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Global Mobile Data Monetization and Pricing Strategies by Telcos - Analysis and Key Trends

December 2014 | 94 pages | ID: G7254238066EN

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Mobile data is the buzzword across all the leading telcos globally, and is a key focus area for the telcos. The telcos in the developed regions are focussing on further monetization of their services offerings for the existing customers through a portfolio of innovative services like Video On Demand (VoD), music streaming, video streaming etc, whereas the telcos across the emerging regions are emphasizing on increasing the mobile broadband penetration rate through low cost entry level packages for the first time users, services bundling and array of VAS services like mobile gaming, apps downloads, video clip download etc. Increased monetization of their data services would enable the telcos to negate the decline in overall revenue margins as the voice revenues is already under pressure owing to hyper-competition for the voice services pricing.

Mobile data services demand is expected to grow further globally driven by increased penetration in the emerging countries of Asia and Africa, where the mobile penetration is relatively low as compared to the global average. The telcos owing to the exponential increase in the demand have increased Capex and Opex requirements, and hence have to increase the monetization of their services offerings to increase the realization rate of the investments being made in infrastructure improvement and for availability of better services. In the developed countries, the deployment of advanced networks like 4G/LTE would further support applications with high bandwidth requirements. Globally, the growth of mobile internet services would be driven by the factors such as availability of affordable smartphones with improved technical features and functionalities, increased availability of advanced networks like 3G & 4G/LTE being deployed by telcos globally, increased usage of mobile application versions and competitive pricing of data services to target diverse set of customers.

This research report provides an insight on mobile subscriptions and mobile broadband growth trend across various regions. It also includes a brief overview about the factors which are driving the increased adoption of broadband services. Various pricing plans being adopted by the telcos to drive the data monetization have also been discussed alongwith select examples and its positive impact on the telcos operational KPIs. The reports also includes finding of the survey conducted by WiseStrokes across select countries like Brazil, India, China, Philippines, Malaysia, Vietnam etc to know about the users trends. The report is generated through secondary findings available on the internet and the relevant sources of data have been mentioned wherever applicable.

Key Findings
  • The global mobile cellular subscription count was expected to be 6.9 billion by the end of 2014, with developing countries mostly in the Asia and Africa region expected to contribute ~78% of the total subscriber base.
  • Telcos continue to focus on in the emerging markets owing to the relatively low mobile penetration rates, as increasing number of telcos continue to launch their services in these region to compensate for the revenue growth rate decline in the developed regions- which has been complimented with aggressive pricing plans and also the availability of relatively affordable smartphones in these regions in the past 2-3 years.
  • Asia-Pacific region will continue be the destination of the highest number of mobile phone shipments over 2012-18, with the total mobile phone shipments increasing from 0.3 billion in 2012 to reach ~1.0 billion by 2018.
  • Free apps downloads which is estimated be to 91% of the total downloads in 2013 is expected to increase to 94.5% of the total downloads in 2017.
  • The total number of smartphone users accessing OTT services is expected to reach more than 2 billion by the year 2017.
Target Audience
  • Mobile Network Operators
  • Mobile Software Developers
  • Handset and Tablet Manufacturers
  • Content and Applications Aggregators
  • Wireless Privacy and Security Specialists
  • Mobile Marketing and Advertising Providers



3.1 Smartphones Shipments
3.2 Mobile Applications
  3.2.1 Mobile Application Scenario across Various Geographic regions
  3.2.2 Methods to increase mobile data revenues using mobile applications:
3.3 Mobile Money
  3.3.1 Business Models involving Telecom operators for Mobile Money Transfer
3.4 Instant Messaging Services in partnerships with OTTs
3.5 Mobile Video
  3.5.1 Key Trends in Mobile Video segment
  3.5.2 Monetizing Mobile Videos
  3.5.3 Popular pricing plans for the Mobile Videos services
3.6 Mobile Gaming
3.7 Deployment and availability of advanced network technologies
  3.7.1 Approaches for increased monetization from LTE networks


5.1 Low entry level pricing options being pursued by the telcos acquire/increase market share
5.2 Unlimited mobile data services offerings
5.3 Mobile data bundled services offerings
5.4 Shared data plans
5.5 Data Rollover plans
5.6 Special tariffs for OTT services
5.7 Specialized Data plans
5.8 Bundled Devices offerings


Insight 1: KakaoTalk and its emergence as most popular instant messaging service provider in South Korea
Insight 2: M-PESA continues to drive revenue growth Safaricom in Kenya.
Insight 3: Easypaisa in Pakistan continues to add to success of Telenor in APAC region
Insight 4: Viber Partners with Globe Telecom to increase its users count
Insight 5: Re1 Video Store enables Bharti Airtel to increase its mobile data subscribers
Insight 6: Video Store services boost the revenues for du
Insight 7: NATEL Infinity Offering drives the bundles revenues for Swiscomm
Insight 8: Verizon’s Everything Plan (Share Everything Plan) enables it to increase its Retail post-paid subscribers and ARPA
Insight 9: AT&T Mobile Share plans enables it drive adoption of Data Device

Figure 1: Global Mobile Subscriptions growth trend, 2005-2014
Figure 2: Mobile Subscriptions growth trend across regions, 2005-2014
Figure 3: Mobile Subscription per 100 inhabitants across regions, 2005-2014
Figure 4: Global Active Mobile broadband subscriber growth trend across regions, 2010-2014
Figure 5: Global Mobile Subscribers growth trend, 2015-2020
Figure 6: Global Unique Mobile Subscribers growth trend, 2015-2010
Figure 7: Global Mobile Broadband Subscribers growth Trend, 2015-2010
Figure 8: Frequency of Mobile Internet Usage on a daily basis- across all age groups
Figure 9: Frequency of Mobile Internet Usage on a daily basis- across age group 18- 24 years
Figure 10: Frequency of Mobile Internet Usage on a daily basis- across age group 25-34 years
Figure 11: Frequency of Mobile Internet Usage on a daily basis- across age group 35-44 years
Figure 12: Frequency of Mobile Internet Usage on a daily basis- across age group 45-54 years
Figure 13: Frequency of Mobile Internet Usage on a daily basis- across age group 55+ years
Figure 14: Frequency of Mobile Internet Usage on a weekly basis- across all age groups
Figure 15: Frequency of Mobile Internet Usage on a weekly basis- across age group 18-24 years
Figure 16: Frequency of Mobile Internet Usage on a weekly basis- across age group 25-34 years
Figure 17: Frequency of Mobile Internet Usage on a weekly basis- across age group 35-44 years
Figure 18: Frequency of Mobile Internet Usage on a weekly basis- across age group 45-54 years
Figure 19: Mobile Phones shipment forecast by type, 20012-2018
Figure 20: Mobile Phones shipment across region, 20012-2018
Figure 21: Global mobile phone sell in value by type, 2012-18
Figure 22: Mobile App usage by software segment and region
Figure 23: Worldwide Mobile Apps Stores Download Forecast, 2010-2016
Figure 24: Mobile Internet Usage trend via Mobile app across countries
Figure 25: Mobile Internet Usage trend via web across countries
Figure 26: 100 improvement projects of KakaoTalk
Figure 27: Mobile Money services in select countries
Figure 28: Mobile money services (live) for the unbanked by country, December 2013
Figure 29: Global Voice and SMS revenues lost to OTT Applications, 2012-2016
Figure 30: SMS and OTT traffic trend, 2010-2016
Figure 31: Viber and Globe Telecom promotions partnership
Figure 32: Multi-Screen Engagement and Video Length in Q2-14
Figure 33: Activities performed parallel on smartphone by users
Figure 34: Growth in the Mobile Video traffic by Application Type, 2014-2020
Figure 35: Video and audio streaming % of total data traffic (Europe), Sep-13 to Sep-14
Figure 36: Global LTE network Deployment trends
Figure 37: Vodafone Video Streaming using various HD devices, Sep-13 to Sep-14
Figure 38: Global Mobile Average Hour & Busy Hour traffic forecast, 2013-2018
Figure 39: Airtel Re 1 video promotion
Figure 40: du Mobile Video Store offering
Figure 41: Global Mobile Gaming revenues forecast across segments, 2012 & 2016
Figure 42: Mobile Gaming users based on geography and age groups, 2013
Figure 43: Percentage of Mobile Gaming paid users across region, 2013
Figure 44: Spending Type of Mobile Gaming paid user across region, 2013
Figure 45: Comparative study for parameters considered while selecting mobile game, Netherlands and China
Figure 46: Mobile Gaming Download Revenue Forecast in US, 2010-2017
Figure 47: Global LTE connections forecast, 2012-2017
Figure 48: Mobile Subscription by region and technology, 2014 and 2020
Figure 49: Smartphone Price Plans subscriber to by users across countries
Figure 50: Entry Level 3G monthly pre-paid plans in India
Figure 51: Entry level monthly 3G plans across select countries
Figure 52: ARPU trend of leading telcos in South Korea, Jun-12 to Sep-14
Figure 53: LTE subscribers mix of leading telcos in South Korea, Jun-12 to Sep-14
Figure 54: Swiscomm Wireless GGSN data traffic volumes trend
Figure 55: Bundled shared data plan offering from SingTel
Figure 56: Verizon Everything Accounts as a % of Retail post-paid accounts trend, Dec-12 to Sep-14
Figure 57: Verizon retail post-paid connection growth trend, Dec-12 to Sep-14
Figure 58: Verizon retail post-paid ARPA trend, Dec-12 to Sep-14
Figure 59: Mobile Share Connections & Account trends for AT&T,
Figure 60: T-Mobile Data Stash Plans
Figure 61: SK Telecom Smartphone and LTE subscriber trend, Mar-13 to Sep-14
Figure 62: Percentage of Vodafone customer exceeding their bundles in Spain and UK
Figure 63: Mix of Red Customers in UK for Vodafone, Sep-2014
Figure 64: Reliance Communications Smartphone Data Bundled offers


Table 1: Mobile Broadband Subscribers growth trend, 2010-2014
Table 2: Active mobile money accounts and total registered accounts across regions, June 2013
Table 3: Advantages for Various Components involved in Mobile Money
Table 4: M-PESA revenues contribution to Safaricom
Table 5: Monthly data consumption (in MB) by Youtube v/s Netflix user
Table 6: 3G/4G subscriptions trends, 2014-2020
Table 7: Select unlimited plans being offered by telcos in India
Table 8: Total Subscriber and Bundled Revenue trend for Swiscomm, Sep-12 to Sep14
Table 9: AT&T Mobile Share plan details for single line
Table 10: AT&T Mobile Share plan details for Family plans
Table 11: AT&T Post-paid subscribers trends, Dec-12 to Sep-14
Table 12: T-Mobile Data Stash Plans details
Table 13: Select Telco and OTT partnerships details
Table 14: AT&T connected data plan
Table 15: Vodafone Red Plans in UK

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