Upload
sherrie-xiaoyu-huang
View
490
Download
1
Embed Size (px)
Citation preview
Understanding the needs of Asia–Pacific connected consumers
© Analysys Mason Limited 2015
WEBINAR
Understanding the needs of Asia–Pacific
connected consumers
Consumer preferences, OTT usage and
digital economy opportunities
Sherrie Huang and Satvik Singhania
MAY 2015
Understanding the needs of Asia–Pacific connected consumers
© Analysys Mason Limited 2015
About the authors
Sherrie Huang (Research Programme Head, Asia–Pacific) is the lead analyst for Analysys Mason’s
Asia–Pacific research programme and is based in our Singapore office. Her research covers the
entire Asia–Pacific region, and includes market data and forecasts as well as reports on trends in the
region. Sherrie has extensive expertise in fixed and mobile services and has covered the telecoms
industry from various angles, including strategy, market sizing and forecasting, end-user case
studies, cost modelling and regulatory issues. She previously worked at IDC, Ovum and ZTE in
various Asia–Pacific countries. Sherrie has a Master’s degree in computer science from the
University of Singapore and a Bachelor’s degree in Electrical Engineering from Xiamen University,
China. She speaks Cantonese, Hokkien, English and Mandarin.
Satvik Singhania (Analyst) joined Analysys Mason in 2012 as a Research Analyst in the Singapore
office and works on our Asia–Pacific research programme. He has taken part in and led a number of
key research projects as well as been involved in examining and forecasting the overall size of the
telecoms market in developed and developing Asia–Pacific and producing market reports for various
Asian countries. Before joining Analysys Mason, Satvik was a strategy and risk management
consultant at Dragonfly, where he oversaw a number of projects in alternative energy investments for
an oil major. Satvik has a degree in Economics and Finance from the Singapore Management
University.
2
Understanding the needs of Asia–Pacific connected consumers
© Analysys Mason Limited 2015
Research from Analysys Mason
We provide dedicated coverage of developments in the telecoms, media and technology
(TMT) sectors, through a range of research programmes that focus on different services
and regions of the world.
To find out more, please visit www.analysysmason.com/research
NETWORK
TECHNOLOGIES
Spectrum Fixed Networks Wireless Networks
PRACTICES PROGRAMMES
CONSUMER
SERVICES
ENTERPRISE
AND M2M IoT and M2M Solutions SME Strategies
TELECOMS
SOFTWARE
STRATEGIES
DATA PROGRAMMES APPLICATION PROGRAMMES
Telecoms Software Forecasts
Service Assurance Telecoms Software Market Shares
Revenue Management
Infrastructure Solutions Service Fulfilment Service Delivery Platforms
Customer Care
MEA APAC REGIONAL
MARKETS
EUROPE
European Core Forecasts
Telecoms Market Matrix
European Country Reports
The Middle East and Africa
Asia–Pacific Global Telecoms Forecasts
TELECOMS
SOFTWARE
MARKETS
Customer Experience Management Software Strategies
Digital Economy Software Strategies
Analytics Software Strategies
Software-Controlled Networking
CSP IT Strategies
Mobile Services Mobile Devices Fixed Broadband and Multi-Play
Next-Generation Services
Digital Economy
3
Understanding the needs of Asia–Pacific connected consumers
© Analysys Mason Limited 2015
China
Bangladesh
India
Indonesia
Malaysia
Pakistan
Sri Lanka
Thailand
Vietnam
We divide Asia–Pacific into two regions – ‘DVAP’ and ‘EMAP’;
this is how we define them
Emerging Asia–Pacific (EMAP)
Developed Asia–Pacific (DVAP)
Australia
Hong Kong
Japan
Singapore
South Korea
Taiwan
Forecast individually Part of region Not in region
New in 2015:
Philippines
4
Understanding the needs of Asia–Pacific connected consumers
© Analysys Mason Limited 2015
Agenda
About Asia-Pacific connected consumer survey
Asia-Pacific connected consumer preferences
Four key shifts to align with customers’ needs
OTT threat and strategies
The digital economy opportunity
Key implications
5
Understanding the needs of Asia–Pacific connected consumers
© Analysys Mason Limited 2015
Agenda
About Asia-Pacific connected consumer survey
Asia-Pacific connected consumer preferences
Four key shifts to align with customers’ needs
OTT threat and strategies
The digital economy opportunity
Key implications
6
Understanding the needs of Asia–Pacific connected consumers
© Analysys Mason Limited 2015
Analysys Mason uses several different modes of primary research
to get a rounded view of consumers
Passive device monitoring
Best way to get unbiased data on real-world smartphone usage
Extremely granular
Online questionnaires
Best for getting a full ‘day in the life’ view of services, devices and content that consumers use
Important for assessing preferences and future plans
On-device questionnaires
Provide a targeted set of data in context – for example, tablet users are answering questions about tablet usage directly on the device
Used for Connected Consumer in Asia
A combination of all types of research achieves multiple objectives
7
Understanding the needs of Asia–Pacific connected consumers
© Analysys Mason Limited 2015
The Connected Consumer Survey 2015 covers
15 countries and 22 000 respondents
Focused report for Asia–Pacific:
The Connected Consumer Survey
2015: Asia–Pacific
Focused reports for the Middle East
and North Africa, and South Africa.
For Europe and the USA, also cover:
video consumption
wireline customer retention
bundling strategies.
22 000 respondents in:
Indonesia, Malaysia, South Korea
France, Germany, Poland, Spain, Turkey, UK, USA
Morocco, Qatar, Saudi Arabia, South Africa, UAE.
Key topics:
multi-device usage
smartphone usage evolution
mobile and OTT communications
usage and disruption
mobile customer retention
mobile commerce, finance, health
and fitness services.
8
Understanding the needs of Asia–Pacific connected consumers
© Analysys Mason Limited 2015
Our APAC panel is designed to represent the mobile Internet
‘mainstream’ population
South Korea (sample size = 1629)
Malaysia (sample size = 1707)
Indonesia (sample size = 3253)
Source: Analysys Mason, 2015
45
Questions
?
6500
Respondents
3
Countries
Conducted on handsets
9
Understanding the needs of Asia–Pacific connected consumers
© Analysys Mason Limited 2015
Agenda
About Asia-Pacific connected consumer survey
Asia-Pacific connected consumer preferences
Four key shifts to align with customers’ needs
OTT threat and strategies
The digital economy opportunity
Key implications
10
Understanding the needs of Asia–Pacific connected consumers
© Analysys Mason Limited 2015
Competition is intense and consumer loyalty to mobile
operators is low in Asia–Pacific
Figure: Length of time respondents have been with their
current mobile operator, by country or region [Source:
Analysys Mason, 2015]
Question: “How long have you been with your present mobile phone provider?”; n = 3000.
The level of consumer loyalty to mobile
operators in Asia-Pacific region is much
lower than the worldwide average:
Asia–Pacific is a highly competitive
market
Postpaid contracts help reduce
customer churn, while in a number of
emerging markets, prepaid dominates.
Only 29% of respondents in Asia–Pacific
have never switched operator, compared
with 37% worldwide. 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Ind
one
sia
Ma
laysia
Sou
th K
ore
a
Asia
–P
acific
Wo
rldw
ide
Pe
rcen
tage
of
resp
on
de
nts
<6 months 6–12 months 1–2 years
2–3 years 3–4 years >4 years
29% 37%
Note: For details, please refer to report The Connected Consumer Survey 2015: Asia–Pacific
and The Connected Consumer Survey 2015.
11
Understanding the needs of Asia–Pacific connected consumers
© Analysys Mason Limited 2015
1
2
3
4
5
6
7
8
9
10
Reason South Korea Malaysia Indonesia Asia–Pacific
Family and friends
have same provider
Better network coverage than
other providers
It has a faster mobile network
Price of mobile data
To get the best deal on
a specific handset
Brand and image
Price of voice and messages
To get 4G LTE
Loyalty scheme
None of the above
Improving customer retention requires us to focus on
what they look for next… Table: Main reason for joining current mobile operator (by importance)
Question: What attracted you to this provider? [Select the top three reasons]? Least
important
Most important
2 1 2 2
1 3 3 1
3 2 1 3
4 5 4 6
5 4 5 10
6 8 7 4
7 6 6 7
8 7 8 5
10 10 10 8
9 9 9 9
1 2 4 1
7 1 1 2
6 3 2 3
8 4 3 4
2 5 6 5
3 6 7 6
9 8 5 7
5 7 8 8
10 9 9 9
4 10 10 10
$
$
$
$
12
Understanding the needs of Asia–Pacific connected consumers
© Analysys Mason Limited 2015
…also improving customer retention requires us to
focus on why people leave
Figure: Reasons given by respondents for leaving their previous operator [Source: Analysys Mason, 2014]
0% 5% 10% 15% 20% 25%
Wanted a particular handset
Wanted a particular package
Poor customer service
To be on same network as others
Other
Poor data speed
Price
Poor coverage
Percentage of respondents
$
13
Understanding the needs of Asia–Pacific connected consumers
© Analysys Mason Limited 2015
Multiple-SIM usage is prevalent in emerging markets,
increasing the division of the operator–customer relationship
Questions: “How many different SIM cards do you have?”; “Do you own any handsets that can use more than one SIM card at the same time?”; and “What key factor motivated you to leave your previous mobile provider?”; n = 3000.
Table: Percentage of respondents use more than one SIM and use a multiple-SIM handset, by country [Source: Analysys
Mason, 2015]
Indonesia Malaysia South Korea
Use more than one SIM 73% 46% 19%
Use a multiple-SIM handset 58% 35% 18%
Multiple-SIM usage is prevalent in middle-income economies, such as Malaysia and
particularly in Indonesia. That includes not only using more than one SIM, but also using
multi-SIM handset.
Driven by the fast-growing take-up of smartphones, the amount of money spent on
handsets, relative to that spent on services, is moving in favour of handsets.
This is a further division of the operator–customer relationship. That means threats to
incumbent/primary SIM but opportunities to market challengers.
14
Understanding the needs of Asia–Pacific connected consumers
© Analysys Mason Limited 2015
Multi-device usage is now very common, further
fragmenting consumer demand…
Figure: Device ownership in Indonesia and Malaysia [Source:
Analysys Mason, 2015]
40%
22%
6%
32%
Handset only
Handset and PC
Handset and tablet
Handset, PC and tablet
Multi-device ownership is taking off
in Asia–Pacific, which leads to more
opportunities for those devices to
disrupt and be connected to
someone else’s network.
38% 54%
of respondents
had a tablet of respondents
had a PC
MULTI-DEVICE USAGE
15
Understanding the needs of Asia–Pacific connected consumers
© Analysys Mason Limited 2015
…also the relative importance of devices to services is
changing in favour of devices – particularly in emerging Asia
Figure: Relative spend on mobile services and devices per
year [Source: Analysys Mason, 2015]
Figure: Selected metrics that indicate relative spend on
devices and services (USD) [Source: Analysys Mason, 2015]
South Korea
0
50
100
150
200
250
300
0 250 500 750
Handset
spend (
US
D p
er
year)
Mobile service spend(USD per year)
Malaysia
Indonesia
South
Korea
Malaysia Indonesia
Median
service
spend per
month
59 31 9
Median
handset
spend
500–700 300–500 100–150
Median
handset
duration
30
months
24
months
18
months
Handset
to service
spend ratio
0.4× 0.5× 0.8×
16
Understanding the needs of Asia–Pacific connected consumers
© Analysys Mason Limited 2015
Agenda
About Asia-Pacific connected consumer survey
Asia-Pacific connected consumer preferences
Four key shifts to align with customers’ needs
OTT threat and strategies
The digital economy opportunity
Key implications
17
Understanding the needs of Asia–Pacific connected consumers
© Analysys Mason Limited 2015
There is potential to monetize high network KPIs such
as high speed, particularly in emerging markets
Figure: When you next change your contract or
handset, would you be prepared to pay extra for 4G
LTE? [Source: Analysys Mason, 2015]
Subscribers that did not yet have LTE were willing
to pay more for it particularly in EMAP – Direct $
Faster data speed will lead to higher usage of
mobile Internet service – Indirect $.
This overall price willingness includes the cost of
the handset, which means that much of the
revenue increase will be lost to handset vendors.
0%
20%
40%
60%
80%
100%
SouthKorea
Malaysia Indonesia
Pe
rce
nta
ge
of
resp
on
de
nts
Yes (>USD6 per month)
Yes (USD3–6 per month)Yes (<USD3 per month)No
Figure: What would make you use your mobile Internet service more?
[Source: Analysys Mason, 2015]
0% 20% 40% 60% 80%
South Korea
Malaysia
Indonesia
Percentage of respondents
Cheaper pricefor data
Higher dataallowance
Faster dataspeed
18
Understanding the needs of Asia–Pacific connected consumers
© Analysys Mason Limited 2015
Market education and service availability need to be improved
to maximize high-end service adoption in emerging markets
Educating customers about high-end
services and its benefits is a challenge
for mobile marketing teams. Consumers
are easily confused about whether they
have the service and what the marketing
messaging means.
About 35% of respondents in Indonesia
and Malaysia did not know what LTE is.
Operators that are going to offer LTE
services need to make sure that the
market is ready before the launch.
Nearly 40% of consumers in Malaysia
and Indonesia know what LTE is, but do
not have it. Operators need to
understand why and find a better way to
serve them.
Figure: Awareness and adoption of LTE, by country [Source:
Analysys Mason, 2015]
Questions: “Do you know what 4G LTE is and do you have it?”; n = 3000; and “What would make you use your mobile Internet service more? (choose more than one)”; n = 3000
0%
20%
40%
60%
80%
100%
Pe
rce
nta
ge
of re
spo
nd
en
ts
No, I do not knowwhat it is
No, but I haveheard the term
Yes, I know whatit is but I do nothave it
Yes, and I have a4G LTE mobileservice already
19
Understanding the needs of Asia–Pacific connected consumers
© Analysys Mason Limited 2015
0%
20%
40%
60%
80%
100%
Bu
nd
le
Ch
an
ne
l
Bu
nd
le
Ch
an
ne
l
Bu
nd
le
Ch
an
ne
l
MENA Europe/USAMalaysia/ Indonesia
Pe
rcen
tag
e o
f re
spo
nd
en
ts
Third-party channels Operator channels
Handset not bundled Handset bundled
Working closely with handset vendors and exerting more
influence in the value chain to remain relevant
Our survey shows that operators in Asia–
Pacific – or at least Indonesia and
Malaysia – are very involved in handset
retail channels.
The gap between “handset bundled”
and “operator channel” indicates the
operators’ relative success in selling
handsets outside contract bundles.
Operators can potentially mitigate multi-
SIM and multi-device disruption by:
Exerting greater control over sales
channels and device manufacturers
Controlling and influencing the device
choice and reduce churn
Gaining a share of device revenue from
bundled plans and being handset
channels
Figure: Handset origin and bundling options [Source:
Analysys Mason, 2015]
MENA Europe and
the USA
Malaysia and
Indonesia
20
Understanding the needs of Asia–Pacific connected consumers
© Analysys Mason Limited 2015
SouthAfrica
SaudiArabia
SouthKorea
UAE
Qatar
Morocco
Malaysia
Indonesia
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
0% 10% 20% 30% 40% 50%
Pe
rce
nta
ge
of
resp
on
de
nts
that ra
ted
th
e p
rice o
f m
ob
ile d
ata
as im
port
ant
Percentage of respondents that rated the price of voice and messaging as important
Middle-income countries where the importance of
data is increasing
Advanced high-demand users are
in the minority
Users are not particularly interested in mobile data
Not price sensitive and demands are catered for
The importance of price has shifted from voice and messaging
to data; Price fine-tune is necessary if not yet done
The relative importance of the price shifts
from voice and messaging to data. 1
Three APAC countries are categorised
into three distinct groups.
This reflects a potential problem for
operators in less advanced markets:
differentiation will be increasingly based
on factors such as devices and value-
added services rather than price per unit.
For many countries in APAC, the
importance of data is ascending and
operators must adjust marketing
messages and fine-tune tariffs to
emphasise mobile data.
Figure: The price of mobile data VS that of voice and messaging, as
important when selecting provider [Source: Analysys Mason, 2015]
Question: “What attracted you to this provider?”; n = 8000.
1 These numbers must be viewed within the context of the panel, which was representative of mobile Internet users in each country. This obviously increases the importance of mobile data among our respondents relative to the population as a whole.
Note: For details, please refer to report The Connected Consumer Survey 2015.
21
Understanding the needs of Asia–Pacific connected consumers
© Analysys Mason Limited 2015
Extending connectivity plans with an emphasis of data can
help incumbents to remain relevant via primary SIM
Figure: Types of multiple-device tariff structure [Source: Analysys Mason, 2015]
Pricing Type of plan Shared element Examples
Monthly
device or SIM
connection
charge
Multiple-device (extra
SIM for second and
more devices, such as
tablet or ‘MiFi’)
Data allowance
Sometimes include voice
and messaging services
CSL Mobile (Hong Kong)
Maxis (Malaysia)
M1 (Singapore)
Multiple-user (also
called ‘family plans’)
Data allowance
Voice and messaging
services
Some offer discounts for
multiple lines
Airtel (India)
SingTel (Singapore)
Starhub (Singapore)
No monthly
device or SIM
connection
charge
Second SIM for
mobile broadband
Data allowance
CSL Mobile (1O1O) (Hong
Kong)
SmarTone Mobile
Communications (Hong
Kong)
22
Understanding the needs of Asia–Pacific connected consumers
© Analysys Mason Limited 2015
Seamless multi-screen is an expectation and it helps to
consolidate fragmented consumer demand across devices
Consumers are increasingly using
multiple devices to access OTT video
content.
Consumers now watch video on an
average of 3 device types.
OTT video services have also affected the
viewing habits of respondents, and the
most important shift is in the device types
used to access this content.
Part of TV’s high usage is because
consumers are plugging devices into TVs.
If a service provider can offering video
services across major platforms, it will
offer the convenience that consumers
long for, and improve service stickiness.
Figure : Device types used to access paid-for OTT video
services, 2012 and 2014 [Source: Analysys Mason, 2014]
Question: “Which of the following devices do you use to watch videos through an online video rental service or download-to-own video service?” n = various.
0% 10% 20% 30% 40% 50%
Other device
Console
Handset
Desktop PC
Tablet
Laptop
TV set
Percentage of respondents
2012 2014
23
Understanding the needs of Asia–Pacific connected consumers
© Analysys Mason Limited 2015
There is monetization potential for high KPIs, e.g. higher speed, among high-end consumers
Evolve the service wrap and VAS (content, OTT, etc.) to meet the demands of different segments
Extend the connectivity and VAS to more SIMs, devices and platforms
Form partnerships that might help, such as content providers, handset vendors and OTT
Four key shifts that operators may consider to align their
offerings with customers’ needs
24
Understanding the needs of Asia–Pacific connected consumers
© Analysys Mason Limited 2015
Agenda
About Asia-Pacific connected consumer survey
Asia-Pacific connected consumer preferences
Four key shifts to align with customers’ needs
OTT threat and strategies
The digital economy opportunity
Key implications
25
Understanding the needs of Asia–Pacific connected consumers
© Analysys Mason Limited 2015
Smartphones are bringing a variety of communication
services into competition; legacy services must compete
Figure: Penetration rates of various communication
services on smartphones
0% 20% 40% 60% 80%100%
Video call
VoIP
IP messaging
Social networking
SMS/MMS
Mobile voice
Percentage of panellists
2013
2011
Use Data
Services
27% IP Messaging
11% VoIP
14% Video Call
–3% SMS
26
Understanding the needs of Asia–Pacific connected consumers
© Analysys Mason Limited 2015
Traditional communication services have come under
increased pressure from OTT, especially in DVAP
Figure: SMS revenue (total) and volume (per handset)
[Source: Analysys Mason, 2015]
Figure: Voice revenue (total) and MoU (per handset) [Source:
Analysys Mason, 2015]
0
50
100
150
200
250
300
350
0
50
100
150
200
250
2009 2013 2018
Mo
U (
min
ute
s p
er
co
nn
ectio
n p
er
mo
nth
)
Re
ve
un
e (
US
D b
illio
n)
EMAP DVAP
EMAP DVAP
Voice revenue:Voice MoU:
0
20
40
60
80
100
120
0
5
10
15
20
25
30
2009 2013 2018
Vo
lum
e (
SM
S p
er
ha
nd
se
t p
er
mo
nth
)
Re
ve
nu
e (
US
D b
illio
n)
EMAP DVAP
EMAP DVAP
SMS revenue:SMS volume:
27
Understanding the needs of Asia–Pacific connected consumers
© Analysys Mason Limited 2015
Consumers use messaging apps over SMS for the user experience;
it’s not all about price (free SMS is wasted)
28
<3% Percentage of users who do not
use OTT messaging services
having tried it at least once
28
Understanding the needs of Asia–Pacific connected consumers
© Analysys Mason Limited 2015
VoIP is not providing a compelling reason to convert usage
from voice minutes
VoIP has yet to convince most users to
convert voice minutes in the same
manner as they’ve done with SMS.
Price considerations were the foremost
reason for not using VoIP apps on their
smartphones, followed by user
experience
Operators have increasingly offered more
voice minutes to consumers and this
seems to have largely worked so far.
This though is not sustainable, and
operators will have to compete on user
experience as VoIP services get better
with improved networks.
Figure: Reasons stated by tablet and PC VoIP service users
for not using VoIP services on handsets, 2012 and 2014
[Source: Analysys Mason]
Question: “Why don't you use a VoIP application on your mobile phone?”; n = 448.
0% 20% 40% 60%
Unsure
Other
Trust
Too complicated to set up
Not reliable enough
No benefit seen
To limit data usage
Sufficient minutes in contract
Percentage of respondents
2012 2014
Price
User experience
Trust
29
Understanding the needs of Asia–Pacific connected consumers
© Analysys Mason Limited 2015
VoLTE and operator-led VoIP may help operators to protect the
voice business
Figure: Usage of OTT communication services, by country [Source: Analysys Mason, 2015]
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
South Korea Malaysia Indonesia
Pe
rce
nta
ge
of
resp
on
de
nts
Messaging File sharing Free voice calls Paid-for voice calls Voice messages Video calls
Question: “Which of the following features do you use on your communications app? Tick all that apply”; n = 3000.
30
Understanding the needs of Asia–Pacific connected consumers
© Analysys Mason Limited 2015
Player Core
business
Feature set Comms
business model Voice Messaging Video Location Social
Hardware Indirect
Advertising Indirect
Advertising Indirect
Software
licensing Moving to indirect
Communication
services Direct
Content
distribution Indirect
MNOs Communication
services? Direct
Key consideration for operators: Understand/anticipate the
strategies of other players in the value chain
Figure: Communication services business models [Source: Analysys Mason, 2014]
Operators’ standalone value
proposition looks weak
Value of communication services
increasingly co-opted
31
Understanding the needs of Asia–Pacific connected consumers
© Analysys Mason Limited 2015
Strategy Objectives Examples
Block OTT services Prevent OTT becoming mainstream
Potentially gain value from high-end bundles
Pakistan (Sindh
province)
Stimulate usage Defend legacy communication services
Buy time
Chunghwa Telecom
(Taiwan)
Launch ‘telco OTT’
services
Differentiate own services
‘Retain relevance’ as a communications
provider
LG Uplus
SingTel (Singapore)
Airtel (India)
Launch IMS-based
services
Improve operator portfolio
‘Retain relevance’ as a communications
provider
SK Telecom
SingTel (Singapore)
Partner with OTT
players
Appeal to attractive market segments
Support core data business with move to
bundles
3 Hong Kong,
DiGi (Malaysia)
Globe Telecom
Operators are responding with a variety of approaches
32
Understanding the needs of Asia–Pacific connected consumers
© Analysys Mason Limited 2015
The current status of next-gen initiatives varies considerably
by region
Figure: Number of live next-generation communication service initiatives at June 2014, by region [Source:
Analysys Mason]
0 10 20 30 40 50
Partnership
Telco OTT
RCS (IMS)
VoLTE (IMS)
Number of initiatives
SSA MENA EMAP DVAP
LATAM NA CEE WE
33
Understanding the needs of Asia–Pacific connected consumers
© Analysys Mason Limited 2015
Operators and OTT players can benefit in many ways from
each other and co-exist for greater opportunities
Customer acquisition
Operator grade
services
Operator billing
Local knowledge
Decreased churn
Customer acquisition
Revenue share
Consumer data
Benefits to OTT players Benefits to operators
34
Understanding the needs of Asia–Pacific connected consumers
© Analysys Mason Limited 2015
Agenda
About Asia-Pacific connected consumer survey
Asia-Pacific connected consumer preferences
Mobile data monetization strategies
OTT threat and strategies
The digital economy opportunity
Key implications
35
Understanding the needs of Asia–Pacific connected consumers
© Analysys Mason Limited 2015
The definition of the digital economy is actually simple
The goods and services within the digital economy can be broadly grouped as:
intrinsically digital – streaming video, ebooks, computing services, Facebook
substitutes for established equipment and services – virtual private
communications networks, security services, virtualised PBXs
the marketing and sales of physical goods – Amazon, eBay, Alibaba.
It also includes the role of governments in the development of infrastructure,
services, and the enablement of people and of social and economic enterprise.
The ‘digital economy’ is all economic activity mediated
by software and enabled by telecoms infrastructure.
36
Understanding the needs of Asia–Pacific connected consumers
© Analysys Mason Limited 2015
One of the big problems is getting your CFO to sign off on a
model that does not follow telecoms norms
Figure: Indicative revenue growth for telecoms and digital economy initiatives [Source: Analysys Mason, 2015]
0
1
2
3
4
5
6
0 1 2 3 4 5 6 7 8 9 10
Re
ve
nu
e
Time
Traditional telecoms Digital economy
37
Understanding the needs of Asia–Pacific connected consumers
© Analysys Mason Limited 2015
Key Acquisitions
Amobee (USD321m)
Adconion (USD209m)
Kontera (USD150m)
Advertising
mEducation
More and more Asian operators are launching separate
business units to focus on new digital service streams
SK TELECOM: SK PLANET
In-house technology development
strategy
1
GROUP DIGITAL LIFE
Aggressive acquisition strategy:
SGD2 billion was set aside
2
SK TELECOM
SINGTEL
Comm.
& Social
T-Cloud
Video
Music T-store
LBS Market
Place
Digital
Advertising
Key Acquisitions
HungryGoWhere (SGD12m)
Eatability (USD6m)
Local
Content
Next Gen
Interactions Gaming mCommerce
38
Understanding the needs of Asia–Pacific connected consumers
© Analysys Mason Limited 2015
Cloud-based services lead in Asia–Pacific, followed by mobile
financial and health services
Asia–Pacific
Figure: Distribution of initiatives [Source: Analysys Mason DERI Tracker]
Mobile health
Mobile financial services
Mobile education
Smart homes
Mobile commerce and advertising
Cloud-based services
Mobile agriculture
Mobile identity and security
Venture capital – accelerator
Key:
18%
20%
8%
2%
15%
24%
4% 9%
APAC:116
initiatives
Cloud-based
services
Mobile financial
services
Mobile health
Mobile
commerce and
advertising
39
Understanding the needs of Asia–Pacific connected consumers
© Analysys Mason Limited 2015
Case study: Easypaisa (Telenor Pakistan)
One of the leading mobile money services worldwide
40
June 2014
The Sindh government started
distributing funds to over 400 000
girls for their education through
Easypaisa, instead of through the
old manual system, which had led
to a lack of accountability.
December 2014
The Punjab government will
distribute Zakat (monetary benefit
to poor) through Easypaisa,
instead of through the old banking
system, starting in 2015.
GSMA AWARDS 2014 – WINNER
• Best NFC/mobile money product or service
• Best mobile product or service for women in
emerging markets
BILL AND MELINDA GATES FOUNDATION
• Recognised by the foundation in February
2012 and received a grant of USD6.5 million.
MOBILE MONEY TRANSFER AWARDS 2010
DUBAI – WINNER
• Best mobile money transfer entrant of the year
WORLD BANK, CGAP (CONSULTATIVE
GROUP TO ASSIST THE POOR) 2012
• Third largest mobile financial service worldwide
40
Understanding the needs of Asia–Pacific connected consumers
© Analysys Mason Limited 2015
Case study: Easypaisa (Telenor Pakistan)
Addressed a major issue in the country by filling the gap
41
<20% bank penetration of adults in
Pakistan
Opportunity: Problems faced by people
Long
distances
Long
queues
Limited
working
hours
Telenor Pakistan
Work to your strengths
Distribution Branding Marketing
Tameer Microfinance Bank
Compliance Operations Management
1
2
SERVICES: • P2P domestic Utility bill payments Merchant payments
• International remittance Air-time top-up Charitable donations
• Life insurance scheme Micro insurance scheme
VISION:
Financial inclusion in Pakistan
41
Understanding the needs of Asia–Pacific connected consumers
© Analysys Mason Limited 2015
Case study: Easypaisa (Telenor Pakistan)
The largest branchless banking service in Pakistan
42
Milestones and achievements
6 million monthly users
>50 000 agents and shops (800 cities)
1
3
2.8 million registered mobile accounts 2
~400 000 transactions per day 4
Moved 1% of Pakistan’s GDP in 2013
2010 2012 2014
Outlets
Txns/day
11k 20k 50k
20k 160k 400k
Revenue
share 0.4% 2+%
2 percentage points
out of 5.4% Easypaisa’s contribution to
Telenor Pakistan’s year-on-year
revenue growth in 3Q 2014
Txn Amt
(PKR) 10b 120b
42
Understanding the needs of Asia–Pacific connected consumers
© Analysys Mason Limited 2015
Understanding the investment involved, and setting and
managing realistic expectations, are critical to success
Figure: Key stages in the lifecycle of an m-payment consumer [Source: Analysys Mason, 2015]
New subscriber
First-time users
Active user
Non-active user
Marketing
Registration
Know your
customer
None
Ongoing
marketing
Education
Subsidies for
service use
Low
Account
management on
platform
None
Ongoing
marketing
Education about
new services
Medium/high
Revenue
opportunity
Key costs
4–6 months
43
Understanding the needs of Asia–Pacific connected consumers
© Analysys Mason Limited 2015
Mobile health: good penetration levels of apps as nearly 60% of
people pay for their own healthcare insurance; strong potential Figure: Respondents with medical insurance, and insurance payment
bearers [Source: Analysys Mason, 2015]
Figure: Respondents who use healthcare or fitness apps, by country
[Source: Analysys Mason, 2015]
0%
10%
20%
30%
40%
50%
60%
South Korea Malaysia Indonesia
Pe
rce
nta
ge
of
resp
on
de
nts
Fitness (steps, heart rate) Nutrition (diet, calories)
Wellness (sleep, posture) Medical reference
Medical condition management Use some fitness/health app
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Indonesia Malaysia South KoreaP
erc
en
tage
of
resp
on
de
nts
Yes, I pay Yes, family pays
No, I pay when needed Yes, employer pays
Yes, someone else pays No, healthcare is free
No, for another reason Unsure
44
Question: “Do you have private healthcare
cover/insurance?”; n = 3000.
Question: “If you use health or fitness apps on your mobile phone,
what do those apps track? (select all that apply)”; n = 3000
Understanding the needs of Asia–Pacific connected consumers
© Analysys Mason Limited 2015
Agenda
About Asia-Pacific connected consumer survey
Asia-Pacific connected consumer preferences
Four key shifts to align with customers’ needs
OTT threat and strategies
The digital economy opportunity
Key implications
45
Understanding the needs of Asia–Pacific connected consumers
© Analysys Mason Limited 2015
Operators face multiple pressure points against a background of
increasing competition
46
Telecoms operators
Increasing importance of
handsets
Increasing competition from other operators
Increasing operational and
financial pressure
Non-traditional
competition
Multi-device
and high handset spending
Multi-SIM Customer demand for better network quality and higher data speed
Core business cannibalised by
OTT
46
Understanding the needs of Asia–Pacific connected consumers
© Analysys Mason Limited 2015
Recommendations for Asia-Pacific operators
Offering extending connectivity plans with a data focus
Providing multi-screen service wraps that serve across devices and platforms
Gaining greater control of device sales channels and manufacturers
Leveraging pricing and customer experience to mitigate voice revenue erosion
Determining a holistic OTT strategy that fits
Investing in digital economy solutions such as mobile finance and healthcare
47
Understanding the needs of Asia–Pacific connected consumers
© Analysys Mason Limited 2015
Our Connected Consumer survey helps us to, in particular, focus on
key pain points for operators
TMT
INDUSTRY
DYNAMICS
Positioning
for the digital
economy
Monetising
data services
Maximising
operational
efficiency Reducing churn
and acquiring
customers
Leveraging
next-generation
and virtual
networks
Understanding customer
appetite for digital economy
services and current take-up
(covered in our digital economy
presentation).
Tracking the fragmentation of
the consumer relationship
(devices, SIMs, OTT services).
Understanding why people
churn, and their priorities.
Willingness to pay.
Areas where primary research can
help significantly
Note: For details, please refer to report The Connected Consumer Survey 2015: Asia–Pacific:
http://www.analysysmason.com/Research/Content/Reports/connected-consumer-APAC-Apr2015-RDRP0/#28%20April%202015
48
Understanding the needs of Asia–Pacific connected consumers
© Analysys Mason Limited 2015
Contact details
Sherrie Huang
Research Programme Head,
Asia–Pacific
Satvik Singhania
Analyst
Cambridge
Tel: +44 (0)1223 460600
Fax: +44 (0)1223 460866
Dubai
Tel: +971 (0)4 446 7473
Fax: +971 (0)4 446 9827
Dublin
Tel: +353 (0)1 602 4755
Fax: +353 (0)1 602 4777
Johannesburg
Tel: +27 11 666 4786
Fax: +27 11 666 4788
London
Tel: +44 (0)20 7395 9000
Fax: +44 (0)20 7395 9001
Madrid
Tel: +34 91 399 5016
Fax: +34 91 451 8071
Milan
Tel: +39 02 76 31 88 34
Fax: +39 02 36 50 45 50
New Delhi
Tel: +91 124 4501860
Paris
Tel: +33 (0)1 72 71 96 96
Fax: +33 (0)1 72 71 96 97
Singapore
Tel: +65 6493 6038
Fax: +65 6720 6038
Boston
Tel: +1 202 331 3080
Fax: +1 202 331 3083
Manchester
Tel: +44 (0)161 877 7808
Fax: +44 (0)161 877 7810
49