Mobile Pricing Trends and service Innovation
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Mobile pricing trends are taking place against a backdrop of rising mobile penetration on a global scale with 3.2 billion mobile users at the end of 2007, with year on year growth of 15 per cent.
Some 18 per cent of mobile revenues worldwide are accounted for by data – mainly with SMS – but with a decline in ARPU of 8 per cent. Pricing is critical to maintaining ARPU levels and reducing churn. As a result mobile operators will have to recognise that reducing churn and extending the customer life cycle will be the key to improving service profitability. This means that more emphasis should be placed on customer segmentation as a means of providing customer loyalty over time.
This report provides plenty of pricing examples for voice and data offerings, supported by tables and charts. It is an invaluable reference for operators, regulators and other players in the market.
Mobile pricing trends are taking place against a backdrop of rising mobile penetration on a global scale with 3.2 billion mobile users at the end of 2007, with year on year growth of 15 per cent.
Some 18 per cent of mobile revenues worldwide are accounted for by data – mainly with SMS – but with a decline in ARPU of 8 per cent. Pricing is critical to maintaining ARPU levels and reducing churn. As a result mobile operators will have to recognise that reducing churn and extending the customer life cycle will be the key to improving service profitability. This means that more emphasis should be placed on customer segmentation as a means of providing customer loyalty over time.
This report provides plenty of pricing examples for voice and data offerings, supported by tables and charts. It is an invaluable reference for operators, regulators and other players in the market.
A LIST OF TABLES AND CHARTS
ACKNOWLEDGEMENTS
EXECUTIVE SUMMARY
CHAPTER I INTRODUCTION TO MOBILE PRICING TRENDS FOR CORE SERVICES
1.1 Introduction & research overview
1.2 Pay as you go services (Prepaid) services
1.3 Post paid services (Contract) services
1.4 Hybrid services & the rise of the monthly plan alternative
1.5 Mobile flat rate services
1.6 Mobile bundling growth
1.7 Promotions and handsets
1.8 Mobile pricing wars and consumer loyalty
Key Point Summary
CHAPTER II MOBILE BUNDLES – VOICE, DATA & MUSIC BUNDLES
2.1 Introduction & research overview
2.2 Double & Triple play leading to Quadruple play services
2.3 Fixed to Mobile Substitution (FMS) products
2.4 The gradual introduction of converged (FMC) services
2.5 Trends in mobile voice bundles
2.6 Trends in SMS bundles
2.7 Trends in mobile data bundles
2.8 Trends in mobile music bundles
2.9 Ease of mobile use – new service examples
2.10 Trends in mobile TV bundles
2.11 New types of bundled mobile service innovation
2.12 Mobile data adoption in the Emerging Markets
Key Point Summary
CHAPTER III ADDED VALUE MOBILE SERVICES INCL. TV, MUSIC & OTHER FORMS OF VONTENT
3.1 Introduction & research overview
3.2 The main types of mobile content services
3.3 Data services and Mobile Broadband
3.4 Types of mobile music content services
3.5 New types of mobile TV content services
3.6 Mobile radio content services
3.7 Premium SMS services
3.8 Mobile gaming services
3.9 Other types of mobile content services
3.10 Mobile advertising services
3.11 Location Based Services (LBS) and local search services
3.12 Mobile content services for particular customer segments
3.13 New mobile services for the Youth segment
3.14 New services for the Business segment
3.15 Innovation in mobile services for business
3.16 Data roaming services
3.17 Innovation in new mobile data services
3.18 Case study – Mobile data innovation in the Indian market
3.10 Sector specific mobile information and surveillance services
Key Point Summary
CHAPTER IV THE MAIN FUTURE MOBILE PRICING TRENDS & SERVICE INNOVATION
4.1 Introduction & research overview
4.2 New types of mobile business model are still under development
4.3 The main new mobile business models
4.4 Mobile advertising business models
4.5 Mobile advertising in the Emerging Markets
4.6 Mobile banking business models – introduction & overview
4.7 Mobile banking service developments
4.8 Other new mobile banking & transfer service developments
4.9 Innovation in mobile network deployments
4.10 Recent innovations for new mobile service applications
4.11 Forecast mobile pricing trends
4.12 Case study – Focus on mobile innovation in Japan
Key Point Summary
CHAPTER V MOBILE PRICING TRENDS & SERVICE INNOVATION - CONCLUSIONS
5.1 Introduction & research overview
5.2 The growth of mobile VoIP services
5.3 Mobile pricing evolution – the decline of per call pricing
5.4 The continued predicted growth in Mobile Broadband usage
5.5 The emergence of new mobile business models and the implications for mobile pricing
5.6 Mobile pricing changes and trends over time
5.7 Issues with mobile customer price confusion
5.8 Mobile voice services
5.9 Mobile data services
Key Point Summary to the report
APPENDICES
Appendix I A Glossary of Terms
Appendix II A List of mobile network operators mentioned in this report
ACKNOWLEDGEMENTS
EXECUTIVE SUMMARY
CHAPTER I INTRODUCTION TO MOBILE PRICING TRENDS FOR CORE SERVICES
1.1 Introduction & research overview
1.2 Pay as you go services (Prepaid) services
1.3 Post paid services (Contract) services
1.4 Hybrid services & the rise of the monthly plan alternative
1.5 Mobile flat rate services
1.6 Mobile bundling growth
1.7 Promotions and handsets
1.8 Mobile pricing wars and consumer loyalty
Key Point Summary
CHAPTER II MOBILE BUNDLES – VOICE, DATA & MUSIC BUNDLES
2.1 Introduction & research overview
2.2 Double & Triple play leading to Quadruple play services
2.3 Fixed to Mobile Substitution (FMS) products
2.4 The gradual introduction of converged (FMC) services
2.5 Trends in mobile voice bundles
2.6 Trends in SMS bundles
2.7 Trends in mobile data bundles
2.8 Trends in mobile music bundles
2.9 Ease of mobile use – new service examples
2.10 Trends in mobile TV bundles
2.11 New types of bundled mobile service innovation
2.12 Mobile data adoption in the Emerging Markets
Key Point Summary
CHAPTER III ADDED VALUE MOBILE SERVICES INCL. TV, MUSIC & OTHER FORMS OF VONTENT
3.1 Introduction & research overview
3.2 The main types of mobile content services
3.3 Data services and Mobile Broadband
3.4 Types of mobile music content services
3.5 New types of mobile TV content services
3.6 Mobile radio content services
3.7 Premium SMS services
3.8 Mobile gaming services
3.9 Other types of mobile content services
3.10 Mobile advertising services
3.11 Location Based Services (LBS) and local search services
3.12 Mobile content services for particular customer segments
3.13 New mobile services for the Youth segment
3.14 New services for the Business segment
3.15 Innovation in mobile services for business
3.16 Data roaming services
3.17 Innovation in new mobile data services
3.18 Case study – Mobile data innovation in the Indian market
3.10 Sector specific mobile information and surveillance services
Key Point Summary
CHAPTER IV THE MAIN FUTURE MOBILE PRICING TRENDS & SERVICE INNOVATION
4.1 Introduction & research overview
4.2 New types of mobile business model are still under development
4.3 The main new mobile business models
4.4 Mobile advertising business models
4.5 Mobile advertising in the Emerging Markets
4.6 Mobile banking business models – introduction & overview
4.7 Mobile banking service developments
4.8 Other new mobile banking & transfer service developments
4.9 Innovation in mobile network deployments
4.10 Recent innovations for new mobile service applications
4.11 Forecast mobile pricing trends
4.12 Case study – Focus on mobile innovation in Japan
Key Point Summary
CHAPTER V MOBILE PRICING TRENDS & SERVICE INNOVATION - CONCLUSIONS
5.1 Introduction & research overview
5.2 The growth of mobile VoIP services
5.3 Mobile pricing evolution – the decline of per call pricing
5.4 The continued predicted growth in Mobile Broadband usage
5.5 The emergence of new mobile business models and the implications for mobile pricing
5.6 Mobile pricing changes and trends over time
5.7 Issues with mobile customer price confusion
5.8 Mobile voice services
5.9 Mobile data services
Key Point Summary to the report
APPENDICES
Appendix I A Glossary of Terms
Appendix II A List of mobile network operators mentioned in this report
LIST OF TABLES & CHARTS
Table 1 Currency rates table used for this report
Table 2 UK’s pay monthly tariff structure
Table 3 Free mobile broadband bundled services
Table 4 Mobile operator promotional campaign examples
Table 5 Agreed iPhone mobile operators
Table 6 Mobile operator ARPU trends over time
Table 7 Mobile operator customer churn trends over time
Table 8 Bouygues Telecom’s Neo “Double Call Time Plan”
Table 9 Indian mobile market development from 1995 to 2007
Table 10 Value Added Services (VAS) segments in Russia
Table 11 Optus Home Phone & Mobile Price Plan
Table 12 Fixed & Mobile Substitute (FMS) services
Table 13 SMS bundled service offers
Table 14 Nawras mobile operator data services in Oman
Table 15 Mobile Broadband services – selected mobile operators
Table 16 Mobile Broadband pricing in Europe
Table 17 KPN Surf n Mail Standaard Tariff structure
Table 18 Mobile music pricing
Table 19 Mobile TV pricing
Table 20 Mobile operator SMS pricing
Table 21 M1 Mobile Singapore’s new bill plans
Table 22 Data roaming rates for mobile operators
Table 23 Key mobile money transfer services worldwide
Table 24 New mobile services launched during 2008
CHARTS
Chart 1 Mobile operator ARPU trends over time
Chart 2 Mobile operator customer churn trends over time
Table 1 Currency rates table used for this report
Table 2 UK’s pay monthly tariff structure
Table 3 Free mobile broadband bundled services
Table 4 Mobile operator promotional campaign examples
Table 5 Agreed iPhone mobile operators
Table 6 Mobile operator ARPU trends over time
Table 7 Mobile operator customer churn trends over time
Table 8 Bouygues Telecom’s Neo “Double Call Time Plan”
Table 9 Indian mobile market development from 1995 to 2007
Table 10 Value Added Services (VAS) segments in Russia
Table 11 Optus Home Phone & Mobile Price Plan
Table 12 Fixed & Mobile Substitute (FMS) services
Table 13 SMS bundled service offers
Table 14 Nawras mobile operator data services in Oman
Table 15 Mobile Broadband services – selected mobile operators
Table 16 Mobile Broadband pricing in Europe
Table 17 KPN Surf n Mail Standaard Tariff structure
Table 18 Mobile music pricing
Table 19 Mobile TV pricing
Table 20 Mobile operator SMS pricing
Table 21 M1 Mobile Singapore’s new bill plans
Table 22 Data roaming rates for mobile operators
Table 23 Key mobile money transfer services worldwide
Table 24 New mobile services launched during 2008
CHARTS
Chart 1 Mobile operator ARPU trends over time
Chart 2 Mobile operator customer churn trends over time
