【正文】 vices 90. There are significant opportunities for ?voice SMS? services, particularly in developing markets 91. Document map – Lessons from the topten services 92. Successful services are characterised by highquality endtoend implementation 93. Several services in the top ten, including the Number 1, demonstrate the importance of mobile operators looking beyond their core business 94. Nearubiquitous 3G coverage is an important enabler of revenue growth from nonvoice cellular services in developed markets 95. Handsets play a critical role in the delivery of mobile services 96. Mobile messaging continues to be important, but operators must not bee distracted by picture and video messaging 97. Many of the top ten services have required substantial investment 98. Usergenerated content and convergence between fixed and mobile services are being increasingly important Slide no. Slide no. The World’s Top Ten Nonvoice Services for Mobile Operators Contents 6 169。 Analysys Research Limited 2021 Shortlisted services were evaluated on the basis of market potential, effectiveness of implementation and suitability for reproduction ? Enduser demand ? Takeup ? Usage ? ARPU ? Revenue ? Revenue per megabyte ? Profitability for operators versus affordability for users ? Churn reduction ? Service availability/coverage ? Performance/quality of service ? Quality/value of content ? Terminal/handset characteristics/capabilities ? Pricing ? Promotion/branding ? Ease of use ? Customer service ? Differences in market demand, revenue potential, etc. ? Competitive environment ? Technology ? Regulation ? Investment required ? Size/global presence required ? Potential for differentiation ? Intellectual property barriers Market potential Implementation Suitability for reproduction Measurements of the potential (or actual) size of the opportunity, such as: Assessment of endtoend service implementation, including: Factors affecting reproduction by other operators or markets, for example: The World’s Top Ten Nonvoice Services for Mobile Operators Service evaluation process 14 169。 Analysys Research Limited 2021 ? FASTWEB has a broadband work that covers a wide area. Its services are available to 80% of the Italian population. ? Wireless technologies, such as CDMA2021 EVDO, WCDMA HSDPA and WiMAX, can provide adequate broadband access where there is no fixed alternative (for example in rural areas or developing markets). However, these wireless technologies cannot match the performance or cost per megabyte of DSL for a large number of customers. Therefore, it would not be realistic for a mobile operator to pete directly with fixed broadband services purely on the basis of these technologies. ? FASTWEB has implemented an LLUB work using fibre and ADSL2+, enabling it to deliver downstream data rates of up to 20Mbit/s to customers. Some operators (including Vodafone UK) have opted for resale of, or bitstream access to, incumbent work operator DSL services, which limits the scope for ? LLUB can be much cheaper than bitstream access or resale for the delivery of broadband services to a large customer base. Vodafone Italy can benefit from LLUB with FASTWEB, without making its own upfront investment in LLUB equipment. In partnership with FASTWEB, Vodafone has quickly and cost effectively developed a highspeed broadband service using LLUB ADSL2+ and fibre The World’s Top Ten Nonvoice Services for Mobile Operators 3 For details of the characteristics and costs of different implementation options for fixed broadband services, see Brydon, A. and Heath, M. with Wood, R., Mobile Operator Strategies for Fixed Broadband, Analysys Research (Cambridge, 2021). Implementation Number 1: Vodafone Casa FASTWEB (Vodafone Italy) 21 169。 Analysys Research Limited 2021 Mobile operators can benefit substantially from offering fixed broadband services The World’s Top Ten Nonvoice Services for Mobile Operators 2 For detailed analysis of the opportunities for mobile operators in fixed broadband services, see Brydon, A. and Heath, M. with Wood, R., Mobile Operator Strategies for Fixed Broadband, Analysys Research (Cambridge, 2021). Figure 1: Prorata annual spend on fixed broadband services, per broadband household, 1Q 2021 [Source: Analysys Research, 2021] ? Offering fixed broadband services will allow mobile operators2 to: ? increase ARPU by taking advantage of household spend on fixed broadband services, as shown in Figure 1 ? bundle fixed broadband with mobile services, which can help to reduce mobile churn ? pete against fixed operators and other anisations, such as broadcasters and retailers, which offer bundles of fixed and mobile services ? establish a key part of their FMS strategy, by breaking the retail link with incumbent fixed operators ? achieve greater control of the cost and quality of broadband connections to femtocells, if they choose to adopt this architecture. Market potential Number 1: Vodafone Casa FASTWEB (Vodafone Italy) 0100200300400500FranceGermanyItalySpainUKUSAAnnual spend (USD)牋19 169。 Analysys Research Limited 2021 Document map The World’s Top Ten Nonvoice Services for Mobile Operators Document map: Service evaluation process The top ten services Executive summary Service evaluation process About Analysys reports and services Introduction Actions Authors, copyright and glossary List of figures and tables Lessons from the top ten services 12 169。 Analysys Research Limited 2021 Contents [2] 35. Mobile TV and video have helped 3 UK to achieve the highest 3G market share in the UK and the highest nonvoice ARPU in the world 36. Breadth, de