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Mobile Virtual Network Operators: Mid-Life Crisis or Growing Pains?
PUBLISHED:
September 2006 (23 Pages, 40 Charts)
AUTHOR:
eMarketer
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Single User PDF | GBP 365
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OVERVIEW
During the past year the mobile virtual network operator (MVNO) business model has taken some lumps, but as mobile competition shifts focus from growing market share to growing wallet share the MVNO business will involve more revenue sharing between operators and brands rather than the "cost plus" model that predominates today.
This report analyzes the fundamental business changes that are rapidly restructuring the MVNO market – affecting content suppliers and service providers alike.
High-profile stumbles by heavily funded and branded MVNOs have caused some to question the overall business model. Are these necessary teething pains or indicators of something more profound?
According to eMarketer, in the US and the UK, MVNOs will become increasingly important for both wireless operators and brands, accounting for over $20 billion in overall revenue by 2010. But it's clear that substantial changes to the present MVNO model must come in order to make these numbers a reality.
Key questions the "Mobile Virtual Network Operators" report answers:
• What is the MVNO play for marketers?
• What tangible assets do brands need in order to exploit the wireless channel?
• How big is the MVNO opportunity for marketers?
• What should marketers do now in order to prepare?
This report aggregates the latest data from marketing, technology and telecommunications analysts with eMarketer numbers, projections and analysis.
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TABLE OF CONTENTS
Impetus
Mobile Virtual Network Operator* (MVNO) Subscribers and Revenues in the US and the UK, 2005-2010 (millions)
Issues & Questions
The eMarketer View
Key eMarketer Numbers: Mobile Virtual Network Operators* (MVNOs)
What a Difference a Year Makes
Follow that Virgin
And Now?
Mobile Virtual Network Operator* (MVNO) Subscribers and Revenues in the US and the UK, 2005-2010 (millions)
Implications for Your Business
For Brand Marketers
For Incumbent Mobile Carriers
For MVNOs
For Content Providers
The MVNO Business Model
Key Types of Mobile Virtual Network Operators* (MVNOs)
Why MVNOs?
The MVNO Opportunity in the US and the UK
The Global Mobile Telecom Market
Worldwide Mobile Phone Subscribers, 2001-2010 (millions)
Wireless Carrier Revenues Worldwide, by Region, 2005 & 2010 (billions)
Annualized Revenues for Providers of Mobile Internet Content Worldwide, by Type, 2005 (% of total)
Worldwide Mobile Entertainment Revenues, by Segment, 2005-2010 (millions)
Mobile Virtual Network Operator* (MVNO) Subscriber Penetration Worldwide, 2006 & 2010 (% of total mobile subscribers)
The US Market
Snapshot of the US Voice, Video, Data and Mobile Markets, 2005
Service and Data Average Revenue per User (ARPU) among US Wireless Carriers, Q3 2004-Q3 2005
Average Monthly Voice Minutes Used in Select US Metropolitan Areas, Q1 2005 & Q1 2006 (minutes and % increase/decrease vs. prior year)
Average Monthly Mobile Phone Usage by US Adult Mobile Phone Subscribers, by Gender, 2001-2006 (minutes)
Mobile Content and Applications Used by US Mobile Subscribers, May 2006 (thousands and % of mobile subscribers)
US Wireless Revenues, by Segment, 2005 & 2006 (millions and % increase vs. prior year)
US MVNOs
Profile of US Mobile Virtual Network Operator* (MVNO) Market, 2005
Market Share of US Mobile Virtual Network Operators* (MVNOs) and Mobile Service Resellers, End of 2005 (% of total)
The UK Market
Mobile Phone Penetration in the UK, by Country, Q2 & Q3 2005 (% of respondents)
Leading Methods of Telephone Communication among Adults* in the UK, Q4 2004 & Q4 2005 (% of respondents)
Average Household Spending on Telecom Services in the UK, by Type of Service, 2001-2005 (millions and % of total household spending)
Mobile Retail Revenues in the UK, by Segment, 2001-2005 (billions)
Mobile Voice and Data Average Revenue per User (ARPU) in the UK, 2001-2005 (£ per month)
Active* Mobile Subscribers in the UK, by Payment Plan, 2001-2005 (millions)
Mobile Content and Applications Used by Mobile Subscribers in the UK, May 2006 (thousands and % of mobile subscribers)
Average Number of Text Messages Sent per Active* Mobile Phone Subscriber per Week in the UK, 2001-2005
UK MVNOs
Main Mobile Virtual Network Operators* (MVNOs) in the UK, 2006
How Marketers Should Approach MVNOs
Get to the New Demographic
Mobile Phone Ownership and Text Messaging Use by US Tweens and Teens, March 2006 (% of respondents in each group)
Mobile Phone Services on which US Teens Would Spend Additional Money, 2005 (% of respondents*)
Mobile Phone Service Provider Awareness and Market Share among US Tweens and Teens, 2005 (% of respondents)
US Teen and Young Adult Internet Users Who Have Shopped Online, November 2005 (% of each group)
Percent of Time that US Young Adults* Spend on Select Media, 2004, June & November 2005
Hispanic Americans Ages 14-29 Who Own Mobile Phones, 2005 (% of respondents)
Hispanic American Mobile Phone Owners Ages 14-29 Who Send Text Messages, 2005 (% of respondents)
Mobile Phone Features Used by US Mobile Phone Owners, by Ethnicity, March 2006 (% of respondents)
US Mobile TV, Wireless and Non-Wireless Subscribers, by Race/Ethnicity, Q1 2006 (% of respondents)
Take Advantage of New Ways to Pay and Advertise
Worldwide M-Commerce Revenues, 2006 & 2008 (billions)
Internet Users in Japan Who Would Like to Use a Mobile Phone Credit Card, February 2006 (% of respondents)
Features of Electronic Money that Are Attractive to Internet Users in Japan, December 2005 (% of respondents)
US Adults that Would Not Pay to Use Their Mobile Phone to Make Purchases, by Age, January 2006 (% of respondents in each group)
Online Advertising Tactics on which US Marketers* Would Spend $100,000 to Experiment, December 2005 (% of respondents)
Planned Spending on Emerging Advertising Tactics according to US Marketers*, 2006 (% of respondents)
Find the Right, Willing Partners
Related Information and Links
Active MVNOs
MVNO Information Sources
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