Mobile content and applications in emerging markets: the current state of play
Although mobile content and applications currently play a small role in emerging markets, they have big potential to drive operator non-voice revenues and ARPU. This study, part of a three-report series, examines the current state of play in the market, assessing mobile content services, take-up, user priorities and service provider strategies.
Executive summary
In a nutshell
Ovum view
Setting the scene
In search of data and content revenues
Services and users
Simple services dominate
Modest and uneven take-up of more advanced services
Content makes only a small contribution to revenues
A small segment of affluent smartphone users
Mass market has strong aspirations but limited means
Local content challenges
Search-and-discovery challenges
Service providers
Operators yet to give mobile content undivided attention
A sketchy roadmap for content and data applications
Operators confident in continued strong position
Operators take a big cut of content revenues
Operators embrace own-brand application stores but their approach is undefined
Unconcerned by device vendor inroads in content
End-user segmentation is basic
Marketing shortcomings by operators
In pursuit of clear and transparent pricing
Case studies
Grameenphone Cellbazaar (Bangladesh)
Ovum view
Nokia Life Tools (India)
Ovum view
Ericsson AiDeBao (China)
Ovum view
MTN Google SMS (Uganda)
Ovum view
Microsoft OneApp
Ovum view
In a nutshell
Ovum view
Setting the scene
In search of data and content revenues
Services and users
Simple services dominate
Modest and uneven take-up of more advanced services
Content makes only a small contribution to revenues
A small segment of affluent smartphone users
Mass market has strong aspirations but limited means
Local content challenges
Search-and-discovery challenges
Service providers
Operators yet to give mobile content undivided attention
A sketchy roadmap for content and data applications
Operators confident in continued strong position
Operators take a big cut of content revenues
Operators embrace own-brand application stores but their approach is undefined
Unconcerned by device vendor inroads in content
End-user segmentation is basic
Marketing shortcomings by operators
In pursuit of clear and transparent pricing
Case studies
Grameenphone Cellbazaar (Bangladesh)
Ovum view
Nokia Life Tools (India)
Ovum view
Ericsson AiDeBao (China)
Ovum view
MTN Google SMS (Uganda)
Ovum view
Microsoft OneApp
Ovum view
