It is Forecasted That Revenue from Global Mobile Data Services, Despite Lower Revenue...

It is Forecasted That Revenue from Global Mobile Data Services, Despite Lower Revenue Per User, Will Surpass That of Fixed Internet Access Services in 2008

DUBLIN, Ireland--(Business Wire)--
Research and Markets
(http://www.researchandmarkets.com/reports/c89160) has announced the
addition of Mobile Data Best Practices: Positioning and Revenue
Opportunities in Emerging and Developed Markets to their offering.

Pyramid Research expects that revenue from global mobile data
services, despite lower revenue per user, will surpass that of fixed
Internet access services in 2008, primarily due to its larger user
base. In some parts of the world, mobile phones provide the only
medium for Internet access; in others, demand for accessing any
content on any device at any time is growing.

In its newest report, Mobile Data Best Practices: Positioning and
Revenue Opportunities in Emerging and Developed Markets, Pyramid
Research examines mobile data services, revenue trends and drivers for
adoption, and compares the market dynamics and opportunities in
emerging and developed countries.

This report will allow you to assess:

-The size of the mobile data opportunity.

-Markets and regions that will have the largest and fastest
growing mobile data revenue.

-The impact of 3G on mobile data uptake.

-The key differences in the mobile data business models of
developed and emerging markets.

-Services that will drive data revenue in developed and emerging
markets over the next five years.

-Keys to position mobile data services optimally.

-How operators should price mobile data.

Key questions answered

-How big is the mobile data opportunity?

-Which markets and regions will have the largest and fastest
growing mobile data revenue?

-What is the impact of 3G on mobile data uptake?

-What are the key differences in the mobile data business models
of developed and emerging markets?

-Which services will drive data revenue in developed and emerging
markets over the next five years?

-What are the keys to positioning mobile data services optimally?

-How should operators price mobile data?

-Target audience

Operators

This report allows you to identify successful strategies for
positioning, pricing and promoting your mobile data offerings, to
quantify market demand for mobile data over the next five years and to
benchmark performance against regional averages and other key players.

Equipment and application providers

This report helps you evaluate business opportunities in the
mobile data space across the world. Use operator best practices and
benchmarks to successfully position your equipment and services as
well as to enhance your value proposition.

Financial services, investment firms

This report provides a thorough grounding in the salient issues
facing mobile data today and charts a means of generating sizeable
revenue. Financial institutions need to understand the dynamics of
mobile data consumption in different market environments to assess
upcoming opportunities in the sector.

The penetration rates of mobile services continue to grow
worldwide. By our estimates, the number of mobile subscriptions will
increase from 3.3bn in 2007 to 4.7bn in 2012, representing more than
two-thirds of the world's population. As the global subscriber base
has expanded, so have the capabilities of mobile networks and devices.
In all the developed markets and an increasing number of emerging
markets, mobile operators have deployed next-generation wireless
technologies to enable mobile broadband services. Voice continues to
account for more than 80% of global mobile revenue, but the adoption
of mobile broadband is on the rise. Indeed, we expect that revenue
from global mobile data services, despite lower revenue per user, will
surpass that of fixed Internet access services in 2008, primarily due
to its larger user base. In some parts of the world, mobile phones
provide the only medium for Internet access; in others, demand for
accessing any content on any device at any time is growing.

In this report, Pyramid Research examines mobile data services,
revenue trends and drivers for adoption, and compares the market
dynamics and opportunities in emerging and developed countries. The
report ranks current and projected top performers in terms of
countries and mobile operators, providing invaluable insight into
business opportunities for equipment and application providers as well
as benchmarks for operators worldwide. By drawing on numerous operator
case studies and industry best practices, Pyramid Research analyzes
what works and what doesn't, and identifies market-tested strategies
for positioning, pricing and promotion of mobile data offerings in
different market environments that promise to encourage end-user
adoption and increase data revenue per subscriber no matter which
market you are in.

Content Outline:

Table of exhibits

Acronyms and abbreviations

Companies mentioned in this report

Executive summary

Section 1: Mobile data adoption trends and outlook in emerging and
developed markets

1.1 Mobile data access presents a larger opportunity than fixed
Internet access

1.2 Mobile data revenue trends in emerging and developed markets

1.3 Largest developed and emerging mobile data markets

1.4 Fastest growing opportunities are in emerging markets

The US leads the developed markets in mobile data revenue growth

1.5 Data users in developed markets spend five times more than
those in emerging ones

Data's share of ARPS is lower in emerging markets, but growth in
emerging markets is still consistent with that in developed markets

1.6 Data ARPS doubles with 3G

MNOs with the highest data ARPS

The impact of 3G on ARPS in emerging markets

1.7 SMS to continue to drive data ARPS in emerging markets, less
in developed ones

The impact of SMS bundles

The cannibalization effect of SMS

CASE STUDY: In Uruguay, operators promote 3G services in response
to cannibalization effect of SMS on MOU

1.8 Uptake of non-messaging data services widens the gap between
developed and emerging markets

Internet browsing -- the killer app?

Non-messaging data service revenue to reach $170bn

Section 2: Building successful mobile data business models
worldwide

2.1 What works: positioning strategies for mobile data

Technology leadership

Market segmentation for mobile data services

Finding content that sells

Mobile data as extension of fixed broadband

CASE STUDY: Orange innovates with mobile TV

Mobile-enabling business processes

The iPhone shows the way forward for devices

Do emerging markets need mobile data?

Seizing opportunities where fixed networks can't

Marketing push, higher acquisition costs and the impact on revenue

2.2 Mobile data pricing schemes at a make-or-break point

Bundles and social networking stimulate revenue growth

CASE STUDY: iPhone-like discounted bundles increase adoption

Flat-rate pricing -- the upside to mobile data adoption?

CASE STUDY: 3 UK's flat rates and all-3G strategy produce highest
data ARPS

Section 3: Mobile data operator best practices

3.1 US CASE STUDY: An aggressive 3G strategy has helped Verizon
Wireless beat its competitors in data

Positioning strategies: Aggressive rollouts, popular content and
strong branding

Pricing: more plans and bundles

Outcome: Data revenue is driving growth and strong performance

3.2 AUSTRALIA CASE STUDY: Telstra sees success with strategy for
migrating customers to 3G and selling non-SMS data

services

Positioning strategies: Going the extra mile to raise 3G adoption

Pricing: More plans and options for households and mobile
subscribers

Outcome: Data revenue growth from promoting 3G is not free, but it
will pay off

3.3 PHILIPPINES CASE STUDY: Smart Communications uses low-end
strategy to promote SMS and sell more data than

voice

Positioning strategies: messaging, messaging and more messaging

Pricing: buckets of low-cost messages with short durations

Outcome: Low-cost messaging bundles boost revenue and sustain
higher margin

3.4 MALAYSIA CASE STUDY: An aggressive data strategy
differentiates Celcom from market share leader

Positioning strategies: First-to-market and innovative,
differentiated data services

Pricing: Differentiating with convergent service, better values
and options based on usage

Outcome: Rising earnings despite aggressive marketing tactics

Appendix

Types of messaging

Non-messaging data services

Related resources

Table of exhibits

Companies Mentioned:

-- 3 Australia

-- 3 Ireland

-- 3 Italia

-- 3 UK

-- Alltel

-- Ancel

-- Apple

-- AT&T

-- AT&T Mobility

-- Celcom (Malaysia)

-- CTI Movil

-- Dailymotion

-- Digi

-- Digitel (Venezuela)

-- eBay

-- ESPN

-- France Telecom

-- Globe Telecom

-- Hutchison 3G

-- Hutchison Whampoa

-- In&Phone

-- KDDI

-- KDDI au

-- KT Freetel

-- KTF (Korea Telecom Freetel)

-- LG Electronics

-- M6

-- Malaysia Telecom

-- Maxis Communications

-- Mobily

-- Movistar

-- Movistar Uruguay

-- MySpace

-- NetCom

-- Nokia

-- NTT DoCoMo

-- O2 Ireland

-- O2 UK

-- Opel

-- Optus

-- Orange France

-- Orb

-- Palm Inc

-- Pelita Nasi Kandar

-- Play (P4 Sp)

-- Samsung

-- Saudi Telecom Co (STC)

-- SFR France

-- SK Telecom

-- Slingbox

-- Smart Communications

-- SoftBank

-- South Korea Telecom (SKT)

-- Sports Illustrated

-- Sprint Nextel

-- Streamyx

-- Sun Cellular

-- Tele 2

-- Telecom Italia Mobi

For more information visit
http://www.researchandmarkets.com/reports/c89160

Research and Markets
Laura Wood, Senior Manager
Fax: +353 1 4100 980
press@researchandmarkets.com

Copyright Business Wire 2008