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Contents
About Value Partners Mobile VAS in emerging markets what do markets want?
Q&A
An international player Headquartered in Milan, with offices in 9 countries, including double-digit growth rate markets A strong team of professionals 25 partners, 275 professionals, 23 nationalities An excellent track record Constant growth over the last 18 years A large and loyal customer base Over 350 client served in the past three years, 60% of which have been with us for over 8 years
Globally, Value Partners has advised the leading TMT organizations, regulators and investors
Telecoms clients
Media clients Investment clients in TMT
SouthernCapital
In Asia Pacific we have an unrivalled TMT client base and presence in all major markets
Selected Asia Pacific clients
Office
Thailand
Sri Lanka Malaysia Singapore
Indonesia
Australia
New Zealand
VPPD-071126-VaFall-P6
In the VAS and content area, we have supported all the key players across the value chain
Mobile operators: recent project experience
Developing 02s mobile entertainment strategy and positioning in the mobile TV market Supporting Vodafones development of content standards and minor protection policy frameworks Reviewing Telecom Italia Mobiles approach to mobile content and value-added services Mobile content product strategy roadmap; and development of 3G services and supporting infrastructure Reviewing trends and commercial opportunities in the UK mobile market
Asian mobile operator
Assessment of M-payment opportunities Identification and assessment different business models Business planning
Contents
About Value Partners Mobile VAS in emerging markets what do markets want?
Q&A
Among the emerging markets where Value Partners has worked on commercial topics, we share VAS findings in a few interesting markets
Vietnam
Nigeria
Analysis of mobile VAS and mobile internet usage as part of commercial improvement program
Analysis of mobile VAS trends as part of market and commercial strategy development
Turkey
Pakistan India Oman China Bangladesh Thailand Taiwan Vietnam Philippines
Malaysia
India
Analysis of mobile VAS trends as part of a 3G strategy development and launch PMO
Indonesia
Ghana
Chile
Analysis of mobile VAS trends to develop Argentinaofferings targeted at specific user segments
Awareness, usage and intention-to-use of Mobile VAS among mobile users in India
% aware of VAS
Music (including caller tunes, ringtones, etc) News Video RBT & video tones Sports updates Game downloading Astrology Internet on Mobile Voice chat/SMS chat Mobile email Mobile banking Mobile payments Voice search/SMS search Education services Voice karaoke Spoken SMS Voice to text Job services 51% 45% 42% 40% 40% 31% 88% 6% 8% 7% 4% 10% 3%
27%
24% 24% 21% 21% 16% 16% 14%
7%
1% 1% 6% 1% 2% 2% 2%
6%
6% 5% 7% 4% 3% 4% 3%
12%
1%
3%
Source: Consumer survey (India, 15 circles, 2011, n=8216), Value Partners analysis
VAS usage and usefulness among current mobile VAS users (selected segments) in India
% who use the VAS Relative usefulness (on 5-point scale)
All users
Ringtone download Wallpaper/Picture download Audio/Video clips download Games download/ Gaming Web browsing Email Instant messaging Info services (e.g, news, find &buy, etc) Utility aspects of NSE, BSE, NCDEX Rail reservation/ PNR enquiry Happy tune/Reverse tune/Dialer tone 27% 33% 50% 83% 3.2 2.9
Students
88% 56% 34% 39% 3.3 3.0
Working adults
84% 38% 21% 31% 3.2 2.8
3.6
2.5 2.8 2.6 2.8 2.8 2.4 2.5 3.0
2.7
2.7 2.8 3.1 2.4 2.6 2.4 3.0 2.6 2.4 2.2
2.9
2.9 3.0 3.1 2.4 2.6 2.8 2.9 2.5 2.4 2.3 3%
2.7
2.8 2.9 2.9 2.3 3.5 2.4
16%
25% 13% 15% 4% 17% 12% 3% 2%
25%
17% 16% 15% 3% 14% 15% 3% 2%
14%
29% 12% 26%
11%
13% 0% 12% 0% 20% 0% 0% 0%
26% 13% 4% 1%
Voice messaging
Astrology
Source: Consumer survey (India, 15 circles, 2011, n=2160), Value Partners analysis
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SMS
Download ringtones Download music Download wallpapers Picture messaging Download pictures Download games Email Mobile Mobile Internet 14%
90%
Teenagers/Young adults (15-24) Adults (25-34)
19%
12%
10% 4% 4% 1% 1% 0%
Mature (35-44)
Middle-aged (45-54)
14% 12% 9%
10% 9% 6% 4% 4% 3% 7%
2% 1% 0% 0%
Download games
1%
Download Picture pictures messaging Download wallpapers Download music Download ringtones
Music VASes are the most popular across all age segments
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Social networking
Application downloads Music/video downloads Instant messenger Credit transfer Ringtone downloads Call-back Games News Others None
33%
4% 8% 5% 4% 5% 42%
News
Web search Instant messenger (MSN, Google Talk) Online reading Others
5-8 times
9-16 times
5% 7% 0.8% 14%
Every day 16-29 times
3%
1% 1% 0%
~14% of respondents have not recently used a VAS while most VAS have only been used by ~10% of respondents which indicates a strong potential to stimulate usage by inducing trial among subscribers
Source: Consumer survey (Lagos, 2011, n=770), Value Partners analysis
Polarisation of usage may imply: - Many people simply do not have the phone capability, but will use once obtained; or - Once consumers are enticed, could quickly become habitual users
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% 2G subscribers who have recently used VAS Social networking Application downloads Music/video downloads Instant messenger Credit transfer Ringtone downloads Call-back Games News Others None 7% 11% 8% 7% 6% 5% 0.4% 27% 5% 10%
21%
22% 17% 19% 14% 11% 9% 9% 10% 0.6% 9%
29%
VAS usage significantly increased in social networking, applications and music/video categories but not games and news/info categories
Percentage of mobile users who have not used VAS significantly reduced
13
% 2G subscribers who have recently performed activities Social networking (Facebook, Twitter, Google+, etc) Web browsing Email Downloading (Music, Ebooks, Videos, etc) News Web search Instant messenger (MSN, Google Talk) Online reading Video streaming (Youtube) 7% 6% 29% 25% 20% 15% 15% 38%
% 3G subscribers who have recently performed activities 75% 52% 52% 38% 30% 26% 21% 13% 3G subscribers did significantly more social networking, communication, information gathering activities
3%
4% 1%
5%
4% 1% but not video streaming, gaming and VoIP activities
Gaming
VoIP (Skype) Others
5%
2%
Web browsing
Chat
18%
20%
18%
Getting information Audio content (e.g., Music) Email Audiovisual content (e.g. Video) Video calling 3%
17%
19%
17%
16%
14%
17%
13%
14%
12% 10% while the mass market subscriber has a preference for web browsing and audio content
10%
10% The mid and high value customer appear to emphasize communication and getting information
3%
3%
Other
1%
1%
0%
15
Mobile TV
24%
27%
23%
22%
18%
24%
Multi-player gaming
20%
21%
20%
Mobile payments
18%
16%
19%
Music services
15%
18%
14%
The mid and high value customer wants mobile TV and music services
while the mass market customer wants information services and mobile payments on their phones
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Within emerging markets, music-related, social networking and information services are still the most relevant VASes emphasizing practicality and fulfilling social needs (as opposed to pure entertainment) More advanced services like mobile banking, payment and commerce will still need to be promoted to improve awareness
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1.
Introduce subscription services for music, information and other useful services e.g. Spotify and 3UK
1.
2
Use technology to enable Facebook, Twitter, etc on low-end phones and sell data to these users e.g. XL Axiata and Blaast Oy
1.
3
Leverage mobile advertising as new revenue stream, riding on increasing smartphone penetration e.g. SingTel and Amobee
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Contents
About Value Partners Mobile VAS in emerging markets what do markets want?
Q&A
19
Contact Information
www.valuepartners.com cheryl.lim@valuepartners.com
Milan Via Vespri Siciliani, 9 20123 Milan Italy Tel. +39 02 4854 81 Fax +39 02 4800 9010
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