[DOWNLOAD: mobileYouth Research Memo #2] Operators vs OTT players: The mobile data o…
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[Research Memo 2] Operators vs OTT players: The mobile data opportunity

[Research Memo 2] Operators vs OTT players: The mobile data opportunity

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    [DOWNLOAD: mobileYouth Research Memo #2] Operators vs OTT players: The mobile data o… [DOWNLOAD: mobileYouth Research Memo #2] Operators vs OTT players: The mobile data o… Document Transcript

    • ! mobileYouth Research Memo Operators vs OTT players: The mobile data opportunity Contact for research queries www.mobileyouth.org 1!
    • !IntroductionMobile’s primary usage shifted from voice to data back in 2010. Industry data shows thatglobal voice traffic has been stagnant since 2010 while data traffic has been increasingexponentially. In 2013 data will surpass voice in revenues as well.Per-minute, per-event charging models will be rendered useless. Unless operators adopt amore customer-focused mindset they leave themselves open to exploitation by OTTplayers.In this document I outline how mobile operators can stay ahead of OTTplayers in the gold rush for mobile data revenues.OTT is a youth driven trend35% of youth mobile spending is already going to OTT players through mobile music, games,video and other forms of data usage (source Mobile Youth report 2013).The growing trend in OTT usage isn’t about youth seeking out ways to get content cheaperor for free, it’s about youth seeking control. Current operator data plans are not conduciveto allowing youth the “freedom to communicate” in Vodafone CEO Colao’s words.Take the lead in consumer insightsOperators need to understand the how, not the how much, of data usage.The standard industry metric to measure mobile data is data traffic as measured in gigabytes.Young people do not think about gigabytes consumed in everyday life. They are morefocused on what they can do with the data plan; watch videos, listen to music and playgames.Research focused on data volume left operators vulnerable to threats from OTT playersbecause it failed to deliver insights on changing consumption patterns. Consumer researchfor operators needs to take an ethnographic approach and step into the lives of youngpeople to uncover how they consume data.Operators need to compete with OTT players on customer insight. Mobile operators candevelop the most relevant products and charging models only through customer insight thatprovides foresight into emerging youth behavior on mobile data usage.Young smartphone owners are already using their home and office wifi with unlimited datato download apps. What does that mean for the future of mobile data consumption?Operators can only find out if research shifts from data to ethnography. www.mobileyouth.org 2!