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Mobile Services

리서치사 Analysys Mason
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모바일 통신 서비스 Mobile Services
발행정보 : 페이지 정보 : 영문 Subscription Program


Analysys Mason이 제공하는 본 연간정보 서비스 조사 프로그램을 활용하면 모바일 통신 서비스 시장의 비지니스 기회와 과제에 대한 이해를 심화하고, 경쟁사의 기선을 제압할 수 있습니다. 이 프로그램에서 제공되는 분석에는 통신사업자와 벤더 등 시장 관련 기업과 단체 사이에서 끊임없이 행해지고 있는 의견 교환과 Analysis Mason이 단독으로 실시하는 소비자를 대상으로 실시한 1차 조사 결과가 반영되어 있으며, 시장에 대한 예측과 견해에 명확한 근거를 제시하고 있습니다. Analysis Mason의 역할은 시장의 다양한 동향을 빨리 파악해서 클라이언트가 고객의 요구에 대응하고 매출을 유지·증가시킬 수 있도록 도움을 드리는 것입니다.

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    • 4G 서비스 요금 설정과 마케팅
    • 규제 정책이 로밍과 이동전화 접속료(MTR: Mobile Termination Rate)에 미치는 영향
    • 서브 브랜드 및 홀세일/가상 이동통신망 사업자(MVNO)의 비지니스 기회
    • 선불식 휴대폰 고객 기반의 발전
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모바일 데이터 서비스 요금 추적 조사

LSH 14.06.02


The rapid evolution of the mobile data market has dramatically affected operators' and vendors' mobile revenue and service strategies during the past few years. As the market matures, industry players and their partners are shifting their focus from voice and messaging to data services, and from securing market share to managing and maintaining the subscriber base. The Mobile Services programme helps stakeholders to tackle key issues including:

  • pricing structures: from tariff rebalancing to multi-person and multi-device usage plans, pricing models must now extend to cover a wide variety of usage patterns and preferences while creating value for providers
  • best-practice customer retention strategies, which are becoming increasingly important thanks to the growing emphasis on alternative KPIs, such as Net Promoter Score and reduced churn
  • the search for opportunities in the wholesale sector, including a renewed focus on MVNOs and responses to structural changes in the roaming market
  • the impact of network upgrades and next-generation technologies: how 4G in particular will position mobile operators to compete directly with fixed broadband offers.

Analysys Mason's Mobile Services research programme enables clients to understand the opportunities and challenges in these markets, and to stay a step ahead of competitors. Our analysis reflects our ongoing dialogue with operators, vendors and other market players, as well as our proprietary primary consumer research, which provide a solid grounding for our forecasts and views on the market. We identify trends early, enabling clients to better address their customers' needs, and protect and increase revenue.

Market commentary by lead analyst

“Mobile revenue growth has stalled in many European markets. For service providers, the focus is moving from securing market share to keeping established customers, while maintaining profitability. Key ingredients for success include: a deep understanding of customer usage and spending patterns; development of appropriate pricing structures for mobile data; and a forward view of the threats and opportunities for mobile services as 4G networks and connected devices reach the mass market.” Stephen Sale, Principal Analyst.

The service in detail

For a typical 12-month subscription, our clients can expect:

  • expert analysis of the mobile services market and related technology: in-depth analysis of the major dynamics in the mobile services market and advice on optimal strategies for revenue growth and customer management
  • strategic impact reports and regular market commentary: thought leadership delivered via in-depth reports and regular commentary on developments and innovative business models in the mobile services market
  • 5-year forecasts for mobile broadband key performance indicators (KPIs) : worldwide mobile services forecasts split into 8 regions, as well as forecasts for 30 European countries, including KPIs such as connections, ARPU and revenue, and data volume
  • Connected Consumer end-user survey report: in-depth report based on our annual survey of more than 6000 end users in six countries (in Europe and North America), providing insight into and analysis of their usage, spending and attitudes towards mobile services
  • access to experts: unmetered access to our subject matter experts and thought leaders for additional insight and opinion in response to ad hoc questions relating to our research.

Programme highlights

The programme provides comprehensive analysis of the key issues affecting the market for mobile services. We will be covering critical industry issues, including:

  • a new phase for the MVNO market in Europe: status update and outlook
  • market sizing and outlook for roaming services: the impact of regulatory changes on legacy revenue streams and emerging roaming business models
  • consumer usage and attitudes towards mobile services, based on our Connected Consumer survey
  • the mobile bundle in 2018 - the future of mobile pricing
  • the impact of LTE: on pricing, bundling, consumer expectations, marketing strategies and the comparative pricing of fixed and mobile broadband
  • best practice churn reduction strategies.

Programme deliverables


Analysys Mason's Mobile Services research programme provides 5-year forecasts of the following KPIs in the mobile services market:

  • mobile connections, split by:
    • device type (handset (smartphone and basic), tablet and PC/laptop)
    • subscriber type (business and consumer)
    • subscription method (prepaid and contract)
    • access technology type (3G, 4G)
  • mobile service ARPU, blended and split by:
    • service type (voice, messaging, data)
    • subscriber type (business and consumer)
    • subscription method (contract and prepaid)
  • mobile service revenue, blended and split by:
    • service type (voice, messaging, data)
    • subscriber type (business and consumer)
    • subscription method (contract and prepaid).


The Mobile Services programme's Mobile services quarterly metrics provide the following up-to-date KPIs for 30 European countries each quarter:

  • mobile active subscribers (prepaid and contract)
  • MVNO subscribers as a percentage of total
  • voice and messaging traffic
  • outgoing voice minutes
  • ARPU and average revenue per mobile minute and SMS message
  • mobile revenue and ARPU, split by service (voice, messaging and data)
  • mobile data revenue as a percentage of total.

Analysys Mason's Mobile broadband pricing benchmark is a survey of USB modem subscription services and SIM-only packages suitable for use with a USB modem or mobile Wi-Fi hotspot device. Data for 23 countries is provided in a fully searchable spreadsheet format, for use as a benchmarking and planning too.

The information for each country includes:

  • provider
  • service name
  • access technology
  • downstream bandwidth (Mbps)
  • upstream bandwidth (Mbps)
  • monthly access charge (in local currency unit and EUR)
  • activation fee (in local currency unit and EUR)
  • device bundle
  • minimum contract length (months)
  • broadband service type
  • subscription type
  • usage cap/fair-use policy limit (MB)
  • volume included (MB)
  • time included (hours)

Geographical coverage

Analysys Mason's Mobile Services research programme provides worldwide 5-year forecasts split into the following eight regions:

  • North America
  • Western Europe
  • Central and Eastern Europe
  • Developed Asia-Pacific
  • Emerging Asia-Pacific
  • Latin America
  • Middle East and North Africa
  • Sub-Saharan Africa.

The programme also provides five-year forecasts at country level for the following European countries:

  • Austria
  • Belgium
  • Bulgaria
  • Croatia
  • Czech Republic
  • Denmark
  • Estonia
  • Finland
  • France
  • Germany
  • Greece
  • Hungary
  • Ireland
  • Italy
  • Latvia
  • Lithuania
  • Netherlands
  • Norway
  • Poland
  • Portugal
  • Romania
  • Russia
  • Slovakia
  • Slovenia
  • Spain
  • Sweden
  • Switzerland
  • Turkey
  • UK
  • Ukraine.
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