Informa Telecoms & Media2012 Research AgendaYour global research partner 
Make better businessdecisionsInforma Telecoms & Media is the leadingprovider of research, events and training to theglobal...
Welcome To our 2012     Research Agenda     At Informa Telecoms & Media we are never     short of ideas for new topics and...
benefit from ourexpertiseInforma Telecoms & Medias research business           We cAn help you…has been the leading provid...
our servicesInTellIgence cenTRe                               WoRld bRoAdbAnd InfoRMATIon                      consulTIng ...
Talk directly To ourAnalystsWe believe that providing direct access to ouranalysts is essential in ensuring our research i...
consulting and customizedResearchOur consulting expertise is founded on ourdeep industry engagement and delivered byour ex...
global ReachWe believe that the diversity of globaltelecoms markets requires a distinctiveregional view on localised trend...
AfRIcA                                   MIddle eAsT                               noRTh AsIA                           As...
2012 ReseARch AgendAThe transformed telco
The TRAnsfoRMed TelcoC   hanges in technology, usage trends    and the competitive landscape areforcing telecoms operators...
2012 ReseARch AgendA / ReseARch hIghlIghTsNext-generation access                                         Customer experien...
The TRAnsfoRMed TelcoRetail                                                             Operator partnerships             ...
2012 ReseARch AgendARe-engineering the broadbandbusiness model
Re-engIneeRIng The bRoAdbAnd busIness ModelO   perators have long been concerned    about managing the growth ofInternet t...
2012 ReseARch AgendA / ReseARch hIghlIghTsWi-Fi                                                      Yield management     ...
Re-engIneeRIng The bRoAdbAnd busIness ModelManaging and monetizing video                                  Pricing and bund...
2012 ReseARch AgendAServices, ecosystems andconnected devices
seRvIces, ecosyTeMs And connecTed devIcesC   onsumers have developed a taste    for accessing their favorite servicesand a...
2012 ReseARch AgendA / ReseARch hIghlIghTsFuture ecosystems                                              Future advertisin...
seRvIces, ecosyTeMs And connecTed devIcesUser interface                                                  The sub $50 smart...
2012 ReseARch AgendASeizing new revenueopportunities
seIZIng neW Revenue oppoRTunITIesR    obust year-on-year revenue growth     has become a fading memory for anindustry whic...
2012 ReseARch AgendA / ReseARch hIghlIghTsCloud                                                          Vertical markets ...
Informa Telecoms & Media's research business has been the leading provider of strategic insight, key market data and forec...
Informa Telecoms & Media's research business has been the leading provider of strategic insight, key market data and forec...
Informa Telecoms & Media's research business has been the leading provider of strategic insight, key market data and forec...
Informa Telecoms & Media's research business has been the leading provider of strategic insight, key market data and forec...
Informa Telecoms & Media's research business has been the leading provider of strategic insight, key market data and forec...
Informa Telecoms & Media's research business has been the leading provider of strategic insight, key market data and forec...
Informa Telecoms & Media's research business has been the leading provider of strategic insight, key market data and forec...
Informa Telecoms & Media's research business has been the leading provider of strategic insight, key market data and forec...
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Informa Telecoms & Media's research business has been the leading provider of strategic insight, key market data and forecasts for more than 25 years. I'm pleased to share our research-agenda-2012


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Informa Telecoms & Media's research business has been the leading provider of strategic insight, key market data and forecasts for more than 25 years. I'm pleased to share our research-agenda-2012

  1. 1. Informa Telecoms & Media2012 Research AgendaYour global research partner
  2. 2. Make better businessdecisionsInforma Telecoms & Media is the leadingprovider of research, events and training to theglobal telecoms and media industry.Every year, 10,000 companies use our services toevaluate market opportunities, benchmark theircompetitors and grow their businesses.We are part of Informa PLC, the leading providerof business information and services with over8,000 employees in 150 offices worldwide.ReseARch And consulTIng confeRences And exhIbITIons TRAInIngOur research business delivers independent Our 100+ annual events and exhibitions are The Telecoms Academy team delivers a publicstrategic insight, global market data and critical in driving the industry’s agenda. We bring portfolio of over 50 training programmes everyprimary research. We work in partnership with together high-calibre decision-makers from the year. These include intensive five-day Telecomsour clients to inform their decision-making with mobile, fixed, alternative, wholesale, MVNO, Mini MBA and specialist next generationactionable advice and support. broadband and satellite operator communities. technology courses.Key services include: Key events include:
  3. 3. Welcome To our 2012 Research Agenda At Informa Telecoms & Media we are never short of ideas for new topics and themes to research and analyze. As analysts we spend our lives immersed in the telecoms and media industries, absorbing new information, speaking to key decision-makers and making connections between trends and developments across different countries and regions. Producing a compelling research agenda is challenging because of the sheer breadth and diversity of the sectors that we cover. We started putting our ideas together for 2012 in the early summer and then condensing them into four key themes which, we believe, will drive this industry forward over the next 12 months. Details of our 2012 research themes start on page 12. Our four key themes for 2012 are; · The transformed telco · Reengineering the broadband business model · Services, ecosystems and connected devices · Seizing new revenue opportunities The four themes have six mini themes, each of which will be explored in some detail. They capture the big questions that the industry is now asking itself. How relevant are operators in the new services ecosystem? Can operators protect (and grow!) profit margins by cost-cutting alone? Should TV companies partner with Internet firms? Is operator focus shifting from consumer to business and enterprise markets (we think it is)? And how quickly should operators roll out next generation networks? Most important of all, our analysts opinons are always based on a solid foundation of market data and forecasts. We look forward to working with you over the next year as we explore these themes. And, as ever, we welcome your own thoughts and feedback. Mark Newman Chief Research Officer mark.newman@informa.com03
  4. 4. benefit from ourexpertiseInforma Telecoms & Medias research business We cAn help you…has been the leading provider of strategicinsight, key market data and forecasts for more Plan your strategic direction: – Prioritize growth opportunitiesthan 25 years. – Size market supply and demand – Benchmark your performanceWe have more than 60 analysts in 10 researchoffices across 5 continents helping our clients Build competitor and customer intelligence:make better decisions. They are accessible, – Identify business driversresponsive and connected to your markets, – Understand threats and challenges – Develop product, positioning and sales strategiesbusiness goals and challenges. Drive product development and positioning:Our clients rely on us to gather competitor – Justify your business casesand customer intelligence, steer product – Formulate a pricing strategydevelopment and drive strategic planning. – Prepare a market entry timetableBecause our analysts spend more of their timeengaging with our clients at events, briefingsand through our support service, we are always Why choose us?close to your business issues. 1 We provide a unique mix of in-market, sector and forecasting expertise to ensure local insight and a definitive view. We don’t sit on the fence. 2 Our analysts benefit from exclusive access to a broad community of senior-level decision makers. We don’t lock them in ivory towers. 3 We collect and interpret more data across more markets than anyone else. We don’t outsource data collection. 04
  5. 5. our servicesInTellIgence cenTRe WoRld bRoAdbAnd InfoRMATIon consulTIng And cusToMIZed seRvIce ReseARch We offer a complete range of customized research and consultancy services. All of our consulting engagements benefit from our core market data and forecasting expertise and access to our C-level industry communities. Find out more /customised-researchIntelligence Centre is the central onlinesource of all of our advisory analysis, primary WBIS is the complete broadband and multi-research, market data and forecasts. The channel TV resource featuring broadband,service includes a number of powerful search, fixed-line telephony and multichannel TValerting and report tools as well as direct subscriber numbers from 2000 to 2011 and ouR ReseARch Includesaccess to our analysts. forecasts to 2016. Market data and 5-year forecastsFind out more Find out more Five-year historical and forecast metrics including subscription, network and device numbers and key financial and operational indicators. We have a centralized forecasting team working collaboratively with our analysts to ensureWoRld cellulAR InfoRMATIon seRvIce neTWoRk econoMIcs Tool consistent results. Analysis and case studies In-depth views on emerging trends and in-market case studies enable you to track operator strategy. Country and company profiles Regular, analytical snapshots of market dynamics and company initiatives, delivered in PowerPoint. Conference presentationsWCIS remains the cellular world’s leading NET is a new, easy to use online service which A complete archive of speaker presentations fromsource of accurate, robust data and 5-year enables equipment vendors and operators our 100+ annual conferences provides invaluableforecasts. The service tracks global mobile to model the capital and operational cost of competitor and customer insight.subscriptions, KPIs, financial and operational deploying and upgrading wireless broadbandindicators in real time and includes direct networks and understand ROI. Surveysaccess to our analysts. The full results and detailed analysis of surveys Find out more designed to address industry perceptions acrossFind out more key topics. Respondents are drawn from our community of senior executives. 05
  6. 6. Talk directly To ourAnalystsWe believe that providing direct access to ouranalysts is essential in ensuring our research isboth relevant and actionable.All of our services include direct analyst accessenabling you to connect with our team viae-mail, telephone, webinars and face-to-facebriefings. Analyst access can be used to clarifyour findings, understand the background todevelopments or to further explore our viewsand methodologies.WhAT ARe you AskIng us? AnAlysT Access exAMplesAnalyst Access queries by topic over the lastyear: Client: Finally, Sprint is expected to maintain its CDMA I am looking at Informa’s latest LTE spectrum network in the 1900 band for the near future, forecasts – could you please provide me some hence the later date expected for that band. insight into the methodology used to develop the launch dates for Sprints LTE networks in the US? It is also worth noting, Sprint recently announced plans to work with LightSquared on LTE in the Analyst Access: L-band (1600 band). As a part of its Network Vision plan, Sprint plans to turn down iDEN, which operates in the 800 band, Client: beginning in 2013. It is Informa’s belief that it is at Do you have any comment on how the IDEOS this time that that band will be transitioned to LTE. smartphone has been received in Kenya? In addition, at the time the forecast was Analyst Access: prepared, it was our belief that Sprint would I was in Nairobi when the IDEOS smartphone was work with Clearwire to provide LTE in the 2500 launched in the market by Safaricom. From my KPIs / financials ................ 24%  Market sizing ...................... 9% band, and that it would happen relatively conversations with distributors, I sense that the Mobile / fixed access  Mobile broadband ........... 5% market response in terms of sales has been quite networks ............................ 13% quickly. Last week, Clearwire made an  MVNOs .................................. 3% Connected home .............. 5% announcement that it will deploy LTE in the 2500 impressive, although no figures have yet been  Pricing / tariffs .................... 5% Mobile content and  Smartphones / operating band in some of its existing markets without released. The price of the device is low compared applications ...................... 10% systems ................................. 7% working with Sprint. Clearwire said it may work to other smart phones in the market (it retails Operational strategies .... 4%  Other ................................... 11% Device market and with Sprint and its Network Vision plan to build at US$100). The device’s most popular features segmentation ..................... 4% new markets in the future. appear to be its high resolution touch screen, the 3.2 Megapixel camera and the presence of multiple applications. 06
  7. 7. consulting and customizedResearchOur consulting expertise is founded on ourdeep industry engagement and delivered byour experienced network of analysts.Our approach to your business issues andobjectives is practical and pragmatic. All ofour consulting engagements benefit from ourcore market data and forecasting expertise andaccess to our C-level industry communities.cAse sTudIes cusToMIsed soluTIons Include:Market Survey White Paper – Benchmark reportsClient: Client: – SurveysValue-added solutions provider for mobile Tier 1 handset vendor – Webinarsoperators. Objective: – White papersObjective: To assess the effect of different smartphone – Country reportsTo transform its service proposition and validate operating systems on current mobile – Company reportsviews of the Asia Pacific market. broadband networks and estimate the energy – Forecasts requirements that these create on the network. – Go-to-market reports Solution: – Case studies “Using our network Solution: – Event facilitation of research contacts “Coupling our in-house – Speaking engagements we tested the view of research and data with – Workshops the APAC market by a bespoke analytical conducting a series model and wideCharles MoonPrincipal Analyst of in-depth strategic network of contacts, Nicholas Jotischky interviews and Principal Analyst we were able torunning a survey. This resulted in the publication implement a modelingof a White Paper taking the client’s message to a tool. The result was a White Paper used by theregional audience and was followed up by a series client to promote its smartphone ecosystem andof strategic briefings to C-level service provider platform to mobile operators, thereby illustratingaudiences in the region.” energy savings that will become important to its marketing efforts.” 07
  8. 8. global ReachWe believe that the diversity of globaltelecoms markets requires a distinctiveregional view on localised trends, events andconsumer patterns.We achieve this by providing in-depth countryperspectives. Over the last six months ouranalysts in 12 countries have produced 65detailed country profiles.noRTh AMeRIcA lATIn AMeRIcA WesTeRn euRope eAsTeRn euRopeMike Roberts Daniele Tricarico Dario Talmesio Stephen WilsonPrincipal Analyst Senior Analyst Principal Analyst Senior Analyst“In the midst of market “A key challenge for mobile “Europe’s operators must implement “Eastern European broadband andconsolidation, an understandable operators in Latin America is how to competitive strategies in the attempt voice markets tend to be extremelyoutcome of the mobile broadband deliver revenue-generating mobile to counteract disintermediation. competitive, and therefore bundlingboom, what the US mobile industry content to the entire customer If successful, operators will with multichannel TV is becomingreally needs is a hefty dose of base. Operators must stop equating embrace openness and morph into an essential strategy for operatorsspectrum by 2015. Without this, how content to smartphones, and something similar to an OTT player.” trying to increase subscriber loyalty.will operators succeed in meeting should address the entire prepaid With average TV-viewing times highthe public’s proven demand for segment including basic and low- in the region, multichannel TV is aInternet and other applications feature devices.” key part of the bundle and even hasrunning on smartphones, tablets potential as a stand-alone product.”and other devices?”office locations worldwide: San Francisco – USA | Chicago – USA | Boston – USA | Sao Paolo – Brazil | London – UK 08
  9. 9. AfRIcA MIddle eAsT noRTh AsIA AsIA pAcIfIc Thecla Mbongue Matthew Reed Charice Wang Vanessa Jalleh Senior Analyst Senior Analyst Senior Analyst Research Analyst “Significant lessons can be learned “The growth prospects offered by “North Asia continues to drive the “With organic growth slowing in from studying the practices of mobile the Middle East remain attractive, region in terms of subscribers and many markets around Southeast operators in Africa. Be it through the but the region is complex and revenues, with innovation coming Asia, operators are focusing use of dynamic tariffs, the spread varied and local understanding from massive Internet players, more on loyalty to maintain of mobile-money services or the is necessary in order to take best particularly in the markets of their competitive edge; customer creation of loyalty schemes, many of advantage of its opportunities. Japan, Korea, and China. Pressure analytic and business intelligence Africa’s service providers recognize Stronger focus will be placed from over the top players in these is therefore becoming a key enabler the importance of a well-segmented on mobile broadband and the markets are being addressed in gaining market share, as carriers and relevant customer experience.” provision of converged services differently in each country, compete in the brave new world of as operators look to become whether due to legacy issues maturing markets.” more relevant in meeting the (Japan), vendor influence (Korea), evolving needs of consumers and or government policy (China); enterprises alike.” we look at how mobile carriers in each are positioning themselves for the long term to address common challenges in their unique operating environments.”| Johannesburg – South Africa | Dubai – UAE | Singapore | Beijing – China | Hyderabad – India | Brisbane – Australia 09
  10. 10. 2012 ReseARch AgendAThe transformed telco
  11. 11. The TRAnsfoRMed TelcoC hanges in technology, usage trends and the competitive landscape areforcing telecoms operators to evolve abusiness model that has served themwell for many decades.Without such an evolution, operators will lose in a single country, and on a regional or global looking to develop a more sophisticated retailground – and business – to the so-called over- basis to meet the requirements of global enter- approach as an integral part of their customerthe-top players. And they will fail to capture new prises or partners such as consumer electronics experience strategy. But unless they find a wayrevenue opportunities in mobile broadband, manufacturers. of expanding into the new connected deviceM2M and connected verticals. Investment in next-generation fixed and market and become experts in mobile comput- With the slowdown in new connections, wireless networks is challenging for any opera- ing, they risk becoming dumb shops and losingand operators’ limited success in selling ser- tor whose revenues are stagnating in real terms. market share to consumer electronics shops thatvices to their customers, efficiency and cost Operators are reluctant to increase their capex-to- are accustomed to tight profit margins and find-control have become the key modus operandi sales ratios and are therefore taking a longer-term ing the right balance between online and offlinefor many telcos. approach to rolling out new technologies such as retailing. The lean telco is a thread that runs through LTE than was the case with 3G. New approachesmost of the issues and strategies surrounding to extending the life and improving the speedsthe operator business. With flat – and in some delivered by copper and 3.5G networks are alsocases stagnating – revenues in mature markets, combining to make the case for investing in newoperators are under pressure to cut opex levels. network technologies more challenging. Operators are looking to develop aManaged services and outsourcing strategies are With the slowdown in the growth of new con- more sophisticated retail approachcoming to the fore with operators more open nections, operators are starting to place a greater as an integral part of their customerthan ever to relinquishing control of functions emphasis on strategies to retain existing custom- experience strategy.that have traditionally been seen as core to their ers than attracting new ones. Customer experi-business. Network sharing is gaining momen- ence has evolved from a customer-care approachtum, particularly as operators seek to justify to an important part of an operator’s corporate With over-the-top (Internet) players nowinvestment in LTE. strategy to improve customer loyalty. The opera- playing a dominant role in the provision of new tor needs to be able to offer a good experience services for the consumer market, operators are throughout its touch points with customers, from starting to review their role in the value chain the operator store, through the service experience and the balance between serving the consumer to the call center. Customer information is now and business segments. This change in approachOperators are reluctant to increase a means to differentiation as part of the customer is seeing the operator become more of an enablertheir capex-to-sales ratios and experience. than a provider of new services and, in manyare therefore taking a longer- Customer Experience Management (CEM) cases, involves third-party service providers tran-term approach to rolling out new demands a holistic and unified approach from sitioning into customers of the operator.technologies such as LTE. the operator’s different areas. A central customer One of the areas where operators believe that database is required in order to provide consis- they still have a strong role to play is in the use tency across all different channels and the infor- of the SIM card as a secure element in the provi- Operators are also coming to recognize that mation needed to deal with multiple challenges sion and sale of new services. Many of the part-they may need to partner with each other both to throughout a customer’s lifetime. Operators nerships involving new services relate to mobilereduce costs and to develop platforms and capa- need to realize that customer experience plays a payments and transactions. In the case of NFC,bilities that allow them to roll out new services. key role in customer loyalty and consequently in operators want the SIM card to become theThese operator-to-operator partnerships can be their profitability. default method for securing applications. built both on a national level to enable third For many customers, the operator shop isparties to deliver their services to all mobile users the most important touch point. Operators are 11
  12. 12. 2012 ReseARch AgendA / ReseARch hIghlIghTsNext-generation access Customer experience Lean telco models “Let’s face facts: few “An outstanding “If you would be operators’ superfast customer experience wealthy, think of saving broadband strategies should be embedded in as well as getting. have gone to plan. all operator strategies, Operating in a world Take-up has been slow, from marketing and of intense competition, yet next-generation advertising to network regulatory interventionRob Gallagher Júlio Püschel Thomas WehmeierPrincipal Analyst access (NGA) networks Senior Analyst and smartphones. Principal Analyst and macroeconomic haven’t got any Operators should uncertainty meanscheaper to build. Learning from success stories focus on customer profitability by analyzing the telcos are having to fight harder than ever toisn’t easy either. The huge cost and complexity potential customer life-time value across customer stabilize top-line revenues. Coupled with anof rolling out NGA has magnified differences segments. The different demands will dictate the investor climate exerting relentless pressure tobetween countries and operators, making the importance of various factors, affecting everything maintain or grow operating margins, the need tobroadband market more fragmented than ever.” from subsidy rates to a diversity of bundled offers.” evolve into a ruthlessly efficient, lean business has never been greater for today’s telco. We believe, that some telcos are now achieving operational excellence and our globally- sourced case studies and analysis will identify companies that have done this successfully and, more importantly, outline how and why some telcos have been able to drive costs out of their businesses.” > Operator profiles enable you to track the performance of the 40 largest telcos globally. Delivered in PowerPoint they detail operational and financial performance, local market conditions, market share, regulatory> In 2012, our broadband and TV team will produce over 400 analysis pieces covering topics including next- > Case studies provide real-life examples of service- provider strategies and best practice. Every case study developments, key operational initiatives and product and pricing updates. generation access, IPTV and the connected home. Our includes a SWOT analysis and directional comment analysis is designed to support your decision making and exploring key lessons learnt and likely development. offer key points for action. 12
  13. 13. The TRAnsfoRMed TelcoRetail Operator partnerships SIM, identity and security “As consumers are “Operators are coming “The evolution of the changing their to see the benefits SIM is becoming an shopping behavior, of partnering with important issue for telecom operators will each other to create mobile operators as follow them. Digital national, regional and they strive to retain commerce, social- global alliances. Within an important role inDario Talmesio Mark Newman Jamie MossPrincipal Analyst media networks, Chief Research Officer national markets, a Senior Analyst the provision of new group-buying sites number of operators services and connectedand cross-channel sales will be used by operators have joined forces on NFC to expand the potential devices. The development of embedded SIMs andintending to enhance customer experience across market for those companies and organizations soft SIMs gives OEMs and MVNOs greater freedomall channels. Meanwhile, operators will start that are interested in rolling out mobile payment to bring their products to market and has theretailing and billing for digital goods and services services. Deutsche Telekom and France Telecom potential to ultimately strengthen or, alternatively,and sell new types of connected devices. are partnering in a number of different areas to to marginalize the operator. expand their footprints, share development costsWe will be monitoring the development of and create economies of scale. And when it comes Informa Telecoms & Media is monitoring themultichannel retail strategies, the use of social to new opportunities in M2M and connected development of advanced SIM technology tomedia as a sales and CRM channel in operator devices, global approaches are essential if identify any issues with security and to mapowned and independent retail channels through operators are to forge alliances with consumer the growth of the B2B2C services market forcase studies and analysis, showcasing the most electronics firms and enterprises who themselves connectivity. We also seek to explore the long-effective ways of getting customers to shop and have a global presence and strategy. term implications of this business model onpay for digital and telecom services.” wireless carriers, the evolution of their role and any Over the next year, we will compare the changes in their relationship with the rest of the approaches of different operator groups and value chain.” identify where the best opportunities for alliances exist. We will also identify the risks for operators that fail to partner and provide advice and recommendations for how best to exploit global opportunities without building global footprints.” > In 2012, our content and applications team will cover> topics including mobile content and service value chains We have been delivering successful consulting projects and ecosystems, video monetisation and the impact for over 15 years. Our approach to your objectives is of HTML 5. Our analysis is designed to support your practical and pragmatic; our in-market teams include specialists across the value chain, helping us deliver valid results quickly. > Analyst comments provide a quick, strategic analyst view on trends and developments enabling you to decision-making and offer points for action. understand, react and respond to market events. 13
  14. 14. 2012 ReseARch AgendARe-engineering the broadbandbusiness model
  15. 15. Re-engIneeRIng The bRoAdbAnd busIness ModelO perators have long been concerned about managing the growth ofInternet traffic on their fixed networks.But, more recently, it has been the burgeoning It is the growth of video usage and applica- Potential options for operators to counter Internet companies’ traffic growth and service strategiesusage of Internet services (and especially video) tions that is driving data traffic growth. Videoover mobile networks delivered to smartphones can account for more than two-thirds of the totaland laptops that has forced them to re-evaluate data traffic handled by an operator. As such, 1 Make Internet companies pay for sending traffic over their networks 6 Introduce tiered pricing and move to a commercial model where there is atheir pricing and service strategies. operators are starting to develop specific strate- direct correlation between While operators still harbor hopes of per-suading Internet companies to contribute to gies for managing and optimizing video traffic. During 2011, operators have started active dis- 2 Compete with the services that Internet companies offer to their end users the bandwidth that the end users consume and what they pay. This would effectively mean increasing the price ofthe cost of carrying high-bandwidth traffic, their cussions with players such as Google lookingmost realistic hope of ensuring that broadband at potential approaches for reducing global and 3 Develop a platform strategy of their own broadband access to heavier usersremains a profitable business involves explor- regional traffic flows. Many of these discussionsing and implementing a whole range of differ- have involved assessing the potential of using 4 Sell network technologies and solutions to Internet companies to help reduce the 7 Stick with their current strategy of optimzing the networks, increasing capacityent approaches for reducing the costs of carry- CDNs and phasing out peering and transit agree- traffic burden in the backhaul (fiber and DSL) and access (LTE) networksing traffic and developing a more sophisticated ments which oblige operators to carry trafficapproach towards pricing broadband access. from North America into Europe and Asia for 5 Deprioritize Internet companies traffic or make certain traffic types and introducing generous tiered pricing plans. minimal financial recompense. are available only over Wi-Fi networks Flat-rate, “all-you-can-eat” price plans have become synonymous with the Internet and yet in 2011 most mobile operators started to moveTiered pricing should be seen as the away from such an approach. Tiered pricing isfirst phase of a pricing revolution now commonplace and most operators seem towhich will see the emergence of a have been able to move to this new model withhuge array of different price plans. little or no backlash from customers. Tiered pricing should be seen as the first phase of a pricing revolution which will see the Most operators are now using a number of emergence of a huge array of different price plansdifferent techniques to understand and optimize based on location, time of day, type of applica- customers single data plans for multiple devices.the different types of traffic on their networks. tion and type of device. The term yield manage- If operators are to adopt more dynamic pric-At the same time, there is growing interest in ment which has been embraced, for example, by ing approaches they will need support systemsusing femtocells and Wi-Fi to offload data traffic. the airline industry to maximize revenues from that enable such functionality. There is a growingRather than simply buying Wi-Fi capacity from each flight, is now being applied to broadband need for charging – rather than billing – capabili-third-party service providers, operators are now access. As operators explore new pricing para- ties that allow operators and apps developers tolooking to build out their own Wi-Fi networks digms, regulators will carefully monitor whether take innovative, flexible approaches towards theand offering access to them to both their fixed they have implications in terms of net neutrality, pricing of different services, Legacy billing systemsand mobile broadband customers. a concept designed to protect freedom and open- struggle to offer this functionality and further Devices have an important role to play too. ness on the Internet. investment is needed in areas such as improvedOperators are starting to assess the strain that dif- Operators will also experiment with different data storage, mining and retrieval systems, analyti-ferent smartphone and operating systems place approaches for bundling broadband access across cal software for customer segmentation and moreon their networks. This will ultimately have an different devices and networks. Rather than efficient signaling management in the access andimpact on decisions about which devices to sup- attaching price plans to each device, operators core networks before operators can be confidentport and subsidize. now believe that there is merit in offering their about investing in new charging systems.  15
  16. 16. 2012 ReseARch AgendA / ReseARch hIghlIghTsWi-Fi Yield management OSS/BSS transformation “Wi-Fi is by some “Operators have found “Any attempt to distance the most out the hard way that re-engineer the important wireless mobile broadband can broadband business technology in the be unprofitable. In their model presupposes world based on volume initial monetization an intelligent, of data carried. The efforts, mobile content-agnosticMike Roberts Dimitris Mavrakis Peter DykesPrincipal Analyst second wave of Wi-Fi Principal Analyst operators aggressively Senior Analyst support infrastructure. has well and truly marketed USB modems Existing OSS/BSSarrived and is forcing an entire ecosystem to but soon found out that smartphones can make was never designed to deliver such functionalityrethink strategies for turning end-user demand for a significantly more profitable business case. Yield and therefore transformation is vital to meet theWi-Fi into tangible return. management is the exercise of efficiently utilizing challenges created by the provision of next- mobile broadband spectrum in order to generate generation, broadband data services.We continue our ongoing research efforts into maximum revenues and profits.Wi-Fi with a clear focus on qualifying its growth We will be studying the development ofworldwide. We will track deployment, uptake and We will be constantly looking into mobile smarter networks through case studies andusage of Wi-Fi both inside and outside the home broadband operator business cases and will also analysis, highlighting the most effective ways ofand will pay special attention to the diverse array of be modeling the most interesting networks with monetizing data services by exploiting networkemerging business models that are underpinning our Network Economics Tool (NET).” and business intelligence.”widespread investment into the technology.”> Webinars offer a popular way to engage with our lead analysts and quickly access the findings of our research streams. In 2012, we will host more than 40 webinar sessions. > Network Economics Tool (NET) is an easy to use online tool which enables equipment vendors and operators to model the capital and operational cost of deploying and upgrading wireless broadband networks and understand ROI. The tool allows operators to independently develop, > Case studies feature a qualitative assessment of strategy, value chain and market positioning in addition test and refine a business case for any target market in to a quantitative evaluation of success, including real time using a combination of market data, technical competitor benchmarking. parameters and economic inputs. 16
  17. 17. Re-engIneeRIng The bRoAdbAnd busIness ModelManaging and monetizing video Pricing and bundling Impact of different devices and platforms “Video is the killer “Data pricing has “So far, user experience app for connected come to occupy center and user demand have devices, with stage in an operator’s been the main factors consumers increasingly agenda. The emerging in operators’ choice expecting multiscreen, role data plays in the of smartphone OS on-demand, high- revenue-generating platforms. However,Nick Thomas Panos Loukos Malik SaadiPrincipal Analyst quality video content. Senior Analyst process has prompted Principal Analyst over time, the gap in But key questions have the appearance of new the user experienceyet to be answered: who will pay for the content forms of data plan structures and billing patterns. offered by various competing platforms willand the delivery, will it come from managed or narrow. At the same time, the popularity ofover-the-top providers, and how will vendors We will track the mobile data pricing strategies of smartphones is creating a traffic tsunami which isthroughout the value chain make money?” mobile operators in 20 markets in five continents. forcing operators to look more closely at how their We will then use service profiling and in-depth networks are used. Spectrum efficiency, including analysis to identify the most important trends that both data and signalling optimization, are will shape the data plan paradigm in 2012.” increasingly becoming key criteria in prioritizing platforms. Informa Telecoms & Media is currently conducting an in-depth study into the spectrum efficiency of different platforms. Preliminary results indicate that there are big disparities in the way different OS ecosystems consume network bandwidth. While some OSs are highly optimized to carry messaging or browsing traffic others are more> Our five-year subscriber, device, content & services and network traffic forecasts set the industry standard for efficient when dealing with video streaming.” their consistency, accuracy and ease of use. They are produced collaboratively via our five-strong forecast team and 60 country and topic-facing analysts. > Our market data offering is the most comprehensive set of country and operator metrics available including subscriptions, market share and penetration and an advanced set of financial and operational KPIs across mobile, fixed-line and multichannel TV markets. > Our integrated forecasting approach ensures our robust methodologies and models are informed by deep qualitative understanding. 17
  18. 18. 2012 ReseARch AgendAServices, ecosystems andconnected devices
  19. 19. seRvIces, ecosyTeMs And connecTed devIcesC onsumers have developed a taste for accessing their favorite servicesand applications on different small andlarge-screen devices.In turn, the developers of the platforms that sup- market paradigm. Apple and Google are the a lower-end device for prepaid markets?port these services, the device manufacturers and undisputed champions of the ecosystem. Technology companies and service provid-the content owners, have taken the opportunity Apple’s success in its hardware business – and ers are exploring options beyond platforms forto extend their influence and presence across in particular the iPhone – owes much to its differentiating their products and services. Withthese different devices and networks. iTunes and applications store services built on the dominance of the Android and iOS on smart Device manufacturers have developed their Apple’s own operating system. Google’s strat- devices, differentiation in the user interface mayown service and application strategies; online egy for taking its services (and revenues) beyond be a better alternative than an in-house OS.players have moved into the devices space, the PC is founded on the Android operating This is costly and there is no guarantee of beinginvesting in either the software (platform) busi- system, which is now the market-leading plat- able to create a product that can compete withness or in hardware itself; content owners have form for smartphones, and on YouTube. There the market leaders. But the key to developing aadopted multiscreen strategies, often with little is continual speculation over whether these two popular and successful UI – particularly acrossor no clarity about the viability of new busi- players will seek to plug the gaps in their port- platforms and devices – is not always obvious.ness models. And TV companies are developing folios. Should Apple start manufacturing itshome gateways as their anchors to connected own televisions? Google indirectly entered thedevice superiority. hardware business in August this year with its acquisition of Motorola’s handsets and set-top- box activities, but what it will do with its new Smartphones will become theImpact of common/open standards on the connected- assets remains to be seen. dominant provider of Internetdevice landscape No other companies come close to matching connectivity to hundreds of millions Apple or Google’s dominance of ecosystems. of people  0-12 months ....... 6% Nokia and Microsoft, arguably the two biggest  1-2 years ............. 38% victims of the success of Apple and Google, are  3-5 years ............. 41% now joining forces in the development of mobile Aggregators are another group of companies  6-10 years ............ 6% software and services. A whole host of other facing an uncertain future as online platform and  10+ years ............. 3% companies from the traditional telecoms, TV, service providers become aggregators in their  Never happen .... 7% consumer electronics and mobile phone busi- own right. nesses are trying to figure out their current and Ecosystems hold most relevance today to future roles in different ecosystems. The “too- developed markets characterized by multi-de-Exact question wording was: When will it become common practice big-to-fail?” question is one that constantly nags vice ownership and high smartphone penetra-for content providers to offer content directly to consumers via connecteddevices and bypass traditional service providers and operators? at these, and other, contenders. No company tion. But smartphone prices are falling rapidly should be tempted to create its own ecosystem and, within the next two years, will be within if its core product, its cash-cow, is not fit for reach of the mass market in the developing purpose. world. Smartphones will become the dominant In this brave new world, the customer is king The success of Apple and Google is changing (in many cases, only) provider of Internet con-and traditional content providers, TV companies the outlook and business models for the sectors nectivity to hundreds of millions of people. Inand device manufacturers are under siege from in which they are active. Google dominates the doing so, they will open up huge opportunitiesglobal players that started life on the Internet and online advertising business. Will it gain a simi- for local and global content creators and appli-who threaten their very existence. lar stranglehold on mobile and TV advertising? cations developers.  Creating a strong ecosystem has become Apple’s dominance today is confined to the high-an essential ingredient for success in this new end smartphone business but what if it launches 19
  20. 20. 2012 ReseARch AgendA / ReseARch hIghlIghTsFuture ecosystems Future advertising The evolving aggregator landscape “Who will win in a “The mobile “Aggregators have multiscreen world?” advertising ecosystem always played key roles Informa is often asked. is beginning to in telecoms and media, The answer is not those fall into place. acting as trusted that create the best The development brands for consumers devices or services, of solutions for and helping themGuillermo Escofet Shailendra Pandey Giles CottleSenior Analyst but those that build Senior Analyst personalization, Principal Analyst to navigate through the platforms and location, targeting, seemingly endlessecosystems that sit on these devices, across which analytics and optimization means that the content and service choices.these services can be offered. potential to deliver contextual adverts has greatly improved. But the rise of IP delivery and connected devicesYet much about what makes a great ecosystem has brought a plethora of new players to the fore,is still assumed. What are the key characteristics We will examine the growing importance of multi- all of which want to be the consumer’s navigationof an ecosystem, and what is the best practice for screen user engagement and interactive mobile tool of choice through this brave new world.developing one? Informa will draw on its deep advertising through case studies, analysis andpool of research across mobile, broadband and TV producing updated market forecasts on various Informa will assess what traditional aggregatorsto find out.” forms of mobile advertising.” must do to maintain their relevance in a changing world, and analyze the new runners and riders vying to replace them.” > Case studies deliver detailed, timely insight into the technology and service deployments of operators and service providers. Our network of in-market analysts > Our forecasts are more robust because they are produced by a dedicated forecasting team in ensures that our analysis is supported by local insight. collaboration with our topic and region experts. This integrated approach ensures our methodologies and models are supported by deep qualitative> understanding. Analyst comment provides a quick, strategic analyst view on trends and developments enabling you to understand and respond to market events. 20
  21. 21. seRvIces, ecosyTeMs And connecTed devIcesUser interface The sub $50 smartphone App stores “A device or service “The explosion of “The first will be hamstrung if smartphones and phenomenally it lacks a good user the drive by mobile successful mobile interface (UI), no operators to get them content ecosystem matter how brilliant into people’s hands is predates Apple’s App the engineering creating value in the Store by many yearsAndrew Ladbrook David McQueen Jamie MossSenior Analyst behind it or how Principal Analyst market. However, the Senior Analyst and was built by a appealing the content increasing clamor mobile operator,is. The user interface is becoming synonymous for smartphones will drive them into lower Japan’s NTT DoCoMo. The business model pursuedwith a user’s experience, and can make or break a price tiers, changing market dynamics. In most by DoCoMo with i-mode was not that different todevice or service. emerging markets, PC/laptop prices are a barrier the one later adopted by Apple with the App Store: to Internet uptake and low-cost smartphones will a marketplace where all kinds of third partiesInforma will be examining what makes a good increasingly play a significant role in such markets. could set up shop and sell their wares directly toUI for Internet services, device operating systems end users, giving a share of their takings to theand applications, across all screens. Best-of-breed We will produce case studies demonstrating what store owner.examples will be highlighted, and a cross-sector impact low-cost smartphones will have on mobileanalysis will determine if any one screen is lagging data uptake and also Internet penetration in key This coming year, we will be looking at thebehind its peers.” markets. We will also analyze each operating ecosystem strategies of the various players system detailing how it can reach the $50 out there and at how operators’ content and threshold we expect from the handset vendors and application strategies are evolving in a desperate mobile operators.” bid to retain relevance.”> We organise 100+ market leading annual events including LTE World Series, Com World Series and IPTV World Forum. Our core services include exclusive access to the PowerPoint presentations delivered at all of these events. These papers provide unique insight into the > Our five-year smartphone forecasts include smartphone sales volume, distribution penetration by region and strategies, positioning and plans of your competitors operating system. Our robust methodologies and and customers. models are informed by deep qualitative understanding. > In 2012, our content and applications team will cover topics including mobile content and service value chains and ecosystems, video monetisation and the impact of HTML 5. Our analysis is designed to support your decision-making and offer points for action. 21
  22. 22. 2012 ReseARch AgendASeizing new revenueopportunities
  23. 23. seIZIng neW Revenue oppoRTunITIesR obust year-on-year revenue growth has become a fading memory for anindustry which took double-digit growthfor granted during the 1990s and thefirst half of the last decade.Consumers and businesses may be reaping the Connected Verticals and data. In sectors such as healthcare, utilitiesbenefits of high-speed, widely-available broad- and automotive, operators are looking to provideband connectivity and new devices, but, for solutions and services that help to increase effi-telecoms operators, saturated markets, stiff com- ciencies and drive new revenue growth.petition and tough regulation are the day-to-day Emerging markets present clearer opportuni-realities that shape their business environment. ties than developed ones in both consumer and Innovation is proving elusive. Operators and business markets (although low ARPU levelsTV companies are now competing in an over- and the high cost and low availability of broad-the-top world where smaller, nimbler, risk-taking band access means that new pricing and businesscompanies are prepared to offer services to the models will need to be adopted).end user for free in the hope that they will eitheruncover a business model or a buyer before theirfunding runs out. The biggest single growth opportunity foroperators today is selling data plans with smart- … a bigger opportunity lies in usingphones. Postpaid markets already have high new technologies and platforms suchsmartphone penetration and the next wave will as cloud computing, Ethernet andsee the adoption of $100-$200 smartphones in M2M to serve specific needs withinboth developed and emerging markets. Mobile Rural broadband connectivity has become an different small, medium and largebroadband (dongles) is still a growing market but important policy initiative for many governments enterprises.a less attractive option than smartphones because and a new revenue stream for network operatorsof the heavy demands on the network placed by rolling out LTE in lower-frequency bands.many users. Beyond broadband connectivity, many of the In the consumer market, the falling cost of new revenue opportunities today sit in the busi- smartphones and the rollout of 3G networks ness and enterprise sector. Enterprise mobility is means that the Internet will reach hundreds of starting to gain momentum, driven by mobile millions of people for the first time over the next operators facing saturation in the consumer two to three years. The rollout of mobile andThe biggest single growth opportunity market. But Informa Telecoms & Media believes fixed broadband services will also create tremen-for operators today is selling data that a bigger opportunity lies in using new tech- dous new opportunities in the business marketplans with smartphones. nologies and platforms, such as cloud computing, and in the public sector where the mobile phone Ethernet and M2M, to serve specific needs within can provide a low-cost platform for the dissemi- different small, medium and large enterprises. nation of a range of services including education, The rollout of LTE is allowing operators to In the past, operators have tended to segment healthcare and payments. offer higher speeds and a better quality of service. business users by number of employees. But aMany are also bundling in content such as music new approach is emerging that allows productor video with high-end price plans. Operators are and service differentiation based on industryeyeing connected devices as a potential new rev- type. Operators are now (slowly) starting toenue stream and the embedding of LTE in tablet develop vertical solutions using a combination ofcomputers should help to increase the share of fixed and mobile technologies and platforms thatdevices that are sold with cellular price plans. go beyond the provision of traditional telephony 23
  24. 24. 2012 ReseARch AgendA / ReseARch hIghlIghTsCloud Vertical markets Putting the “B” in the middle of B2C “Cloud computing “Telecom technology “Many of the windows offers unprecedented is enabling of opportunity for potential to touch radical business operators to develop ICT wallet share once transformation in consumer value-added unobtainable for the world’s largest services are closing as telecom firms. That’s industries. By OTT players with globalCamille Mendler Sheridan Nye Mark NewmanPrincipal Analyst because the cloud’s Senior Analyst connecting and Chief Research Officer reach and free-to- commercial model of managing formerly the-end-user businessrenting versus buying computing power, storage, isolated endpoints, technology suppliers are models exploit the potential of smartphones andsoftware development tools and applications optimizing operations and creating whole new the mobile Internet.disrupts the traditional ICT supply chain.” business models in these sectors. “ There has long been talk of the so-called two- sided business model and operators are slowly but surely starting to realize the opportunity to provide mobile channel and network capabilities to commercial and public organizations. Examples include pharmaceutical companies that are looking to use the mobile channel to help them transition into health providers and applications developers that are talking to operators about using their billing capabilities to monetize their services.> Telecom Cloud Monitor is an analytical tool tracking the cloud-related activities of more than 90 operators > Our five-year subscriber, device, content & services and network traffic forecasts set the industry standard for and 150 vendors worldwide. The service is available as their consistency, accuracy and ease of use. They are Informa Telecoms & Media will produce case part of our Enterprise Verticals research offering which produced collaboratively via our five-strong forecast is supplemented with best-practice case studies and team and 65 country and topic-facing analysts. studies of successful (and unsuccessful) B2B2C business model analysis. business models and identify those sectors which provide most short- and medium-term potential.” > In 2012, our operator strategy team will cover topics including the economics of carrier Wi-Fi, best practice in customer experience management and partnership strategies with OTT providers. Our analysis is designed to support your decision making and offer points for action. 24