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SUMMARY
Mobile Portals have been a major part of MNO strategy, implemented to drive
increases in data ARPU and to ensure that the MNO gets a share of any spend
from its mobile users on digital data or non-voice, non-SMS services. Ensuring
the MNO portal is a success, requires a thorough understanding of the costs
and benefits associated with the operators' preferred portal development
strategy. Equally, effective assessment of the ROI requires effective cost
allocation and benefit measurement. Both of these are discussed in detail in
this report. The report also profiles several leading mobile portal
development platforms while assessing their merits from the MNO perspective.
Finally nine recommendations are offered to assist MNOs address the challenge
of optimising their own mobile portal investment returns.
TABLE OF CONTENTS
1. Overview
2. Introduction
- 2.1 Background
- 2.2 Report Structure
3. Mobile Portal Activities
- 3.1 Introduction
- 3.2 Portal Development Approaches
- 3.2.1 3 (UK)
- 3.2.2 AT&T/Cingular (US)
- 3.2.3 Disney Mobile (US MVNO)
- 3.2.4 O2 (Germany)
- 3.2.5 PTK Centertel (Poland)
- 3.2.6 Non-MNO Mobile Portals
- 3.2.7 Developments Beyond Mobile Portals
- 3.2.8 On-Device Portals
- 3.3 Mobile Portal Development Partners
4. Mobile Portal Market Context
- 4.1 General Portal Development and Impact
- 4.2 The Purpose of Portals
- 4.2.1 Fixed and Mobile Portals
- 4.2.2 Fixed Portals
- 4.2.3 Mobile Portals
- 4.2.4 The Impact of Convergence
- 4.3 Mobile Portal Development Implications
- 4.3.1 Increased Competition in the Market
- 4.3.2 Increased Need to Understand Portal Costs and Returns
5. Portal Investment Model
- 5.1 Introduction
- 5.2 Mobile Commercial Portal Cost Elements
- 5.3 Mobile Portal Returns
- 5.4 Measuring Return on Mobile Portal Investment
6. Conclusions
7. Recommendations to MNOs
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