ii. Regulatory Environment
      • iii. Mobile Network Operators
      • iv. Mobile Usage Trends
    • 6.2.2 MVNO Overview
      • i. Current MVNOs
      • ii. MVNO Relative Positioning
        • Table 6.4: Belgium: Positioning of 28 MVNOs
        • Figure 6.2: Belgium: MVNO Map: Mass Market, Niche, Value Added & No Frills
  • 6.3 Denmark
    • 6.3.1 Mobile Market Overview
      • i. Mobile Penetration Levels
        • Table 6.5: Denmark: Mobile Overview 2003-2005
      • ii. Regulatory Environment
      • iii. Mobile Network Operators
      • iv. Mobile Usage Trends
    • 6.3.2 MVNO Overview
      • i. Current MVNOs
      • ii. MVNO Relative Positioning
        • Table 6.6: Denmark: Positioning of 12 MVNOs
        • Figure 6.3: Denmark: MVNO Map: Mass Market, Niche, Value Added & No Frills
  • 6.4 Finland
    • 6.4.1 Mobile Market Overview
      • Table 6.7: Finland : Mobile Communications 2003-2005
      • i. Mobile Penetration Levels
      • ii. Regulatory Environment
      • iii. Mobile Network Operators
      • iv. Mobile Usage Trends
    • 6.4.2 MVNO Overview
      • i. Current MVNOs
      • ii. MVNO Relative Positioning
        • Table 6.8: Finland: Positioning of 5 MVNOs
        • Figure 6.4: Finland: MVNO Map: Mass Market, Niche, Value Added & No Frills
  • 6.5 France
    • 6.5.1 Mobile Market Overview
      • i. Mobile Penetration Levels
        • Table 4.9: France - Mobile Overview 2003-2006
      • ii. Regulatory Environment
      • iii. Mobile Network Operators
      • iv. Mobile Usage Trends
    • 6.5.2 MVNO Overview
      • i. Current MVNOs
      • ii. MVNO Relative Positioning
        • Table 6.10: France: Positioning of 13 MVNOs
        • Figure 6.5: France: MVNO Map: Mass Market, Niche, Value Added & No Frills
  • 6.6 Germany
    • 6.6.1 Mobile Market Overview
      • i. Mobile Penetration Levels
        • Table 6.11: Germany: Mobile Overview 2003-2005
      • ii. Regulatory Environment
      • iii. Mobile Network Operators
      • iv. Mobile Usage Trends
    • 6.6.2 MVNO Overview
      • i. Current MVNOs
      • ii. MVNO Relative Positioning
        • Table 6.12: Germany: Positioning of 37 MVNOs
        • Figure 6.6: Germany: MVNO Map Mass Market, Niche, Value Added & No Frills
  • 6.7 The Netherlands
    • 6.7.1 Mobile Market Overview
      • i. Mobile Penetration Levels
        • Table 6.13: The Netherlands: Mobile Overview 2003-2005
      • ii. Regulatory Environmen
      • iii. Mobile Network Operators
      • iv. Mobile Usage Trends
    • 6.7.2 MVNO Overview
      • i. Current MVNOs
      • ii. MVNO Relative Positioning
        • Table 6.14: The Netherlands: Positioning of 28 MVNOs
        • Figure 6.7: The Netherlands: MVNO Map Mass Market, Niche, Value Added & No Frills
  • 6.8 Norway
    • 6.8.1 Mobile Market Overview
      • i. Mobile Penetration Levels
        • Table 6.15: Norway: Mobile Overview 2003-2005
      • ii. Regulatory Environment
      • iii. Mobile Network Operators
      • iv. Mobile Usage Trends
    • 6.8.2 MVNO Overview
      • i. Current MVNOs
      • ii. MVNO Relative Positioning
        • Table 6.16: Norway: Positioning of 15 MVNOs
  • 6.9 Sweden
    • 6.9.1 Mobile Market Overview
      • i. Mobile Penetration Levels
        • Table 6.17: Sweden Mobile Overview 2003-2005
      • ii. Regulatory Environment
      • iii. Mobile Network Operators
      • iv. Mobile Usage Trends
    • 6.9.2 MVNO Overview
      • i. Current MVNOs
      • ii. MVNO Relative Positioning
        • Table 6.18: Sweden: Positioning of 11 MVNOs
        • Figure 6.9: Swedish MVNO Map Mass Market, Niche, Value Added & No Frills
  • 6.10 United Kingdom
    • 6.10.1 Mobile Market Overview
      • i. Mobile Penetration Levels
        • Table 6.19: United Kingdom: Mobile overview - 2003-2005
      • ii. Regulatory Environment
      • iii. Mobile Network Operators
      • iv. Mobile Usage Trends
    • 6.10.2 MVNO Overview
      • i. Current MVNOs
      • ii. MVNO Relative Positioning
        • Table 6.20: UK: Positioning of 12 MVNOs
        • Figure 6.10: UK: MVNO Map: Mass Market, Niche, Value Added & No Frills
  • 6.11 United States
    • 6.11.1 Mobile Market Overview
      • i. Mobile Penetration Levels
        • Table 6.21: United States: Mobile Overview 2003-2005
      • ii. Regulatory Environment
      • iii. Mobile Network Operators
      • iv. Mobile Usage Trends
    • 6.11.2 MVNO Overview
      • i. Current MVNOs
      • ii. MVNO Relative Positioning
        • Table 6.22: US: Positioning of 40 Consumer MVNOs
        • Figure 6.11: US MVNO Map: Mass Market, Niche, Value Added & No Frills
  • 6.12 Japan
    • i. Mobile Market Structure
    • ii. Mobile Data Revenue and ARPU
    • iii. Mobile Data Usage
      • Table 6.23:
    • iv. 3G Value Chain
    • v. Handset proximity payments

Appendix 1

  • MVNOs and other companies

Consumer MVNOs - Current Status, Future Markets & Strategies (2006-2012)

Publisher: Juniper Research

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