国外运营商十大非语音业务—详细案例分析.ppt

The World’s Top Ten Non-voice Services for Mobile Operators
Alastair Brydon and Mark Heath with Windsor Holden and Tony Lavender
Contents [1]
Document map – Executive summary
Executive summary
Document map – Introduction
Introduction
Document map – Service evaluation process
Leading non-voice services from around the world have been evaluated by an expert panel in order to derive the top ten
Shortlisted services were evaluated on the basis of market potential, effectiveness of implementation and suitability for reproduction
Document map – The top ten services
The top ten list passes diverse non-voice services
Number 1: Vodafone Casa FASTWEB (Vodafone Italy)
Vodafone Casa bines home-zone voice tariffs with fixed broadband
Mobile operators can benefit substantially from offeringfixed broadband services
Vodafone Casa FASTWEB is well placed to capture a significant share of the fixed broadband market in Italy
In partnership with FASTWEB, Vodafone has quickly and cost effectively developed a high-speed broadband service using LLUB ADSL2+ and fibre
The bundling and pricing of Vodafone Casa FASTWEB encourages FMS
Mobile operators in other markets may need to adapt the approach adopted by Vodafone Italy
Number 2: SMS (O2 UK)
O2 UK offers SMS bundles for prepaid and contract tariffs
O2 UK leads the world in messaging pared to other UK operators, O2 has achieved a substantial increase in SMS volumes without a significant drop in pricing
O2 UK has overtaken O2 Ireland as the leading SMS ARPU generator
O2 UK targeted the youth segment earlier than other UK operators and offers a number of features to encourage SMS usage
O2 UK shows that operators can still do better with SMS
Operators must try to drive SMS volume without substantial price cuts
Number 3: Mobile TV and Video Streaming (3 UK)
3 UK offers a wide variety of broadcast TV and video clips using W-CDMA streaming
Customers can buy themed bundles of content containing TV and video
3 UK is exploiting the demand for mo