12. Appendix Mobile data
Appendix: Survey results
Percentages may not add to 100% due to rounding or the ability of respondents to choose multiple responses.
Which of the following product lines does your organisation In your opinion, what will be the impact of mobile data on
offer? Select all that apply. your organisation’s revenues in the next five years?
(% respondents) (% respondents)
Wireless data Mobile data revenue will drive new topline growth
Wireless voice Mobile data revenue will compensate for stagnating
85 voice markets and keep revenues stable
Business internet (T1, T2, etc) 24
63 While growth of mobile data revenue will be impressive, it will not be
Voice over IP (VoIP) sufficient to prevent a decline in revenue as voice markets stagnate
Landline telephony Don’t know/Not applicable
Residential internet (eg, dial-up, ISDN, cable modem)
In-home entertainment (TV, movies, etc)
Compared with your competitors, how well does your organisation perform with respect to the following criteria?
For each criteria, rate on a scale of 1 to 5, where 1=Significantly outperform and 5=Significantly underperform.
1 Signiﬁcantly outperform 2 3 4 5 Signiﬁcantly underperform Don’t know
18 39 25 11 3 5
Customer perception of products and services
17 47 22 10 2 2
15 33 38 11 3 1
Innovative products and services
25 35 28 7 3 2
26 44 22 6 1 2
30 29 23 11 2 4
Quality of network
30 37 21 5 2 5
24 36 27 9 41
Churn (eg, customer turnover rate)
14 35 28 14 5 5
0 20 40 60 80 100
11 Economist Intelligence Unit 2010
13. Appendix Mobile data
Do you agree or disagree with the following statements?
For each statement, rate on a scale of 1 to 5, where 1=Strongly agree and 5=Strongly disagree.
1 Strongly agree 2 3 4 5 Strongly disagree Don’t know
Advertising will be an important source of revenue for mobile service providers in the next five years
30 30 22 12 4 2
App stores, such as Vodafone 360 or Apple's iPhone app store, will be an important source of revenue for mobile service providers in the next five years
26 30 23 13 3 5
Smartphones that use an open-source operating system, such as Google Android or LiMo, will become
more popular than devices using proprietary software, such as the Apple iPhone or RIM Blackberry
22 33 24 13 6 3
The practice of subsidising expensive devices erodes profitability in the short term but will ultimately
pay off by helping retain customers who generate higher service revenues
18 40 22 11 7 2
My company is focusing on customer retention as a primary means of safeguarding the bottom line
32 35 19 9 4 3
Third-party VoIP providers will be less of a competitive threat to operators once next-generation networks are deployed
17 29 24 16 6 7
Operators that adopt an open network approach that allows users to access all Web content and services are most likely to be successful in the future
30 42 16 8 2 2
Legislation supporting the principle of “net neutrality” will hamper my organisation's ability to invest in its network
40 60 36
In the next five years, what do you think will be the most Which services will be the most important drivers of revenues
pressing problems faced by mobile operators in the country in in mobile telecoms services in the next five years?
which you reside? Select up to three. Select up to three.
(% respondents) (% respondents)
The cost of deploying state-of-the art networks Web browsing
Competition from non-traditional service providers such as Skype and Google Email and messaging
The commoditisation of telecoms services Social media
Competition from traditional service providers Business applications
Slowing demand growth as a result of market saturation Location-based and mapping services
The need to provide seamless service across several technology platforms Mobile TV
The impact of government policy and regulation Legacy or traditional voice services
Uncertainty about which technologies will prevail Music
(such as WiMAX, LTE [Long term Evolution] or others) 15
Customer churn 13
A shortage of qualified workers 12
2 Don’t know/Not applicable
Don’t know/Not applicable 1
12 Economist Intelligence Unit 2010
14. Appendix Mobile data
Over the next five years, in which areas do you think your In your opinion, which pricing model is most likely to ensure
company will focus its efforts? My organisation will focus on: profitability in mobile internet?
Select up to three. (% respondents)
Unlimited ﬂat rate
Improving operational efficiency 36
49 Tiered data pricing
Developing revenue-generating content and applications (tariffs are stepped up according to data usage during a month)
to avoid over-reliance on traffic revenues 32
47 Capped ﬂat rates
Reducing churn by addressing customer satisfaction (customers are limited to a set volume of data each month)
Investing in next-generation networks such as WiMAX and LTE Per-usage pricing
Partnering with developers to expand our application/content offerings Other
Moving into new geographic markets Don’t know/Not applicable
Boosting traffic revenues
Offering advertising to generate revenue
12 Choose the statement that most closely reflects your
Securing the best possible handset lineup company’s plans with regard to app stores.
9 (% respondents)
2 My organisation prefers to partner with third-party app store developers,
Don’t know/Not applicable like Apple and Google, than develop its own app store.
My organisation prefers to develop its own app store, like Vodafone 360,
than partner with third-party app store developers, like Apple and Google.
As mobile data services grow, which do you consider the best My organisation has no plans regarding app stores.
means of improving operating efficiency?
(% respondents) Don’t know/Not applicable
Invest in next-generation networks
Share networks with rivals
19 In your opinion, what are the two main reasons for investing
Automate customer-facing activities in next-generation networks? Select up to two.
15 (% respondents)
Outsource network management to manufacturers
9 Drive topline growth by serving customer demand for new services
Restructure back-office operations (IT, accounting, etc)
9 Improve profitability
Outsource IT to services companies
7 Ease capacity constraints
2 Build market share
Don't know/Not applicable
5 Reduce customer churn
Don’t know/Not applicable
13 Economist Intelligence Unit 2010
15. Appendix Mobile data
In which country are you personally located? Which of the following best describes your job title?
(% respondents) (% respondents)
United States of America Board member
India CEO/President/Managing director
United Kingdom CFO/Treasurer/Comptroller
Malaysia CIO/Technology director
Brazil, Finland, Singapore, Spain, Australia, Nigeria, Pakistan, Sweden Other C-level executive
Canada, Germany, Bangladesh, Denmark, Ireland SVP/VP/Director
Czech Republic, Italy, Luxembourg, Mauritius, Mexico, Portugal, Head of business unit
South Africa, Switzerland, Argentina, Austria, Bolivia, Cyprus, Egypt, 8
Estonia, Ghana, Greece, Hong Kong, Indonesia, Malta, Netherlands, Head of department
New Zealand, Oman, Philippines, Qatar, Romania, Slovakia, Sri Lanka, 10
Thailand, Ukraine, United Arab Emirates, Uzbekistan, Venezuela
In which region are you personally based?
What are your main functional roles?
Asia-Pacific Please choose no more than three functions.
Marketing and sales
Western Europe 41
Strategy and business development
Latin America 37
Middle East and Africa 27
Operations and production
Eastern Europe 17
What are your organisation’s global annual revenues Finance
in US dollars? 12
(% respondents) R&D
Information and research
$500m or less 30 7
$500m to $1bn 14
$1bn to $5bn 18 Supply-chain management
$5bn to $10bn 13
$10bn or more 24 2
14 Economist Intelligence Unit 2010
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Unit Ltd. nor the sponsors of this report can accept any
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