SlideShare a Scribd company logo
OTT Services and
Consumers’ Communication
Behaviour in Germany
Research Brief
Dr. René Arnold
Dr. Anna Schneider
Authors of this study:
Dr. René Arnold
Head of Department Markets and Perspectives
Contact:
r.arnold@wik.org
+49 (0)2224 92 25 25
Contact details of the scientific institutes:
WIK Wissenschaftliches Institut für
Infrastruktur und Kommunikationsdienste GmbH
Rhöndorfer Str. 68
53604 Bad Honnef, Germany
Tel.: +49 2224 9225-0
Fax: +49 2224 9225-63
eMail: info(at)wik.org
www.wik.org
General Manager and Director: Dr. Iris Henseler-Unger
Chairman of the Supervisory Board: Winfried Ulmen
Registered: Amtsgericht Siegburg, HRB 7225
Tax No.: 222/5751/0722
VAT No..: DE 123 383 795
Pictures:
Viktor Hanacek; Holly Mindrup; Negative Space; Sergey Zolkin;
Page 12: Agnieszka Bladzik (https://stock.tookapic.com/photos/46144)
Imprint
2
Dr. Anna Schneider
Lecturer in Business Psychology
Contact:
anna.schneider@hs-fresenius.de
+49 (0)221 97 31 99 715
Hochschule Fresenius – Fachbereich Wirtschaft & Medien
Business School · Media School · Psychology School
Im Mediapark 4c
50670 Köln, Germany
http://www.hs-fresenius.de
General Manager: Prof. Dr. Marcus Pradel (Chairman),
Dipl.-Kfm. Hermann Kögler
Registered: Amtsgericht Wiesbaden HRB 19456
Foreword
The text is not enough
National Regulatory Authorities (NRAs) around the world are trying to find a prudent response to Over-the-
top (OTT) services that appear to fulfil the same functionalities as established Electronic Communication
Services (ECS) such as telephony or SMS. Extending the existing regulation to new areas is often their
initial, almost reflexive reaction, but is this really the best option?
The results of this study highlight the fact that consumers, instead of simply doing the same with a different
application, are actually attracted to the new functionalities of Mobile Messenger Applications (MMAs) such
as WhatsApp as compared to SMS. In fact, their communication behaviour is changing fundamentally.
More than 60% of German consumers send a mixture of texts, pictures and videos using OTT services in
situations where they used to send an SMS. Almost half (49%) use MMAs instead of calling someone at
least from time to time. For one out of ten Germans, it was MMAs that led them to share their thoughts with
others over the phone at all.
In sum, the popularity of MMAs has increased the number of communication opportunities significantly.
Thus, new business models and ways to interact have been emerging quickly around OTT communication
services. Consequently, NRAs ought to consider relieving some of the regulatory obligations for ECS rather
than the other way around.
Dr. Iris Henseler-Unger
3
… from type-writers to PCs
4
MMAs and innovative telephony services are changing consumers’ communication
behaviour fundamentally. They offer significantly more functionalities to consumers.
They can send text, picture and video messages to others or share them with a group
of their contacts. For consumers switching to OTT communication services is like the
switch from type-writer to PC. Yes, they will use WhatsApp and other services for
texting, but what really attracts them is the wealth of possibilities beyond.
Introduction
More and more consumers are using OTT communication services. At the same time, usage
of ECS is decreasing. Of course, this is hardly coincidental. Nonetheless, some crucial
questions remain unanswered so far: Is the observed change in consumer preferences a like-
for-like substitution? What are the drivers of this change? What are the implications for
telecommunications providers?
The objective of this research brief is to provide answers to these questions, and some of the
answers may be surprising. In any case, they bring the consumer’s voice into a debate that
has so far been overwhelmingly politicised and focused on thelevel playing field.
In order to address all aspects of the issues from a consumer behaviour perspective, this
study uses a mixed-methods approach combining quantitative and qualitative research
methods. In the first step, a representative sample of more than 1,000 German consumers
was surveyed. The results of this survey were hence reflected and scrutinised in 28 in-depth
interviews with consumers.
5
What’s Up? What’s Down?
Consumers in Germany are using their landline phones less and less. The number
of minutes spent making calls on mobile networks has practically been stagnating in
recent years. While flat rate tariffs can secure telecommunications providers’
revenues somewhat, they fail to incentivise consumers to make phone calls more
often.
The number of SMS messages sent in Germany has been declining sharply after
several years of steep, continuous growth. Until 2012, revenues from SMS were
flowing into telecommunications operators’ pockets, in particular from pay-as-you-
go customers. With the uptake of MMAs, SMS usage has gone down, allegedly
because MMAs fulfil the same functionality at no monetary cost to the consumer.
At the same time, data volumes in both fixed and mobile networks are increasing
significantly. This is already an indication that consumers do not stick to 160
characters anymore.
6
F-1: Outgoing voice minutes (in billion minutes). Source: BNetzA (2016).
F-2: SMS messages sent (in billion). Source: BNetzA (2016).
F-3: In billion GB p.a.. Source: BNetzA (2016).
F-1
F-2
F-3
WhatsApp, Snapchat and Instagram grew rapidly between 2010 and 2015. They
exemplify a broad and differentiated group of services. Each of these services
has its own specific features and target group.
Concretely, WhatsApp grew from 30m users in 2010 to around 1,000m in 2015.
The other two MMAs presented here had equally impressive growth rates
averaging at 276% for Snapchat and 231% for Instagram per year (CAGR).
Compared to ECS, these services make use of the full variety of functionalities
modern smartphones offer. Instagram and Snapchat revolve around images.
While Instagram positions itself closely to social networking sites, Snapchat’s
main feature is that the pictures sent are erased after a few seconds.
7
F-4: Worldwide. Source: Press releases, Business Intelligence (2014), TNW (2016).
F-5: Worldwide; 2010 and 2011 registered users. Source: Business Insider (2014); Mashable (2013); Statista (2014); AdWeek (2015).
F-6: Worldwide; 2011 and 2012 MAU of picaboo. Source: Business Insider (2014); Techweez (2014); CIO (2015), Press releases.
F-4
F-5
F-6
Wer nutzt was?
97%
Symbole für SMS
8
Communication is a basic human need. Practically all German consumers make
calls on their landline or mobile phones, and SMS and MMAs are used by 71% of
consumers. Less than half of Germans use VoIP telephony.
Usage patterns differ significantly. While 22% can be categorised as traditionalists
who use only ECS to communicate, only a little more than 1% of the population
rely solely on OTT communication services.
Thus, the vast majority – around 75% – mix and match individual services to fit
their communication needs in any given situation. Around one in three of these
consumers alternates between all four types of services depicted here..
71% 71%
42%
97%
Who uses what?
Referring to the German population (18+).
Source: Representative online survey N = 1.000; WIK calculations.
Health
Business/
Banking
Sports
Education
Shopping
Entertainment
Music
Foto/Video
Navigation/Travel
Gaming
SocialMedia
News
Messaging/E-Mailing
Wheather
9
12 12
15
20
24
28
30
35
37 37
39
43
45
48
Which apps do Germans use?
Just how important communication is to consumers is
reflected in the apps that resonate best with them. Around
45% of Germans use apps to send messages to others.
Social networking apps and photo/video apps are used by
39% and 35% of consumers respectively. Today, they have
become an integral part of communication behaviour.
In %; referring to the German population.
Source: Representative online survey N = 1.000; WIK calculations.
Is it all or nothing?
10
Most consumers mix and match traditional and OTT
communication services. Depending on the type of
service, different usage patterns emerge. For calls within
Germany, ECS dominate the field. OTT communication
services are tried sporadically or are used for fun instead
of actual conversations.
“Yeah, from time to time. But just for fun, you know, calling a
friend on Facetime.” (Lars, 22)
Calling abroad is very different. Consumers perceive these
calls as very expensive when made over the phone. Thus,
they rely more strongly on OTT communication services.
“I used Skype a lot when I was abroad […] because it was the best
way to stay in touch with my folks […] and because it was the best
option cost-wise.” (Leo, 25)
Consumers quickly move to using MMAs to send most of
their messages as soon as they are familiar with the
functionalities they offer.
“WhatsApp was a complete change, a new quality of living
altogether. It is the small things like staying in touch with those,
whom I otherwise would have no contact with.” (Emma, 19)
For all three types of communication services, there is a
strong correlation between usage intensity and age. The
younger the consumer, the stronger the use of OTT
communication services becomes.
“I am dyslexic when it comes to mobile phones.” (Maria, 46)
F-7, F-8, F-9: In %; referring to the German population.
Source: Representative online survey N = 1.000; WIK calculations.
F-7
F-8
F-9
Saving money is the most commonly cited reason for
switching from SMS to MMAs in the public debate. Although
saving money is mentioned by many consumers in the
interviews, the actual reasons for preferring MMAs over
SMS go deeper.
Not wanting to be excluded from one’s established social
contacts is the most frequently cited reason for installing an
OTT communications service in the first place. Without
them one is not only considered a technological dinosaur
but also quickly loses their place at the fire. The sports club,
one’s children and friends, all of them use an MMA such as
WhatsApp to communicate, bond and socialise.’
This is reason enough for consumers to set aside any data
privacy concerns. They do not read terms and conditions,
yet a vague fear remains. To them, it is unclear what
companies like Facebook actually do with their private data.
The things that the recipient of their messages can do with
them is, however, quite obvious to them, sometimes
because they have sent messages themselves that they
later regretted. Consequently, most consumers keep
compromising content away from digital communication
services.
Being tightly bound into one’s circle of peers is one of the
main drivers for using MMAs. At the same time, it is exactly
this tight bond that can be problematic for consumers. The
non-linear communication enabled by MMAs impedes the
necessary breaks from communication with others that
existed when there were only telephones. This puts
pressure on consumers to be available all the time.
11
“And, of course, billing for messengers is totally different, I mean,
they all use the Internet, and everyone has a flat rate, right?”
(Tanja, 21)
“All I can say is that there has been the odd message that I
should not have sent, really regretting it.” (Chris, 21)
“You sort of realise that you get addicted a little […] it’s always
there and you feel the urge to look at your mobile, because you
don’t want to miss anything. And then you also want to comment
on what is said.” (Sabine, 23)
Is it all substitution?
70,1%
Does the use of SMS / messenger services replace calls?3
29,9%
YesNo
Does the use of messenger services replace the use of SMS messages?2
8,3%
YesNo
84,0%
Did you previously use SMS messages for sending short messages?1
16,0%
YesNo
For some types of service, consumers quickly turn to OTT
communication services. Despite this fact, these services do
not necessarily replace ECS. For instance, one in six
consumers, who use only MMAs, has never sent any
messages before. The same effect emerges for telephony.
In this case, almost 36% of calls would not have been made
if were not for OTT communication services.
Furthermore, there is a significant movement from calls to
messages in general. Today, more than half of consumers
send a message, with or without additional content like a
picture or a video, in situations where they otherwise would
have called someone.
12
64,1%
Do you use OTT services for calls for which you have previously used your landline/mobile phone?4
35,9%
JaNo
91,7%
F-10: In %; 1Users of 100% Internet-based services;
2Users of Internet-based services and respondents who previously used SMS messaging; 3Users of SMS/Messenger services;
4Users of Internet-based services and respondents who previously used conventional voice telephony.
Source: Representative online survey N = 1.000; WIK calculations.
F-10
Are we comparing apples and oranges?
Consumers use OTT communication services for the many additional
functionalities they offer as compared to ECS. They send text, voice and
video messages. They use pictures and videos to capture their impressions
and express their emotions to others. Consumers describe communication
on these services as more natural than when they use ECS. They can judge
how their counterpart is doing not only from the words they read or hear, but
also from facial expressions and gestures. All in all, this adds up to a new
quality of experience/communication for them.
When consumers think of SMS texting, they mostly think of the (to them)
arbitrary limit of 160 characters and a formal way of communicating. Every
word has to be chosen carefully. With WhatsApp and similar services, they
feel that they text in the same way that they speak. Thus, they find their
conversations to be more natural than when using SMS.
The “read” tick is also an important difference between MMAs and SMS for
consumers. Although most consumers know how to deactivate this function,
they choose to leave it switched on. It has become a measure of the intensity
of personal relationships. The quicker the response arrives after a messages
has been read, the stronger the personal bond is. This introduces a new
layer into conversations that SMS messages lack completely.
Furthermore, MMAs satisfy consumers’ aesthetic needs as well as their self-
representation needs substantially better than SMS. The user interface of
most MMAs can be tailored to one’s individual needs and preferences, giving
it a personal touch. SMS messages have a pragmatic and technocratic look
and feel to them, according to the interviewees.
The various profile options and, above all, the profile picture that features in
many MMAs enable self-representation, but they also have a social facet.
The combination of contact details and picture increases the perceived
closeness to one’s contacts. Thus, it is unsurprising that consumers choose
their profile picture carefully, with some of them changing it frequently to
broadcast their current feelings.
13
Who is going to win?
f
OTT communication services
usage intensity
=
(age, household income, smartphone, Apple user, new mobile plan)
-- + +++ + +
Linear OLS regression, n=638; R²=.256; Adj. R²=.250; F=43.5. All independent variables are statistically significant (p<.010).
How to read this figure: The usage intensity of OTT communication services, i.e. the share of OTT communication services used,
decreases with the respondent’s age. It increases, however, with increasing household net income, e.g. if a smartphone is used, if an
Apple device is used or if a new mobile plan with more high-speed data allowance has been purchased within the last two years.
This study shows that there is a close link between the decline of SMS and the sustained
growth in users of MMAs. However, it is not a like-for-like substitution. Instead, we are
observing a fundamental change in communication behaviour. Its implications are more
positive for telecommunications providers than one might expect.
From an in-depth analysis of the survey data, it emerges that telecommunications providers
may actually profit from this change in consumer behaviour. In fact, the consumers who use
OTT communication services intensively are also the ones who have purchased a new
contract with more high-speed data allowance for their smartphones. They are also more
likely to use Apple devices. In essence, they have a greater willingness to pay for both their
mobile Internet access and their devices, which opens up new business potential for
telecommunications providers.
14
Secure revenue from
pay-monthly mobile
plans
Consumers who use OTT communication
services intensively have likely purchased a
new mobile plan with more high-speed data
allowance within the last two years. These
new contracts are more likely to be pay-
monthly plans than pay-as-you-go ones.
Thus, the trend towards OTT communication
services helps telecommunications providers
sustain their revenues and plan ahead. As
most pay-monthly plans cover both telephony
and SMS in flat rates, there is also little
additional risk of losing revenues due to
further increases in the popularity of OTT
communication services.
Conclusions
Many consumers initially tried OTT communication services to save money
they would otherwise have spent on telephony and SMS. In the long run,
innovative functionalities and novel opportunities for self-representation
convinced them to stick with MMAs. Today, a life without WhatsApp and
similar services is unthinkable for most consumers.
In fact, OTT communication services are not a like-for-like substitute for ECS.
Instead, they enable various new communication opportunities. Although
using them leads to a decrease in ECS usage, we are observing an evolution
in communication behaviour rather than a like-for-like substitution.
As the main usage situation is on the go, consumers are willing to purchase
new mobile plans and more expensive devices. Consequently, the change
in communication behaviour also holds business potential for
telecommunications providers.
15
F-11: In % ; Germany.
Source: WIK-Consult (2016) calculations based on annual reports of mobile network operators.
F-11
About this study:
The results presented here are part of WIK Discussion Paper No. 409. The full Discussion Paper can be
purchased for 7.00 Euro from Ute Schwab (u.schwab@wik.org or +49 (0)2224 / 92 25 41). The
Discussion Paper is only available in German.
The online survey for this study with a representative sample of 1,027 consumers in Germany (age 18+)
was conducted between 30th November 2015 and 7th December 2015 by the international market
research institute YouGov. The results were weighted to draw representative conclusions for the German
population (age 18+). Additionally, 28 qualitative interviews were conducted in April and May 2016.
About WIK:
Founded in 1982, WIK (Wissenschaftliches Institut für Infrastruktur und Kommunikationsdienste) in
Bad Honnef, Germany offers consultancy for public and private clients around the world. Its focus is on
the telecommunication, Internet, post and energy sectors giving advice on policy, regulatory and
strategic issues. More information is available at: www.wik.org
.
About Fresenius University of Applied Sciences:
Founded in 1848 by Carl Remigius Fresenius, and with its roots in the Fresenius Chemical Laboratory,
the Fresenius University of Applied Sciences can look back on over 168 years of privately funded
educational tradition in Germany. True to the intent of its founder, it combines teaching, research, and
practical application. More information is available at: http://www.hs-fresenius.de/en
16

More Related Content

What's hot

Whitepaper: Over-The-Top (OTT) Services: How Operators can overcome the Fragm...
Whitepaper: Over-The-Top (OTT) Services: How Operators can overcome the Fragm...Whitepaper: Over-The-Top (OTT) Services: How Operators can overcome the Fragm...
Whitepaper: Over-The-Top (OTT) Services: How Operators can overcome the Fragm...
tyntec
 
Dutch media landscape 2018 Q1
Dutch media landscape 2018 Q1Dutch media landscape 2018 Q1
Dutch media landscape 2018 Q1
starcomNL
 
Pwc real-estate-2020-building-the-future
Pwc real-estate-2020-building-the-futurePwc real-estate-2020-building-the-future
Pwc real-estate-2020-building-the-future
Thierry Labro
 
Future of Telecom - from automation to atonomy
Future of Telecom - from automation to atonomyFuture of Telecom - from automation to atonomy
Future of Telecom - from automation to atonomy
Mauricio Vetrano
 
Rcs flexibledeploymentoptionsdrivessuccess-openmindnetworksyankeegroupwhitepa...
Rcs flexibledeploymentoptionsdrivessuccess-openmindnetworksyankeegroupwhitepa...Rcs flexibledeploymentoptionsdrivessuccess-openmindnetworksyankeegroupwhitepa...
Rcs flexibledeploymentoptionsdrivessuccess-openmindnetworksyankeegroupwhitepa...
Openmind Networks
 
Three Consumer Market Trends that are Impacting Telecom Industry (2014)
Three Consumer Market Trends that are Impacting Telecom Industry (2014)Three Consumer Market Trends that are Impacting Telecom Industry (2014)
Three Consumer Market Trends that are Impacting Telecom Industry (2014)
Marc Jadoul
 
Straight from the CMO: Marketing perspectives on an industry in transition
Straight from the CMO: Marketing perspectives on an industry in transitionStraight from the CMO: Marketing perspectives on an industry in transition
Straight from the CMO: Marketing perspectives on an industry in transition
Ericsson Latin America
 
M-Commerce 2010
M-Commerce 2010M-Commerce 2010
M-Commerce 2010
Simon Kibsgård
 
OTTs vs MNOs
OTTs vs MNOs OTTs vs MNOs
OTTs vs MNOs
Kamal Taman
 
Making open innovation work_in_mobile2
Making open innovation work_in_mobile2Making open innovation work_in_mobile2
Making open innovation work_in_mobile2
Franco Ferrario
 
Posterscope media digest january 2015
Posterscope   media digest january 2015Posterscope   media digest january 2015
Posterscope media digest january 2015
Posterscope
 
Deloitte tmt-predictions-2014
Deloitte tmt-predictions-2014Deloitte tmt-predictions-2014
Deloitte tmt-predictions-2014
Marketing4eCommerce
 
Startup Disruption in Telco
Startup Disruption in TelcoStartup Disruption in Telco
Startup Disruption in Telco
James Parton
 
Overwhelming ott-telcos-growth-strategy-in-a-digital-world
Overwhelming ott-telcos-growth-strategy-in-a-digital-worldOverwhelming ott-telcos-growth-strategy-in-a-digital-world
Overwhelming ott-telcos-growth-strategy-in-a-digital-world
Edward Lange
 
Analysys Mason presentation: Why do operators partner with OTT voice providers?
Analysys Mason presentation: Why do operators partner with OTT voice providers? Analysys Mason presentation: Why do operators partner with OTT voice providers?
Analysys Mason presentation: Why do operators partner with OTT voice providers?
Stela Bokun
 
Deloitte Technology, Media, Telecom Predictions 2014
Deloitte Technology, Media, Telecom Predictions 2014Deloitte Technology, Media, Telecom Predictions 2014
Deloitte Technology, Media, Telecom Predictions 2014
Levi Shapiro
 
Post digital new horizon jan
Post digital new horizon janPost digital new horizon jan
Post digital new horizon jan
NigelG
 
McKinsey Global Media Report 2015
McKinsey Global Media Report 2015McKinsey Global Media Report 2015
McKinsey Global Media Report 2015
Naveen Kumar C
 
Dutch media landscape 2013 Q4 update by Starcom
Dutch media landscape 2013 Q4 update by StarcomDutch media landscape 2013 Q4 update by Starcom
Dutch media landscape 2013 Q4 update by Starcom
starcomNL
 
Information's role in disruption cycles and the exploitation of tipping points
Information's role in disruption cycles and the exploitation of tipping pointsInformation's role in disruption cycles and the exploitation of tipping points
Information's role in disruption cycles and the exploitation of tipping points
Mark Albala
 

What's hot (20)

Whitepaper: Over-The-Top (OTT) Services: How Operators can overcome the Fragm...
Whitepaper: Over-The-Top (OTT) Services: How Operators can overcome the Fragm...Whitepaper: Over-The-Top (OTT) Services: How Operators can overcome the Fragm...
Whitepaper: Over-The-Top (OTT) Services: How Operators can overcome the Fragm...
 
Dutch media landscape 2018 Q1
Dutch media landscape 2018 Q1Dutch media landscape 2018 Q1
Dutch media landscape 2018 Q1
 
Pwc real-estate-2020-building-the-future
Pwc real-estate-2020-building-the-futurePwc real-estate-2020-building-the-future
Pwc real-estate-2020-building-the-future
 
Future of Telecom - from automation to atonomy
Future of Telecom - from automation to atonomyFuture of Telecom - from automation to atonomy
Future of Telecom - from automation to atonomy
 
Rcs flexibledeploymentoptionsdrivessuccess-openmindnetworksyankeegroupwhitepa...
Rcs flexibledeploymentoptionsdrivessuccess-openmindnetworksyankeegroupwhitepa...Rcs flexibledeploymentoptionsdrivessuccess-openmindnetworksyankeegroupwhitepa...
Rcs flexibledeploymentoptionsdrivessuccess-openmindnetworksyankeegroupwhitepa...
 
Three Consumer Market Trends that are Impacting Telecom Industry (2014)
Three Consumer Market Trends that are Impacting Telecom Industry (2014)Three Consumer Market Trends that are Impacting Telecom Industry (2014)
Three Consumer Market Trends that are Impacting Telecom Industry (2014)
 
Straight from the CMO: Marketing perspectives on an industry in transition
Straight from the CMO: Marketing perspectives on an industry in transitionStraight from the CMO: Marketing perspectives on an industry in transition
Straight from the CMO: Marketing perspectives on an industry in transition
 
M-Commerce 2010
M-Commerce 2010M-Commerce 2010
M-Commerce 2010
 
OTTs vs MNOs
OTTs vs MNOs OTTs vs MNOs
OTTs vs MNOs
 
Making open innovation work_in_mobile2
Making open innovation work_in_mobile2Making open innovation work_in_mobile2
Making open innovation work_in_mobile2
 
Posterscope media digest january 2015
Posterscope   media digest january 2015Posterscope   media digest january 2015
Posterscope media digest january 2015
 
Deloitte tmt-predictions-2014
Deloitte tmt-predictions-2014Deloitte tmt-predictions-2014
Deloitte tmt-predictions-2014
 
Startup Disruption in Telco
Startup Disruption in TelcoStartup Disruption in Telco
Startup Disruption in Telco
 
Overwhelming ott-telcos-growth-strategy-in-a-digital-world
Overwhelming ott-telcos-growth-strategy-in-a-digital-worldOverwhelming ott-telcos-growth-strategy-in-a-digital-world
Overwhelming ott-telcos-growth-strategy-in-a-digital-world
 
Analysys Mason presentation: Why do operators partner with OTT voice providers?
Analysys Mason presentation: Why do operators partner with OTT voice providers? Analysys Mason presentation: Why do operators partner with OTT voice providers?
Analysys Mason presentation: Why do operators partner with OTT voice providers?
 
Deloitte Technology, Media, Telecom Predictions 2014
Deloitte Technology, Media, Telecom Predictions 2014Deloitte Technology, Media, Telecom Predictions 2014
Deloitte Technology, Media, Telecom Predictions 2014
 
Post digital new horizon jan
Post digital new horizon janPost digital new horizon jan
Post digital new horizon jan
 
McKinsey Global Media Report 2015
McKinsey Global Media Report 2015McKinsey Global Media Report 2015
McKinsey Global Media Report 2015
 
Dutch media landscape 2013 Q4 update by Starcom
Dutch media landscape 2013 Q4 update by StarcomDutch media landscape 2013 Q4 update by Starcom
Dutch media landscape 2013 Q4 update by Starcom
 
Information's role in disruption cycles and the exploitation of tipping points
Information's role in disruption cycles and the exploitation of tipping pointsInformation's role in disruption cycles and the exploitation of tipping points
Information's role in disruption cycles and the exploitation of tipping points
 

Viewers also liked

OTT and new digital opportunities
OTT and new digital opportunitiesOTT and new digital opportunities
Круглий стіл з івано-франківськими кандидатами на місцеві вибори-2015
Круглий стіл з івано-франківськими кандидатами на місцеві вибори-2015 Круглий стіл з івано-франківськими кандидатами на місцеві вибори-2015
Круглий стіл з івано-франківськими кандидатами на місцеві вибори-2015
Івано-Франківський регіональний центр
 
The Value of Network Neutrality to European Consumers
The Value of Network Neutrality to European ConsumersThe Value of Network Neutrality to European Consumers
The Value of Network Neutrality to European Consumers
René C.G. Arnold
 
Shakespeare, william sase sonete
Shakespeare, william   sase soneteShakespeare, william   sase sonete
Shakespeare, william sase sonete
Viorel Paun
 
Mobile Internet 3.0 and OTT Services
Mobile Internet 3.0 and OTT ServicesMobile Internet 3.0 and OTT Services
Mobile Internet 3.0 and OTT Services
Ali Saghaeian
 
Strategic overview of OTT development 2014
Strategic overview of OTT development 2014Strategic overview of OTT development 2014
Strategic overview of OTT development 2014
Vitalii Vashchuk
 
OTT Streaming-Dienste in Deutschland
OTT Streaming-Dienste in Deutschland OTT Streaming-Dienste in Deutschland
OTT Streaming-Dienste in Deutschland
René C.G. Arnold
 
OTT Distribution (Over The Top)
OTT Distribution (Over The Top)OTT Distribution (Over The Top)
OTT Distribution (Over The Top)
Mesclado
 
OTT & The Future of Connected TV
OTT & The Future of Connected TVOTT & The Future of Connected TV
OTT & The Future of Connected TV
Clearbridge Mobile
 
Go to Market Plan for new OTT players in India
Go to Market Plan for new OTT players in  IndiaGo to Market Plan for new OTT players in  India
Go to Market Plan for new OTT players in India
Suman Mishra
 
OTT & IPTV An analysis presentation from ordering & billing perspective
OTT & IPTV An analysis presentation from ordering & billing perspectiveOTT & IPTV An analysis presentation from ordering & billing perspective
OTT & IPTV An analysis presentation from ordering & billing perspective
Biju M R
 
Key OTT (Over-The-Top) Market Trends in 2015
Key OTT (Over-The-Top) Market Trends in 2015Key OTT (Over-The-Top) Market Trends in 2015
Key OTT (Over-The-Top) Market Trends in 2015
michael_ritchie
 
OTT & Multiscreen - New Media Opportunities
OTT & Multiscreen - New Media OpportunitiesOTT & Multiscreen - New Media Opportunities
OTT & Multiscreen - New Media Opportunities
Gabriel Dusil
 
(ARC303) Pure Play Video OTT: A Microservices Architecture
(ARC303) Pure Play Video OTT: A Microservices Architecture(ARC303) Pure Play Video OTT: A Microservices Architecture
(ARC303) Pure Play Video OTT: A Microservices Architecture
Amazon Web Services
 

Viewers also liked (14)

OTT and new digital opportunities
OTT and new digital opportunitiesOTT and new digital opportunities
OTT and new digital opportunities
 
Круглий стіл з івано-франківськими кандидатами на місцеві вибори-2015
Круглий стіл з івано-франківськими кандидатами на місцеві вибори-2015 Круглий стіл з івано-франківськими кандидатами на місцеві вибори-2015
Круглий стіл з івано-франківськими кандидатами на місцеві вибори-2015
 
The Value of Network Neutrality to European Consumers
The Value of Network Neutrality to European ConsumersThe Value of Network Neutrality to European Consumers
The Value of Network Neutrality to European Consumers
 
Shakespeare, william sase sonete
Shakespeare, william   sase soneteShakespeare, william   sase sonete
Shakespeare, william sase sonete
 
Mobile Internet 3.0 and OTT Services
Mobile Internet 3.0 and OTT ServicesMobile Internet 3.0 and OTT Services
Mobile Internet 3.0 and OTT Services
 
Strategic overview of OTT development 2014
Strategic overview of OTT development 2014Strategic overview of OTT development 2014
Strategic overview of OTT development 2014
 
OTT Streaming-Dienste in Deutschland
OTT Streaming-Dienste in Deutschland OTT Streaming-Dienste in Deutschland
OTT Streaming-Dienste in Deutschland
 
OTT Distribution (Over The Top)
OTT Distribution (Over The Top)OTT Distribution (Over The Top)
OTT Distribution (Over The Top)
 
OTT & The Future of Connected TV
OTT & The Future of Connected TVOTT & The Future of Connected TV
OTT & The Future of Connected TV
 
Go to Market Plan for new OTT players in India
Go to Market Plan for new OTT players in  IndiaGo to Market Plan for new OTT players in  India
Go to Market Plan for new OTT players in India
 
OTT & IPTV An analysis presentation from ordering & billing perspective
OTT & IPTV An analysis presentation from ordering & billing perspectiveOTT & IPTV An analysis presentation from ordering & billing perspective
OTT & IPTV An analysis presentation from ordering & billing perspective
 
Key OTT (Over-The-Top) Market Trends in 2015
Key OTT (Over-The-Top) Market Trends in 2015Key OTT (Over-The-Top) Market Trends in 2015
Key OTT (Over-The-Top) Market Trends in 2015
 
OTT & Multiscreen - New Media Opportunities
OTT & Multiscreen - New Media OpportunitiesOTT & Multiscreen - New Media Opportunities
OTT & Multiscreen - New Media Opportunities
 
(ARC303) Pure Play Video OTT: A Microservices Architecture
(ARC303) Pure Play Video OTT: A Microservices Architecture(ARC303) Pure Play Video OTT: A Microservices Architecture
(ARC303) Pure Play Video OTT: A Microservices Architecture
 

Similar to OTT Services and Consumers' Communication Behaviour in Germany

Got the message? Communication behaviour in Germany
Got the message? Communication behaviour in GermanyGot the message? Communication behaviour in Germany
Got the message? Communication behaviour in Germany
René C.G. Arnold
 
The Socio-Economic Impact of Online Platforms
The Socio-Economic Impact of Online PlatformsThe Socio-Economic Impact of Online Platforms
The Socio-Economic Impact of Online Platforms
René C.G. Arnold
 
German Digitalization Consumer Report 2014
German Digitalization Consumer Report 2014German Digitalization Consumer Report 2014
German Digitalization Consumer Report 2014
Digitalization Think:Lab, University of Münster
 
AGOF - Digital Facts
AGOF - Digital FactsAGOF - Digital Facts
AGOF - Digital Facts
IAB Europe
 
Real-time Communications Catching the Next Wave
Real-time Communications Catching the Next WaveReal-time Communications Catching the Next Wave
Real-time Communications Catching the Next Wave
Dialogic Inc.
 
Will the Internet Be Bad for Democracy Eli M. NoamProfessor a.docx
Will the Internet Be Bad for Democracy Eli M. NoamProfessor a.docxWill the Internet Be Bad for Democracy Eli M. NoamProfessor a.docx
Will the Internet Be Bad for Democracy Eli M. NoamProfessor a.docx
alanfhall8953
 
Customer Engagement shifts to Mobile Messaging
Customer Engagement shifts to Mobile MessagingCustomer Engagement shifts to Mobile Messaging
Customer Engagement shifts to Mobile Messaging
tyntec
 
Social Networks and Telecoms Convergence
Social Networks and Telecoms ConvergenceSocial Networks and Telecoms Convergence
Social Networks and Telecoms Convergence
Vladimir Dimitroff
 
Dutch media landscape 2016 Q3 update by Starcom
Dutch media landscape 2016 Q3 update by StarcomDutch media landscape 2016 Q3 update by Starcom
Dutch media landscape 2016 Q3 update by Starcom
starcomNL
 
Tablets adoption and Mobile Web Usage :in Central euope
Tablets adoption and Mobile Web Usage :in  Central euopeTablets adoption and Mobile Web Usage :in  Central euope
Tablets adoption and Mobile Web Usage :in Central euope
Sumit Roy
 
The German Online Market
The German Online MarketThe German Online Market
The German Online Market
guest28651
 
News alerts and the battle for the lockscreen
News alerts and the battle for the lockscreenNews alerts and the battle for the lockscreen
News alerts and the battle for the lockscreen
Tel-Aviv Journalists' Association
 
Journalism, media and technology trends and predictions 2017
Journalism, media and technology trends and predictions 2017Journalism, media and technology trends and predictions 2017
Journalism, media and technology trends and predictions 2017
Marketing Media Review
 
Dutch media landscape 2016 Q4 update by Starcom
Dutch media landscape 2016 Q4 update by StarcomDutch media landscape 2016 Q4 update by Starcom
Dutch media landscape 2016 Q4 update by Starcom
starcomNL
 
The Digital Consumer Guide to Online Shopping
The Digital Consumer Guide to Online ShoppingThe Digital Consumer Guide to Online Shopping
The Digital Consumer Guide to Online Shopping
Sumit Roy
 
Customer retention, loyalty, and satisfaction in the german
Customer retention, loyalty, and satisfaction in the germanCustomer retention, loyalty, and satisfaction in the german
Customer retention, loyalty, and satisfaction in the german
Cuong Dinh
 
Top US Telecom brands on Social Media
Top US Telecom brands on Social MediaTop US Telecom brands on Social Media
Top US Telecom brands on Social Media
Simplify360
 
Dutch Media Landscape 2017 Q1 update by Starcom
Dutch Media Landscape 2017 Q1 update by StarcomDutch Media Landscape 2017 Q1 update by Starcom
Dutch Media Landscape 2017 Q1 update by Starcom
starcomNL
 
Dutch media landscape 2018 Q2 update by Starcom
Dutch media landscape 2018 Q2 update by StarcomDutch media landscape 2018 Q2 update by Starcom
Dutch media landscape 2018 Q2 update by Starcom
starcomNL
 
Gianni Cooreman: Mobile internet in België
Gianni Cooreman: Mobile internet in BelgiëGianni Cooreman: Mobile internet in België
Gianni Cooreman: Mobile internet in België
Muziekcentrum Vlaanderen
 

Similar to OTT Services and Consumers' Communication Behaviour in Germany (20)

Got the message? Communication behaviour in Germany
Got the message? Communication behaviour in GermanyGot the message? Communication behaviour in Germany
Got the message? Communication behaviour in Germany
 
The Socio-Economic Impact of Online Platforms
The Socio-Economic Impact of Online PlatformsThe Socio-Economic Impact of Online Platforms
The Socio-Economic Impact of Online Platforms
 
German Digitalization Consumer Report 2014
German Digitalization Consumer Report 2014German Digitalization Consumer Report 2014
German Digitalization Consumer Report 2014
 
AGOF - Digital Facts
AGOF - Digital FactsAGOF - Digital Facts
AGOF - Digital Facts
 
Real-time Communications Catching the Next Wave
Real-time Communications Catching the Next WaveReal-time Communications Catching the Next Wave
Real-time Communications Catching the Next Wave
 
Will the Internet Be Bad for Democracy Eli M. NoamProfessor a.docx
Will the Internet Be Bad for Democracy Eli M. NoamProfessor a.docxWill the Internet Be Bad for Democracy Eli M. NoamProfessor a.docx
Will the Internet Be Bad for Democracy Eli M. NoamProfessor a.docx
 
Customer Engagement shifts to Mobile Messaging
Customer Engagement shifts to Mobile MessagingCustomer Engagement shifts to Mobile Messaging
Customer Engagement shifts to Mobile Messaging
 
Social Networks and Telecoms Convergence
Social Networks and Telecoms ConvergenceSocial Networks and Telecoms Convergence
Social Networks and Telecoms Convergence
 
Dutch media landscape 2016 Q3 update by Starcom
Dutch media landscape 2016 Q3 update by StarcomDutch media landscape 2016 Q3 update by Starcom
Dutch media landscape 2016 Q3 update by Starcom
 
Tablets adoption and Mobile Web Usage :in Central euope
Tablets adoption and Mobile Web Usage :in  Central euopeTablets adoption and Mobile Web Usage :in  Central euope
Tablets adoption and Mobile Web Usage :in Central euope
 
The German Online Market
The German Online MarketThe German Online Market
The German Online Market
 
News alerts and the battle for the lockscreen
News alerts and the battle for the lockscreenNews alerts and the battle for the lockscreen
News alerts and the battle for the lockscreen
 
Journalism, media and technology trends and predictions 2017
Journalism, media and technology trends and predictions 2017Journalism, media and technology trends and predictions 2017
Journalism, media and technology trends and predictions 2017
 
Dutch media landscape 2016 Q4 update by Starcom
Dutch media landscape 2016 Q4 update by StarcomDutch media landscape 2016 Q4 update by Starcom
Dutch media landscape 2016 Q4 update by Starcom
 
The Digital Consumer Guide to Online Shopping
The Digital Consumer Guide to Online ShoppingThe Digital Consumer Guide to Online Shopping
The Digital Consumer Guide to Online Shopping
 
Customer retention, loyalty, and satisfaction in the german
Customer retention, loyalty, and satisfaction in the germanCustomer retention, loyalty, and satisfaction in the german
Customer retention, loyalty, and satisfaction in the german
 
Top US Telecom brands on Social Media
Top US Telecom brands on Social MediaTop US Telecom brands on Social Media
Top US Telecom brands on Social Media
 
Dutch Media Landscape 2017 Q1 update by Starcom
Dutch Media Landscape 2017 Q1 update by StarcomDutch Media Landscape 2017 Q1 update by Starcom
Dutch Media Landscape 2017 Q1 update by Starcom
 
Dutch media landscape 2018 Q2 update by Starcom
Dutch media landscape 2018 Q2 update by StarcomDutch media landscape 2018 Q2 update by Starcom
Dutch media landscape 2018 Q2 update by Starcom
 
Gianni Cooreman: Mobile internet in België
Gianni Cooreman: Mobile internet in BelgiëGianni Cooreman: Mobile internet in België
Gianni Cooreman: Mobile internet in België
 

More from René C.G. Arnold

Canned Intelligence - Voice assistants in Germany
Canned Intelligence - Voice assistants in GermanyCanned Intelligence - Voice assistants in Germany
Canned Intelligence - Voice assistants in Germany
René C.G. Arnold
 
Intelligenz aus der Konserve - Sprachassistenten in Deutschland
Intelligenz aus der Konserve - Sprachassistenten in DeutschlandIntelligenz aus der Konserve - Sprachassistenten in Deutschland
Intelligenz aus der Konserve - Sprachassistenten in Deutschland
René C.G. Arnold
 
Nachricht angekommen? Kommunikationsverhalten in Deutschland
Nachricht angekommen? Kommunikationsverhalten in DeutschlandNachricht angekommen? Kommunikationsverhalten in Deutschland
Nachricht angekommen? Kommunikationsverhalten in Deutschland
René C.G. Arnold
 
Oops, I texted again - Kommunikationsverhalten in Deutschland
Oops, I texted again - Kommunikationsverhalten in DeutschlandOops, I texted again - Kommunikationsverhalten in Deutschland
Oops, I texted again - Kommunikationsverhalten in Deutschland
René C.G. Arnold
 
For your eyes and ears - streaming services in Germany
For your eyes and ears - streaming services in GermanyFor your eyes and ears - streaming services in Germany
For your eyes and ears - streaming services in Germany
René C.G. Arnold
 
Für Auge und Ohr - Streamingdienste in Deutschland
Für Auge und Ohr - Streamingdienste in DeutschlandFür Auge und Ohr - Streamingdienste in Deutschland
Für Auge und Ohr - Streamingdienste in Deutschland
René C.G. Arnold
 
OTT Dienste - Vielfalt online
OTT Dienste - Vielfalt onlineOTT Dienste - Vielfalt online
OTT Dienste - Vielfalt online
René C.G. Arnold
 
Internetbasierte Plattformen: Ihre wirtschaftliche und gesellschaftliche Bed...
Internetbasierte Plattformen: Ihre wirtschaftliche und  gesellschaftliche Bed...Internetbasierte Plattformen: Ihre wirtschaftliche und  gesellschaftliche Bed...
Internetbasierte Plattformen: Ihre wirtschaftliche und gesellschaftliche Bed...
René C.G. Arnold
 
OTT-Dienste und Kommunikationsverhalten in Deutschland
OTT-Dienste und Kommunikationsverhalten in DeutschlandOTT-Dienste und Kommunikationsverhalten in Deutschland
OTT-Dienste und Kommunikationsverhalten in Deutschland
René C.G. Arnold
 

More from René C.G. Arnold (9)

Canned Intelligence - Voice assistants in Germany
Canned Intelligence - Voice assistants in GermanyCanned Intelligence - Voice assistants in Germany
Canned Intelligence - Voice assistants in Germany
 
Intelligenz aus der Konserve - Sprachassistenten in Deutschland
Intelligenz aus der Konserve - Sprachassistenten in DeutschlandIntelligenz aus der Konserve - Sprachassistenten in Deutschland
Intelligenz aus der Konserve - Sprachassistenten in Deutschland
 
Nachricht angekommen? Kommunikationsverhalten in Deutschland
Nachricht angekommen? Kommunikationsverhalten in DeutschlandNachricht angekommen? Kommunikationsverhalten in Deutschland
Nachricht angekommen? Kommunikationsverhalten in Deutschland
 
Oops, I texted again - Kommunikationsverhalten in Deutschland
Oops, I texted again - Kommunikationsverhalten in DeutschlandOops, I texted again - Kommunikationsverhalten in Deutschland
Oops, I texted again - Kommunikationsverhalten in Deutschland
 
For your eyes and ears - streaming services in Germany
For your eyes and ears - streaming services in GermanyFor your eyes and ears - streaming services in Germany
For your eyes and ears - streaming services in Germany
 
Für Auge und Ohr - Streamingdienste in Deutschland
Für Auge und Ohr - Streamingdienste in DeutschlandFür Auge und Ohr - Streamingdienste in Deutschland
Für Auge und Ohr - Streamingdienste in Deutschland
 
OTT Dienste - Vielfalt online
OTT Dienste - Vielfalt onlineOTT Dienste - Vielfalt online
OTT Dienste - Vielfalt online
 
Internetbasierte Plattformen: Ihre wirtschaftliche und gesellschaftliche Bed...
Internetbasierte Plattformen: Ihre wirtschaftliche und  gesellschaftliche Bed...Internetbasierte Plattformen: Ihre wirtschaftliche und  gesellschaftliche Bed...
Internetbasierte Plattformen: Ihre wirtschaftliche und gesellschaftliche Bed...
 
OTT-Dienste und Kommunikationsverhalten in Deutschland
OTT-Dienste und Kommunikationsverhalten in DeutschlandOTT-Dienste und Kommunikationsverhalten in Deutschland
OTT-Dienste und Kommunikationsverhalten in Deutschland
 

Recently uploaded

Innovation Hub_ Spotlight on Toms River's Role as a Beacon for Entrepreneuria...
Innovation Hub_ Spotlight on Toms River's Role as a Beacon for Entrepreneuria...Innovation Hub_ Spotlight on Toms River's Role as a Beacon for Entrepreneuria...
Innovation Hub_ Spotlight on Toms River's Role as a Beacon for Entrepreneuria...
Philip M Caputo
 
Top five predictions today, .
Top five predictions today,            .Top five predictions today,            .
Top five predictions today, .
Rupasingh82
 
AI at Work​ The demystification of AI and real-world stories on how to apply ...
AI at Work​ The demystification of AI and real-world stories on how to apply ...AI at Work​ The demystification of AI and real-world stories on how to apply ...
AI at Work​ The demystification of AI and real-world stories on how to apply ...
Auxis Consulting & Outsourcing
 
21stcenturyskillsframeworkfinalpresentation2-240509214747-71edb7ee.pdf
21stcenturyskillsframeworkfinalpresentation2-240509214747-71edb7ee.pdf21stcenturyskillsframeworkfinalpresentation2-240509214747-71edb7ee.pdf
21stcenturyskillsframeworkfinalpresentation2-240509214747-71edb7ee.pdf
emmanuelpulido003
 
Girls Call Vashi 9910780858 Provide Best And Top Girl Service And No1 in City
Girls Call Vashi 9910780858 Provide Best And Top Girl Service And No1 in CityGirls Call Vashi 9910780858 Provide Best And Top Girl Service And No1 in City
Girls Call Vashi 9910780858 Provide Best And Top Girl Service And No1 in City
77sayre
 
10 Barriers to Effective Communications.
10 Barriers to Effective Communications.10 Barriers to Effective Communications.
10 Barriers to Effective Communications.
Cora335316
 
Millionaire track government application
Millionaire track government applicationMillionaire track government application
Millionaire track government application
pragyasharma659549
 
STRATEGY TO OVERCOME CURRENT PROBLEMS AT MTC.pptx
STRATEGY TO OVERCOME CURRENT PROBLEMS AT MTC.pptxSTRATEGY TO OVERCOME CURRENT PROBLEMS AT MTC.pptx
STRATEGY TO OVERCOME CURRENT PROBLEMS AT MTC.pptx
ImranTabish1
 
Business Model Canvas for Successful Business
Business Model Canvas for Successful BusinessBusiness Model Canvas for Successful Business
Business Model Canvas for Successful Business
SuganthiPrakash1
 
Qatar Airways Kuwait Office.pdf.........
Qatar Airways Kuwait Office.pdf.........Qatar Airways Kuwait Office.pdf.........
Qatar Airways Kuwait Office.pdf.........
anissageorge9890
 
Girls Call Andheri West 9910780858 Provide Best And Top Girl Service And No1 ...
Girls Call Andheri West 9910780858 Provide Best And Top Girl Service And No1 ...Girls Call Andheri West 9910780858 Provide Best And Top Girl Service And No1 ...
Girls Call Andheri West 9910780858 Provide Best And Top Girl Service And No1 ...
margaretblush
 
Connected Small Boat Protection Solution | July 2024
Connected Small Boat Protection Solution | July  2024Connected Small Boat Protection Solution | July  2024
Connected Small Boat Protection Solution | July 2024
Hector Del Castillo, CPM, CPMM
 
Retail Store Scavenger Hunt powerpoint slides
Retail Store Scavenger Hunt powerpoint slidesRetail Store Scavenger Hunt powerpoint slides
Retail Store Scavenger Hunt powerpoint slides
JairSemexant
 
The-Three-Pillars-of-Doctoral-Research-What-Why-and-How (1).pptx
The-Three-Pillars-of-Doctoral-Research-What-Why-and-How (1).pptxThe-Three-Pillars-of-Doctoral-Research-What-Why-and-How (1).pptx
The-Three-Pillars-of-Doctoral-Research-What-Why-and-How (1).pptx
Jindal Global University, Sonipat Haryana 131001
 
Movers near me in Dubai , Best Packers and Movers In Dubai
Movers near me in Dubai , Best Packers and Movers In DubaiMovers near me in Dubai , Best Packers and Movers In Dubai
Movers near me in Dubai , Best Packers and Movers In Dubai
imranmalik114455
 
Cracking the Customer Experience Code.pptx
Cracking the Customer Experience Code.pptxCracking the Customer Experience Code.pptx
Cracking the Customer Experience Code.pptx
Workforce Group
 
Path to the next normal collection McKinsey
Path to the next normal collection McKinseyPath to the next normal collection McKinsey
Path to the next normal collection McKinsey
MajIman2
 
Top Digital Marketing Strategy in 2024.pdf
Top Digital Marketing Strategy in 2024.pdfTop Digital Marketing Strategy in 2024.pdf
Top Digital Marketing Strategy in 2024.pdf
Top IT Marketing
 
How Do Flange Adapters Work and Why Are They Essential?
How Do Flange Adapters Work and Why Are They Essential?How Do Flange Adapters Work and Why Are They Essential?
How Do Flange Adapters Work and Why Are They Essential?
Texas Flange
 
ShotOniPhone campaign by Vancy macwan.pptx
ShotOniPhone campaign by Vancy macwan.pptxShotOniPhone campaign by Vancy macwan.pptx
ShotOniPhone campaign by Vancy macwan.pptx
macwanvancy
 

Recently uploaded (20)

Innovation Hub_ Spotlight on Toms River's Role as a Beacon for Entrepreneuria...
Innovation Hub_ Spotlight on Toms River's Role as a Beacon for Entrepreneuria...Innovation Hub_ Spotlight on Toms River's Role as a Beacon for Entrepreneuria...
Innovation Hub_ Spotlight on Toms River's Role as a Beacon for Entrepreneuria...
 
Top five predictions today, .
Top five predictions today,            .Top five predictions today,            .
Top five predictions today, .
 
AI at Work​ The demystification of AI and real-world stories on how to apply ...
AI at Work​ The demystification of AI and real-world stories on how to apply ...AI at Work​ The demystification of AI and real-world stories on how to apply ...
AI at Work​ The demystification of AI and real-world stories on how to apply ...
 
21stcenturyskillsframeworkfinalpresentation2-240509214747-71edb7ee.pdf
21stcenturyskillsframeworkfinalpresentation2-240509214747-71edb7ee.pdf21stcenturyskillsframeworkfinalpresentation2-240509214747-71edb7ee.pdf
21stcenturyskillsframeworkfinalpresentation2-240509214747-71edb7ee.pdf
 
Girls Call Vashi 9910780858 Provide Best And Top Girl Service And No1 in City
Girls Call Vashi 9910780858 Provide Best And Top Girl Service And No1 in CityGirls Call Vashi 9910780858 Provide Best And Top Girl Service And No1 in City
Girls Call Vashi 9910780858 Provide Best And Top Girl Service And No1 in City
 
10 Barriers to Effective Communications.
10 Barriers to Effective Communications.10 Barriers to Effective Communications.
10 Barriers to Effective Communications.
 
Millionaire track government application
Millionaire track government applicationMillionaire track government application
Millionaire track government application
 
STRATEGY TO OVERCOME CURRENT PROBLEMS AT MTC.pptx
STRATEGY TO OVERCOME CURRENT PROBLEMS AT MTC.pptxSTRATEGY TO OVERCOME CURRENT PROBLEMS AT MTC.pptx
STRATEGY TO OVERCOME CURRENT PROBLEMS AT MTC.pptx
 
Business Model Canvas for Successful Business
Business Model Canvas for Successful BusinessBusiness Model Canvas for Successful Business
Business Model Canvas for Successful Business
 
Qatar Airways Kuwait Office.pdf.........
Qatar Airways Kuwait Office.pdf.........Qatar Airways Kuwait Office.pdf.........
Qatar Airways Kuwait Office.pdf.........
 
Girls Call Andheri West 9910780858 Provide Best And Top Girl Service And No1 ...
Girls Call Andheri West 9910780858 Provide Best And Top Girl Service And No1 ...Girls Call Andheri West 9910780858 Provide Best And Top Girl Service And No1 ...
Girls Call Andheri West 9910780858 Provide Best And Top Girl Service And No1 ...
 
Connected Small Boat Protection Solution | July 2024
Connected Small Boat Protection Solution | July  2024Connected Small Boat Protection Solution | July  2024
Connected Small Boat Protection Solution | July 2024
 
Retail Store Scavenger Hunt powerpoint slides
Retail Store Scavenger Hunt powerpoint slidesRetail Store Scavenger Hunt powerpoint slides
Retail Store Scavenger Hunt powerpoint slides
 
The-Three-Pillars-of-Doctoral-Research-What-Why-and-How (1).pptx
The-Three-Pillars-of-Doctoral-Research-What-Why-and-How (1).pptxThe-Three-Pillars-of-Doctoral-Research-What-Why-and-How (1).pptx
The-Three-Pillars-of-Doctoral-Research-What-Why-and-How (1).pptx
 
Movers near me in Dubai , Best Packers and Movers In Dubai
Movers near me in Dubai , Best Packers and Movers In DubaiMovers near me in Dubai , Best Packers and Movers In Dubai
Movers near me in Dubai , Best Packers and Movers In Dubai
 
Cracking the Customer Experience Code.pptx
Cracking the Customer Experience Code.pptxCracking the Customer Experience Code.pptx
Cracking the Customer Experience Code.pptx
 
Path to the next normal collection McKinsey
Path to the next normal collection McKinseyPath to the next normal collection McKinsey
Path to the next normal collection McKinsey
 
Top Digital Marketing Strategy in 2024.pdf
Top Digital Marketing Strategy in 2024.pdfTop Digital Marketing Strategy in 2024.pdf
Top Digital Marketing Strategy in 2024.pdf
 
How Do Flange Adapters Work and Why Are They Essential?
How Do Flange Adapters Work and Why Are They Essential?How Do Flange Adapters Work and Why Are They Essential?
How Do Flange Adapters Work and Why Are They Essential?
 
ShotOniPhone campaign by Vancy macwan.pptx
ShotOniPhone campaign by Vancy macwan.pptxShotOniPhone campaign by Vancy macwan.pptx
ShotOniPhone campaign by Vancy macwan.pptx
 

OTT Services and Consumers' Communication Behaviour in Germany

  • 1. OTT Services and Consumers’ Communication Behaviour in Germany Research Brief Dr. René Arnold Dr. Anna Schneider
  • 2. Authors of this study: Dr. René Arnold Head of Department Markets and Perspectives Contact: r.arnold@wik.org +49 (0)2224 92 25 25 Contact details of the scientific institutes: WIK Wissenschaftliches Institut für Infrastruktur und Kommunikationsdienste GmbH Rhöndorfer Str. 68 53604 Bad Honnef, Germany Tel.: +49 2224 9225-0 Fax: +49 2224 9225-63 eMail: info(at)wik.org www.wik.org General Manager and Director: Dr. Iris Henseler-Unger Chairman of the Supervisory Board: Winfried Ulmen Registered: Amtsgericht Siegburg, HRB 7225 Tax No.: 222/5751/0722 VAT No..: DE 123 383 795 Pictures: Viktor Hanacek; Holly Mindrup; Negative Space; Sergey Zolkin; Page 12: Agnieszka Bladzik (https://stock.tookapic.com/photos/46144) Imprint 2 Dr. Anna Schneider Lecturer in Business Psychology Contact: anna.schneider@hs-fresenius.de +49 (0)221 97 31 99 715 Hochschule Fresenius – Fachbereich Wirtschaft & Medien Business School · Media School · Psychology School Im Mediapark 4c 50670 Köln, Germany http://www.hs-fresenius.de General Manager: Prof. Dr. Marcus Pradel (Chairman), Dipl.-Kfm. Hermann Kögler Registered: Amtsgericht Wiesbaden HRB 19456
  • 3. Foreword The text is not enough National Regulatory Authorities (NRAs) around the world are trying to find a prudent response to Over-the- top (OTT) services that appear to fulfil the same functionalities as established Electronic Communication Services (ECS) such as telephony or SMS. Extending the existing regulation to new areas is often their initial, almost reflexive reaction, but is this really the best option? The results of this study highlight the fact that consumers, instead of simply doing the same with a different application, are actually attracted to the new functionalities of Mobile Messenger Applications (MMAs) such as WhatsApp as compared to SMS. In fact, their communication behaviour is changing fundamentally. More than 60% of German consumers send a mixture of texts, pictures and videos using OTT services in situations where they used to send an SMS. Almost half (49%) use MMAs instead of calling someone at least from time to time. For one out of ten Germans, it was MMAs that led them to share their thoughts with others over the phone at all. In sum, the popularity of MMAs has increased the number of communication opportunities significantly. Thus, new business models and ways to interact have been emerging quickly around OTT communication services. Consequently, NRAs ought to consider relieving some of the regulatory obligations for ECS rather than the other way around. Dr. Iris Henseler-Unger 3
  • 4. … from type-writers to PCs 4 MMAs and innovative telephony services are changing consumers’ communication behaviour fundamentally. They offer significantly more functionalities to consumers. They can send text, picture and video messages to others or share them with a group of their contacts. For consumers switching to OTT communication services is like the switch from type-writer to PC. Yes, they will use WhatsApp and other services for texting, but what really attracts them is the wealth of possibilities beyond.
  • 5. Introduction More and more consumers are using OTT communication services. At the same time, usage of ECS is decreasing. Of course, this is hardly coincidental. Nonetheless, some crucial questions remain unanswered so far: Is the observed change in consumer preferences a like- for-like substitution? What are the drivers of this change? What are the implications for telecommunications providers? The objective of this research brief is to provide answers to these questions, and some of the answers may be surprising. In any case, they bring the consumer’s voice into a debate that has so far been overwhelmingly politicised and focused on thelevel playing field. In order to address all aspects of the issues from a consumer behaviour perspective, this study uses a mixed-methods approach combining quantitative and qualitative research methods. In the first step, a representative sample of more than 1,000 German consumers was surveyed. The results of this survey were hence reflected and scrutinised in 28 in-depth interviews with consumers. 5
  • 6. What’s Up? What’s Down? Consumers in Germany are using their landline phones less and less. The number of minutes spent making calls on mobile networks has practically been stagnating in recent years. While flat rate tariffs can secure telecommunications providers’ revenues somewhat, they fail to incentivise consumers to make phone calls more often. The number of SMS messages sent in Germany has been declining sharply after several years of steep, continuous growth. Until 2012, revenues from SMS were flowing into telecommunications operators’ pockets, in particular from pay-as-you- go customers. With the uptake of MMAs, SMS usage has gone down, allegedly because MMAs fulfil the same functionality at no monetary cost to the consumer. At the same time, data volumes in both fixed and mobile networks are increasing significantly. This is already an indication that consumers do not stick to 160 characters anymore. 6 F-1: Outgoing voice minutes (in billion minutes). Source: BNetzA (2016). F-2: SMS messages sent (in billion). Source: BNetzA (2016). F-3: In billion GB p.a.. Source: BNetzA (2016). F-1 F-2 F-3
  • 7. WhatsApp, Snapchat and Instagram grew rapidly between 2010 and 2015. They exemplify a broad and differentiated group of services. Each of these services has its own specific features and target group. Concretely, WhatsApp grew from 30m users in 2010 to around 1,000m in 2015. The other two MMAs presented here had equally impressive growth rates averaging at 276% for Snapchat and 231% for Instagram per year (CAGR). Compared to ECS, these services make use of the full variety of functionalities modern smartphones offer. Instagram and Snapchat revolve around images. While Instagram positions itself closely to social networking sites, Snapchat’s main feature is that the pictures sent are erased after a few seconds. 7 F-4: Worldwide. Source: Press releases, Business Intelligence (2014), TNW (2016). F-5: Worldwide; 2010 and 2011 registered users. Source: Business Insider (2014); Mashable (2013); Statista (2014); AdWeek (2015). F-6: Worldwide; 2011 and 2012 MAU of picaboo. Source: Business Insider (2014); Techweez (2014); CIO (2015), Press releases. F-4 F-5 F-6
  • 8. Wer nutzt was? 97% Symbole für SMS 8 Communication is a basic human need. Practically all German consumers make calls on their landline or mobile phones, and SMS and MMAs are used by 71% of consumers. Less than half of Germans use VoIP telephony. Usage patterns differ significantly. While 22% can be categorised as traditionalists who use only ECS to communicate, only a little more than 1% of the population rely solely on OTT communication services. Thus, the vast majority – around 75% – mix and match individual services to fit their communication needs in any given situation. Around one in three of these consumers alternates between all four types of services depicted here.. 71% 71% 42% 97% Who uses what? Referring to the German population (18+). Source: Representative online survey N = 1.000; WIK calculations.
  • 9. Health Business/ Banking Sports Education Shopping Entertainment Music Foto/Video Navigation/Travel Gaming SocialMedia News Messaging/E-Mailing Wheather 9 12 12 15 20 24 28 30 35 37 37 39 43 45 48 Which apps do Germans use? Just how important communication is to consumers is reflected in the apps that resonate best with them. Around 45% of Germans use apps to send messages to others. Social networking apps and photo/video apps are used by 39% and 35% of consumers respectively. Today, they have become an integral part of communication behaviour. In %; referring to the German population. Source: Representative online survey N = 1.000; WIK calculations.
  • 10. Is it all or nothing? 10 Most consumers mix and match traditional and OTT communication services. Depending on the type of service, different usage patterns emerge. For calls within Germany, ECS dominate the field. OTT communication services are tried sporadically or are used for fun instead of actual conversations. “Yeah, from time to time. But just for fun, you know, calling a friend on Facetime.” (Lars, 22) Calling abroad is very different. Consumers perceive these calls as very expensive when made over the phone. Thus, they rely more strongly on OTT communication services. “I used Skype a lot when I was abroad […] because it was the best way to stay in touch with my folks […] and because it was the best option cost-wise.” (Leo, 25) Consumers quickly move to using MMAs to send most of their messages as soon as they are familiar with the functionalities they offer. “WhatsApp was a complete change, a new quality of living altogether. It is the small things like staying in touch with those, whom I otherwise would have no contact with.” (Emma, 19) For all three types of communication services, there is a strong correlation between usage intensity and age. The younger the consumer, the stronger the use of OTT communication services becomes. “I am dyslexic when it comes to mobile phones.” (Maria, 46) F-7, F-8, F-9: In %; referring to the German population. Source: Representative online survey N = 1.000; WIK calculations. F-7 F-8 F-9
  • 11. Saving money is the most commonly cited reason for switching from SMS to MMAs in the public debate. Although saving money is mentioned by many consumers in the interviews, the actual reasons for preferring MMAs over SMS go deeper. Not wanting to be excluded from one’s established social contacts is the most frequently cited reason for installing an OTT communications service in the first place. Without them one is not only considered a technological dinosaur but also quickly loses their place at the fire. The sports club, one’s children and friends, all of them use an MMA such as WhatsApp to communicate, bond and socialise.’ This is reason enough for consumers to set aside any data privacy concerns. They do not read terms and conditions, yet a vague fear remains. To them, it is unclear what companies like Facebook actually do with their private data. The things that the recipient of their messages can do with them is, however, quite obvious to them, sometimes because they have sent messages themselves that they later regretted. Consequently, most consumers keep compromising content away from digital communication services. Being tightly bound into one’s circle of peers is one of the main drivers for using MMAs. At the same time, it is exactly this tight bond that can be problematic for consumers. The non-linear communication enabled by MMAs impedes the necessary breaks from communication with others that existed when there were only telephones. This puts pressure on consumers to be available all the time. 11 “And, of course, billing for messengers is totally different, I mean, they all use the Internet, and everyone has a flat rate, right?” (Tanja, 21) “All I can say is that there has been the odd message that I should not have sent, really regretting it.” (Chris, 21) “You sort of realise that you get addicted a little […] it’s always there and you feel the urge to look at your mobile, because you don’t want to miss anything. And then you also want to comment on what is said.” (Sabine, 23)
  • 12. Is it all substitution? 70,1% Does the use of SMS / messenger services replace calls?3 29,9% YesNo Does the use of messenger services replace the use of SMS messages?2 8,3% YesNo 84,0% Did you previously use SMS messages for sending short messages?1 16,0% YesNo For some types of service, consumers quickly turn to OTT communication services. Despite this fact, these services do not necessarily replace ECS. For instance, one in six consumers, who use only MMAs, has never sent any messages before. The same effect emerges for telephony. In this case, almost 36% of calls would not have been made if were not for OTT communication services. Furthermore, there is a significant movement from calls to messages in general. Today, more than half of consumers send a message, with or without additional content like a picture or a video, in situations where they otherwise would have called someone. 12 64,1% Do you use OTT services for calls for which you have previously used your landline/mobile phone?4 35,9% JaNo 91,7% F-10: In %; 1Users of 100% Internet-based services; 2Users of Internet-based services and respondents who previously used SMS messaging; 3Users of SMS/Messenger services; 4Users of Internet-based services and respondents who previously used conventional voice telephony. Source: Representative online survey N = 1.000; WIK calculations. F-10
  • 13. Are we comparing apples and oranges? Consumers use OTT communication services for the many additional functionalities they offer as compared to ECS. They send text, voice and video messages. They use pictures and videos to capture their impressions and express their emotions to others. Consumers describe communication on these services as more natural than when they use ECS. They can judge how their counterpart is doing not only from the words they read or hear, but also from facial expressions and gestures. All in all, this adds up to a new quality of experience/communication for them. When consumers think of SMS texting, they mostly think of the (to them) arbitrary limit of 160 characters and a formal way of communicating. Every word has to be chosen carefully. With WhatsApp and similar services, they feel that they text in the same way that they speak. Thus, they find their conversations to be more natural than when using SMS. The “read” tick is also an important difference between MMAs and SMS for consumers. Although most consumers know how to deactivate this function, they choose to leave it switched on. It has become a measure of the intensity of personal relationships. The quicker the response arrives after a messages has been read, the stronger the personal bond is. This introduces a new layer into conversations that SMS messages lack completely. Furthermore, MMAs satisfy consumers’ aesthetic needs as well as their self- representation needs substantially better than SMS. The user interface of most MMAs can be tailored to one’s individual needs and preferences, giving it a personal touch. SMS messages have a pragmatic and technocratic look and feel to them, according to the interviewees. The various profile options and, above all, the profile picture that features in many MMAs enable self-representation, but they also have a social facet. The combination of contact details and picture increases the perceived closeness to one’s contacts. Thus, it is unsurprising that consumers choose their profile picture carefully, with some of them changing it frequently to broadcast their current feelings. 13
  • 14. Who is going to win? f OTT communication services usage intensity = (age, household income, smartphone, Apple user, new mobile plan) -- + +++ + + Linear OLS regression, n=638; R²=.256; Adj. R²=.250; F=43.5. All independent variables are statistically significant (p<.010). How to read this figure: The usage intensity of OTT communication services, i.e. the share of OTT communication services used, decreases with the respondent’s age. It increases, however, with increasing household net income, e.g. if a smartphone is used, if an Apple device is used or if a new mobile plan with more high-speed data allowance has been purchased within the last two years. This study shows that there is a close link between the decline of SMS and the sustained growth in users of MMAs. However, it is not a like-for-like substitution. Instead, we are observing a fundamental change in communication behaviour. Its implications are more positive for telecommunications providers than one might expect. From an in-depth analysis of the survey data, it emerges that telecommunications providers may actually profit from this change in consumer behaviour. In fact, the consumers who use OTT communication services intensively are also the ones who have purchased a new contract with more high-speed data allowance for their smartphones. They are also more likely to use Apple devices. In essence, they have a greater willingness to pay for both their mobile Internet access and their devices, which opens up new business potential for telecommunications providers. 14
  • 15. Secure revenue from pay-monthly mobile plans Consumers who use OTT communication services intensively have likely purchased a new mobile plan with more high-speed data allowance within the last two years. These new contracts are more likely to be pay- monthly plans than pay-as-you-go ones. Thus, the trend towards OTT communication services helps telecommunications providers sustain their revenues and plan ahead. As most pay-monthly plans cover both telephony and SMS in flat rates, there is also little additional risk of losing revenues due to further increases in the popularity of OTT communication services. Conclusions Many consumers initially tried OTT communication services to save money they would otherwise have spent on telephony and SMS. In the long run, innovative functionalities and novel opportunities for self-representation convinced them to stick with MMAs. Today, a life without WhatsApp and similar services is unthinkable for most consumers. In fact, OTT communication services are not a like-for-like substitute for ECS. Instead, they enable various new communication opportunities. Although using them leads to a decrease in ECS usage, we are observing an evolution in communication behaviour rather than a like-for-like substitution. As the main usage situation is on the go, consumers are willing to purchase new mobile plans and more expensive devices. Consequently, the change in communication behaviour also holds business potential for telecommunications providers. 15 F-11: In % ; Germany. Source: WIK-Consult (2016) calculations based on annual reports of mobile network operators. F-11
  • 16. About this study: The results presented here are part of WIK Discussion Paper No. 409. The full Discussion Paper can be purchased for 7.00 Euro from Ute Schwab (u.schwab@wik.org or +49 (0)2224 / 92 25 41). The Discussion Paper is only available in German. The online survey for this study with a representative sample of 1,027 consumers in Germany (age 18+) was conducted between 30th November 2015 and 7th December 2015 by the international market research institute YouGov. The results were weighted to draw representative conclusions for the German population (age 18+). Additionally, 28 qualitative interviews were conducted in April and May 2016. About WIK: Founded in 1982, WIK (Wissenschaftliches Institut für Infrastruktur und Kommunikationsdienste) in Bad Honnef, Germany offers consultancy for public and private clients around the world. Its focus is on the telecommunication, Internet, post and energy sectors giving advice on policy, regulatory and strategic issues. More information is available at: www.wik.org . About Fresenius University of Applied Sciences: Founded in 1848 by Carl Remigius Fresenius, and with its roots in the Fresenius Chemical Laboratory, the Fresenius University of Applied Sciences can look back on over 168 years of privately funded educational tradition in Germany. True to the intent of its founder, it combines teaching, research, and practical application. More information is available at: http://www.hs-fresenius.de/en 16