Monetising ICT Services
2012.10.10   |   40 pages   |   New Services & Technologies

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Most operators' tariffs have been based mainly on minutes of voice and numbers of SMS messages, with broadband as an optional extra, unless it is being taken as a service in its own right. With rapidly growing demand for broadband data, which is more expensive to deliver, and a largely flat and in some cases falling demand for voice the tariffs are becoming increasingly disconnected from the costs of delivering the services.

This disparity between the levels of the tariffs and the costs of delivering the services is distorting the market and attracting low cost OTT VoIP and IM service providers to compete directly with the operators over their own networks. As a result operators risk losing revenue from their profitable voice and messaging services, without recouping it from broadband revenues, unless they change their approach to bundling and tariffing services.

This report looks at the current trends and considers actions operators can take to correct the situation and ensure their profitability and competitive position for the future. The analysis is supported by a review of innovative service packages and tariffs being offered by some operators in the US and Europe.

Keywords: Instant Messaging, Data Revenue, Voice Revenue, Viber, ICT, WhatsApp, Monetising ICT Services, SMS Revenue, Over the top services, Monetising ICT,

Table of Contents
1 Overview 1
2 Introduction 2
2.1 Background to the Report 2
2.2 Report Content 3
2.3 Currency and Conversions 3
2.4 Further Questions and Feedback 3
3 The Wrong Mix - Key Trends in Usage 5
3.1 Introduction 5
3.1.1 ICT Services 5
3.2 Voice & Data Traffic, Revenues and Substitutes 6
3.2.1 Voice & Data Revenues 6
3.2.2 Voice Traffic & mVoIP 7
3.2.3 Messaging - SMS & IM 9
3.3 VAS 11
3.3.1 Apps & Cloud Services 11
3.3.2 On-line Banking 13
4 Data Price & Cost Trends - Examples 15
4.1 Introduction 15
4.2 Orange France 15
4.3 O2 UK 18
4.4 Orange Poland 19
4.5 Price and Cost 22
5 Innovative Voice, Data and SMS Tariffs 23
5.1 Introduction 23
5.2 Verizon - Share Everything 23
5.3 AT&T - Mobile Share 24
5.4 O2 UK - On & On 24
5.5 Swisscom - Natel Infinity 25
6 Matching the Competition 28
6.1 Introduction 28
6.2 AT&T - Call International Application 28
6.3 Bobsled and Clever Connect From T-Mobile 29
6.4 TU Me from Telefonica 30
6.5 Joyn - a Multi-Operator Initiative 32
7 Other Services for Revenue 33
7.1 Introduction 33
7.2 Orange, App Shop and Partners 33
7.3 Payment Services 36
7.3.1 O2 Wallet 36
7.3.2 Isis Mobile Wallet 37
8 Conclusions 38
8.1 Introduction 38
8.2 Tariff Structures 38
8.3 New Network Services 39
8.4 New VAS Services 39
8.5 Conclusion 39
9 Recommendations 40
  Appendix - Feedback Questions 41

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