New Age VAS Services for Global Telcos-Offerings and Forecast: 2013-2017


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Published November 2013
Pages 195
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Overview
The telecom operators are now transforming their service delivery context from voice & traditional VAS services (like ringtones and SMS) towards the new age VAS services like Social Networking sites, Mobile Gaming, Mobile Apps, Mobile Video, Mobile Money service etc, to name a few. The telcos by facilitating the accessibility to these services to the users are also able to increase the monetization of their data services offerings, which has now emerged as an complimentary factor to access these services on one hand and providing the telcos with increased revenues and increased customer loyalty benefits on the other hand.
Further, increasing penetration of smartphones, competitive data services offerings,
emergence of social networking media and instant messaging services (OTT), would further provide the telcos with accessibility to increased target base and a potential opportunity to deliver a stack of services to the end users.
This research report summarizes the various new age VAS service being offered by the global telecom operators, the current scenario for these offerings across select geographies, Drivers and Obstacles for the services, suggestion for the telecom operators. It also provides insights on the trend of Mobile OS and Handset popularity trends across key select countries, the finding of which can be leveraged upon by the telecom operators, app developers, and content providers etc to enhance their services offering capabilities.
The report is generated through secondary findings available on the internet and the relevant sources of data have been mentioned wherever applicable.

Key Findings

  • The global mobile subscription count is expected to equal the global population count by
    the end of 2013 and is further estimated to reach 7.5 billion by 2015.
  • The global mobile broadband connection is expected to reach 2.9 billion by 2015, being led by 3G services and its evolution.
  • The total smartphone shipment, as a percentage of total worldwide handset shipments is
    expected to rise considerably and reach 1,021.8 million units by 2016.
  • More than 268 million apps are expected to be downloaded by 2016, of which free apps
    downloaded would constitute around 94.5% of the total downloads. The total revenue from
    the apps is expected to reach $26 billion in 2016.
  • The total smartphone sales has increased from 24.9 million units in Q1-2007 to 225.32
    million units in Q2-2013 as compared to the total sales of mobile phones which increased
    from 259.03 million units in Q1-2007 to reach 435.18 million units in Q2-2013.
  • Android OS is the most popular mobile OS in smartphone with 79% market share in Q2-
    2013.
  • Samsung had the highest market share in terms of sales by handset vendor in Q2-2013
    with 24.7% share in the total global phone sales.
  • The increased usage of smartphones has facilitated in penetration of mobile internet
    services, and has become the most popular medium to access social networking sites, use
    mobile apps, watch videos and play games online.
  • Samsung is gaining popularity across all the major regions with sales of Nokia declining in
    the recent years.
  • Android OS is also gaining popularity especially across developing regions like Asia-Pacific
    and Africa, whereas Symbian is losing its user base in these regions.
  • The youth population within the age group of 15-29 years would constitute around 40% of
    the entire world’s population by 2015 and would be the major driver for increased adoption
    of mobile linked services.
  • Facebook is the most popular social networking site with more than 1,589 million users in
    September 2013, of which around 73.5% were mobile users.
  • The total number of social networking users is expected to reach 2.55 billion by 2017, with
    more than 1.23 billion users from Asia-Pacific region.
  • Global gaming revenues is expected to reach $86.1 billion by 2016, of which 16.2% would
    be from smartphones and 11.6% from tablets.
  • Dynamic business models are expected to emerge with Telcos partnering with OTT players
    for offering specialized products for target segment.

Target Audience

  • – Mobile Network Operators
  • – Mobile Software Developers
  • – Mobile Application Developers
  • – Handset and Tablet Manufacturers
  • – Content and Applications Aggregators
  • – Wireless Privacy and Security Specialists
  • – Mobile Marketing and Advertising Providers

 

Table of Contents

1. Executive Summary………………………………………………………………………………11

2. Introduction…………………………………………………………………………………….12-24
2.1 Background
2.2 Global Mobile and Broadband Connectivity
2.3 Global Smartphone Shipments
2.4 Conclusion

3. Social Networking………………………………………………………………………….…25-40
3.1 Overview
3.2 Categories of Social Networking sites
3.3 Drivers for Increased adoption of Social Networking sites
3.4 Challenges for Social Networking
3.5 Opportunities in Social Networking
3.6 Steps carriers can take to enhance mobile social networking adoption
3.7 Few Initiatives by the Mobile Operators and Device Manufacturers to monetize Social Networking
3.8 Conclusion

4. Mobile Applications…………………………………………………………………………..41-55
4.1 Overview
4.2 Types of Mobile Application Stores
4.3 Drivers for adoption of Mobile Applications
4.4 Major Free and Paid Apps Downloads from Major App stores
4.5 Mobile Application Scenario in Select Markets
4.5.1 Mobile Application in South Africa
4.5.2 Mobile application In China
4.5.3 Mobile Application in East Africa
4.6 Challenges for Mobile Applications Adoption
4.7 Mobile Application: Opportunity to be tapped
4.8 Conclusion

5. Mobile Gaming…………………………………………………………………………………56-62
5.1 Overview
5.1.1. The three major advancements in technology for Mobile Gaming Industry
5.2 Distribution Model for Mobile and Tablet Games
5.3 Drivers of Mobile Gaming
5.4 Challenges for Mobile Gaming
5.5 Opportunities in Mobile Gaming
5.5.1. Telecom Operators and Internet Service Providers
5.5.2. Device Makers
5.6 Conclusion

6. Mobile Videos………………………………………………………………………………….63-70
6.1 Steps involved in creation of charging model by telcos

7. Mobile Phones/Smartphones and Mobile OS……………………………………………71-95
7.1 Overview
7.2 Roadblocks/ Hurdles in Smartphones gaining momentum
7.3 Mobile Phone Operating System- Market Share and Trends
7.4 iOS (Apple) vs Android (Google)
7.5 What makes Android gain more popularity than iOS
7.6 Monthly trends of popular Mobile OS, Jan2011-Sep2013

8. Mobile Health (mHealth)……………………………………………………………………..96-98
8.1 Overview
8.2 Drivers of mHealth services
8.3 Challenges for the uptake of mHealth Services
8.4 Potential of mHealth Services

9. Mobile Money…………………………………………………………………………………99-110
9.1 Business Models for Mobile Money Transfer
9.2 Key Success Factors for Mobile Money Applications
9.3 Challenges for the Mobile Money Services
9.4 Opportunities to encash upon in Mobile Money Transfer Services
9.5 Some instance of Mobile Money services launched in various Countries
9.6 Conclusion

10. Mobile Advertising and Marketing………………..………………………………..…111-116
10.1 Outlook of mobile advertising

11. Trends in Emerging Markets………………………………………………………….117-126
11.1 Emergence and disruptive role of the OTT players
11.2 SMS to stage a slow comeback
11.3 Emergence of new alternative business models to strengthen business dynamics
11.4 Youth population to contribute significantly to drive new services adoption
11.5 Availability of basic and high speed internet services
11.6 Revenue sharing between the content providers and telecom operators
11.7 Increased focus on the services for the customers
11.8 Focus on the enterprise segments
11.9 Availability of wide variety of handsets for end users

12. Suggestion for Telecom Operators………………………………………………….127-129
12.1 Classification of services offered to customers
12.2 Enabling Partner Ecosystem through Collaboration
12.3 Customization of Pricing models
12.4 Leveraging the partnership with device manufacturers/vendors and other elements of the Telecom ecosystem
12.5 Localized version of contents
12.6 Subsidize
12.7 Focus on emerging services like m-commerce/m-health via consumer education

13. Forecasts and Estimates……………………………………………………………….130-134
13.1 Social Networking
13.2 Mobile Social Advertising
13.3 Global Mobile Games

14. Social Networking Sites: Profile Snapshots………………………………………..135-156
14.1 Facebook
14.2 Twitter
14.3 Linkedin
14.4 Myspace
14.5 Pinterest
14.6 deviantART
14.7 LiveJournal
14.8 Tagged
14.9 Orkut
14.10 Cafemom
14.11 Ning
14.12 Meet up
14.13 Mylife
14.14 Badoo
14.15 Ask.fm

15. Mobile Gaming Companies: Profile Snapshots…………………………………….157-171
15.1 Zynga
15.2 EA (Electronic Arts Inc)
15.3 GameLoft
15.4 Glu
15.5 Com2uS
15.6 DeNA

16. Popular Smartphones……………………………………………………………………172-192
16.1 Nokia Lumia 625
16.2 Samsung Galaxy Note 3
16.3 Galaxy S4 Zoom
16.4 Samsung Galaxy Mega 6.3 I9200
16.5 Samsung I9505 Galaxy S4
16.6 Samsung Galaxy Grand I9080
16.7 Sony Xperia Z1
16.8 Sony Xperia C
16.9 Sony Xperia M
16.10 Apple iPhone 5s
16.11 Apple iPhone 5c
16.12 HTC Desire 300
16.13 HTC Butterfly S
16.14 HTC One mini
16.15 BlackBerry Z30
16.16 LG G Pro Lite Dual
16.17 LG Optimus L2 II E435
16.18 Micromax A74 Canvas Fun
16.19 Motorola Moto X
16.20 Motorola DROID Ultra

17. WiseStrokes Views and Analysis…………………………………………………………193

List of Tables

Table 1: Global Telecom Indicators for the World Telecommunication Service Sector in 2013*
Table 2: Mobile subscriber growth trend worldwide, 2005-2013
Table 4: Worldwide Cost/MB (in $) mobile data v/s Monthly mobile data traffic (in MB) per
Table 7: Global Sale of iPhone (in million) from Q1-2008 to Q3-2013
Table 9: Comparision of iOs and Android OS Market Share, Q1-2011-to- Q2-2013
Table 10: Global Population Forecast by Age Groups, 2010-2050
Table 11: Social Network Users Worldwide (in billions), 2011-2017
Table 12: Social Networking Users Worldwide forecast, 2011-2017 (in Millions)
Table 13: Social Networking User Penetration worldwide (by Region), 2011-2017 (% of Population in each group)
Table 14: Social Networking User Penetration Worldwide (by Region), 2011-2017 (% of internet user in each group
Table 15: Global Mobile Advertising Revenues Forecast by Region, 2012-2016
Table 16: US Social Media Advertising Revenues and Social Display Ad Revenues and Native Display Ad revenues, 2012-2017
Table 17: Global Gaming Revenue Forecast, 2012-2016
Table 18: Facebook Worldwide and Regional ARPU Trend, Q2-2010 – Q3-2013
Table 19: Linkedin Quarterly Revenues (in $mn) and Total members (in mn),
Table 20: Country-wise visitors (in %) for Various Social Networking Sites (1 of 3)
Table 21: Country-wise visitors (in %) for Various Social Networking Sites (2 of 3)
Table 22: Country-wise visitors (in %) for Various Social Networking Sites (3 of 3)
Table 23: Zynga User Base Trends (Annual), 2009-2012
Table 24: Zynga User Base Trends (Quarterly), Mar-2010-to- Sep-2013
Table 25: EA Quarterly Revenues by Console, Q1-11-to-Q2-14
Table 26: EA Quarterly Revenues by Mobile & Handhelds, Q1-11-to-Q2-14
Table 27: GameLoft – Key Metrics
Table 28: Gameloft Revenue Trend by Activity, 2008-2012

List of Figures

Fig 1: Worldwide Population and Mobile cellular subscription growth, 2005-2013*
Fig 2: Worldwide Mobile penetration in 2013* and subscription growth rates, 2005-2013
Fig 3: Internet users by development level, 2003-2013*, and by region, 2013
Fig 4: Global Mobile Connections Forecast, 2007-2015
Fig5: Global Mobile Subscriber Growth Regionwise, 2005-13
Fig 6: Active Mobile Broadband Subscriber Growth Regionwise, 2010-2013
Fig 7: Active Mobile Broadband Subscriber Penetration Regionwise, 2010-2013
Fig 8: Time spend on iOS and Android connected devices
Fig 9: Global Mobile Applications User Base Forecast, 2011-2015
Fig 10: Popular App Categories
Fig 11: Global Smartphone Sales Forecast, 2011-2016
Fig 12: Components of the existing telecom VAS Value Chain Systems
Fig 13: Mobile driving active usage on Twitter and Google+
Fig 14: Percentageof active user between Q2-2012 and Q1-2013 by age groups
Fig 15: Top 15 Social media sites worldwide Ranked on the basis of active user penetration, Q1 2013 (% of internet users)
Fig 16: Percentage Change in Worldwide Facebook User’s activities on Facebook by Device in Q1-2013 v/s Q2-2012
Fig 17: Active Users on Facebook- Total Users and Mobile Users
Fig 18: Usage of Social Networking sites
Fig 19: Usage of Social Networking sites to communicate views
Fig 20: Social Networking Usage still being driven by the Young Age group population
Fig 21: Access to Social Networking is the most popular activity on smartphones
Fig 22: Top Messaging Apps Globally
Fig 23: Mobile Internet usage via Apps on Smartphones
Fig 24: Inter-relationship between Learning Curve and User Experience
Fig 25: Top 5 Free Apps on Apple App Store, September 2013
Fig 26: Top 5 Paid Apps on Apple App Store, September 2013
Fig 27: Top 5 Free Apps on Google Play, September 2013
Fig 28: Top 5 Paid Apps on Google Play, September 2013
Fig 29: Top 5 Free Apps on Amazon AppStore, September 2013
Fig 30: Top 5 Paid Apps on Amazon AppStore, September 2013
Fig 31: Total Mobile Apps Downloads Forecast Worldwide, 2012-2017
Fig 32: Forecast of Mobile Gamers in US, 2012-2016
Fig 33: Time Watched by Video Length and Device
Fig 34: Frequency of watching Videos on Computer/PC
Fig 35: Frequency of Video Watching on Smartphone
Fig 36: Worldwide Total Mobile Phone and Smartphone Sales, Q1-2007-to- Q2-2013
Fig 37: Worldwide Smartphone Sales by Mobile OS, Q1-2007- to-Q2-2013
Fig 38: Global Smartphone Market Share (in Percent) by Mobile OS, Q2-2013
Fig 39: Global Mobile Phone Sales to End Users by Vendor in Q2-2013
Fig 40: Global Phones Sales by Vendors to End Users by Vendor in Q2-2013 (Market Share in Percentage)
Fig 41: Global Smartphone Sales to End Users by Vendor in Q2-2013
Fig 42: Global Smartphone Sales to End Users by Vendor in Q2-2013 (Market Share in Percentage)
Fig 43: Market Share of Popular Mobile OS in United States
Fig 44: Market Share of Popular Mobile OS in United Kingdom
Fig 45: Market Share of Popular Mobile OS in Germany
Fig 46: Market Share of Popular Mobile OS in France
Fig 47: Market Share of Popular Mobile OS in Italy
Fig 48: Market Share of Popular Mobile OS in Spain
Fig 49: Market Share of Popular Mobile OS in Australia
Fig 50: Market Share of Popular Mobile OS in Urban China
Fig51: Market share of Mobile OS (Forecasted), 2012 and 2016
Fig 52: Worldwide trend of popular mobile OS, Jan2011-Sep2013
Fig 53: Trend of popular mobile OS in North America, Jan2011-Sep2013
Fig 54: Trend of popular mobile OS in Africa, Jan2011-Sep2013
Fig 55: Trend of popular mobile OS in Europe, Jan2011-Sep2013
Fig 56: Trend of popular Mobile OS in South America, Jan2011-Sep2012
Fig 57: Trend of popular Mobile OS in Oceania, Jan2011-Sep2012
Fig 58: Trend of popular mobile OS in Asia, Jan2011-Sep2013
Fig 59: Trend of popular mobile OS in Indonesia, Jan2011-Sep2013
Fig 60: Trend of popular mobile OS in India, Jan2011-Sep2013
Fig 61: Trend of popular mobile OS in Sri Lanka, Jan2011-Sep2013
Fig 62: Trend of popular mobile OS in Malaysia, Jan2011-Sep2013
Fig 63: Trend of popular mobile OS in Philippines, Jan2011-Sep2013
Fig 64: Trend of popular mobile OS in Singapore, Jan2011-Sep2013
Fig 65: Trend of popular mobile OS in Russia, Jan2011-Sep2013
Fig 66: Number of Mobile Money Deployment by World regions, March 2012
Fig 67: Mobile money services deployed and planned globally
Fig 68: Global Mobile money account registered users globally
Fig 69: Common Activities performed using the Mobile Money service
Fig 70: Countries where airtime top-us are available through mobile money
Fig 71: Competitive moves of the players in the mobile advertising chain
Fig 72: Key challenges for mobile advertising from Brand/Buyer perspective
Fig 73: Percentage of Time Spent in Media vs. % of Advertising Spending, USA 2011
Fig 74: Mobile Handset Manufacturer Market Share Trend in Brazil, Jan’11- Sep’13
Fig 75: Mobile Handset Manufacturer Market Share Trend in Indonesia, Jan’11- Sep’13
Fig 76: Mobile Handset Manufacturer Market Share Trend in India, Jan’11- Sep’13
Fig 77: Mobile Handset Manufacturer Market Share Trend in Malaysia, Jan’11- Sep’13
Fig 78: Mobile Handset Manufacturer Market Share Trend in Russia, Jan’11- Sep’13
Fig 79: Mobile Handset Manufacturer Market Share Trend in Thailand, Jan’11- Sep’13
Fig 80: Mobile Handset Manufacturer Market Share Trend in South Africa, Jan’11- Sep’13
Fig 81: Mobile Handset Manufacturer Market Share Trend in Philippines, Jan’11- Sep’13
Fig 82: Mobile Handset Manufacturer Market Share Trend in China, Jan’11- Sep’13
Fig 83: Facebook Advertising Revenues by Region Trend, Q2-2010 – Q3-2013
Fig 84: Facebook Payment and Other Revenue by Regions Trend, Q2-2010 – Q3-2013
Fig 85: Facebook Monthly Active Users by Regions Trend, Q1-2010 – Q3-2013
Fig 86: Facebook Daily Active Users by Regions Trend, Q1-2010 – Q3-2013
Fig 87: Linkedin Quarterly Revenues (in $mn) and Total members (in mn), Mar-10 to Sep-13
Fig 88: Zynga Revenue Trends, 2008-2012
Fig 89: Zynga Revenue Trends for major game offerings, Q1-2011 to Q4-2012
Fig 90: Zynga Quarterly Revenue break-up by Geography (in %), Q1-2011 to Q3-2013
Fig 91: EA Quarterly Revenues by Geography, Q1-2011-to-Q4-2013
Fig 92: EA Quarterly Revenue by Composition, Q1-2011-to-Q4-2013
Fig 93: GameLoft Revenue Trend, 2008-2012
Fig 94: GameLoft Revenue split by Geography, 2011 & 2012
Fig 95: Glu Revenue Trend, 2008-2012
Fig 96: Com2uS Revenue Trend, Q1-2010-to-Q2-2013
Fig 97: DeNA Revenue Trend, 2009-2013

List of Insights

Insight 1: Mobile data usage in the Middle East region
Insight 2: Usage of Social Networking Sites
Insight 3: MTS selects Teradata to enhance its sales and reduce customer churn
Insight 4: Globe Telecom partners with Viber to create a Win-Win situation
Insight 5: Chat Apps overpowering the SMS in India
Insight 6: Mobile Messaging Application Line targets 20 million users in India within 6 months in India
Insight 7: Airtel Entertainment Store video section has more than 10 million customers within 3 months
Insight 8: Number of People Who Share or Post Videos Online Has Doubled Since 2009
Insight 9: MEDafrica
Insight 10: Safaricom M-PESA
Insight 11: Brand Image may get Tarnished owing to Bad experience of users on Mobile sites

Companies Discussed in the Report
globeSafaricommtsairtellineeazyngafacebooktwitterlinkedgameloft